In the past, transparency was never a word you would associate with the supplement market. Many people were sold on fancy language and creative marketing, keeping people from getting the full benefits from their vitamins and supplements. Fortunately, the market has shifted in recent years thanks to educated consumers and ethical companies entering the industry.
In a meeting around ten years ago, one of my favorite marketers in the VMS (Vitamin, Mineral, and Supplement) space referred to the vitamin and supplement aisle as alphabet soup. The FDA estimated in 2000 that there were 29,000 different supplements available, with 1,000 new ones launched every year