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ShopSmart Reveals the Real Deal with Vitamin D


Debunking the “deficiency epidemic”; Plus, the best deals on D from tests

ShopSmart MagazineYonkers, NY – Vitamin D has been touted as the answer to all kinds of health problems, but many of these claims are overblown.

The April 2013 issue of ShopSmart magazine, from Consumer Reports, features answers to some of the most common questions about Vitamin D and names the best from its tests of 32 products.

“The lab standards for these deficiencies are often random and pills are not always the answer,” said Lisa Lee Freeman, editor-in-chief of ShopSmart. “With the help of our medical experts, we have identified people who may be at risk for a vitamin D deficiency and may actually benefit from supplements.”

ShopSmart found that when it comes to being concerned about vitamin D, people wonder if they are getting enough.  For those who don’t get at least some midday sun exposure during the warmer months or don’t regularly consume vitamin-D rich foods such as fatty fish, eggs, and fortified milk or soy products, a vitamin D supplement might help.  Getting tested for vitamin D deficiency is not necessary unless there is a risk – being middle-aged or older, dark-skinned, or overweight are all factors that can slightly increase one’s risk.

ShopSmart’s report highlights findings from its recent tests of 32 vitamin D, calcium-D combos, and kid’s D products which found that all had at least as much D as their labels claimed.  Overall, the best vitamin D supplement buy was Trader Joe’s Vitamin D, priced at $5.00 for 180 softgels (3 cents per pill). Other good buys include GNC Vitamin D-3, Nature Made D3 Liquid Softgels, Now Vitamin D3, Rite-Aid Vitamin D-3, The Vitamin Shoppe Vitamin D3, Walgreens D3 and Whole Foods Market Vitamin D3 (all cost 4 cents per pill).

About Consumer Reports

Consumer Reports is the world’s largest independent product-testing organization. Using its more than 50 labs, auto test center, and survey research center, the nonprofit rates thousands of products and services annually. Founded in 1936, Consumer Reports has over 8 million subscribers to its magazine, website, and other publications. Its advocacy division, Consumers Union, works for health reform, food and product safety, financial reform, and other consumer issues in Washington, D.C., the states, and in the marketplace.

About ShopSmart Magazine

Launched in Fall 2006 by Consumer Reports, ShopSmart draws upon the publication’s celebrated tradition of accepting no advertisements and providing unbiased product reviews. ShopSmart features product reviews, shopping tips on how to get the most out of products and “best of the best” lists. It’s ideal for busy shoppers who place a premium on time. ShopSmart has a newsstand price of $4.99 and is available nationwide at major retailers including Barnes & Noble, Wal-Mart, Borders, Kroger, Safeway and Publix. ShopSmart is available by subscription at




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