In my experience, big-box stores (I dare not name names) target consumers with value-based pricing on supplements; vitamins, minerals, herbs and the like.  When I happen to visit my local chain-store on the odd occasion I always make a habit of spending some time in the supplements section to see how our products stack up. The most astonishing observations is that nearly EVERYTHING is priced below $20.

My assumption is that $20 is a low barrier of entry for the average consumer...


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