Newcomer to FDM and Incumbent Reflect on Vitamin Business in the Mass Market

Alacer targets narrow niche on FDM shelves; Pharmavite says programs and products to grow the category are key for big retailers.

Although the mass market represented just 25% of U.S. vitamin sales in 2005— down from 30% in 2001—it remains the holy grail of markets for manufacturers and marketers looking to find shelf space and develop sales in the more than 200,000 retail outlets it represents. The natural & specialty retail channel, which includes GNC, Vitamin World and others, accounted for 42% in 2005 (up from 38% in 2001), but many believe it represents a somewhat more saturated, fragmented and confusing

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