In Chapter III, we consider how consumer shopping behavior for wellness products has changed, specifically, in the categories of organics, vitamins and minerals, herbal supplements, and functional foods. While the grocery channel is still the most commonly used channel for wellness products across all consumer segments, we found that supercenters, mass discounters, natural food stores, club stores, and specialty retailers have all stolen share from the grocery channel. Beyond looking at consumer channel selection and shopping behavior, this chapter also looks at consumer spending in various wellness categories and the contribution to sales made by each wellness segment. | 
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