VMS: Efficiency and information drive sales

Consumers buy diet, vitamin and sports nutrition products for a variety of reasons. But regardless of their wellness needs or goals, efficacy is the most important factor in driving sales of these products; they must believe that the products they buy in this category are contributing to these goals. And information and education are major factors in helping them to formulate those beliefs, according to a recent study by ECRM and HellaWella, a consumer-healthy living website owned by Lebhar-Friedman.

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