The nutritional benefits of mushrooms are widely discussed by health aficionados. Despite all of the benefits of consuming mushrooms during meals, however, these advantages pale in comparison to the health-promoting properties of medicinal mushroom supplements. What is known about these supplements includes thousands of years of traditional use in Chinese and Japanese herbal medicine and the modern research spurred by their reputations. From possible immune health-supporting ingredients to athletic performance enhancers, medicinal mushrooms promote good health in all sorts of ways. Here are just a few of the most promising mushroom supplements on the market right now.

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For consumers, retailers and product makers alike, digestive health can be a tough category. There are enough natural options to satisfy every complaint or concern, but there’s also enough complexity to make connecting consumers with the right products a tall task.

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This year makes it a (gluten-free) baker’s dozen as we honor our winners in the 13th annual Natural Choice Awards. Natural products in 18 categories were voted on by our readers, and we’ve come away with a truly impressive group of winners and runners up, including several multiple-time Natural Choice Award winners. There are some newcomers to the party as well.

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With spring on the horizon, people all over the country are beginning to feel the effects of allergies. Over 50 million people in the United States, including up to 30% of adults and 40% of children, suffer from allergic rhinitis, more commonly known as hay fever (1). With more than 13.4 million visits to physician offices, hospital outpatient departments and emergency departments stemming from allergic rhinitis yearly, several drugs are on the market to try to minimize the effects of allergies, but several natural options may be worthy of your attention.

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“To thine own self be true,” may be one of the most famous lines from Hamlet, and it’s good advice for the weight management category. For years, the concept of “healthy weight management” has butted heads with those “lose 10 pounds in a week” products that are based on empty promises and fuel unrealistic (and unhealthy) expectations. The category would be better served if they all were truthful about what they can and cannot do.

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What do more than half of your shoppers have in common with each other? Pets! About 62% of U.S. households own at least one pet, and 47% percent have at least one dog, according to The Humane Society. Incorporating some pet care items into your store will likely make your loyal pack see your business as a one-stop shop for the entire family—and yes, that includes the furbabies!

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Minerals play a vital role in many of our major bodily functions, and deficiencies can lead to health issues. Despite this, mineral deficiencies are still very common, with 61% of Americans 19 and older having dietary intakes of magnesium lower than the estimated average requirement and 49% having intakes below the estimated average requirement for calcium.

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People want their heart health supplements. The category’s sales always tops the charts, as the desire to preserve and protect cardiovascular wellbeing remains consistent among adults of all ages. But the ways these products are designed, produced and promoted are all changing against this backdrop of steady consumer demand. Even the factors doctors deem most relevant for a maintaining a healthy heart are undergoing revision, a shift that will impact the supplements space.

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Harrah’s in Lake Tahoe, CA, once ran a television/radio advertising campaign that involved three different jingles. The first featured Beach Boys-esque music and a deep male voiceover. The second was reminiscent of a 1980s female soloist and included an energetic male voiceover and the tag line “Oh Yeah!”. The third had early 2000s-inspired electronica with an autotuned voiceover and ending line, “Chill out and get your game on.” These Genergraphics Gingles were specifically designed to reach three different sets of key clientele simultaneously: Boomers, Gen X and Echo Boomers (also known as Gen Y).

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Many consumers want to live a healthier lifestyle, and one of the most common reasons for doing so is weight management. Weight management is a big sales draw for multiple sectors, with revenues totaling $61 billion in 2013 (1). This number encompasses several categories, from services to programs to drugs, and dietary supplements are no exception. While several natural ingredients have been touted as valuable for weight management, there is also some skepticism surrounding them. With this said, scientific interest and study on these ingredients suggests that there may be more at work than just trends.

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