NBJâ€™s Supplement Business Reportlib.store.yahoo.net/lib/nbj/supprep10toc.pdf ·...

NBJ’s Supplement Business Report

2010

An analysis of markets, trends, competition and strategy in the U.S. dietary supplement industry

NBJ’s Supplement Business Report 2010

2 www.nutritionbusinessjournal.com ©2009 Penton Media, Inc.

Table of Contents

©2009 Penton Media, Inc. www.nutritionbusinessjournal.com 3

2.1. ACKNOWLEDGEMENTS ................................................................................................................................................... 23 2.2. RESEARCH METHODOLOGY ............................................................................................................................................. 23

2.2.1. Disclaimer ........................................................................................................................................................ 24 2.2.2. Copyright ......................................................................................................................................................... 24

2.3. DEFINITIONS ................................................................................................................................................................. 24 2.3.1. Product Categories .......................................................................................................................................... 24 2.3.2. Sales Channels ................................................................................................................................................. 26

3.1. U.S. NUTRITION INDUSTRY ............................................................................................................................................. 29 3.1.1. Product Category Sales .................................................................................................................................... 29 3.1.2. Channel Sales ................................................................................................................................................... 33 3.1.3. Growth & Forecast ........................................................................................................................................... 37

3.2. U.S. DIETARY SUPPLEMENTS ........................................................................................................................................... 39 3.2.1. Dietary Supplements vs. U.S. Nutrition Industry .............................................................................................. 39 3.2.2. Product Category Sales .................................................................................................................................... 41 3.2.3. Channel Sales ................................................................................................................................................... 52 3.2.4. Growth & Forecast ........................................................................................................................................... 54 3.2.5. Consumer Usage Trends .................................................................................................................................. 56

3.3. A BRIEF HISTORY OF SUPPLEMENTS .................................................................................................................................. 57 3.4. NBJ RETAIL SURVEY ...................................................................................................................................................... 65 3.5. TRENDS ....................................................................................................................................................................... 70

3.5.1. NBJ Asks Industry Executives: Is There Light at the End of the Economic Downturn? ..................................... 70 3.5.2. GMPs Now Reality for All Supplement Companies .......................................................................................... 71 3.5.3. Is New Product Development Finally Picking Up Steam in the U.S. Nutrition Industry? .................................. 72 3.5.4. Material Prices Stabilize .................................................................................................................................. 73 3.5.5. Hydroxycut Draws Fire for Supplement Industry ............................................................................................. 74 3.5.6. After the McCain Bill: What's Coming Up Next for U.S. Supplement Firms ..................................................... 75 3.5.7. FDA Steps Up Enforcement Under Obama Administration .............................................................................. 79 3.5.8. The More We Understand the Health Benefits of Food, The Greater the Scrutiny Industry Must Endure ...... 83 3.5.9. U.S. Nutrition Companies Shell-Shocked by Spate of Pricey Consumer Lawsuits ............................................ 85 3.5.10. Beauty-From-Within Concept Attracts Major Food Players ............................................................................ 89 3.5.11. Tough Conditions Remain for Natural Retailers Fighting Mass Market Overlap in Food ................................ 93 3.5.12. Are Supplement Retailers the Next Regulatory Target? .................................................................................. 94 3.5.13. Innovations in Delivery Modes, Formulations Help Grow Children's Supplement Market .............................. 97 3.5.14. What Does the Future Hold for CAM Insurance Coverage? ........................................................................... 101 3.5.15. Nanotechnology and Dietary Supplements ................................................................................................... 102 3.5.16. Is Current Dietary Supplement Research Doing More Harm Than Good for Companies? ............................. 106 3.5.17. NBJ Top Picks: Functional Food and Beverage Trends for 2010 .................................................................... 111

3.6. MERGERS & ACQUISITIONS IN 2009 ............................................................................................................................... 113 3.6.1. Deal Flow Picking Up but Is Likely to Stay Volatile for U.S. Nutrition Industry .............................................. 113 3.6.2. What Will NBTY's Sale Mean for the Company and the Supplement Market? .............................................. 120 3.6.3. Diversified Natural Products Adds Thorne Research to Growth Mix ............................................................. 122 3.6.4. Chemical Giants Want a Piece of Global Nutrition Market ........................................................................... 122 3.6.5. Metagenics Buys Bariatric Advantage in Win-Win Deal ................................................................................ 123



4.1. OVERVIEW ................................................................................................................................................................. 125 4.1.1. Product Sales ................................................................................................................................................. 125 4.1.2. Channel Sales ................................................................................................................................................. 131 4.1.3. Growth & Forecast ......................................................................................................................................... 132 4.1.4. Consumer Usage Trends ................................................................................................................................ 133

4.2. PRODUCT CATEGORIES ................................................................................................................................................. 134 4.2.1. Multivitamins ................................................................................................................................................. 134 4.2.2. Vitamin C ....................................................................................................................................................... 136 4.2.3. Vitamin E ....................................................................................................................................................... 137 4.2.4. B Vitamins ...................................................................................................................................................... 138 4.2.5. Vitamin A ....................................................................................................................................................... 140 4.2.6. Vitamin D ....................................................................................................................................................... 141 4.2.7. Other Vitamins ............................................................................................................................................... 142

4.3. TRENDS ..................................................................................................................................................................... 143 4.3.1. Folic Acid Research Stirs Safety Debate for Nutrition Industry ...................................................................... 143 4.3.2. Antioxidant Meta-Analysis Gets a Re-Analysis .............................................................................................. 146 4.3.3. Vitamin D May Prevent Bone Fractures in Older Adults, Many Americans Still D Deficient .......................... 146 4.3.4. New Wonder Nutrients Emerging as Mainstays ............................................................................................ 147


5.2. PRODUCT CATEGORIES ................................................................................................................................................. 160 5.2.1. Noni Juice ....................................................................................................................................................... 160 5.2.2. Mangosteen Juice .......................................................................................................................................... 161 5.2.3. Goji Juice ........................................................................................................................................................ 163 5.2.4. Green Tea ...................................................................................................................................................... 164 5.2.5. Echinacea ....................................................................................................................................................... 165 5.2.6. Garlic.............................................................................................................................................................. 167 5.2.7. Saw Palmetto ................................................................................................................................................. 168 5.2.8. Ginkgo Biloba ................................................................................................................................................. 169 5.2.9. Milk Thistle .................................................................................................................................................... 170 5.2.10. Acai ................................................................................................................................................................ 171 5.2.11. Psyllium .......................................................................................................................................................... 173 5.2.12. Ginseng .......................................................................................................................................................... 174 5.2.13. Green Foods ................................................................................................................................................... 175

5.3. TRENDS ..................................................................................................................................................................... 176 5.3.1. Meeting Your Herbs, and Your Fish Oil Too ................................................................................................... 176 5.3.2. Herbalgram: Botanical Crops Are Not Immune to Effects of Global Climate Change ................................... 178 5.3.3. General Health and Immunity Driving Herbal Supplement Sales .................................................................. 181 5.3.4. Not Even Dr. Weil Can Escape FDA and FTC H1N1 Claims Scrutiny ............................................................... 181 5.3.5. CRN Once Again Defends Industry Against Inaccuracies and Bias ................................................................ 182 5.3.6. Whither Goes the Wise Woman .................................................................................................................... 183


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6.2. PRODUCT CATEGORIES ................................................................................................................................................. 194 6.2.1. Powders/Formulas ......................................................................................................................................... 194 6.2.2. Pills ................................................................................................................................................................. 194 6.2.3. Hardcore Drinks ............................................................................................................................................. 195

6.3. TRENDS ..................................................................................................................................................................... 195 6.3.1. A Response to Consumer Reports’ Scary Supplements .................................................................................. 195 6.3.2. Health Clubs and Gyms Driving Sports Supplement Sales ............................................................................. 197 6.3.3. Health Clubs Evolving into Wellness Centers ................................................................................................. 199


7.2. PRODUCT CATEGORIES ................................................................................................................................................. 210 7.2.1. Calcium .......................................................................................................................................................... 210 7.2.2. Magnesium .................................................................................................................................................... 212 7.2.3. Chromium ...................................................................................................................................................... 213 7.2.4. Zinc ................................................................................................................................................................ 214 7.2.5. Selenium ........................................................................................................................................................ 215 7.2.6. Potassium ...................................................................................................................................................... 216 7.2.7. Iron ................................................................................................................................................................ 218 7.2.8. Other Minerals ............................................................................................................................................... 219

7.1. TRENDS ..................................................................................................................................................................... 220 7.1.1. Calcium May Not Reduce Blood Pressure ...................................................................................................... 220 7.1.2. Research Strengthens Calcium’s Story ........................................................................................................... 220


8.2. TRENDS ..................................................................................................................................................................... 225 8.2.1. Atkins Nutritionals: Following Obesity around the World ............................................................................. 225


9.2. PRODUCT CATEGORIES ................................................................................................................................................. 236 9.2.1. Melatonin ...................................................................................................................................................... 236 9.2.2. Probiotics ....................................................................................................................................................... 237 9.2.3. DHEA .............................................................................................................................................................. 239 9.2.4. Fish/Animal Oils ............................................................................................................................................. 240 9.2.5. Plant Oils ........................................................................................................................................................ 242 9.2.6. Glucosamine/Chondroitin .............................................................................................................................. 243 9.2.7. Bee Products .................................................................................................................................................. 244 9.2.8. CoQ10 ............................................................................................................................................................ 246



