New York: Nestle wants out of mass-market vitamins . But a move by consumers towards more expensive, science-backed products risks complicating the Swiss conglomerate's effort to fetch a high price for its underperforming brands.

The $250 billion consumer food giant said in July it was launching a strategic review of low-growth, low-margin brands in the vitamins, minerals and supplements category, a prelude to a possible sale reconfirmed by Nestle after new CEO Philipp Navratil took the helm in September.

However, consumers in the $193 billion global supplement market

Furthermore, the supplement market is fragmented, and its regulatory landscape is in flux, adding risk to any acquisition. Industry players are signaling disinterest, Reuters' reporting found - but private equity fun

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