With baby boomers booming and the organic trend coming in right behind, consumers are buying vitamins and supplements for everything from heart health to the replenishment of fruit and vegetable-based nutrients lost in industrially processed foods. As these preferences shift, retailers are changing product mix and merchandising to match. "People want to get the most for their money and health," said Sue Vodika, HBC buyer/category manager, Bashas', Chandler, Ariz. "The whole vitamins and ...

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