9.2.9. 5HTP .............................................................................................................................................................. 247 9.2.10. SAMe.............................................................................................................................................................. 248 9.2.11. MSM .............................................................................................................................................................. 250 9.2.12. Gelatin ........................................................................................................................................................... 251 9.2.13. Digestive Enzymes ......................................................................................................................................... 252 9.2.14. Homeopathics ................................................................................................................................................ 254 9.2.15. Other Specialty Supplements ......................................................................................................................... 255

9.3. TRENDS ..................................................................................................................................................................... 256 9.3.1. Lovaza Battles Supplements for Slice of Omega-3 Market ............................................................................ 256 9.3.2. Will Zicam Recall Hurt Homeopathics? .......................................................................................................... 258 9.3.3. Industry Responds to California Fish Oil Lawsuit ........................................................................................... 260

10.1. OVERVIEW ................................................................................................................................................................. 263 10.2. CONDITION-SPECIFIC SEGMENTATION ............................................................................................................................. 264 10.3. TRENDS ..................................................................................................................................................................... 266

10.3.1. Ingredients Sell Health Condition Solutions ................................................................................................... 266 10.3.2. Supplements Targeted to Specific Conditions Fuel Industry Growth ............................................................. 267 10.3.3. Broken Health Care Industry Creating Opportunities .................................................................................... 267 10.3.4. Condition-Specific Marketing Limited ............................................................................................................ 268 10.3.5. Science Crucial to Success .............................................................................................................................. 269

10.4. GENERAL HEALTH ........................................................................................................................................................ 270 10.5. COLD/FLU-IMMUNE .................................................................................................................................................... 274

10.5.1. FAST-C on the Fast Track ............................................................................................................................... 276 10.6. SPORTS/ENERGY/WEIGHT-LOSS .................................................................................................................................... 276 10.7. BRAIN/MENTAL ACUITY ............................................................................................................................................... 279 10.8. INSOMNIA .................................................................................................................................................................. 282 10.9. MOOD/DEPRESSION .................................................................................................................................................... 285 10.10. MENOPAUSE .......................................................................................................................................................... 288 10.11. CARDIO/HEARTH HEALTH ......................................................................................................................................... 292 10.12. JOINT HEALTH ........................................................................................................................................................ 295

10.12.1. Supplement Firms Race In To Fill Void Created by Recalled Rx Joint Drugs ................................................... 298 10.12.2. Primus Pharmaceuticals Takes Medical Food Route to Help Osteoarthritis Sufferers .................................. 300

10.13. SEXUAL HEALTH ...................................................................................................................................................... 301 10.14. BONE HEALTH ........................................................................................................................................................ 304 10.15. GASTROINTESTINAL HEALTH ...................................................................................................................................... 307

10.15.1. As Digestive Problems Bloom, So Do Sales of Probiotics And Other Gut Supplements.................................. 310 10.15.2. Using Star Power to Broach Gut Health......................................................................................................... 311 10.15.3. Getting Probiotics Down to a Science ............................................................................................................ 311 10.15.4. Smooth Move Moving Well ........................................................................................................................... 312 10.15.5. Enzymes Remain a Digestive-Health Staple................................................................................................... 312 10.15.6. Jigsaw Pieces Together Solutions for Chronic Pain Sufferers ......................................................................... 313

10.16. DIABETES .............................................................................................................................................................. 314 10.16.1. With Obesity Rates Growing, Nutrition Firms Vie for Their Piece of the Diabetes Pie ................................... 317 10.16.2. Chromium Used for Diabetes Treatment ....................................................................................................... 319 10.16.3. DSM Bringing Back Forbidden Foods with InsuVital ...................................................................................... 320 10.16.4. Promising Diabetes-Specific Supplements ..................................................................................................... 321

10.17. CANCER PREVENTION .............................................................................................................................................. 321 10.17.1. Supplement Use High Among People Looking to Treat, Prevent Cancer, Study Shows ................................. 325

10.18. HAIR/SKIN/NAILS ................................................................................................................................................... 329 10.19. VISION/EYE HEALTH ................................................................................................................................................ 332 10.20. ANTI-AGING .......................................................................................................................................................... 333

10.20.1. Adding Life to Your Years ............................................................................................................................... 335

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10.20.2. LifeVantage Corp. Aims for a Sales Comeback With its Anti-Aging Pill, Protandim ...................................... 336

11.1.1. Trends ............................................................................................................................................................ 351

12.1. NATURAL & SPECIALTY RETAIL ....................................................................................................................................... 362 12.1.1. Great Earth Vitamins' Legacy Lives on Through Earth Wise Nutrition Centers ............................................. 365 12.1.2. Retailers Weather Downturn Better Than Most Industries ........................................................................... 368 12.1.3. “Whole Foods of Pharmacies” Fails ............................................................................................................... 369 12.1.4. Whole Foods Study Points toward Strength in Organic Foods ...................................................................... 370 12.1.5. Whole Foods Battles FTC & Economy ............................................................................................................ 371 12.1.6. Whole Foods Strives to Shrug Off Whole Paycheck Image in Current Economic Climate .............................. 371

12.2. MASS MARKET RETAIL ................................................................................................................................................. 373 12.3. PRACTITIONER ............................................................................................................................................................ 376 12.4. TRENDS ..................................................................................................................................................................... 381

12.4.1. NBJ Survey: Health Professionals Value Revenue-Generating Potential of Selling Supplements .................. 381 12.4.2. Using Practitioner Endorsement to Increase Online Sales ............................................................................. 381

12.5. MULTI-LEVEL MARKETING ............................................................................................................................................ 384 12.5.1. Medifast's Multi-Channel Sales Approach Generates Double-Digit Revenue Growth ................................... 388 12.5.2. Economy Affecting MLM Sales ...................................................................................................................... 391

12.6. MAIL ORDER/DRTV/RADIO ......................................................................................................................................... 392 12.6.1. Direct Mail Still Best for Many Nutrition Products ......................................................................................... 395 12.6.2. FTC Regulations Change the Marketing Landscape for Nutrition Direct Sellers ............................................ 398

12.7. INTERNET ................................................................................................................................................................... 401 12.7.1. MyProtein.co.uk Poised to Tackle Germany's Online Sports Supplement Market ......................................... 405 12.7.2. E-marketing: A Recession Essential for Every Company ................................................................................ 407 12.7.3. Successful E-mail Marketing Starts With a Good List .................................................................................... 408 12.7.4. NBTY Prioritizes Web Sales ............................................................................................................................ 411 12.7.5. Internet Sales Growth Exceeds Retail ............................................................................................................ 411

13.1. GLOBAL SUPPLEMENT SALES, GROWTH AND FORECASTS ..................................................................................................... 418 13.2. TRENDS ..................................................................................................................................................................... 425

13.2.1. Optihealth President Jorge Romero on the West African Supplement Market ............................................. 425 13.2.2. Bionorica Takes Drug Route for Its Herbal Products in 49 Worldwide Markets ............................................ 429 13.2.3. Bionorica 'Phytoneers' a Successful Future .................................................................................................... 431 13.2.4. Suntory's Cerebos Generates $300 Million from 200-Year-Old Chicken Tonic .............................................. 432 13.2.5. Maabarot Products Grows By Adapting Western Trends to Israeli Health Market ....................................... 435

14.1. METAGENICS CEO: WE NEED ALTICOR’S BACKING TO MAKE A DENT IN CHRONIC ILLNESS EPIDEMIC .......................................... 439 14.2. THERE'S A TIME FOR FISH OIL, AND THERE'S A TIME FOR BYPASS SURGERY, GUARNERI SAYS ..................................................... 441 14.3. RESEARCH, PRACTITIONER EDUCATION KEYS TO METAGENICS SUCCESS ................................................................................. 444 14.4. HOWARD SCHIFFER ON VITAMIN ANGELS: ‘WE ARE SAVING KIDS’ LIVES, AND WE CAN PROVE IT’ ............................................. 448 14.5. Q&A WITH MARTEK BIOSCIENCES .................................................................................................................................. 452 14.6. FRANCINE R. KAUFMAN, MD ON THE U.S. DIABESITY WAR ................................................................................................ 455 14.7. ANDREW WEIL: WE NEED TO CREATE A COMPLETELY NEW CULTURE OF HEALTH AND MEDICINE .............................................. 456 14.8. BRIGGS: SUPPLEMENT USE IS BEING INFLUENCED BY SCIENCE .............................................................................................. 459 14.9. NBJ CHEWS THE FAT WITH EXECUTIVES FROM FOUR GROWING SNWL COMPANIES .............................................................. 462



