Introduction
With the rapid influx of functional foods, supplements are increasingly competing directly with
foods.

Market Size and Growth
During the five-year period from 2000 to 2004, the market grew by a total of 7.5%.

Market Composition
General supplements account for over half (50.7%) of IRI-tracked sales of nutritional
supplements

Factors to Market Growth
Sales of nutritional supplements rise and fall according to the changing tides of public perceptions
of product safety and effectiveness, which are heavily influenced by the media.

Projected Market Growth
Total U.S. retail sales of nutritional supplements will reach approximately $6.1 billion in 2009.

The Market Leaders
Private-label products collectively claim more than triple the share of the top-ranked branded
competitor.

Competitive Overview
Competition is more concentrated at the mass-market level that at the health/natural store level.

Marketing Dynamics
The driving trends in the market are toward natural/organic and premium products.

Retail Trends
With 34% of sales, supermarkets are the leading outlet for nutritional supplemen