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Multivitamins still provide plenty of opportunities via gummies, probiotics
Overall, sales of multivitamins are relatively flat — 0.2% annual growth toward a $1.8 billion base. But according to the latest consumer survey from the Council for Responsible Nutrition, 3-in-4 adults use a multivitamin. So, have sales of multivitamins plateaued, or are there pockets of opportunity out there?