15.1. 21st Century HealthCare Inc. .................................................................................................................................. 467 15.2. 24-Hour Fitness (Apex Fitness) ............................................................................................................................... 468 15.3. Abbott Labs/Ross Products (Ensure, EAS) .............................................................................................................. 469 15.4. Airborne Consumer Health ..................................................................................................................................... 470 15.5. Alacer ..................................................................................................................................................................... 472 15.6. Alcon Labs .............................................................................................................................................................. 475 15.7. Applied Nutrition Inc. (Nature's Secret, Irwin Naturals) ......................................................................................... 476 15.8. Arizona Natural Products ....................................................................................................................................... 477 15.9. Arnet Pharmaceutical............................................................................................................................................. 478 15.10. AST Sports Science ................................................................................................................................................ 479 15.11. Atkins Nutritionals ................................................................................................................................................ 480 15.12. Atrium Innovations (Garden of Life, Pure Encapsulations, Douglas Labs) ........................................................... 482 15.13. Barlean's Organic Oils .......................................................................................................................................... 485 15.14. Basic Research/ Zoller Labs .................................................................................................................................. 486 15.15. Bausch & Lomb ..................................................................................................................................................... 488 15.16. Bayer Group ......................................................................................................................................................... 489 15.17. Beehive Botanicals ............................................................................................................................................... 491 15.18. Bio-Botanica (Nature's Answer) ........................................................................................................................... 492 15.19. Bio-Engineered Supplements and Nutrition, Inc. (BSN) ........................................................................................ 493 15.20. Bluebonnet Nutrition Corp. .................................................................................................................................. 494 15.21. Boiron USA ........................................................................................................................................................... 495 15.22. Botanical Laboratories ......................................................................................................................................... 496 15.23. Bristol Myers Squibb/Mead Johnson .................................................................................................................... 497 15.24. Carlson Laboratories ............................................................................................................................................ 498 15.25. Coromega ............................................................................................................................................................. 500 15.26. Crystal Star Herbal Nutrition ................................................................................................................................ 501 15.27. CytoSport .............................................................................................................................................................. 502 15.28. Delavau ................................................................................................................................................................ 504 15.29. Eclectic Institute, Inc. ............................................................................................................................................ 505 15.30. Enzymedica .......................................................................................................................................................... 506 15.31. Factor Nutrition .................................................................................................................................................... 507 15.32. Fizogen Precision Technologies ............................................................................................................................ 509 15.33. Flora Inc. .............................................................................................................................................................. 510 15.34. Futurebiotics......................................................................................................................................................... 511 15.35. Gaia Herbs, Inc. .................................................................................................................................................... 512 15.36. Glanbia (Optimum Nutrition, Glanbia Nutritionals) ............................................................................................. 514 15.37. GlaxoSmithKline ................................................................................................................................................... 515 15.38. GNC (contract manufacturing) ............................................................................................................................. 517 15.39. Healthy Directions (Doctor's Preferred) ............................................................................................................... 520 15.40. Herb Pharm .......................................................................................................................................................... 522 15.41. Herbalist & Alchemist ........................................................................................................................................... 523 15.42. Herbs, Etc., Inc. ..................................................................................................................................................... 524 15.43. Hero Nutritionals .................................................................................................................................................. 525 15.44. Higher Power (Bodybuilding.com) ........................................................................................................................ 526 15.45. Integrated BioPharma (AgroLabs, Manhattan Drug, Chem International, IHT Health Products, The Vitamin Factory) ........................................................................................................................................................................... 527 15.46. International Vitamin Corporation ....................................................................................................................... 529 15.47. Iovate (Hydroxycut, MuscleTech, Cytogenix) ....................................................................................................... 530 15.48. Irwin Naturals ....................................................................................................................................................... 532 15.49. iSatori Technologies ............................................................................................................................................. 533 15.50. ISI Brands (TwinLab, Metabolife, Dr. Greene) ...................................................................................................... 534 15.51. ISS Research ......................................................................................................................................................... 535 15.52. Jarrow Formulas ................................................................................................................................................... 536

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15.53. Kaizen Nutrition.................................................................................................................................................... 538 15.54. Kikkoman Corporation (Allergy Research Group, Country Life) ........................................................................... 539 15.55. Klosterfrau US (Kwai, Kira) ................................................................................................................................... 540 15.56. Kroeger Herb Products ......................................................................................................................................... 541 15.57. Labrada Nutrition ................................................................................................................................................. 542 15.58. LaneLabs-USA, Inc. ............................................................................................................................................... 543 15.59. Life Extension ....................................................................................................................................................... 544 15.60. Maharishi Ayur-Ved Products Int'l, Inc. ................................................................................................................ 546 15.61. Marlyn Nutraceuticals, Inc. (Naturally Vitamins) ................................................................................................. 547 15.62. Martek (Amerifit Brands) ..................................................................................................................................... 548 15.63. Mason Vitamins ................................................................................................................................................... 550 15.64. Matrixx Initiatives ................................................................................................................................................ 551 15.65. Max Muscle (Retail Label) .................................................................................................................................... 553 15.66. McNeil Nutritionals (Viactiv) ................................................................................................................................ 554 15.67. Megafood ............................................................................................................................................................. 555 15.68. Metabolic Maintenance Products ........................................................................................................................ 556 15.69. Metabolic Response Modifiers (MRM) ................................................................................................................. 557 15.70. Metagenics ........................................................................................................................................................... 558 15.71. MLO Products/Genisoy (Swander Pace) ............................................................................................................... 560 15.72. Muscle Marketing USA ......................................................................................................................................... 561 15.73. Mushroom Wisdom, Inc. (formerly Maitake Products) ........................................................................................ 562 15.74. National Enzyme Company .................................................................................................................................. 563 15.75. National Vitamin Company (Nature's Blend) ....................................................................................................... 564 15.76. Naturade Inc......................................................................................................................................................... 565 15.77. Natural Alternatives ............................................................................................................................................. 566 15.78. Natural Factors Nutritional Products ................................................................................................................... 567 15.79. Natural Organics/Nature's Plus ........................................................................................................................... 568 15.80. Nature's Best ........................................................................................................................................................ 569 15.81. Nature's Products, Inc. (Rainbow Light, Champion Nutrition) ............................................................................. 570 15.82. NBTY ..................................................................................................................................................................... 571 15.83. Nestlé ................................................................................................................................................................... 573 15.84. New Chapter ........................................................................................................................................................ 574 15.85. Nexgen Pharma (Vitamer) ................................................................................................................................... 575 15.86. NEXT Proteins, Inc. (Designer Whey) .................................................................................................................... 576 15.87. Nordic Naturals .................................................................................................................................................... 577 15.88. NOW Foods .......................................................................................................................................................... 579 15.89. Nutraceutical International Corporation .............................................................................................................. 581 15.90. Nutramax Laboratories, Inc. (Cosamin DS) .......................................................................................................... 583 15.91. Nutrex Research ................................................................................................................................................... 585 15.92. Nutrition Now, Inc. ............................................................................................................................................... 586 15.93. Nutrition Research Group (ANSI & SS USA) .......................................................................................................... 587 15.94. Pacific Nutritional Inc. .......................................................................................................................................... 588 15.95. PatentHealth ........................................................................................................................................................ 589 15.96. Perrigo .................................................................................................................................................................. 590 15.97. Pfizer/Wyeth (Centrum, Caltrate) ........................................................................................................................ 591 15.98. Pharmavite ........................................................................................................................................................... 593 15.99. Pioneer Nutritional Formulas Inc. ........................................................................................................................ 594 15.100. Plethico (Natrol) ................................................................................................................................................. 595 15.101. Prince of Peace Enterprises ................................................................................................................................ 596 15.102. Progressive Laboratories .................................................................................................................................... 597 15.103. ProPhase Labs (Cold-EEZE) ................................................................................................................................. 598 15.104. Real Health Laboratories .................................................................................................................................... 599



15.105. ReNew Life Formulas, Inc. .................................................................................................................................. 600 15.106. S.A.N. Corporation .............................................................................................................................................. 602 15.107. Sanofi-Aventis (Chattem) ................................................................................................................................... 603 15.108. Schiff Nutrition International ............................................................................................................................. 604 15.109. Schwabe NA (Nature's Way, Enzymatic Therapy, Integrative Therapeutics) ..................................................... 606 15.110. Schwartz Laboratories ........................................................................................................................................ 608 15.111. Similasan USA ..................................................................................................................................................... 609 15.112. Standard Homeopathic Company (Hyland's Inc.) ............................................................................................... 610 15.113. Standard Process ................................................................................................................................................ 611 15.114. SuperNutrition .................................................................................................................................................... 613 15.115. Swanson Health Products................................................................................................................................... 614 15.116. Theralogix........................................................................................................................................................... 616 15.117. Thorne Research ................................................................................................................................................. 617 15.118. Threshold Enterprises Ltd. (Source Naturals, Planetary Herbals) ....................................................................... 619 15.119. To Go Brands, Inc. .............................................................................................................................................. 620 15.120. Trace Minerals Research .................................................................................................................................... 621 15.121. Ultimate Nutrition, Inc. ...................................................................................................................................... 622 15.122. Unilever (SlimFast) ............................................................................................................................................. 623 15.123. Universal Nutrition Corp. .................................................................................................................................... 624 15.124. VHT Body ............................................................................................................................................................ 625 15.125. Vianda ................................................................................................................................................................ 626 15.126. Vibrant Health .................................................................................................................................................... 627 15.127. VitaQuest Intl (Garden State, Windmill)............................................................................................................. 628 15.128. Vita-Tech International ...................................................................................................................................... 629 15.129. VPX Sports Nutrition ........................................................................................................................................... 630 15.130. Wakunaga of America (Kyolic) ........................................................................................................................... 631 15.131. Wellements ........................................................................................................................................................ 632 15.132. Wellnx (NX Labs, Slimquick) ............................................................................................................................... 633 15.133. Yerba Prima ........................................................................................................................................................ 634

