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Dominant Brands Still Up For Grabs In The Nutrition Industry
While the $xx-billion U.S. nutrition industry has no shortage of new products, new distribution channels, new competitors and new twists to tax the business strategist, it does exhibit one notable shortage: dominant brands. New product niches often spring up as a result of the efforts of one pioneer who establishes a dominant position (like PowerBar in energy bars, for instance).
But the maturation process of a product category is characterized first by the entrance of a multitude of competitors before an eventual consolidation. Most segments of the nutrition industry remain new enough that they are still in this early adolescent phase: high-growth, fast-changing and full of opportunity...
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