Buying in to
Bioavailability
Steady gains in
consumers’ confi
-
dence in the effectiveness of
nutrients to deliver highly
desirable health benefits have
caused Americans to refocus
their attention on individual
nutrients (MSI, 2010a).
Vitamins were the sixthfastest-growing
CPG product
category overall in food, drug,
mass, and convenience stores in
unit sales in 2011, up 6% over
last year. Vitamins ranked second overall in the health-care
segment, making the top 10 list