Homeopathic Products Market

Packaged Facts
May 1, 1996
140 Pages - SKU: LA430
  1. Executive Summary
    The Products
    • Homeopathy Defined
    • A More Diluted Remedy Is Stronger
    • Five Major Delivery Systems
    • History of Homeopathy
    • Homeopathics Currently Regulated by FDA

    The Market
    • Retail Sales Reach $230 Million in 1995
    • [Table] Retail Sales and Growth of U.S. Homeopathic
    • Products Market, 1991—2000 (dollars)
    • Health and Natural Food Stores Account for Largest Share,
    • But Mass Market Growing
    • [Graphic] Dollar Share of U.S. Homeopathic Products Market
    • by Retail Outlet, 1995
    • Three-Fourths of Sales from Combination Products
    • Key Factors Affecting Market Growth

    The Marketers
    • About 70 Companies in Market
    • Leading Homeopathic Companies
    • Leading Brands in Health and Natural Food Stores
    • Leading Companies in the Mass Market
    • Competitive Dynamics
    • New Product Trends

    Distribution and Retail
    • Two Distribution Systems
    • Distributor and Retail Margins
    • Growing Selection in Health and Natural Food Stores
    • Drugstores Predict Increased Sales for Homeopathic Remedies

    The Consumer
    • 6.1 Million Consumers Use Homeopathic Remedies
    • Typical User Is Over 30, Well-Educated, and Female
    • Homeopathy and Health and Natural Food Store Customers
    • Consumers Primarily Seek Remedies for Chronic Conditions
    • Most Consumers Use Homeopathy Without Supervision

    Scope and Methodology
    • Market Parameters
    • Report Methodology
  2. The Products
    Scope of Report
    • Non-Prescription Homeopathic Products Sold at Retail

    Product Definition
    • Homeopathic Medicine Treats Like with Like
    • Remedies Available for a Range of Illnesses
    • 80% of Homeopathics Are Botanical in Origin
    • Remedies Prepared by Dilution and Succussion
    • A More Diluted Remedy Is Stronger
    • General Rules of Dosing
    • Maladies That Respond Best to Homeopathic Treatment

    History of the Products
    • Homeopathy Formalized 200 Years Ago
    • Popularity in the United States from 1825
    • Decline of Homeopathy, Rise of AMA
    • Resurgence of Interest in 1980s and 1990s

    Product Breakouts
    • Two Product Categories: Single-Ingredient and Combination Remedies
    • Single Remedies Require More Expertise
    • Three Types of Combination Remedies
    • Proprietary Products Are the Best-Known Homeopathics
    • Transitional Products Treat More Narrow Conditions
    • Topical Products Can Be Used Without Knowledge of Homeopathy
    • Five Main Delivery Systems
    • [Chart] Selected Single-Ingredient Homeopathic Remedies

    Government and Industry Regulators
    • Homeopathics Regulated by the FDA
    • Products Made According to the Homeopathic Pharmacopoeia
    • 95% of Homeopathic Medicines Are Available OTC
    • Exemption from Safety and Effectiveness Standards—So Far
    • Guidelines Established in 1988 Boost Market
    • The Office of Alternative Medicine
    • OTC Homeopathic Products Prescribed by Various Health Professionals
    • The NCAHF and Opposition to Homeopathic Products

    Homeopathic Industry Associations
    • HPCUS Monitors Industry
    • Industry Associations Support Homeopathy
  3. The Market
    • [Graphic] Retail Sales and Growth of U.S. Homeopathic Products Market, 1991-1995 (dollars)

    Market Size and Growth
    • Retail Sales Reach $230 Million in 1995
    • [Table] Retail Sales and Growth of U.S. Homeopathic Products Market, 1991-1995 (dollars)
    • [Graphic] Dollar Share of U.S. Homeopathic Products Market by Retail Outlet, 1993
    • [Graphic] Dollar Share of U.S. Homeopathic Products Market by Retail Outlet, 1995

