MLM, Internet and
TV Sellers Preach New Gospel of Direct SellingIn
this 24-page issue, NBJ examines the shift in distribution dollars
as direct marketers struggle to obtain and retain new customers.
Excerpt from overview….
According to NBJ
research, non-retail or direct sales channels accounted for only xx%
or $x billion of the total $49.5-billion U.S. nutrition industry in
2000. Understandably a very high percentage of natural/organic foods
and functional foods are sold at retail stores, but fully one-third
of supplements and nearly half of natural personal care products are
sold outside traditional retail channels.
Whereas growth of
nutrition sales in retail channels has been around x% each of the
past two years, direct channels have varied considerably. In 2000,
nutrition industry sales over the internet leapt xx% from a
still-small base to reach $xxx million and practitioner sales grew
xx% to pass $x billion, but MLM sales growth was -x% in 2000. Mail
order grew x%, with flat sales in the catalog segment balancing
strong growth in the direct response TV channel....
Following chart is one of the many detailed data breakdowns presented in this issue... copyright
2001, Penton Media Inc.
TABLE OF CONTENTS:
Overview: The direct sales channel
accounts for one-third of U.S. supplement sales, and the creativity of
marketers continues to result in new business.................................................................
1-4
Weight-loss product Chitosol logs an
estimated $200-$300 million using infomercials and direct response
television ...................5-6
Metabolife makes a unprecedented move from MLM into
retail and maintains its
half-billion-dollar sales volume ........6-7
Sierra Life Sciences chooses direct marketing as the
ticket to pain product sales……………8
Multilevel marketing is a major contributor to nutrition
industry revenues, but lagging sales and competition have forced changes in
business models..........................................................
9-11
NBJ profiles leading supplement MLM firms: Shaklee changes
its compensation plan, Numico merges Enrich and Rexall Showcase, Herbalife
resets after the death of its founder, and Nutrilite invests for the
future .............12-15
Shopping channels offer strong sales as evidenced by
QVC and Nutrition 21…….16-17
Internet sellers Drugstore.com and HLNT
Networks, two survivors of the internet bubble, recraft their approach ............17
NBJ
Stock Reporter: NBJ Index rises in shaky start for 2001 on Wall Street .....21-23
Companies Featured Include:
Alladvantage.com , Alticor.com, Amazon.com, America’s MLM Consultants,
Amway, Blue Sky Natural Beverages, Carrington Labs, Chai-Na-Ta,
Climate Neutral Network, Cloward and Associates , Direct Selling
Association, Drugstore.com, Enforma Natural Products, Enrich
International, Gaiam, Galaxy Nutritional Foods, Garden State
Nutrition, Gardenburger, GNC, Gum Tech International, Hansen
Natural, Healthcentral.com, Herbalife International, HLNT Networks,
Horizon Organic, ImagiNutrition, Johnson & Johnson, Life Plus,
Lifetek, Mannatech, Melaleuca, Metabolife, Natrol, Natural Balance,
Nature’s Sunshine, NBTY Inc, Now Foods, Nu Skin, Nutrilite,
NutriPeak.com, Nutrition 21, Odwalla, Omni Nutrceuticals, Optimal
Lifestyles, Pharmanex, Pulse Information Network, Quixtar.com, QVC,
Rbid.com, Rehnborg Ctr Nutr & Wellness, Rexall Sundown, Royal
Numico, Shaklee Corp, Sierra Life Sciences, Tucker Anthony Sutro,
Unicity Network, USANA Health Sciences, Vanson, Vitacost.com,
Vitaminshoppe, Weider Nutrition International, Whole Foods Markets,
Wholehealth Network, Wm. Wrigley & Co., Yamanouchi
Pharmaceutical
|
