The U.S. Market for Herbal Supplements

Published by: Packaged Facts

Published: Jun. 1, 1999 - 266 Pages

Table of Contents

1. Executive Summary
   
   The Products
   
   • Historical Overview
     
   • Resurgence of Interest in Herbals
     
   • FDA Proposes Strict Herbal Supplement-Claims Guidelines
     
   • The Dietary Supplement Health and Education Act
     
   • The April 1998 FDA Proposal
     
   • The Industry Reacts
     
   • Product Breakouts
     
   • Classification by Standards and Origin
     
   The Market
   
   • 1998 Sales Reach $2.6 Billion
     
   • Table 1-1: The U.S. Market for Herbal Supplements: Retail Sales, 1993-2002 (dollars)
     
   • Sales by Retail Outlet Type
     
   • Top-Sellers in Health and Natural Product Stores
     
   • Top-Selling Herbal Supplements in the Mass Market
     
   • Positive Factors Affecting Market Growth
     
   • Negative Factors Affecting Market Growth
     
   The Marketers
   
   • Hundreds of Companies in Field
     
   • Leading Herbal Supplement Marketers
     
   • Sleeping Giants Awaken
     
   • New Players and Acquisitions
     
   • Store Brands Becoming More Important
     
   • Variant Marketing Methods
     
   • Steady Rate of New Product Introductions
     
   • Table 1-2: The U.S. Herbal Supplement Market: Number of New Product Introductions, 1995-May 1999
     
   • New Products Increasingly Specialized
     
   • Medical Claims Joined by Pharmaceutical-Style Packaging
     
   • Standardization vs. Whole Herbal Products
     
   Distribution and Retail
   
   • Two Distinct Distribution Sectors
     
   • Distributor Margins for the Two Sectors
     
   • Health and Natural Product Stores Essential for Herbal Supplement Market
     
   • Customer Service in Health and Natural Product Stores
     
   • Larger Retail Margins in Health and Natural Product Stores
     
   • Strategic Category Management
     
   • Mass Merchandisers Compete on Price, Selection, and Advertising
     
   • Herbal Supplements Important to Drugstores
     
   • Health and Natural Product Stores Threatened by Mass Market
     
   The Consumer
   
   • Percentage of U.S. Adults Using Herbal and Garlic Products Is Growing
     
   • Demographics of Herbal Supplement and Garlic Users
     
   • New Users Are Younger
     
   • Top-Selling Herbal Supplements
     
   • Consumers Take Herbal Supplements for Health and Well Being
     
   • Information about Herbs May Help Retention
     
   Scope and Methodology
   
   • Market Parameters
     
   • Report Methodology
     

2. The Products
   
   Scope of Report
   
   • Herbal Supplements Used for Nutritional or Medicinal Purposes
     
   • Vitamins and Minerals Excluded
     
   • Nutraceutical and Functional Foods Not Covered
     
   • Culinary Herbs Excluded
     
   • Homeopathic and Aromatherapy Products Not Covered
     
   History Of The Industry
   
   • Ancient Roots of Herbalism
     
   • Early European Influences
     
   • The Rise and Fall of American Herbalism
     
   • Oriental and Ayurvedic Influences
     
   • Native American Origins
     
   • A Growing Industry Sparks Government Crackdown
     
   • The Proxmire Amendment Curbs FDA, Opens Market
     
   • NLEA Gives FDA New Rules and Power
     
   • FDA Proposes Strict Herbal Supplement-Claims Guidelines
     
   • FDA Takes Firm Stand, Particularly Against Herbal Supplements
     
   • Pro-Supplement Bill Introduced
     
   • Passage of DSHEA Is Victory for Industry
     
   • FDA Attacks DSHEA After Ephedra Incident
     
   Product Definition
   
   • Plant-Based Products
     
   • Table 2-1: Herbal Ingredients and Their Primary Benefits (104 herbs)
     
   Product Breakouts
   
   • The Two Main Categories: Single-Ingredient Products and Formulas
     
   • Standardized and Non-Standardized
     
   • Classification by Origin
     
   • Europe Has Strong Influence on the United States
     
   • Chinese Herbal Products Now in the Mainstream
     
   • Ayurveda Based on Ancient Indian Texts
     
   • Native American Herbs Based on Native Plants
     
   • Tropical Herbs Support Rainforest Preservation
     
   • Classification by Function
     
   • Delivery Systems Include Tablets, Capsules, and Liquids
     
   • Health and Natural Products vs. Mass Market
     
   Government and Industry Regulators
   
   • Herbs Regulated by the Federal Food and Drug Administration
     
   • Drug Approval Process Costly
     
   • NLEA Health Claims Limited
     
   • Supplement Industry Wins Ruling
     
   • DSHEA Supplement Protections
     
   • DSHEA Structure/Function Claims Allowed
     
   • Disease Claims Prohibited by DSHEA
     
   • The April 1998 FDA Proposal
     
   • The Industry Reacts
     
   Trade Associations
   
   • American Botanical Council
     
   • American College of Nutrition
     
   • American Herbal Products Association
     
   • Citizens For Health
     
   • Consumer Healthcare Products Association
     
   • Council for Responsible Nutrition
     
   • Herb Research Foundation
     
   • National Nutritional Foods Association
     

3. The Market
   
   Market Size and Growth
   
   • Sales Difficult to Quantify
     
   • 1998 Sales Reach $2.6 Billion
     
   • Herbal Supplements Go Mainstream
     
   • Table 3-1: U.S. Retail Sales of Herbal Market, 1994-1998 (dollars)
     