    Market Composition
    • 75% of Sales Are from Combination Products
    • Top Product Segments in Health and Natural Food Stores
    • Sales and Growth in Drugstores
    • [Table] U.S. Retail Sales of Major Mass-Market Homeopathic Brands Through Drugstores: By Product Type, 1994-1995 (dollars and percent)
    • Sales and Growth in Food Stores
    • [Table] U.S. Retail Sales of Major Mass-Market Homeopathic Brands Through Food Stores: By Product Type, 1994-1995 (dollars and percent)
    • Health and Natural Food Stores Account for Largest Share,
    • But Mass Market Growing
    • [Table] Dollar Share of U.S. Homeopathic Products Market: By Retail Outlet, 1993 vs. 1995 (percent): Health and Natural Food Stores, Drug Chains, Direct, Health Professionals/Clinics, Drug Independents, Supermarkets, Discount Stores
    • Sales Strongest on West Coast and in East Coast Cities

    The International Market
    • Homeopathy Widely Accepted Worldwide
    • Homeopathy in Europe
    • A $17.5 Million Market in Canada
    • Popularity in Latin America

    Factors Affecting Market Growth
    • Aging Consumer Market Supports Interest in Homeopathy
    • Public Taking More Responsibility for Personal Health
    • Consumer Preference for Natural Medicine
    • Growth of Health and Natural Food Stores
    • Homeopathic Products Moving into Mass Market
    • Homeopathic Marketers Upgrade Advertising—To a Point
    • Homeopathy Offers an Alternative for Chronic Conditions
    • Savings Over Prescription Drugs
    • Combination Products Make Homeopathy More User-Friendly
    • Ineffective Combination Products May Discourage Consumers
    • Attitudes Among Practitioners and Pharmacists
    • Homeopathic Programs Offered by Mainstream and Alternative Schools
    • Lack of Uniform Training Standards
    • Clinical Research Supports Homeopathic Products
    • Homeopathic Research Debuts in an American Medical Journal
    • But Scientific Proof Still Scant
    • Positive Signals from Federal Agencies and Regulators
    • As Popularity Grows, FDA May Take a Closer Look
    • Insurance Companies Begin to Fund Alternative Medicine
    • Books and Magazines Promote Homeopathy
    • But Not All Media Coverage Is Positive
    • Petitions and Lawsuits Against Homeopathy
    • Homeopathy's Biggest Shortcoming: How Does It Work?
    • Effective in Children and Pets
    • Selling Products Requires Consumer Education
    • [Graphic] Projected Retail Sales and Growth of U.S. Homeopathic Products Market, 1996-2000 (dollars)

    Market Projections
    • Sales Through New Outlets Will Drive Market to $572 Million by 2000
    • [Table] Projected Retail Sales and Growth of U.S. Homeopathic Products Market, 1996-2000 (dollars)
  4. The Marketers
    The Marketers
    • About 70 Companies in Market
    • Leading Homeopathic Companies
    • The Next Echelon
    • Pharmaceutical Companies in the Market
    • Specialized Homeopathic Marketers
    • Herbal Marketers and Homeopathic Products
    • Prominence of Europe-Based Marketers
    • Leading Brands in Health and Natural Food Stores
    • [Chart] Top-Ten Selling Homeopathic Products from Nature's Best, 4th Quarter 1995
    • Leading Companies in the Mass Market
    • Direct Marketers and Direct Mail
    • [Chart] Selected Marketers and Brands of Homeopathic Products

    Competitive Overview
    • A Highly Fragmented Market
    • Competition at Retail Level
    • Room in Market for Many Different Products
    • Changing Dynamics of the Market
    • Competitive Differences in Delivery Systems
    • Competing for the Mass Market
    • The Potential for Drug Chain Private-Label Products
    • Competition Against Conventional Alternatives

    Company Profiles
    • Boericke & Tafel, Inc.
    • Boiron, Inc.
    • Brauer Homeopathics (The ADL Group)
    • Dolisos America, Inc.
    • General Nutrition Companies, Inc.
    • Heel/BHI
    • Murdock Madaus Schwabe
    • Nature's Sunshine Products
    • Nova Homeopathic Therapeutics, Inc.
    • Pharmavite Corp.
    • Standard Homeopathic Co.
    • Sunsource International
    • Weleda USA