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Figure 1-1 U.S. Dietary Supplement Sales by Product Category in 2009 ................................................................ 21 Figure 3-1 U.S. Total Nutrition Industry Sales by Product in 2009 .......................................................................... 29 Figure 3-2 U.S. Nutrition Industry Sales by Product , 1999-2009 ............................................................................ 30 Figure 3-3 U.S. Nutrition Industry Sales Growth by Product, 1999-2009 ............................................................... 30 Figure 3-4 U.S. Nutrition Industry Sales by Product as % of Total, 1999-2009 ....................................................... 31 Figure 3-5 U.S. Nutrition Industry Sales Growth by Product in 2009 ...................................................................... 31 Figure 3-6 U.S. Nutrition Industry Sales & Growth, 2000-2017e ............................................................................ 32 Figure 3-7 U.S. Total Nutrition Industry Sales by Channel in 2009 ......................................................................... 33 Figure 3-8 U.S. Nutrition Industry Sales & Growth by Channel in 2009 .................................................................. 34 Figure 3-9 U.S. Nutrition Industry Sales & Growth by Channel in 2008 .................................................................. 34 Figure 3-10 U.S. Nutrition Industry Sales & Growth by Channel in 2007 ................................................................ 35 Figure 3-11 U.S. Nutrition Industry Sales & Growth by Channel in 2006 ................................................................ 35 Figure 3-12 U.S. Nutrition Industry Sales by Channel, 1999-2009 .......................................................................... 36 Figure 3-13 U.S. Nutrition Industry Sales by Channel, 2010e-2017e ...................................................................... 36 Figure 3-14 U.S. Nutrition Industry Sales by Product, 2010e-2017e ....................................................................... 37 Figure 3-15 U.S. Nutrition Industry Sales Growth by Product, 2010e-2017e ......................................................... 37 Figure 3-16 U.S. Nutrition Industry Sales by Product as % of Total, 2010e-2017e ................................................. 38 Figure 3-17 U.S. Nutrition Industry Estimated Compound Annual Sales Growth, 2010e-2017e ............................ 39 Figure 3-18 U.S. Dietary Supplements vs. Total Nutrition Industry, 1999-2009 ..................................................... 39 Figure 3-19 U.S. Dietary Supplements vs. Total Nutrition Industry Sales Growth, 2000-2017e ............................. 40 Figure 3-20 U.S. Dietary Supplement Sales by Product Category in 2009 .............................................................. 41 Figure 3-21 U.S. Dietary Supplement Sales by Product , 1999-2009 ...................................................................... 41 Figure 3-22 U.S. Dietary Supplement Sales Growth by Product , 1999-2009 ......................................................... 42 Figure 3-23 U.S. Dietary Supplement Sales by Product as % of Total , 1999-2009 ................................................. 42 Figure 3-24 U.S. Dietary Supplement Sales Growth by Product in 2009 ................................................................. 43 Figure 3-25 U.S. Dietary Supplement Sales & Growth, 2000-2017e ....................................................................... 44 Figure 3-26 U.S. Dietary Supplements Product Category Sales Growth, 2000-2017e ............................................ 44 Figure 3-27 Top 50 Dietary Supplement Companies in 2009: Part I ....................................................................... 46 Figure 3-28 Top 50 Dietary Supplement Companies in 2009: Part II ...................................................................... 47 Figure 3-29 Universe of U.S. Supplement Companies in 2009 ................................................................................ 48 Figure 3-30 Top 100 Dietary Supplements According to U.S. Sales, 2003-2009: Part I .......................................... 49 Figure 3-31 Top 100 Dietary Supplements According to U.S. Sales, 2003-2009: Part II ......................................... 50 Figure 3-32 Top 100 Dietary Supplements According to U.S. Sales, 2003-2009: Part III ........................................ 51 Figure 3-33 U.S. Dietary Supplement Sales by Channel in 2009 ............................................................................. 52 Figure 3-34 U.S. Dietary Supplement Sales and Annual Growth by Channel, 2006-2009 ...................................... 53 Figure 3-35 U.S. Dietary Supplement Sales by Channel, 1999-2009 ....................................................................... 53 Figure 3-36 U.S. Dietary Supplement Sales by Channel, 2010e-2017e ................................................................... 54 Figure 3-37 U.S. Dietary Supplement Sales by Product, 2010e-2017e ................................................................... 54 Figure 3-38 U.S. Dietary Supplement Sales Growth by Product, 2010e-2017e ...................................................... 55 Figure 3-39 U.S. Dietary Supplement Sales by Product as % of Total, 2010e-2017e .............................................. 55 Figure 3-40 U.S. Dietary Supplements Estimated Compound Annual Sales Growth, 201e-2017e ......................... 56 Figure 3-41 U.S. Consumer Use of Dietary Supplements in 2009 ........................................................................... 56 Figure 3-42 U.S. Consumer Use of Dietary Supplements in 1999 ........................................................................... 57 Figure 3-43 NBJ Retailer Survey: Important Attributes for Purchasing Decisions .................................................. 65


1-12 www.nutritionbusinessjournal.com ©2009 Penton Media, Inc.

Figure 3-44 NBJ Retailer Survey: Educating Consumers About Health Conditions ................................................. 66 Figure 3-45 NBJ Retailer Survey: Retailers Perceived Responsibility to Sell Safe Dietary Supplements ................. 67 Figure 3-46 NBJ Retailer Survey: Ensuring the Safety of Dietary Supplements ...................................................... 68 Figure 3-47 NBJ Retailer Survey: Need for New Dietary Supplements Legislation ................................................. 68 Figure 3-48 NBJ Retailer Survey: Economy in 2010 vs. 2009 .................................................................................. 69 Figure 3-49 NBJ Retailer Survey: Inventory Levels in 2010 vs. 2009 ....................................................................... 69 Figure 3-50 NBJ Manufacturer Survey: Economy in 2010 vs. 2009 ......................................................................... 70 Figure 3-51 NBJ Manufacturer Survey: Product Development in 2010 vs. 2009 .................................................... 72 Figure 3-52 NBJ Manufacturer Survey: Most Critical Regulatory Challenges ......................................................... 75 Figure 3-53 NBJ Manufacturer Survey: Is DSHEA Under Threat? ............................................................................ 77 Figure 3-54 NBJ Manufacturer Survey: Should Industry Support Efforts to Amend DSHEA? ................................. 78 Figure 3-55 NBJ Manufacturer Survey: Are Civil Lawsuits a Threat to the U.S. Nutrition Industry? ...................... 85 Figure 3-56 2009 U.S. Nutrition and Supplement Sales by Retail Channel ............................................................. 94 Figure 3-57 NBJ Manufacturer Survey: Should Retailers Do More to Vet Supplements? ...................................... 95 Figure 3-58 NBJ Survey: Companies Planning M&A Transactions ........................................................................ 113 Figure 3-59 NBJ Survey: Expected Company Valuations in 2010 vs. 2009 ............................................................ 114 Figure 3-60 Selected 2009 and 2010 Transactions in the U.S. Nutrition Industry ................................................ 115 Figure 4-1 U.S. Vitamin Sales by Product Category in 2009 .................................................................................. 125 Figure 4-2 U.S. Vitamin vs. Total Supplement Sales, 1999-2009 ........................................................................... 126 Figure 4-3 U.S. Vitamin Sales by Product , 1999-2009 .......................................................................................... 126 Figure 4-4 U.S. Vitamin Sales Growth by Product , 1999-2009 ............................................................................. 127 Figure 4-5 U.S. Vitamin Sales by Product as % of Total , 1999-2009 ..................................................................... 127 Figure 4-6 U.S. Vitamin Sales Growth by Product in 2009 .................................................................................... 128 Figure 4-7 U.S. Vitamin Sales & Growth, 2000-2017e ........................................................................................... 128 Figure 4-8 U.S. Vitamin Product Category Sales Growth, 2000-2009 ................................................................... 129 Figure 4-9 Top 20 Vitamin Companies in 2009 ..................................................................................................... 130 Figure 4-10 U.S. Vitamin Sales by Channel in 2009 ............................................................................................... 131 Figure 4-11 U.S. Vitamin Sales and Annual Growth by Channel, 2007-2009 ........................................................ 131 Figure 4-12 U.S. Vitamin Sales by Channel, 1999-2009 ......................................................................................... 132 Figure 4-13 U.S. Vitamins vs. Dietary Supplements Sales Growth, 2000-2017e ................................................... 132 Figure 4-14 U.S. Vitamins vs. Total Dietary Supplement Sales and Growth, 2010e-2017e .................................. 133 Figure 4-15 U.S. Consumer Use of Vitamins in 2009 ............................................................................................. 133 Figure 4-16 U.S. Consumer Use of Vitamins in 1999 ............................................................................................. 134 Figure 4-17 U.S. Multivitamin Sales & Growth, 1998-2009 .................................................................................. 134 Figure 4-18 U.S. Multivitamin Sales by Channel in 2009 ....................................................................................... 135 Figure 4-19 U.S. Vitamin C Sales & Growth, 1998-2009 ........................................................................................ 136 Figure 4-20 U.S. Vitamin C Sales by Channel in 2009 ............................................................................................ 136 Figure 4-21 U.S. Vitamin E Sales & Growth, 1998-2009 ........................................................................................ 137 Figure 4-22 U.S. Vitamin E Sales by Channel in 2009 ............................................................................................ 137 Figure 4-23 U.S. Vitamin B Sales & Growth, 1998-2009 ........................................................................................ 138 Figure 4-24 U.S. Vitamin B Sales by Channel in 2009 ............................................................................................ 139 Figure 4-25 U.S. Vitamin A Sales & Growth, 1998-2009 ....................................................................................... 140 Figure 4-26 U.S. Vitamin A Sales by Channel in 2009 ............................................................................................ 140 Figure 4-27 U.S. Vitamin D Sales & Growth, 2001-2009 ....................................................................................... 141 Figure 4-28 U.S. Vitamin D Sales by Channel in 2009 ............................................................................................ 142 Figure 4-29 U.S. Other Vitamin Sales & Growth, 1998-2009 ................................................................................ 142 Figure 4-30 U.S. Other Vitamin Sales by Channel in 2009 ..................................................................................... 143 Figure 5-1 U.S. Herb & Botanical Sales by Product Category in 2009 ................................................................... 151


