Reality Dose: Vitamin Chain Stores Report Strong Growth

Vitamin Shoppe registers for IPO, and Max Muscle enjoys growth from its new franchise model.

Vitamin sales are rebounding as consumers return to independent retailers, indicating that the honeymoon with mass marketers of nutritional supplements may be over. “The news is that the business is growing and the industry appears to be in recovery, though Vitamin Shoppe has outperformed the industry for several years now,” said Tom Tolworthy, CEO of Vitamin Shoppe (North Bergen, N.J.). In the past four years, SPINS reported a 5% erosion in mass market’s share of the vitamin

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