    Marketing Trends
    • Most Promote to Health and Natural Food Industry
    • Larger Players Target Mass Market
    • Medical Professionals Targeted
    • Drugstore Pharmacists Targeted
    • Homeopathic Marketers Provide In-Store Information
    • Marketing on the Internet
    • Increased Consumer Advertising
    • Homeopathy Downplayed, Safety and Effectiveness Emphasized
    • Wider Lines Designed to Win Shelf Space

    New Product Trends
    • 78 New Homeopathic Products in 1995
    • [Table] Number of New Homeopathic Product Introductions, 1993-1995 (units): New Brands, Brand Extensions, Line Extensions
    • Types of New Homeopathic Products
    • [Table] Percent of Homeopathic New Product Introductions by Product Type, 1993—1995 (percent)
    • New Products Fill Gaps
    • Products Designed for Simple and Common Health Problems
    • Combining Homeopathy with Other Types of Medicine
    • Product Name Follows Function
    • More Topicals
    • New Packaging
    • [Chart Selected Homeopathic New Product Introductions, 1995-March 1996

    Consumer Advertising
    • Little Spent on Mass-Market Advertising
    • Advertising Is Copy-Intensive ...
    • ... But Less Technical Than for Other Alternative Medicines
    • Markets Promote Utility of Homeopathic Products
    • Safety Is Prime Selling Point
    • Homeopathy Ads Echo Natural Product Themes
    • Mainstream Look
    • Fear and Trembling
    • Season- or Demographic-Specific Advertisements
    • Examples of Consumer Advertising

    Consumer Promotions
    • Brochures and Handouts Educate Consumers
    • Coupons
    • Toll-Free Numbers

    Trade Advertising and Promotions
    • Products Advertised Mainly to Health and Natural Food Stores
    • Products Promoted to Trade Through Discounts
    • Trade Shows Launch New Products
    • Boericke & Tafel's Sweepstakes
    • Boericke & Tafel's Cross-Merchandising Display
    • Standard Promotes Its TV Campaign
    • In-Store Displays Support Products
    • Educational Manuals for Retailers
    • Examples of Trade Promotion Materials
  5. Distribution And Retail
    Distribution
    • Health and Natural Food Distributors
    • Warehousing Trend Among Large Natural Food Retailers
    • The Mass Market: A Growing Sector
    • Distributor Margins Differ for Two Sectors
    • Distributor Services
    • Broker Services

    Retail
    • Health and Natural Food Stores Are Leading Outlet
    • [Graphic] Dollar Share of U.S. Homeopathic Products Market
    • by Retail Outlet, 1995 (percent)
    • Margins Comparable in Health and Natural Food Stores and Drugstores
    • But Prices Often Slightly Higher in Drugstores
    • [Table] Homeopathic Product Retail Price Comparison: Chain Drugstores vs. Health and Natural Food Stores (size, price, percent)

    At the Retail Level: Health and Natural Food Stores
    • Small Sales Share, Big Profits
    • Growing Selection of Products
    • Growth in the Single Remedy Category
    • Segregation vs. Integration with Supplements
    • Networking with Local Health Practitioners

    At the Retail Level: Mass-Market Retailers
    • Drugstores Account for Growing Portion of Sales
    • Drugstores Predict Increased Sales for Homeopathics
    • Merchandising Within Drugstores
    • Retailing Homeopathics Requires Educated Staff and Consumer
    • Homeopathy Not Yet Established in Supermarkets, Discounters
  6. The Consumer
    Consumer Demographics and Attitudes
    • Consumer Reliance on Alternative Medicine
    • Over 6 Million Consumers Use Homeopathic Remedies
    • Typical User Is Over 30, Well-Educated, and Female
    • Homeopathy and Health and Natural Food Store Customers
    • Homeopathy and Readers of Health Magazines
    • The Customers of Hahnemann Pharmacy
    • Many Consumers Seek Remedies for Chronic Conditions
    • Two-Thirds Use Homeopathy Without Medical Supervision

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers And Industry Associations
 

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