Vitaco, page-11

You do realise that the industry can't be benchmarked by an experience in coles. Whilst I agree it is a telling story of how the industry has grown, I tend to think that health and wellbeing (in many forms) will continue to grow - the issue is that Vitaco needs to lever of the Chinese market, and ensure their products remain competitive in an overly saturated domestic market. Musashi for example is well distributed product, ie it gets to the right people in the right places through the retail outlets and supermarkets, however has a horrible name in the supplement industry as being low quality and over priced. A bit of sun and eating good food is healthy, but it won't get you looking like a male/female model on a billboard poster (which is what so many people want these days)