Figure 5-2 U.S. Herb & Botanical vs. Total Supplement Sales , 1999-2009 ........................................................... 152 Figure 5-3 U.S. Top 50 Herb & Botanical Producs Ranked by Sales , 2000-2009: Part I........................................ 152 Figure 5-4 U.S. Top 50 Herb & Botanical Producs Ranked by Sales , 2000-2009: Part II....................................... 153 Figure 5-5 U.S. Herb & Botanical Sales Growth for Top 10 Products , 1998-2009 ................................................ 154 Figure 5-6 U.S. Herb & Botanical Sales Growth for Top 10 Growth Products in 2009 .......................................... 155 Figure 5-7 U.S. Herb & Botanical Sales & Growth, 2000-2017e ............................................................................ 155 Figure 5-8 Top 20 Herb & Botanical Companies in 2009 ....................................................................................... 156 Figure 5-9 U.S. Herb & Botanical Sales by Channel in 2009 .................................................................................. 157 Figure 5-10 U.S. Herb & Botanical Sales and Annual Growth by Channel, 2007-2009 ......................................... 157 Figure 5-11 U.S. Herbs & Botanicals Sales by Channel, 1999-2009 ....................................................................... 158 Figure 5-12 U.S. Herb & Botanical vs. Dietary Supplement Sales Growth, 2000-2017e ....................................... 158 Figure 5-13 U.S. Herb & Botanical vs. Total Dietary Supplement Sales and Growth, 2010e-2017e ..................... 159 Figure 5-14 U.S. Consumer Use of Herbs & Botanicals in 2009 ............................................................................ 159 Figure 5-15 U.S. Consumer Use of Herbs & Botanicals in 1999 ............................................................................ 159 Figure 5-16 U.S. Noni Juice Sales & Growth, 1998-2009 ....................................................................................... 160 Figure 5-17 U.S. Noni Juice Sales by Channel in 2009 ........................................................................................... 161 Figure 5-18 U.S. Mangosteen Juice Sales & Growth, 2000-2009 .......................................................................... 161 Figure 5-19 U.S. Mangosteen Juice Sales by Channel in 2009 .............................................................................. 162 Figure 5-20 U.S. Goji Juice Sales & Growth, 2000-2009 ........................................................................................ 163 Figure 5-21 U.S. Goji Juice Sales by Channel in 2009 ............................................................................................ 163 Figure 5-22 U.S. Green Tea Sales & Growth, 1998-2009 ....................................................................................... 164 Figure 5-23 U.S. Green Tea Sales by Channel in 2009 ........................................................................................... 165 Figure 5-24 U.S. Echinacea Sales & Growth, 1998-2009 ....................................................................................... 166 Figure 5-25 U.S. Echinacea Sales by Channel in 2009 ........................................................................................... 166 Figure 5-26 U.S. Garlic Sales & Growth, 1998-2009 .............................................................................................. 167 Figure 5-27 U.S. Garlic Sales by Channel in 2009 .................................................................................................. 167 Figure 5-28 U.S. Saw Palmetto Sales & Growth, 1998-2009 ................................................................................. 168 Figure 5-29 U.S. Saw Palmetto Sales by Channel in 2009 ..................................................................................... 168 Figure 5-30 U.S. Ginkgo Biloba Sales & Growth, 1998-2009 ................................................................................. 169 Figure 5-31 U.S. Ginkgo Biloba Sales by Channel in 2009 ..................................................................................... 170 Figure 5-32 U.S. Milk Thistle Sales & Growth, 1998-2009 ..................................................................................... 170 Figure 5-33 U.S. Milk Thistle Sales by Channel in 2009 ......................................................................................... 171 Figure 5-34 U.S. Acai Sales & Growth, 2002-2009 ................................................................................................ 171 Figure 5-35 U.S. Acai Sales by Channel in 2009 ..................................................................................................... 172 Figure 5-36 U.S. Psyllium Sales & Growth, 1998-2009 .......................................................................................... 173 Figure 5-37 U.S. Psyllium Sales by Channel in 2009 .............................................................................................. 173 Figure 5-38 U.S. Ginseng Sales & Growth, 1998-2009 .......................................................................................... 174 Figure 5-39 U.S. Ginseng Sales by Channel in 2009 ............................................................................................... 174 Figure 5-40 U.S. Green Foods Sales & Growth, 1998-2009 ................................................................................... 175 Figure 5-41 U.S. Green Foods Sales by Channel in 2009 ....................................................................................... 175 Figure 6-1 U.S. Sports Nutrition Supplement Sales by Product Category in 2009 ................................................ 185 Figure 6-2 U.S. Sports Nutrition Supplements vs. Total Supplement Sales , 1999-2009 ...................................... 186 Figure 6-3 U.S. Sports Nutrition Supplement Sales by Product , 1999-2009 ........................................................ 186 Figure 6-4 U.S. Sports Nutrition Supplement Sales Growth by Product , 1999-2009 ........................................... 186 Figure 6-5 U.S. Sports Nutrition Supplement Sales by Product as % of Total , 1999-2009 ................................... 187 Figure 6-6 U.S. Sports Nutrition Supplement Sales Growth by Product in 2009 .................................................. 187 Figure 6-7 U.S. Sports Nutrition Supplement Sales & Growth, 2000-2017e ......................................................... 188



Figure 6-8 U.S. Sports Nutrition Product Category Sales Growth, 2000-2017e .................................................... 188 Figure 6-9 Top 20 Sports Nutrition Supplement Companies in 2009 .................................................................... 189 Figure 6-10 U.S. Sports Nutrition Sales by Channel in 2009 .................................................................................. 190 Figure 6-11 U.S. Sports Nutrition Supplement Sales and Annual Growth by Channel, 2006-2009 ...................... 190 Figure 6-12 U.S. Sports Nutrition Supplement Sales by Channel, 1999-2009 ....................................................... 191 Figure 6-13 U.S. Sports Nutrition Supplements vs. Dietary Supplements Sales Growth, 2000-2017e ................. 192 Figure 6-14 U.S. Sports Nutrition vs. Total Dietary Supplement Sales and Growth, 2009e-2017e ...................... 192 Figure 6-15 U.S. Consumer Use of Sports Nutrition Supplements in 2009 ........................................................... 193 Figure 6-16 U.S. Consumer Use of Sports Nutrition Supplements in 1999 ........................................................... 193 Figure 6-17 U.S. Sports Nutrition Powders/Formulas Sales & Growth, 1998-2009 .............................................. 194 Figure 6-18 U.S. Sports Nutrition Pills Sales & Growth, 1998-2009 ...................................................................... 194 Figure 6-19 U.S. Sports Nutrition Hardcore Sales & Growth, 1998-2009 ............................................................. 195 Figure 7-1 U.S. Mineral Sales by Product Category in 2009 .................................................................................. 201 Figure 7-2 U.S. Minerals vs. Total Supplement Sales , 1999-2009 ........................................................................ 202 Figure 7-3 U.S. Mineral Sales by Product , 1999-2009 .......................................................................................... 202 Figure 7-4 U.S. Mineral Sales Growth by Product , 1999-2009 ............................................................................. 203 Figure 7-5 U.S. Mineral Sales by Product at % of Total , 1999-2009 ..................................................................... 203 Figure 7-6 U.S. Mineral Sales Growth by Product in 2009 .................................................................................... 204 Figure 7-7 U.S. Mineral Sales & Growth, 2000-2017e ........................................................................................... 205 Figure 7-8 Top 20 Mineral Companies in 2009 ..................................................................................................... 206 Figure 7-9 U.S. Mineral Sales by Channel in 2009 ................................................................................................. 207 Figure 7-10 U.S. Mineral Sales and Annual Growth by Channel, 2007-2009 ........................................................ 207 Figure 7-11 U.S. Mineral Sales by Channel, 1999-2009 ......................................................................................... 208 Figure 7-12 U.S. Minerals vs. Dietary Supplements Sales Growth, 2000-2017e ................................................... 208 Figure 7-13 U.S. Minerals vs. Total Dietary Supplement Sales and Growth, 2010e-2017e .................................. 209 Figure 7-14 U.S. Consumer Use of Minerals in 2009 ............................................................................................. 209 Figure 7-15 U.S. Consumer Use of Minerals in 1999 ............................................................................................. 209 Figure 7-16 U.S. Calcium Sales & Growth, 1999-2009 .......................................................................................... 210 Figure 7-17 U.S. Calcium Sales by Channel in 2009 ............................................................................................... 211 Figure 7-18 U.S. Magnesium Sales & Growth, 1998-2009 .................................................................................... 212 Figure 7-19 U.S. Magnesium Sales by Channel in 2009 ......................................................................................... 212 Figure 7-20 U.S. Chromium Sales & Growth, 1998-2009 ...................................................................................... 213 Figure 7-21 U.S. Chromium Sales by Channel in 2009 .......................................................................................... 214 Figure 7-22 U.S. Zinc Sales & Growth, 1998-2009 ................................................................................................. 214 Figure 7-23 U.S. Zinc Sales by Channel in 2009 ..................................................................................................... 215 Figure 7-24 U.S. Selenium Sales & Growth, 1998-2009 ........................................................................................ 215 Figure 7-25 U.S. Selenium Sales by Channel in 2009 ............................................................................................. 216 Figure 7-26 U.S. Potassium Sales & Growth, 1998-2009 ....................................................................................... 216 Figure 7-27 U.S. Potassium Sales by Channel in 2009 ........................................................................................... 217 Figure 7-28 U.S. Iron Sales & Growth, 1998-2009 ................................................................................................. 218 Figure 7-29 U.S. Iron Sales by Channel in 2009 ..................................................................................................... 218 Figure 7-30 U.S. Other Mineral Sales & Growth, 1998-2009 ................................................................................ 219 Figure 7-31 U.S. Other Mineral Sales by Channel in 2009 ..................................................................................... 219 Figure 8-1 U.S. Meal Replacement vs. Total Supplement Sales , 1999-2009 ........................................................ 221 Figure 8-2 U.S. Meal Replacement Sales & Growth, 2000-2017e ......................................................................... 221 Figure 8-3 Top 10 Meal Replacement Supplement Companies in 2009 ............................................................... 222 Figure 8-4 U.S. Meal Replacement Sales by Channel in 2009 ............................................................................... 223 Figure 8-5 U.S. Meal Replacement Supplement Sales and Annual Growth by Channel, 2007-2009 .................... 223


