As the most recent nutrient to receive a reference daily intake (RDI) from FDA, cholineand the fact that most Americans arent getting enough of itis gaining attention. Involved with liver function, cell structure, neurotransmitter production, muscle recovery and metabolism among other functions, choline is truly an essential nutrient. Since the majority of health-conscious consumers dont regularly eat high-choline food sources such as beef liver and egg yolk, properly marketed dietary supplements can have broad appeal. Takeaways include: *Nine out of 10 Americans arent getting enough choline in their diets. *Many consumers and health care providers lack education about the need for and importance of choline. *Pregnant women, overweight or obese adults, older adults and athletes are key customers to target.