Nutrition Business Journal

Leading Players Pursue Strategies For Success in Marketing Multivitamins

Multivitamins retain the largest share of the vitamin market, the most mature category in the supplement industry. With large pharmaceutical companies marketing dominant brands such as Bayer Healthcare’s One-A-Day and Wyeth Consumer Healthcare’s Centrum in the mainstream marketplace, competitors are increasingly turning to innovative strategies to boost consumer interest and sales in the multivitamin niche.

Strategies range from alt

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