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About Vitamin Retailer Magazine

Leadership Position

Vitamin Retailer is recognized as the dietary supplement industry’s leading business magazine. VR was the first trade magazine to specifically cover the category of dietary supplements. This trail-blazing editorial focus has firmly established VR as the most credible and reliable source of information pertaining to dietary supplements and related products.

Editorial Content/Slant

Each issue of Vitamin Retailer includes information about vitamins, minerals, herbs, specialty supplements, sports nutrition, natural remedies and HBA products. The editorial content in VR is aimed primarily at retailers of dietary supplements, and secondarily toward other industry members including manufacturers and suppliers.


Vitamin Retailer offers the highest level of editorial quality and experience, headed by Publisher Daniel McSweeney, whose nearly 20 years of industry experience helps provide perspective and insight to VR’s editorial product. Please refer to “Meet the Staff” for more staff information.

In Depth, Reliable Information

Each issue of Vitamin Retailer offers in-depth, high-quality and reliable information about dietary supplements. Monthly departments and columns in VR include: Retail Fundamentals, Supplement Science, Health Shopper, Health & Nutrition, Natural Medicine, Behind the Counter, Hot Sellers, Research Update, New Products, Off the Press, and Back Talk.


Vitamin Retailer magazine has one of the highest circulations among all of the business publications serving the health and natural products industry. At present, VR has a total circulation of over 15,000 recipients, including over 12,000 retailers and distributors of natural products, and more than 500 pharmacies.

Readership Survey

In a nationwide survey of health food retailers conducted by the independent market research firm Research USA, Vitamin Retailer was selected as the number one source for information about dietary supplements from among all of the existing industry trade magazines. In addition, VR was named most often as the trade magazine health food retailers read the most. Ask your sales representative for a copy of this Readership Survey.

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