A new take on the multivitamin

Diversify and specialize is the key to brand success

Has the demise of the multivitamin been overstated?

Multivitamin sales are not far above flat for 2015—and that was better than the year before—but reading too much into that may be a mistake. It could mean that consumers are simply getting their nutritional requirements from a more diverse product base and marketers are rolling out more targeted formulations that veer from the catch-all “multivitamin” SKU.

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