Figure 8-6 U.S. Meal Replacement Supplements vs. Total Dietary Supplement Sales and Growth, 2010e-2017e ............................................................................................................................................................................... 224 Figure 8-7 U.S. Meal Replacement Supplements vs. Dietary Supplements Sales Growth, 2000-2017e .............. 224 Figure 8-8 U.S. Consumer Use of Meal Replacement Supplements in 2009 ........................................................ 225 Figure 8-9 U.S. Consumer Use of Meal Replacement Supplements in 1999 ........................................................ 225 Figure 9-1 U.S. Specialty Supplement Sales by Product Category in 2009 ............................................................ 227 Figure 9-2 U.S. Specialty Supplement vs. Total Supplement Sales , 1999-2009 ................................................... 228 Figure 9-3 U.S. Specialty Supplement Sales by Product , 1999-2009 .................................................................... 228 Figure 9-4 U.S. Specialty Supplement Sales Growth by Product , 1999-2009 ....................................................... 229 Figure 9-5 U.S. Specialty Supplement Sales by Product as % of Total , 1999-2009 .............................................. 230 Figure 9-6 U.S. Specialty Sales Growth by Top 8 Growth Products in 2009 .......................................................... 231 Figure 9-7 U.S. Specialty Sales & Growth, 2000-2017e ......................................................................................... 231 Figure 9-8 Top 20 Specialty Supplement Companies in 2009 ............................................................................... 232 Figure 9-9 U.S. Specialty Sales by Channel in 2009 ............................................................................................... 233 Figure 9-10 U.S. Specialty Sales and Annual Growth by Channel, 2007-2009 ...................................................... 233 Figure 9-11 U.S. Specialty Supplement Sales by Channel, 1999-2009 .................................................................. 234 Figure 9-12 U.S. Specialty vs. Total Dietary Supplements Sales Growth, 2000-2017e ........................................ 234 Figure 9-13 U.S. Specialty vs. Total Dietary Supplement Sales and Growth, 2010e-2017e .................................. 235 Figure 9-14 U.S. Consumer Use of Specialty/Other Supplements in 2009 ........................................................... 235 Figure 9-15 U.S. Consumer Use of Specialty/Other Supplements in 1999 ........................................................... 235 Figure 9-16 U.S. Melatonin Sales & Growth, 1998-2009 ....................................................................................... 236 Figure 9-17 U.S. Melatonin Sales by Channel in 2009 ........................................................................................... 237 Figure 9-18 U.S. Probiotics Sales & Growth, 1998-2009 ....................................................................................... 237 Figure 9-19 U.S. Probiotics Sales by Channel in 2009 ........................................................................................... 238 Figure 9-20 U.S. DHEA Sales & Growth, 1998-2009 .............................................................................................. 239 Figure 9-21 U.S. DHEA Sales by Channel in 2009 .................................................................................................. 239 Figure 9-22 U.S. Fish/Animal Oil Sales & Growth, 1998-2009 ............................................................................... 240 Figure 9-23 U.S. Fish/Animal Oil Sales by Channel in 2009 ................................................................................... 241 Figure 9-24 U.S. Plant Oil Sales & Growth, 1998-2009 .......................................................................................... 242 Figure 9-25 U.S. Plant Oil Sales by Channel in 2009 .............................................................................................. 242 Figure 9-26 U.S. Glucosamine/Chondroitin Sales & Growth, 1998-2009 .............................................................. 243 Figure 9-27 U.S. Glucosamine/Chondroitin Sales by Channel in 2009 .................................................................. 244 Figure 9-28 U.S. Bee Products Sales & Growth, 1998-2009 .................................................................................. 244 Figure 9-29 U.S. Bee Products Sales by Channel in 2009 ...................................................................................... 245 Figure 9-30 U.S. CoQ10 Sales & Growth, 1998-2009 ............................................................................................ 246 Figure 9-31 U.S. CoQ10 Sales by Channel in 2009 ................................................................................................. 246 Figure 9-32 U.S. 5HTP Sales & Growth, 1998-2009 ............................................................................................... 247 Figure 9-33 U.S. 5HTP Sales by Channel in 2009 ................................................................................................... 248 Figure 9-34 U.S. SAMe Sales & Growth, 1998-2009 .............................................................................................. 248 Figure 9-35 U.S. SAMe Sales by Channel in 2009 .................................................................................................. 249 Figure 9-36 U.S. MSM Sales & Growth, 1998-2009 ............................................................................................... 250 Figure 9-37 U.S. MSM Sales by Channel in 2009 ................................................................................................... 250 Figure 9-38 U.S. Gelatin Sales & Growth, 1998-2009 ............................................................................................ 251 Figure 9-39 U.S. Gelatin Sales by Channel in 2009 ................................................................................................ 252 Figure 9-40 U.S. Digestive Enzymes Sales & Growth, 1998-2009 ......................................................................... 252 Figure 9-41 U.S. Digestive Enzymes Sales by Channel in 2009 .............................................................................. 253 Figure 9-42 U.S. Homeopathic Sales & Growth, 1998-2009 ................................................................................. 254



Figure 9-43 U.S. Homeopathic Sales by Channel in 2009 ...................................................................................... 254 Figure 9-44 U.S. Other Specialty Supplement Sales & Growth, 1998-2009 .......................................................... 255 Figure 9-45 U.S. Other Specialty Supplement Sales by Channel in 2009 .............................................................. 256 Figure 10-1 U.S. Supplement Sales by Condition in 2009 ..................................................................................... 263 Figure 10-2 U.S. Dietary Supplement Sales & Growth by Condition Specific Market, 1999-2008 ........................ 264 Figure 10-3 U.S. Condition Specific Sales by Market, 1999-2007 .......................................................................... 265 Figure 10-4 U.S. Condition Specific Supplement, OTC and Rx Sales in 2007 ......................................................... 265 Figure 10-5 U.S. General Health Condition Specific Supplement Sales by Product in 2009 ................................. 271 Figure 10-6 U.S. General Health Condition Specific Supplement Sales & Growth, 1999-2009 ............................ 272 Figure 10-7 U.S. General Health Condition Specific Sales by Market, 1999-2009 ................................................ 272 Figure 10-8 U.S. General Health Condition Specific Supplement Sales, 1999-2009 ............................................. 273 Figure 10-9 U.S. Cold/Flu-Immune Condition Specific Supplement Sales by Product in 2009 ............................. 274 Figure 10-10 U.S. Cold/Flu-Immune Condition Specific Supplement Sales & Growth, 1999-2009 ...................... 275 Figure 10-11 U.S. Cold/Flu-Immune Condition Specific Sales by Market, 1999-2007 .......................................... 275 Figure 10-12 U.S. Sports/Energy/Weight-Loss Condition Specific Supplement Sales by Product in 2009 ........... 277 Figure 10-13 U.S. Sports/Energy/Weight-Loss Condition Specific Supplement Sales & Growth, 1999-2009....... 278 Figure 10-14 U.S. Sports/Energy/Weight-Loss Condition Specific Sales by Market, 1999-2007 .......................... 278 Figure 10-15 U.S. Sports/Energy/Weight-Loss Condition Specific Supplement Sales, 1999-2009 ....................... 279 Figure 10-16 U.S. Brain/Mental Acuity Condition Specific Supplement Sales by Product in 2009 ....................... 280 Figure 10-17 U.S. Brain/Mental Acuity Condition Specific Supplement Sales & Growth, 1999-2009 .................. 281 Figure 10-18 U.S. Brain/Mental Acuity Condition Specific Sales by Market, 1999-2007 ...................................... 281 Figure 10-19 U.S. Brain/Mental Acuity Condition Specific Supplement Sales, 1999-2009 .................................. 282 Figure 10-20 U.S. Insomnia Condition Specific Supplement Sales by Product in 2009 ......................................... 283 Figure 10-21 U.S. Insomnia Condition Specific Supplement Sales & Growth, 1999-2009 .................................... 284 Figure 10-22 U.S. Insomnia Condition Specific Sales by Market, 1999-2007 ........................................................ 284 Figure 10-23 U.S. Insomnia Condition Specific Supplement Sales, 1999-2009 ..................................................... 285 Figure 10-24 U.S. Mood/Depression Condition Specific Supplement Sales by Product in 2009 .......................... 286 Figure 10-25 U.S. Mood/Depression Condition Specific Supplement Sales & Growth, 1999-2009 ..................... 287 Figure 10-26 U.S. Mood/Depression Condition Specific Sales by Market, 1999-2007 ......................................... 287 Figure 10-27 U.S. Mood/Depression Condition Specific Supplement Sales, 1999-2009 ...................................... 288 Figure 10-28 U.S. Menopause Condition Specific Supplement Sales by Product in 2009 .................................... 289 Figure 10-29 U.S. Menopause Condition Specific Supplement Sales & Growth, 1999-2009 ................................ 290 Figure 10-30 U.S. Menopause Condition Specific Sales by Market, 1999-2007 ................................................... 290 Figure 10-31 U.S. Menopause Condition Specific Supplement Sales, 1999-2009 ................................................ 291 Figure 10-32 U.S. Cardio/Heart Health Condition Specific Supplement Sales by Product in 2009 ....................... 292 Figure 10-33 U.S. Cardio/Heart Health Condition Specific Supplement Sales & Growth, 1999-2009 .................. 293 Figure 10-34 U.S. Cardio/Heart Health Condition Specific Sales by Market, 1999-2007 ...................................... 293 Figure 10-35 U.S. Cardio/Heart Health Condition Specific Supplement Sales, 1999-2009 ................................... 294 Figure 10-36 U.S. Joint Health Condition Specific Supplement Sales by Product in 2009 .................................... 295 Figure 10-37 U.S. Joint Health Condition Specific Supplement Sales & Growth, 1999-2009 ................................ 296 Figure 10-38 U.S. Joint Health Condition Specific Sales by Market, 1999-2007 ................................................... 296 Figure 10-39 U.S. Joint Health Condition Specific Supplement Sales, 1999-2009 ................................................ 297 Figure 10-40 U.S. Sexual Health Condition Specific Supplement Sales by Product in 2009.................................. 302 Figure 10-41 U.S. Sexual Health Condition Specific Supplement Sales & Growth, 1999-2009 ............................. 303 Figure 10-42 U.S. Sexual Health Condition Specific Sales by Market, 1999-2007 ................................................. 303 Figure 10-43 U.S. Sexual Health Condition Specific Supplement Sales, 1999-2009 .............................................. 304 Figure 10-44 U.S. Bone Health Condition Specific Supplement Sales by Product in 2009 .................................... 305 Figure 10-45 U.S. Bone Health Condition Specific Supplement Sales & Growth, 1999-2009 ............................... 306


