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Catalogs represent a $695 million distribution channel in the nutrition industry growing at 20% and in many cases is the lowest-cost source of nutrition products to the consumer. The segment has traditionally catered to older consumers, but baby boomers are changing that. At first glance there are few barriers to entry. However, the rising cost of mailing, operations and acquiring and managing customer databases means significant entry in mail order is likely to be by acquisition. Profiles include NBTY, Nutrition Headquarters, Life Enhancement, Tabak, Amrion, Whitewing, Nutrition Warehouse, Bronson, Barth's, Allergy Resources and Beyond a Century. HMO Oxford Health and AARP both launch catalogs and On-line pioneers Health & Vitamin Express and HealthWorld Online hurt paper catalogs.
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