Men constitute a growing sector of the natural products lifestyle; and with researchers now estimating that men do 40 percent of all grocery shopping, they are also becoming an increasingly influential shopping demographic. Leaving gender differences aside, men and women basically want the same thing when they shop: clear information, the ability to find what they want, and an excellent overall shopping experience. Men are also expanding their interest in complementary and alternative health measures, including increased use of supplements, and are on the lookout for less invasive, natural options to treat common (and traditionally male-centered) health conditions, such as heart disease, prostate health, high cholesterol, high blood pressure, colon cancer, and skin cancer.

Some supplements for conditions of particular concern to men include coenzyme Q10, which supports male fertility and cardiovascular health; omega-3 fatty acids in fish oil, which reduce the risk of heart disease, inflammation, arthritis, and cognitive decline; vitamin D, with supports bone health, immunity, and protection against cancer; lycopene and saw palmetto for prostate health; and zinc for wound healing and immune strength.