If supermarket health and beauty care executives take an aggressive approach to promoting and merchandising vitamins, the ever-growing segment could crack into their list of top-five category sellers. Currently, vitamins are the seventh best-selling HBC product at supermarkets, but according to retailers polled by SN, attention paid to the vitamin category at food retail has not matched the sales strength and potential of the products themselves. For the 12 months ended June 30, 1994, the ...

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