Natural Foods Merchandiser
Customers going 'greens' in the supplement aisle

Customers going 'greens' in the supplement aisle

Customers are migrating toward supplementing with whole-food nutrients including the rising greens category.

In December, an editorial in Annals of Internal Medicine grabbed media attention with its provocative title, “Enough is enough: Stop wasting your money on vitamin and mineral supplements.” It was advice consumers may already have been adopting: According to  SPINS data, multivitamin sales were down about 10 percent from the start to the end of 2013. 

Greens are basically tubs of whole-food nutrients that consumers can mix into their morning smoothie

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