It's no surprise to retailers that vitamins top the list of the leading private-label categories in supermarkets' health and beauty care departments. That is after one discounts cotton balls, ranked no. 1 in the Private Label Manufacturers' 1999 Private Label Yearbook.
In fact, among all mass-market channels, private-label supplements represent a big and profitable chunk of sales versus the brands. Based upon shopper purchasing data tracked by The Hartman Group, Bellevue, Wash., over