Multilevel marketers pick up growth in
direct sales channel; infomercials proliferate, Internet survivors trim down, catalogs
reinvent.
This 24-page issue is NBJ's annual assessment of direct sales channels in the nutrition
industry. At 33% of total supplement sales in 2001, direct marketing channels have
proved a viable means of capturing sales. The issue includes NBJ's ranking of dietary
supplements Top Direct Sales Companies in 2001, an update on the fate of leading B2C
nutrition industry websites and an analysis of multi-channel strategies.
Following chart is one of the many detailed data breakdowns presented in this
issue...copyright 2002, Penton Media Inc.
Source: NBJ, total sales of $17.6 bil in 2001 includes vitamins,
minerals, herbal, sports, meal replacements and specialty.
TABLE
OF CONTENTS:
Direct Marketing in the Nutrition Industry IV: NBJ Revisits the MLM channel, looks at
etail revival, evolution of print catalogs and rise of infomercials 1-6
Will OrderDog become B2B’s best friend?... 7
Few sizable vendors left in supplement etailing, but survivors inch into
profitability................. 8-9
President Harvey Kamil reflects on NBTY’s performance and
acquisition strategy.. 10-11
Unicity executives are pleased with merger results; diet and cholesterol products
lead sales of Royal Numico’s MLM company..... 12
Wellness International Network taps supplement weight loss market with Biolean....................... 13
Shaklee repositions brand strategy to emphasize leadership in science and
environmental responsibility 14-15
Morinda achieves volcanic sales of Tahitian Noni Juice in network marketing
channel....... 16
Home Shopping Network increases air time devoted to wellness products. 17-18
Vitacost.com achieves growth and profitability with e-commerce and catalog
strategy.................. 20
Dr. Perricone’s cosmeceuticals expected to double sales this year..... 20
Biozhem chooses infomercial format for fast track to sales growth........ 21
NBJ Stock Reporter: NBJ Index stays ahead of the curve ……………..22-23
Companies Featured Include:
Adams, Harkness and Hill, Advanced Plant Pharmaceuticals, Advantage Marketing Systems,
Amazing Nutritionals, Amazon.com, American Medical Association, America’s MLM
Consultants, Ancient Healing Ways, Avon, Banta Corp., Barth’s Home Health, Biozhem
Cosmeceuticals, Body Wise, Bronson, Consumer Healthcare Products Assn., Costco, Dermatech
International, Direct Marketing Association, Direct Selling Association, Drugstore.com,
Enforma, Enrich International, Forrester Research, Gaiam.com, GeneLink, Global Health
Sciences, Golden Gate Capital, Hawaiian Herbal Supply, Inc., HealthCentral.com,
Healthshop.com, Herbalife, Holland & Barrett, Home Shopping Network, Homepharmacy.com,
Indiana Botanic Gardens, Jupiter Media Metrix, KPMG, L &H Vitamins, Lane Labs, Leiner
Health Products, Life Enhancement, Life Extension Foundation, Metabolife, Morinda Inc.,
Mothernature.com, NV Perricone, M.D., Nathan & Associates, Natrol, Natural Health
Trends Corp., Nature’s Sunshine, Nature Smart, NBTY, Nielsen Net Ratings, Nordstroms,
NPICenter.com, NuSkin Nutrition, Nutrition Headquarters, Nutrition Warehouse, Nutritional
Sciences Institute, Omni Nutraceuticals, Order Dog Inc., Peter Baloff Creative Services
Inc., PlanetRX.com, Rexall Sundown, Rite-Aid’s, Royal Numico, Saks, Salomon Smth
Barney, Scriptto Screen, Self Care, Sephora, Shaklee Corporation, ShopNBC, Shop.org, Skin
Sense, Swanson Health Products, Tabak’s, Texas AIDS Health Fraud Network, The Vitamin
Shoppe, Tishcon, Twinlab, U.C.L.A. Medical Group, U.S. Department of Commerce, U.S. Food
and Drug Administration, Unicity Network, USA Networks Inc., USANA, Vanson, Vitacost.com,
Vitamin Discount Connection, Vitamin World, Vitamins.com, Vitaminshoppe Industries,
VitaminShoppe.com, Wal-Mart, WebRx.com, Wellness International Network Ltd., Whitney &
Company, Whole Foods Market, Wild Oats, Yamanouchi Pharmaceuticals Co Ltd., Your Vitamins
Inc., Zygon
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