The integration of natural or alternative remedies into supermarkets' traditional cough/cold sections makes perfect sense to many retailers, especially from a whole-health solution selling perspective. Consumers are reading about these products and are actively seeking them out. "This is more than a trend, it's a lifestyle," said Karen Lewis, national natural-living purchasing director for Wild Oats Community Markets, Boulder, Colo. "It's driven by dissatisfaction with health care. I've ...

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