All-natural vitamins and supplements are a cornerstone of any retailer's whole health portfolio -- but their value is only as high as their reputation and safety. Growing scrutiny by federal regulators has resulted in some major media coverage of the category, not all of it good. Studies by universities and other institutions are also independently influencing consumer buying habits. Among these shifting sands, supermarkets are wise to walk nimbly and be prepared to work with customers who ...

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