The year 2010 was another banner one for vitamin D, with supplement sales up another 30% to $550 million. D basked in the glow of promising research with more than 1,000 studies looking at the vitamin’s effect on health conditions veering far beyond bone health to immunity, infl ammation and even protection against some forms of cancer. Consumer awareness of D’s importance was also on the rise, especially after TV’s Dr. Oz began touting its benefi ts and the importance of supplementation for adequate daily intake. But the vitamin’s unfettered momentum from 2009 did hit a few snags in recent months. First came...
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