Practitioner channel still a motive force for supplements

The practitioner channel for supplements displayed strong growth in 2011 for both manufacturers and distributors, as medical foods have begun to gain traction.

It represents less than one tenth of the $30 billion dietary supplement business. Thanks to a slew of recent mergers and acquisitions, it includes only a handful of major players. But when it comes to innovation, quality and broadening the customer base, many believe the practitioner channel is where the action is.

“It may be smaller in terms of revenue, but it is in many ways on the leading edge of this industry,” says Jeremy Appleton, ND, director of professi

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