2. U.S. Nutrition Industry Sales & Growth: ‘94-’17e
Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
3. 2008 Nutrition Industry Sales by Product &
Channel
Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
4. Fastest Growing & Declining Supplements in
2009
Fastest Growing Fastest Declining
Natural Channel Natural Channel
1.Fish oil 1.Chinese herbs
2.Vitamin D 2.Psyllium
3.Probiotic supplements 3.Milk-based protein
4.Vitamin C 4.Guarana
5.Multi-source protein 5.Adult multivitamins
Food, Drug, Mass Food, Drug, Mass
1.Acai 1.Adult multivitamins
2.Fish oil 2.Flaxseed
3.Vitamin D 3.Soy products
4.Multivitamins 4.Ester-C Vitamin C
5.Calcium 5.Vitamin E
Source: SPINSscan Natural; Natural Supermarkets >$2M ( Excluding Whole Foods)
SPINSscan Conventional; Nielsen ScanTrack X-Wal*Mart
Total US; 52 Weeks Ending 05/19/09
5. 2009 Mid-Year Supplement Update
• IRI – Mass • SPINS – NAT Retail
– Total Supplements up 11% • Vitamins & Minerals up 1.5%
– Letter Vitamins up 20% • Vitamins A&D&K up 62%
– Specialty up 14% • Calcium up 2.4%
– Herbs up 13% • Vitamin B up 5%
– Total Vitamins up 10% • Multivitamins down 4.6%
– Multivitamins up 8% • Vitamin C down 6.6%
– Minerals up 4%
Source: IRI, year to date June 14, 2009 Source: SPINS/ACNielsen last 24 weeks ending 6/13/09
6. Industry Insights…
• Non-traditional channels will continue to grow
– Pharmaceutical Industries and traditional consumer healthcare
companies are becoming bigger players and entering into the
supplement space
• Changes in Supplement Regulations are being taken seriously
– A new government has been elected and there will be changes
to DSHEA, greater enforcement of GMP regulations and further
investment in future.
• Industry needs to leverage the fastest growing channel – THE
INTERNET!
7. Natural Products New Zealand Digital
Marketing Strategy
• Launching an integrated marketing campaign with NZTE
• Addresses barriers to growth
• Building company and industry capability
• Build networks and increase exposure in the US marketplace
• Creating a member community and an international community of
brand ambassadors
8. The Member Community
• Industry news / blogging
• Market education and resources (podcast, webcast, interviews)
• Case studies
• Events and Newsletter
• Leads
• Account management and member profile
9. The International Community
• Media Centre • Events Calendar
• Blog • Resources (podcast, video etc)
• About NPNZ • Contact us
• Post a lead
• Searchable directory of
members
10.
11. Attracting the Masses and Building our Ambassadors
• Targeted email mail outs (SSW mailing list, LinkedIn and NPEW
mailing list)
• NPI Center (the leading global online information resource for
professionals in the Nutraceutical, nutritional, dietary supplement,
cosmetic, and food industries)
• Blogging
• Viral marketing
• Event Networking
• SE Optimisation
12. Next Steps
• Sign up for membership!!
• Marketing schedule sign up
– Case Studies
– Education requests (podcast and webcast)
– Company features (clinical updates, new product launches)
• Update your profile
• Have a play and get connected!
