Cecily O'Connor
RedwoodAge.com

While many boomers are wary of making extra purchases in a weak economy, nutritional supplements are one personal budget item that has yet to be rationed. 

That's partly because many people, especially middle-aged Americans, view supplements as a preventative measure that can help avoid  prescription drugs and medical treatments.

Approximately 51 percent of supplement users said the economy will likely not change their purchasing habits, according to a study by the Council for Responsible Nutrition, a trade association representing dietary supplement industry ingredient suppliers and manufacturers. Of that group, about 13 percent consider supplements "an essential part of my wellness regimen, and I cannot do without them."

The majority of the 2,013 supplement users surveyed said they are making a concerted effort to invest in their long-term health by buying vitamins, minerals and other products - although they may opt for cheaper brands going forward. 

Health experts generally endorse the idea of taking supplements to compensate for any shortcomings in diet, though several studies show that taking too many vitamins and supplements, or too much of either, can be harmful to health.

In one study, researchers noted an absence of folic acid in patients with colon polyps, and they hoped that the supplement might help fight the disease. Instead, they found high doses of folic acid may actually increase the risk of developing the growths, according to the Journal of the American Medical Association. A separate study linked heavy vitamin use to fatal prostate cancer, and other research has found beta-carotene pills can increase smokers' risk of lung cancer.

Most health experts would encourage consumers to make sure they're getting enough fruits, vegetables, fiber and other healthy foods before shelling out for expensive supplements to shore up their diets.

To be sure, anyone considering taking a supplement should consider doing so under the direction of their physician. These types conversations at doctors' offices are rising as interest in natural alternatives - including a sensible diet - builds.  

Growing Market
The US market for nutritional supplements is poised for healthy growth, with sales forecast to climb 39 percent between 2007 to 2012 to reach $8.5 billion, according to Packaged Facts, a food, beverage and consumer packaged goods market research firm. 

Many boomers, for example, are interesting in staying active and feeling youthful longer, and recognize that it can be possible to do so through alternative medicine. A large number of boomers are obese or battling other age-related  conditions such as diabetes and high blood pressure. These kinds of conditions will dictate health care delivery as the generation ages. 

"Times are tough for many Americans right now, and countless families are faced with the difficult position of cutting back on items that are not of absolute necessity when trying to balance higher costs in gasoline, groceries and other daily necessities," said Judy Blatman, senior vice president of communications at the council. 

Pill Promotion
Some supplement manufacturers are working hard to hawk their products as more critical than ever in a weak economy. On Thursday, Natrol, issued a press release touting how its supplements for natural stress relief  "can help anxious Americans cope with crisis," including one priced at $19.99 for 50 tablets that support balanced serotonin levels, feelings of happiness and well being. 

Some pills that have generated a lot of buzz in recent years are those containing resveratrol, grape seed extract, quercetin and whole red wine extract, all of which are powerful antioxidants found in red wine. In combination, these properties are said to promote longer, healthier lifestyles. 

"Engaging in preventative health measures today, such as incorporating supplements into a healthy lifestyle, may help avoid potential healthcare costs down the road," Blatman said.

With costs in mind, nearly a third of supplement users indicated that, while they will continue to purchase dietary supplements, price will become a more important factor. Meanwhile, another 13 percent said that given the economic downturn, they will continue to purchase, but consider buying less amounts. 

Additionally, a "small portion" of respondents said they might suspend their supplement usage altogether should the need arise if the economy continues to falter.