Innovation is the Vital Ingredient for Category Growth

The purpose of business has been simply defined as finding, keeping and growing the right customers. Right now, the dietary supplement industry is at a crossroads. We’ve found the right customers— aging baby boomers and health-focused female heads of households—but collectively, supplement manufacturers must do a better job of retaining and growing the consumer base. A proven way to grow individual businesses and the industry overall is with innovative products. True innovations, unlike fad

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