Nutrition Business Journal

The Challenge of Whole-Food Supplements

The clean-label trend presents new possibilities

Whole-food supplements, despite their exorbitant share of press attention, account for just over 4 percent of the supplement market in the US. Still, as of 2013, that equated to $1.5 in sales, and the innovations driving this sector could have far-reaching effects up and down the supply chain as manufacturers of more conventional supplements find that their consumers have begun to demand cleaner labels and more transparency.

However, the attempt by manufacturers to sell these pr

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