The four largest pure-play specialty retailers in the active nutrition category have struggled immensely to retain market relevancy at the least and business continuity at the most. With the active nutrition product categories consistently reaching high single-digits CAGR over the last decade, what is happening? Where is all that buying power going? This is what is dubbed the Wal-Mazon Effect.  Walmart, Target and Amazon have seen the largest gains over the past decade in category buyer count. So, what's changed now that is extremely important to the active nutrition industry?