Sports/fitness, a lifestyle niche well represented in many health and beauty care categories, is providing supermarkets' HBC departments with impressive incremental sales. The proliferation of sports-related formulations invading categories such as deodorants, sun care, vitamins, first aid and analgesics is generally viewed by retailers like Kim Botkin, director of nonfood at Gerland's Food Fair, Houston, as "just another flavor, more than anything else." Yet manufacturers' attempts to ...

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