Figure 10-46 U.S. Bone Health Condition Specific Supplement Sales, 1999-2009 ................................................ 306 Figure 10-47 U.S. Gastrointestinal Health Condition Specific Supplement Sales by Product in 2009 .................. 307 Figure 10-48 U.S. Gastrointestinal Health Condition Specific Supplement Sales & Growth, 1999-2009 ............. 308 Figure 10-49 U.S. Gastrointestinal Health Condition Specific Sales by Market, 1999-2007 ................................. 309 Figure 10-50 U.S. Gastrointestinal Health Condition Specific Supplement Sales, 1999-2009 .............................. 310 Figure 10-51 U.S. Diabetes Condition Specific Supplement Sales by Product in 2009 ......................................... 315 Figure 10-52 U.S. Diabetes Condition Specific Supplement Sales & Growth, 1999-2009 ..................................... 316 Figure 10-53 U.S. Diabetes Health Condition Specific Sales by Market, 1999-2007 ............................................. 316 Figure 10-54 U.S. Diabetes Health Condition Specific Supplement Sales, 1999-2009 .......................................... 317 Figure 10-55 U.S. Cancer Prevention Condition Specific Supplement Sales by Product in 2009 .......................... 322 Figure 10-56 U.S. Cancer Prevention Condition Specific Supplement Sales & Growth, 1999-2009 ..................... 322 Figure 10-57 U.S. Cancer Prevention Condition Specific Sales by Market, 1999-2007 ......................................... 323 Figure 10-58 U.S. Cancer Prevention Condition Specific Supplement Sales, 1999-2009 ...................................... 324 Figure 10-59 U.S. Hair/Skin/Nails Condition Specific Supplement Sales by Product in 2009 ............................... 330 Figure 10-60 U.S. Hair/Skin/Nails Condition Specific Supplement Sales, 2006-2009 ........................................... 331 Figure 10-61 U.S. Vision Condition Specific Supplement Sales by Product in 2009 .............................................. 332 Figure 10-62 U.S. Vision Condition Specific Supplement Sales, 2006-2009 .......................................................... 333 Figure 10-63 U.S. Anti-Aging Condition Specific Supplement Sales by Product in 2009 ....................................... 334 Figure 10-64 U.S. Anti-Aging Condition Specific Supplement Sales, 2006-2009 ................................................... 335 Figure 11-1 U.S. Animal Nutrition Market: 2001-2013e ....................................................................................... 341 Figure 11-2 U.S. Household Pet Ownership in 2008 ............................................................................................. 342 Figure 11-3 $45 Billion U.S. Total Pet Food, Supplies and Services Market in 2008 ............................................. 343 Figure 11-4 $1.4 Billion U.S. Animal Supplement Sales by Channel in 2008 ......................................................... 344 Figure 11-5 U.S. Animal Supplement Sales: 2001-2013e ...................................................................................... 345 Figure 11-6 NBJ’s Top U.S. Animal Supplement Companies in 2008 ................................................................... 346 Figure 11-7 Universe of U.S. Supplement Companies in 2008 .............................................................................. 347 Figure 11-8 U.S. Animal Supplement Sales by Targeted Condition ....................................................................... 349 Figure 12-1 U.S. Dietary Supplement Sales by Channel in 2009 ........................................................................... 361 Figure 12-2 U.S. Dietary Supplement Sales and Annual Growth by Channel, 2007-2009 .................................... 362 Figure 12-3 U.S. Natural & Specialty Retail Channel Dietary Supplement Sales by Product in 2009 ................... 362 Figure 12-4 U.S. Natural & Specialty Retail Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 .............................................................................................................................................................. 363 Figure 12-5 U.S. Natural & Specialty Retail Channel Dietary Supplement Sales by Product, 1999-2009 ............. 363 Figure 12-6 U.S. Natural & Specialty Retail Dietary Supplement Sales & Growth, 1997-2009 ............................. 364 Figure 12-7 U.S. Natural & Specialty Retail Channel Dietary Supplement Sales by Product , 2010e-2017e ........ 364 Figure 12-8 U.S. Natural & Specialty Retail vs. Total Dietary Supplement Sales Growth, 2000-2017e ................ 365 Figure 12-9 Top U.S. Independent Natural Retailers............................................................................................. 367 Figure 12-10 U.S. Mass Market Retail Channel Dietary Supplement Sales by Product in 2009 ........................... 373 Figure 12-11 U.S. Mass Market Retail Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 ....................................................................................................................................................................... 374 Figure 12-12 U.S. Mass Market Retail Channel Dietary Supplement Sales by Product , 1999-2009 .................... 374 Figure 12-13 U.S. Mass Market Retail Dietary Supplement Sales & Growth, 1997-2009 ..................................... 375 Figure 12-14 U.S. Natural & Specialty Retail Channel Dietary Supplement Sales by Product , 2010e-2017e ...... 375 Figure 12-15 U.S. Mass Market Retail vs. Total Dietary Supplement Sales Growth 2000-2017e ......................... 376 Figure 12-16 U.S. Practitioner Channel Dietary Supplement Sales by Product in 2009 ........................................ 377 Figure 12-17 U.S. Practitioner Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 .... 377 Figure 12-18 U.S. Practitioner Channel Dietary Supplement Sales by Product , 1999-2009 ................................ 378



