Supermarkets are eager to maintain the good health of the vitamin category. Sales in the channel are up, demand is strong and retailer margins are good.
"Vitamins for us are very successful. We've got 50 different types. Everything is Trader Joe's [private label]," said Lori Latta, senior buyer at Trader Joe's, South Pasadena, Calif., a chain with 73 stores.
Some supermarkets, including a large East Coast chain with about 181 stores and sales of more than $1 billion, said pric