Years ago, sports nutrition was the domain of professional athletes. However, interest in this field is rapidly expanding, and the various sports products that were once targeted at a specific demographic have now hit the mainstream. This is reflected not only in public perception, but in financial fact, as the sports nutrition sector, currently the second-largest market segment in the supplement industry, was projected to have a compound annual growth rate of 24.1%, and was projected to reach $91.18 billion in 2013 (1).

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Mushrooms have been a popular health aid for centuries, touted as having a variety of medicinal properties that run the gamut from immune support to fatigue reduction. Even though many may know mushrooms in the culinary sphere, education needed is about their use in supplement form in the United States.

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In designing our series on Natural Success Stories, we at WholeFoods Magazine needed to come up with ways to categorize success within the natural products industry. We quickly realized that most within the industry would measure it by the positive impact made on other people’s lives. Natural, healthful products are, of course, a beneficial presence in the lives of many. But companies that focus great effort and resources on those in special need fill out the rest of the positive impact equation.

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Among the millions diagnosed with diabetes, some are seeking support from dietary supplements. But how many exactly? “The National Health Interview Survey recently found that 22 percent of people with diabetes use some type of herbal therapy, while another study found that 31 percent use dietary supplements,” says Dallas Clouatre, Ph.D., consultant for R&D to Jarrow Formulas, Inc., Los Angeles, CA (1).

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Imagine tripling your body weight within one year. Well, that’s status quo for the average healthy baby, who triples his/her birth weight before their first birthday. By age two, birth weight is often quadrupled. And from about age three through puberty, many children grow about two inches each year. Talk about lightning fast development!

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Energy drinks and giant coffee cups are the norm for many people, even though studies show they are also doing damage. Luckily, several natural herbs and vitamins can provide safe, consistent energy by working with the body’s metabolic systems.

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For those looking to focus, reduce stress, elevate mood, improve memory or stave off cognitive decline, brain support supplements fit the bill. Except for those happy, stress-free Einsteins out there who don’t require any help, these categories of cognitive need include almost everyone.

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Bone health is not only the concern of women and those advanced in years. People of all ages should be aware of the need to build strong bones and should be educated about preventing problems down the road. Over 200 million people worldwide are affected by osteoporosis, according to market research cited by Tracy Kreider, N.D., senior national product educator for Country Life, Hauppauge, NY. The world’s aging population will create a further need for supplements, as well as fortified beverages and foods, to bridge the bone health nutrition gap (1).

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Not long ago, access to natural dietary supplements, gluten-free foods and organic produce in the Midwestern United States was extremely limited. It was here, in an area mainly barren of these options for health and wellness, where Barbara Hoffmann and her husband, John, decided to build an oasis for natural products shoppers.

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What relevance do business directories have in the modern business world?

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