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Beyond A Product Niche: The meaning of the term nutraceutical is starting to take shape in the minds of industry analysts, scientists, manufacturers, retailers and finally consumers, but unofficially it remains little more than a word to capture a trend. In this issue NBJ takes its second detailed look at the nutraceutical phenomenon and the business interests swirling around it. Articles on consumer trends, regulatory definitions, market positioning strategies, medical foods and the Japanese market are evidence of the nutraceutical craze. Profiles look at how mainstream companies, R&D efforts, international alliances and smaller niche operators all hope to win the nutraceutical race, but each with a different strategy for leading the pack.
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