Figure 12-19 U.S. Practitioner Dietary Supplement Sales & Growth, 1997-2009 ................................................. 379 Figure 12-20 U.S. Practitioner Channel Dietary Supplement Sales by Product , 2010e-2017e ............................ 380 Figure 12-21 U.S. Practitioner vs. Total Dietary Supplement Sales Growth, 2000-2017e .................................... 380 Figure 12-22 U.S. Multi-level Marketing Channel Dietary Supplement Sales by Product in 2009 ........................ 385 Figure 12-23 U.S. Multi-Level Marketing Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 ....................................................................................................................................................................... 385 Figure 12-24 U.S. Multi-Level Marketing Channel Dietary Supplement Sales by Product , 1999-2009 ................ 386 Figure 12-25 U.S. Multi-Level Markting Dietary Supplement Sales & Growth, 1997-2009 .................................. 386 Figure 12-26 U.S. Multi-Level Marketing Channel Dietary Supplement Sales by Product , 2010e-2017e ............ 387 Figure 12-27 U.S. Multi-Level Marketing vs. Total Dietary Supplement Sales Growth, 2000-2017e ................... 387 Figure 12-28 U.S. Mail Order/DRTV/Radio Channel Dietary Supplement Sales by Product in 2009 .................... 392 Figure 12-29 U.S. Mail Order/DRTV/Radio Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 ....................................................................................................................................................................... 393 Figure 12-30 U.S. Mail Order/DRTV/Radio Channel Dietary Supplement Sales by Product , 1999-2009 ............. 393 Figure 12-31 U.S. Mail Order/DRTV/Radio Dietary Supplement Sales & Growth, 1997-2009 ............................. 394 Figure 12-32 U.S. Mail Order/DRTV/Radio Channel Dietary Supplement Sales by Product , 2010e-2017e ......... 394 Figure 12-33 U.S. Mail Order/DRTV/Radio vs. Total Dietary Supplement Sales Growth, 2000-2017e ................. 395 Figure 12-34 U.S. Internet Channel Dietary Supplement Sales by Product in 2009 ............................................. 402 Figure 12-35 U.S. Internet Channel Dietary Supplement Sales & Annual Growth by Product, 2007-2009 .......... 402 Figure 12-36 U.S. Internet Channel Dietary Supplement Sales by Product , 1999-2009 ...................................... 403 Figure 12-37 U.S. Internet Dietary Supplement Sales & Growth, 1997-2009 ....................................................... 403 Figure 12-38 U.S. Internet Channel Dietary Supplement Sales by Product , 2010e-2017e .................................. 404 Figure 12-39 U.S. Internet vs. Total Dietary Supplement Sales Growth, 2000-2017e .......................................... 404 Figure 13-1 Global Nutrition Industry Sales by Product, 2008 .............................................................................. 413 Figure 13-2 Global Nutrition Industry Sales & Growth, 2000-2014e .................................................................... 414 Figure 13-3 Global Nutrition Industry Sales by Product, 1999-2008 ..................................................................... 414 Figure 13-4 U.S. Nutrition Industry Sales by Product as % of Total, 1998-2008 ................................................... 415 Figure 13-5 Global Nutrition Industry Sales by Product, 2009e-2014e ................................................................. 416 Figure 13-6 Global Nutrition Industry Sales by Region, 1999-2008 ...................................................................... 416 Figure 13-7 Global Nutrition Industry Sales by Region, 2009e-2014e .................................................................. 417 Figure 13-8 Global Supplement Sales by Region, 2008 ......................................................................................... 419 Figure 13-9 Global Supplement Industry Sales & Growth, 2000-2014e ............................................................... 420 Figure 13-10 Global Supplement Sales by Region, 1999-2008 .............................................................................. 421 Figure 13-11 European Supplement Sales by Region, 1999-2008 ........................................................................ 423 Figure 15-1 Airborne Consumer Health S.W.O.T. Analysis .................................................................................... 471 Figure 15-2 Alacer S.W.O.T. Analysis ..................................................................................................................... 473 Figure 15-3 Atkins Nutritionals S.W.O.T. Analysis ................................................................................................. 481 Figure 15-4 Atrium Innovations S.W.O.T. Analysis ................................................................................................ 483 Figure 15-5 Basic Research/Zoller Labs S.W.O.T. Analysis .................................................................................... 487 Figure 15-6 Bayer Group S.W.O.T. Analysis ........................................................................................................... 490 Figure 15-7 Carlson Laboratories S.W.O.T. Analysis .............................................................................................. 499 Figure 15-8 CytoSport S.W.O.T. Analysis ............................................................................................................... 503 Figure 15-9 Factor Nutrition S.W.O.T. Analysis ..................................................................................................... 508 Figure 15-10 Gaia Herbs Inc. S.W.O.T. Analysis ..................................................................................................... 513 Figure 15-11 GlaxoSmithKline S.W.O.T. Analysis.................................................................................................. 516 Figure 15-12 GNC S.W.O.T. Analysis ...................................................................................................................... 518 Figure 15-13 Healthy Directions S.W.O.T. Analysis ............................................................................................... 521 Figure 15-14 Iovate S.W.O.T. Analysis ................................................................................................................... 531


Figure 15-15 Jarrow Formulas S.W.O.T. Analysis .................................................................................................. 537 Figure 15-16 Life Extension Foundation S.W.O.T. Analysis ................................................................................... 545 Figure 15-17 Amerifit Brands S.W.O.T. Analysis .................................................................................................... 549 Figure 15-18 Matrixx Initiatives S.W.O.T. Analysis ................................................................................................ 552 Figure 15-19 Metagenics S.W.O.T. Analysis .......................................................................................................... 559 Figure 15-20 NBTY S.W.O.T. Analysis .................................................................................................................... 572 Figure 15-21 Nordic Naturals S.W.O.T. Analysis .................................................................................................... 578 Figure 15-22 NOW Foods S.W.O.T. Analysis .......................................................................................................... 580 Figure 15-23 Nutramax Laboratories S.W.O.T. Analysis........................................................................................ 584 Figure 15-24 Pfizer/Wyeth (Centrum, Caltrate) S.W.O.T. Analysis ....................................................................... 592 Figure 15-25 ReNew Life Formulas Inc. S.W.O.T. Analysis .................................................................................... 601 Figure 15-26 Schiff Nutrition International S.W.O.T. Analysis .............................................................................. 605 Figure 15-27 Schwabe S.W.O.T. Analysis .............................................................................................................. 607 Figure 15-28 Standard Process S.W.O.T. Analysis ................................................................................................. 612 Figure 15-29 Swanson Health Products S.W.O.T. Analysis .................................................................................... 615

1 Executive Summary


The supplement industry delivered 6.0% growth in 2009, adding $1.5 billion in U.S. sales to reach a total size

of $26.9 billion. The prolonged soft economy continued to hamper consumer spending, but supplements found new ways to chart paths to growth.

Some of this growth was systemic, and represents large population trends toward self-management of personal health and widespread acceptance of supplementation as a less expensive insurance policy against age- and diet-related illness. Some of this growth was novel and specific to events of the past year, such as H1N1. The global flu pandemic clearly drove sales increases in herbal immunity blends, Echinacea and vitamin C, and clearly drove a strong second half to make up for sales weakness in the first half of the year.

Immunity concerns led to stronger performances for vitamins and herbs & botanicals in 2009, while other product categories--sports nutrition and meal replacement, notably--continued to underperform. Evidence suggests a bright future for vitamins and herbs & botanicals as consumer interest mounts for products geared toward immunity, sleep and stress. Product adulteration and ingredient quality still plague the herbs & botanicals category, but new online traceability platforms from leading companies suggest that industry can and will find a way to police itself more effectively.

Vitamin D was the breakout supplement last year, posting 82% sales growth on the heels of numerous clinical studies indicating its efficacy in the areas of immunity, bone and joint health, and heart health. The vitamin is further benefited by measurable levels of deficiency across various age and race demographics, and by the fact that adequate intake levels are tough to maintain through food alone. Other notable trends in 2009 include more evidence of a trade-down in multivitamins, often to private label brands, and condition-specific supplements such as probiotics and fish oil driving above-average sales performance in the specialty category. Calcium entered the troubled waters of meta-analysis, with a study out of New Zealand linking the mineral to increased heart-attack risk. The mainstream media reported the study broadly, with many industry groups and scientists casting aspersions on its results, so time will tell if calcium sales suffer as dramatically as vitamin E sales did after a similar episode in 2005.

The supplement industry remained under the regulatory spotlight in 2009 as Good Manufacturing Practices were fully implemented at all company sizes, and as the Government Accountability Office released secret shopper tapes demonstrating dangerous levels of malfeasance by retail clerks. On the political front, Senators

Figure 1-1 U.S. Dietary Supplement Sales by Product Category in 2009

Source: Nutrition Business Journal estimates.($mil., consumer sales)

Vitamins34%

Herbs/Botanicals19%

Sports Nutrition11%

Minerals8%

Meal Replacements10%

Specialty/Other18%



Harkin and Hatch introduced pending legislation—DSFIEA, the Dietary Supplement Full Implementation and Enforcement Act—to give more teeth to DSHEA, the Dietary Supplement Health and Education Act of 1994.

With annual sales growth down only slightly from 2008 levels, and still on par with historical averages, the past year should go down in supplement history as a solid performance during difficult economic and regulatory times. The industry continued to expand globally last year, and future developments outside the U.S. will certainly shape domestic markets to a greater degree in the years to come. All ready, we are seeing indications that increased claims requirements by the European Food Safety Authority are fueling bolder warnings and regulatory steps by the Food and Drug Administration.

The 2009 Supplement Business Report is a running compilation of 14 years of continuous research by NBJ.

This report was designed to deliver U.S. dietary supplement sales data and analysis necessary for companies to thrive in the current economy, and to make the most of future market opportunities.

In this report, you will find: • Sales quantifications through 2009 and growth forecasts through 2017 for NBJ’s six supplement

categories: vitamins, minerals, herbs & botanicals, specialty supplements, meal replacement and sports nutrition supplements

• NBJ’s Top 100 Dietary Supplements in the U.S. ranked by sales • Analysis and forecasts for every distribution channel (mass market retail, natural & specialty retail,

multi-level/network marketing, mail order/direct TV/direct radio, practitioner and Internet) in each product category

• A breakdown of 2008 supplement, OTC and prescription sales estimates by 16 NBJ-defined health categories, including mood, immunity and gastrointestinal health

• Company case studies and expert interviews with CEOs and thought leaders within the U.S. dietary supplement industry

• The latest market trends and insights extracted from NBJ’s monthly surveys and editorial content • More than 600 pages of analysis that is simply not duplicated by any market research firm And new for this year: • SWOT analyses for more than 30 industry leaders, plus fully updated profiles of an additional 100

companies • A brief history of the supplement industry, providing necessary context for the political and business

forces now at play • An expanded global section to whet your appetite for our extensive coverage of the world supplement

stage in 2011

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