Feb 25, 2008 12:00 PM, By WENDY TOTH

Supermarkets are finding appropriate ways to integrate modern personal care products onto store shelves By: By WENDY TOTH

If supermarkets are to continue on as sources of all things wellness while maintaining one-stop-shop status, the most sensitive health categories are not to be neglected.

Manufacturers certainly don't think so, as product innovation persists in such categories as family planning, feminine hygiene and adult incontinence. Lubricants are featuring natural ingredients; both male and female contraceptives are increasingly being marketed to women; and feminine hygiene products are growing more specialized.

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