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Article excerpted from Nutrition Business Journal, April 1999: Niche Markets
Aromatherapy Sales Nose Upwards
Aromatherapy vendors are savoring the sweet smell of success.
According to the National Assn. for Holistic Aromatherapy (NAHA, Boulder, Colo.), total aromatherapy sales in the U.S. topped $xxx million in 1998 and are projected to reach a billion dollars in the year 2000. Leading manufacturers of aromatherapy products estimate the market is growing at xx% to xx% a year and changing rapidly.
"The difficulty in giving any market size is that aromatherapy is a very fluid industry," noted Christoph Streicher, president of Amrita Aromatherapy (Fairfield, Iowa). "Where do you draw the boundaries?" The $xxx-million estimate encompasses a broad range of products including not only core aromatherapy products such as essential oils, but mass market items such as Glade air fresheners and Renuzit aromatherapy candles.
"Within the natural products industry, we estimate aromatherapy product revenues are between $xx million and $xx million wholesale," said Clint Landis, category manager of aromatherapy for Frontier Natural Products Coop (Norway, Iowa). "You're not going to find pure essential oils outside the natural products industry." Frontier, which also owns Aura Cacia, is the largest manufacturer of aromatherapy products sold within natural product channels, with a 34% marketshare, according to SPINs data. Other category leaders include Tisserand, Desert Essence (Country Life), Oshadhi, Nature's Alchemy, Aroma Vera and Amrita. ...
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