In 2004, dietary supplement marketers focusing on the natural retail channel saw sales across the category increase by 4.2%, according to compiled NBJ analysis of retail and manufacturer data. That’s a humble growth rate compared to the natural channel’s annual growth in the high teens from 1994- 1997 and 6-9% from 1998-2001, but much better than the 3.5% decline in supplement sales in the mass market in 2004.
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