An interesting thing happened on the way to the mainstreaming of dietary supplements. First, after many prognosticators foretold the mass market dominance of supplement sales, fortunes reversed and natural & specialty stores outgrew the mass market by a large margin over the past two years. Now as 2004 sales data becomes clearer, it is apparent that direct sales growth outpaced all retail channels. If—as many in healthcare and nutrition hope—the supplement industry draws more consumers in
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