Buying in to Bioavailability Steady gains inconsumers’ confidence 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