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Gauging 2006 sales at approximately $4.7 billion through all channels, including mass-market, health/natural, and direct/Internet, Nutritional Supplements in the U.S.: Vitamins, Herbal and Non-Herbal Supplements, a fully updated Packaged Facts report, covers nutritional supplements including vitamins, minerals, herbal supplements, non-herbal supplements, and other types of food supplements. The report explores this market in relation to broader food and beverage trends that could both hinder market growth and offer unique opportunities for new product development. One avenue ripe for exploration is that of functional foods, whose explosion in the market could present challenges for supplement marketers unable to ride this wave to their own advantage. Additionally, niche delivery systems, like spray mists and dissolving strips, are one of the ways marketers are reviving interest in previously sluggish categories, as is the ramped-up focus on condition-specific products targeting myriad conditions, from heart health to joint relief.

Nutritional Supplements in the U.S. examines key competitive trends and pinpoints opportunities for current and prospective marketers, including the potential impact of increased government regulation of supplements and the standardization across the industry caused by the imminent establishment of GMPs (Good Manufacturing Practices). The report also explores the increased demand for supplements as a result of the nation’s aging Boomer population, and the correlation between the obesity crisis in the U.S. and a growing focus on health and wellness. The four principal mass-market categories—general supplements, multi-vitamins, 1 & 2 letter vitamins, and liquid supplements—are quantified to the marketer/brand share level by IRI data, and further substantiated by extensive qualitative analysis. The report documents market size and composition, as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on the Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Nutritional Supplements in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You’ll Get in this Report
Nutritional Supplements in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Nutritional Supplements in the U.S. offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail and Internet Strategies
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the nutritional supplements industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for nutritional supplements, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for nutritional supplements based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for vitamins, minerals and herbal and non-herbal supplements.
• Research and development professionals stay on top of competitor initiatives and explore demand for nutritional supplements.
• Advertising agencies working with clients in the personal care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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