NEW POSITION

As supermarkets continue to do a booming business in high-margin vitamins and nutritional supplements, the category's in-store profile increasingly reflects its importance to the bottom line.Some chains are rolling out nutrition centers that combine vitamins with natural food in what they hope customers perceive as a one-stop "healthy lifestyle" shop. Others are moving their natural-supplement displays

As supermarkets continue to do a booming business in high-margin vitamins and nutritional supplements, the category's in-store profile increasingly reflects its importance to the bottom line.

Some chains are rolling out nutrition centers that combine vitamins with natural food in what they hope customers perceive as a one-stop "healthy lifestyle" shop. Others are moving their natural-supplement displays to the pharmacy, where they believe an endorsement from the pharmacist -- at least

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