The winter cold and flu season, with its accompany

The winter cold and flu season, with its accompanying aches, pains, coughs and sniffles, has boosted the popularity of immune system herbal supplements.

According to a study developed by NBTY, Inc. (Bohemia, N.Y.), echinacea, melatonin, EPA marine lipid oil and zinc lozenges are now among the 10 most popular supplements in the U.S. The study reveals the latest American spending habits on vitamins, minerals, herbs and nutritional supplements.

"With all the reports regarding the health properties of echinacea, melatonin, EPA marine lipid oil and zinc lozenges, it's understandable why they are now among the 10 most popular," says Scott Rudolph, chairman, chief executive officer and president of NBTY. "Americans are turning to dietary supplements more than ever to maintain and improve their health."

The top dietary supplements purchased by American consumers from October through December 1998 are:

1. Vitamin E (400 i.u.)

2. Vitamin C (500 and

1,000 mg)

3. Ginkgo biloba

4. Calcium with vitamin D

5. Echinacea and echinacea with goldenseal

6. Extra-strength chondroitin complex

7. Melatonin

8. Calcium/magnesium/zinc

9. EPA marine lipid oil

10. Zinc lozenges

Echinacea and echinacea with golden seal, fifth on the list, are best known for anti-inflammatory and immune system enhancement properties. Melatonin, the seventh most popular, is considered by many to be one of the hottest supplements of the decade. In addition to its reported anti-aging properties, it is said to alleviate insomnia, stress and jet lag. Research indicates that it can also boost the immune system.

The ninth most popular supplement, EPA marine lipid oil, reportedly relieves joint and muscle discomfort. Zinc lozenges, 10th on the list, have been reported to reduce symptoms and duration of the common cold.

Since the release of NBTY's first consumer tracking report in October 1997, vitamin E, an antioxidant, continues its reign as the most widely purchased nutritional supplement among American consumers. Vitamin E, which maintains healthy cell membranes, also may reduce the risk of prostate cancer in men, and has been reported to help fight Alzheimer's disease, heart disease, kidney disease and strengthen the immune system in the elderly.

NBTY's consumer report was compiled from a national sample of sales data, primarily through the company's retail chain, Vitamin World.