 |  | 
In this 32-page issue, NBJ gives an analysis of the state of marketing in the U.S. nutrition industry, presents detailed results of NBJ’s first comprehensive survey and opinions of experts, consultants and leading product and ingredient marketers. Data includes expenditures on marketing and on science, methods and tools used in both and ratings of the most effective mechanisms
Excerpt from Overview
Marketing and science may seem at opposite ends of the spectrum in business, but in the nutrition industry these functions are more inextricably linked than in almost any other industry. According to a new NBJ survey, more than half of company-funded science is oriented around marketing claims and the safety of existing products, with the rest devoted to R&D in the typical sense of product development (see table on page 5). And while many firms characterize themselves as a ‘science-based’ company or a ‘marketing-driven’ company, it turns out that on average firms spend roughly equivalent
portions of their revenues on science and marketing across the industry.
TABLE OF CONTENTS:
Marketing & Science in the Nutrition Industry: An analysis of the state of marketing in the U.S. nutrition industry presents detailed results of NBJ’s first comprehensive survey and opinions of experts, consultants and leading product and ingredient marketers. Data includes expenditures on marketing and on science, methods and tools used in both and ratings of the
most effective mechanisms ... 1-9
Negative media haunts the supplement industry in 2006. Leaders discuss the cause, the situation and possible remedies ... 10-12
Pharmavite discusses its ambitious consumer education strategy ... 12
Nutramax aims to leverage its high-quality brand Cosamin DS following its use in the influential GAIT study ... 13
Metagenics extends its practitioner focus with seminars and science ... 14
Healthnotes moves its retail information kiosks into the mass market ... 15
Research doctor renders opinions on trials, published meta-analyses, practitioner education and the best in supplement research ... 16-17
Dietitian offers perspective on the professions’ changing attitude about supplements and functional foods ... 18-20
Nordic Naturals sets a high standard in clinical research ... 21-22
Enzymatic Therapy and Solo GI represent varied approaches to marketing ... 22-24
Ingredient suppliers Zila, Lycored and Fortitech invest in a broad portfolio of promotional and educational activities targeted at manufacturers and consumers ... 25-28
Nutrilite sets up a new center for product education and builds up scientific initiatives on nutrigenomics and plant-based solutions to inflammation ... 28-29
CV Technologies aims to bring highly successful brand COLD-fX to the USA using a strong science backing and celebrity endorsements ... 28-29
COMPANIES INCLUDED:
AC Nielsen Canada
Alticor
American Botanical Council
American Dietetic Assn
Bioiberica SA
Burrill & Co.
Center for Optimal Health
CV Technologies Inc
Dietary Supplement
Education Alliance
Enzymatic Therapy
Fortitech Inc
Glanbia Nutritionals
GTC Nutrition
Healthnotes Inc
ImagiNutrition
Interleukin Genetics
Lycored Corp
|
Matrixx Initiatives Inc.
Metagenics
Meter Relations Inc.
Miami Research Associates
Natrol
New Era Nutrition
Nordic Naturals Inc
Nutrilite Health Institute
Pharmavite
Quigley Corp
Ribbon Nutrition
Solo GI Nutrition Inc
Sterling-Rice Group
The Council for Responsible
Nutrition
The Shelton Group
Wisner Marketing Group
Zila Nutraceuticals
|
COMPLETE LIST OF FIGURES:
- Science & Marketing Spending % of company’s revenues devoted to science and marketing
- Allocation of Marketing Expenditures
- Effectiveness of Marketing Tools
- Allocation of Scientific Research Expenditures in the Nutrition Industry
- How Nutrition Companies Conduct Research
|
Subscribe to NBJ and receive the industry's latest market data & strategic analysis every month. A subscription to NBJ is the equivalent of having your own in-house research deptartment!
Copyright © 2007 Penton Media, Inc.
tel: (303) 998.9399, fax: (303) 385.0046. All rights reserved. This website, or any part, may not be duplicated, stored in a retrieval system or transmitted in any form without prior written permission of the publisher. Unauthorized use of this information is illegal. Disclaimer: Although NBJ has made every effort to be accurate, errors may appear and are unintentional.
|
|
