Whole-food supplement category branches out in 2014

Whole-food supplement category branches out in 2014

New whole-food supplement launches at this year's Expo West suggest a maturing, niche-driven category.

The whole-food supplements category remains one of the fastest-growing and dynamic in the dietary supplement industry, and 2014 will see the launch of several new entrants to the market.

Mainstays in the whole-food supplement category include products from New Chapter, MegaFood and Garden of Life in natural retail, as well as direct-sellers such as Juice Plus+ and Shaklee.

According to Nutrition Business Journal, the category has experienced double-digit growth annually since

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