Article: Specialization hits multivitamins.(VITAMINS & NUTRITION)

NEW YORK -- Historically the most popular and best-selling supplements on the market have been multivitamins.

The ability to get all of one's essential nutrients in a single tablet has made these products appealing to time-starved consumers and helped make sales in the segment one of the brightest spots in what in recent years has been a lackluster supplements market.

According to Information Resources Inc., drug store sales of multivitamins for the 52 weeks ended December 31 inched up 0.8% to $345.5 million, while overall mass market volume for the period dipped 0.1% to $676.9 million.

As the multivitamins market continues to mature, marketers have been looking ...

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