IDLife is disrupting the vitamin and dietary supplement market, which is a $23 billion a year industry in the U.S. alone. According to this recent article in the Wall Street Journal, the market is very fragmented, with the top five companies accounting for just 20% combined value share. The aging baby boomer population has bolstered the growth of vitamins and dietary supplements, as well as American’s increased focus on healthy living and increased awareness around the cost of medical care. Also note that this market has grown consistently every year, despite the recent recession and economic woes.