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In this 32-page issue, varying viewpoints on positioning strategies for supplements are presented by manufacturers and marketers with the only consensus being differentiation.
Excerpt from overview article:
Executives discuss benefits of nichemarketing by condition, demographic, science and lifestyle. Diabetes, hearthealth and children top niches in 2004.
Successful positioning entails seeking a place in the market that not only differentiates your product from the competition but also creates a unique image in consumers’
minds. In a market as crowded, commoditized, sliced and diced as supplements, this is clearly one of the biggest challenges faced by manufacturers and marketers.
Familiar platforms for positioning dietary supplements include by condition, demographic, lifestyle, health claim and ingredient.
NBJ has tracked the solidification of the condition-specific trend for some time. Current figures rank sports nutrition & weight loss as the largest condition category in the…
TABLE OF CONTENTS: Niche Markets: Overview Article ................... 1-4
Low-carb projects drive business at TIAX’s Food & Beverage Technology division .......... 4-5
VC-backed Endomatrix positions heart supplement on preventive health platform ............... 5
Diabetes & Syndrome X: Escalating cost of diabetes care presents nutrition industry with
unique opportunity to help solve national healthcare crisis .............................................. 6-15
Diabetes bars and beverages enjoy expanding sales; nutrition industry brands start to connect blood glucose management, health and weight loss ................... 6-8
Low-carb foods might be faddish, but every fad has a kernal of truth: Supplement executives reflect on the role of low-carb foods in diabetes and Syndrome X ............ 9
Early movers focus on supplements for metabolic management: Metagenics, InformuLab, Natures Benefit, Nature Made, Jarrow and Green Turtle Bay share insights ... 10-12
Profile of ExtendBar: Diabetes product will also target performance and weight loss .......... 13
Nutrition 21’s consumer brand strategy for Diachrome gathers momentum ................... 14-15
Heart Health: Plant sterols: NBJ talks to ADM, Cargill, Cognis and Forbes Medi-Tech to see how the market for plant sterols is shaping up .................... 15-18
TwinLab cross-markets trio of heart health supplements ............................ 18
Whole grain claim lies at heart of cereal manufacturers’ health platform ....................... 19-20
Children’s Niche: Companies launch new children’s supplements (20-24); Nutrition and cereal bars for kids (25-27); The Hartman Group offers insights into children’s market(27); and kids healthy beverages appeal to Stonyfield, Silk and Pepsi (27-28) .................. 20-28
Stock Reporter: Q4 2003 results for the NBJ Index .......................................... 29-31
COMPANIES INCLUDED:
ACNielsen, ADM, American Diabetes Assn, American Dietetic Assn, Amerifit Nutrition, Apic USA Inc, Barbara’s Bakery, Bayer, Bio-One Corporation, Bob’s Red Mill, Bristol Myers Squibb, Calorie Control Council, Capsugel, Cargill Ventures, Clinical Products Ltd., Coca-Cola Co, Cognis, ConAgra Foods, Cyanotech, Dean Foods Company, Diabetex, Endomatrix, Enzymatic Therapy, Estee, Euromonitor, Cargill Health & Food Tech, Fantastic Foods Inc., Forbes Medi-Tech, Garden of Life, Gauger+Santy, General Mills, Good Natured Products, Green Turtle Bay Vitamin Co., Hain Celestial, Harvard School of Public Health, Heinz, Hershey Foods Corp, Houston Nutraceuticals, Ideasphere, Imagine Foods, IMS Health, InformuLab, IRI, J. Leonard Nutraceuticals, Jarrow Formulas, Keebler, Kellogg, Kraft Foods, Mannatech, McNeil Consumer Nutritionals, Mead Johnson, Metagenics, Monterey Pasta, Murray Biscuit Company, National Confectioners Assn, Natures Benefit Inc, Nature’s Path, NBTY, Nu Skin Enterprises, Nutrition Now, PepsiCo, Pfizer, Pharmanex, Pharmavite, Planetary Formulas, Pure World, Quaker, Ross Abbott, Saint Joseph’s University, Smuckers, Solgar Vitamin and Herb, Source Naturals, Stonyfield Farm Inc., The Hartman Group, TIAX LLC, Tropicana Products Inc, Twinlab Corp, Unilever, USANA, Valeant Pharmaceuticals, Victus Inc, White Wave, Whole Foods Market, Wyeth, XLHealth, Zone Labs
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