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Study cultures and categories to navigate European retail

Emerging Eastern Europe markets show promise.

Europe has always been a constellation of different markets with their own rules and, typically, their own interpretations of the European Food Safety Authority directives.

And that’s just the regulatory piece. The hurdles at the cash register can be just as complex.

Like North America, dietary supplements are in hot demand across the pond. In Western Europe, sales topped $8.4 billion in 2016, up from $7.4 billion in 2011, according to Euromonitor. Meanwhile, in Eastern

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