NBJ estimates that supplements for children have amounted to between $400-500 million in sales in the United States since 2000. Growth has been fairly modest in the competitive and established mass market multivitamin brands, but significant activity has occurred in natural channels, private label and other categories like herbs and specialty supplements. Accounting for all channels of distribution, NBJ estimates children’s multivitamins at $340 million in 2003. The mass market accounts for
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