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Natural Foods Merchandiser

Kid stuff: Anything but a pill, Mom!

The ground is shifting in the multivitamin world. Adult multivitamin sales are down 9 percent over the last year in the natural channel, according to SPINS data. But fret not! Supplement makers are merely diversifying, so women’s multivitamins grew 10 percent, men’s multis by 5 percent, and children’s multis by 6 percent.

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