Distinguishing Your Product: Selling Functional Foods, Nutraceuticals, and Dietary Supplements

Published by: Functional Foodwire, LLC

Published: Oct. 15, 2004 - 1000 Pages

Table of Contents

1. Executive Summary

The Regulatory Environment

Strategy: Condition-Specific Products

Strategy: Innovative and Effective Delivery Systems

Strategy: Branding

Strategy: Target Marketing

Strategy: Grassroots Marketing and Word-of-Mouth

Strategy: Advertising

Strategy: Promotional Campaigns

Strategy: Consumer Education

Strategy: Relationships with Healthcare Professionals

Strategy: Scientific Study/Clinical Trial

Strategy: Joint Ventures and Partnerships

Successes

New Products

New Patents

2. The Regulatory Environment

Benefits and Drawbacks, Opportunities and Challenges

The United States

Europe and United Kingdom

Canada

Oceana

Asia

International Fraud and Safety Issues

When Conveying Your Unique Selling Proposition Is Illegal ....

3. Strategy: Condition-Specific Products

Benefits and Drawbacks, Opportunities and Challenges

Aging

Age-Related Macular Degeneration, Other Vision Problems

Alzheimer's Disease and Dementia

Arthritis

Cancer

Cardiovascular Disease

Diabetes

Menopause and Post-Menopause

Obesity

Osteoporosis

4. Strategy: Innovative and Effective Delivery Systems

Benefits and Drawbacks, Opportunities and Challenges

Confectionery and Liquids

Probiotic Delivery Systems

Sprays and Gels

Pads and Patches

Dosing Positions a Food, Beverage or Supplement as Medicinal

5. Strategy: Branding

Benefits and Drawbacks, Opportunities and Challenges

Examples of Branding Strategies

6. Strategy: Target Marketing

Benefits and Drawbacks, Opportunities and Challenges

Customization

Demographic Groups of Interest

7. Strategy: Grassroots Marketing and Word-of-Mouth

Benefits and Drawbacks, Opportunities and Challenges

Examples of Successful Grassroots Campaigns for Functional Products

8. Strategy: Advertising

Benefits and Drawbacks, Opportunities and Challenges

Advertising 101

Advertising Themes

Advertising Expenditures for Selected Products

9. Strategy: Promotional Campaign

Benefits and Drawbacks, Opportunities and Challenges

Sponsorships and Affilations

Celebrity Endorsements

Sweepstakes, Contests, Giveaways

Promotion at the Retail Level

10. Strategy: Consumer Education

Benefits and Drawbacks, Opportunities and Challenges

Examples of Consumer Education Efforts

Corporate-Sponsored Media Information Services

Poll + Press

11. Strategy: Relationships with Healthcare Professionals

Benefits and Drawbacks, Opportunities and Challenges

Some Manufacturers and Marketers Targeting Health Professionals

Some Products Created by Health Professionals

Some Products Endorsed by Health Professionals and Institutions

Scientific and Medical Advisory Boards

Some Sponsors, Exhibitors, and Presenters at Scientific Symposia

12. Strategy: Scientific Study/Clinical Trial

Benefits and Drawbacks, Opportunities and Challenges

Aging and Immune Function

Bone and Joint Health

Cancer

Cardiovascular Health

Cold and Flu

Diabetes and Blood Sugar

Energy and Athletic Performance

Eye Health

Gastrointestinal Health

Oral Health

PMS and Menopause

Sexuality and Fertility

Weight Management

Remedies for Companion Animals

How Marketers Use Generic Studies to Promote Branded Products

Some Manufacturers and Marketers Sponsor Entire Conferences Around One Ingredient

13. Strategy: Joint Ventures and Partnerships

Benefits and Drawbacks, Opportunities and Challenges

Between Food/Ingredient Companies

With Consumer Health Products Companies

With Biotech/Chemical/Drug Companies

14. Success Stories

Actimel®

Benecol®

Ester-C®

Healthy Econa/Enova™

LUNA®, The Whole Nutrition Bar For Women™

Silk®

Not-So-Successful

15. New Products

Target-Aging

Target-Bone/Teeth

Target-Cancer

Target-Cardiovascular

Target-Children

Target-Cold/Flu/Allergy

Target-Cosmetic

Target-Diabetes/Blood Sugar

Target-Gastrointestinal

Target-Immunity

Target-Joint

Target-Men

Target-Mood

Target-Neurologic/Cognitive

Target-Pain/Inflammation

Target-Performance

Target-Sexuality

Target-Stress/Sleep

Target-Substance Use/Abuse

Target-Vision

Target-Weight Management

Target-Women

Type-Beverages

Type-Confection/Snack

Type-Supplement

16. New Patents

Aging/Immunity/Cosmetic

Animals

Bone

Cancer

Cardiovascular

Cold/Flu/Allergy

Diabetes/Blood Sugar

Gastrointestinal

Infection

Joint

Men

Neurologic/Mood

Organs

Pain/Inflammation

Performance/Energy

Sexuality

Stress/Sleep

Substance Use

Vision

Weight Management

Wellness/Other

Women

17. Consumer Ads

18. Free Standing Inserts

19. Trade Ads

20. Selected Companies and Organizations

Food and Beverages

Dietary Supplements

Ingredients

Consumer Health Products

Biotech Firms

Consultancies

Regulatory Bodies

Trade Associations, Professional Societies, Academic Programs, Nonprofits

Abstract

The surest way to grow the market for functional foods, nutraceuticals and dietary supplements is to prove they work. Efficacy is, after all, their Unique Selling Proposition. This report examines and analyzes the strategies used by successful marketers of products in this category within the current regulatory environment, which is more favorable than ever. These strategies include condition-specific positioning, innovative delivery systems, branding (beyond just "name claims"), target marketing, grass-roots efforts (ideal for marketers with more energy than budget), promotional campaigns that allow marketers to align their products with health-oriented causes, consumer and practitioner education and the all-important clinical trial. Case studies of success (and failure) stories are also included, as are comprehensive products and patents tables and examples of consumer and trade advertising. "Distinguishing Your Product--Selling Nutraceuticals, Functional Foods and Dietary Supplements in an Increasingly Crowded Market: Strategies and Successes" boasts 20 chapters, a thousand pages, and thousands of links to articles; government Web sites; patent, product and company Web pages; and other virtual resources.

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