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In the last few years, the balance of power in the nutrition industry has swung away from suppliers and manufacturers and towards retailers. As the $8.8-billion natural food store retail segment consolidates, more volume is concentrated in the hands of fewer stores, putting them in a position to dictate terms further down the value chain. However, retail opportunity is expanding even faster than it's consolidating, causing the mass market ($5.3 billion in nutrition product sales in 1996) to invest more in growing their natural products categories. For now, there's business for everyone, but intensifying competition presages the day when marketshare issues will revealed in high relief. Profiles include GNC and vitamin chains, Nature's Fresh (p.8), Whole Foods and Wild Oats. Mass Merchandizers KMart and Costco, Chain drugstores; Supermarkets in the U.S. and Britain; mass market manufacturers and Independent health food stores.
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