   Market Composition
   
   • Health and Natural Product Stores Losing Stronghold
     
   • Mass Merchandisers Overtake Drugstores in Mass Market
     
   • Herbs Number-One Category in Drugstores
     
   • Table 3-2: Share of U.S. Herbal Supplement Sales by Retail Outlet Type, 1994-1998 (percent): 9 Outlet Types
     
   • Top-Selling Herbal Supplements
     
   • Table 3-3: Top-Selling Single Herbs in U.S. Health and Natural Product Stores, 1997-1998 (percent): 11 Herbs, Other
     
   • Single Herbs Account for Half of Sales
     
   • Mass-Market Single-Herb Winners
     
   • Greater Variety Through Health and Natural Product Stores
     
   • Table 3-4: U.S. Top-Selling Single Herbs in Mass-Market Stores, 1998 (percent): 10 Herbs, Other
     
   • Fast-Growing Herbal in Health and Natural Product Stores
     
   • Table 3-5: Fastest-Growing Herbal Categories in Natural Products Channel (percent): 5 Categories
     
   • West Leads Market for Herbal Supplement Use
     
   • Table 3-6: Regionality of Use of Herbal Supplements, 1998 (percent and index): West, Northeast, Midwest, South
     
   • Sales Stronger in Winter Months
     
   Factors to Market Growth
   
   • Prevention and Trend Toward Self-Care
     
   • Aging Population Will Drive Herbal Supplement Sales
     
   • Living Longer, Living Well
     
   • Women's Health and Aging
     
   • Modern Man's Health Problems
     
   • Herbal Supplements for Age-Associated Conditions
     
   • Positive Experiences with Alternative Therapies
     
   • Confidence and Use of Herbs Increasing
     
   • Popularity of Authentic Chinese Medicine
     
   • Growing Interest in Ayurvedic Medicine
     
   • Expanded Mainstream Distribution Adds to Growth
     
   • A New Playing Field with DSHEA
     
   • FDA Tries to Rein in Herbal Industry
     
   • Private Testing Group Questions Label Claims
     
   • Standardization an Issue
     
   • German E Monographs Spawn Duplication
     
   • Associations Promote Herbal Industry
     
   • NDMA Broadens Focus
     
   • Positive Research Promotes Specific Herbs
     
   • Research Funding Increases
     
   • Negative Studies Countered by Industry
     
   • Medical Establishment Using Herbs
     
   • Medical Schools Teaching Herbs
     
   • New Alternative Medicine Publication
     
   • HMOs and Insurance Companies Endorse Alternative Medicine
     
   • Potential for Growth: The Majority of Americans Still Non-Users
     
   • Herbal Advertising in Mainstream Media
     
   • Mainstream Retailers Increasing Shelf Space
     
   • Increased Competition Leads to Lower Prices
     
   • Lack of Education Still an Obstacle
     
   Projected Market Growth
   
   • Sales to Reach Nearly $6.6 Billion by 2003
     
   • Growth Expected Well into the Future
     
   • Table 3-7: Projected Retail Sales of U.S. Herbal Supplement Market, 1998-2003 (dollars)
     

4. The Marketers
   
   The Marketers
   
   • Approximately 500 Companies in the Market
     
   • Health and Natural Product Store Suppliers
     
   • Dominant Herbal Supplement Companies
     
   • Leading Broadline Marketers in the Mass Market
     
   • Emergence of Pharmaceutical Giants
     
   • Cross-Over Has Occurred
     
   • Pharmaceutical Supplement Leaders
     
   • New Players with Promise
     
   • Store Brands Play Important Role
     
   • Leading Direct Marketers
     
   • Mail-Order Marketers
     
   • Table 4-1: The U.S. Market for Herbal Supplements: Selected Marketers by Brand Line and Product (133 marketers)
     
   Marketer and Brand Share
   
   • Leading Herbal Supplements in Health and Natural Product Stores
     
   • Table 4-2: Leading Herbal Supplements (Capsules and Tablets) Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
     
   • Table 4-3: Leading Herbal Supplements (Powder and Liquid) Distributed by Nature's Best: Share of Sales, 1st Quarter 1999
     
   • Leading Garlic and Ginseng Products in Health and Natural Product Stores
     
   • Table 4-4: Leading Garlic Products Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
     
   • Table 4-5: Leading Ginseng Products Distributed by Nature's Best: Share of Sales, 1st Quarter 1999 (company, brand/product, percent)
     
   • Top-Selling Brands in Mass Merchandisers
     
   • Top-Selling Brands in Drugstores
     
   • Top-Selling Brands in Food Stores
     
   • 1999 Leaders Will Change
     
   • Table 4-6: Top Herbal Supplement Products Sold Through Mass Merchandisers: Dollar Sales By Product Segment (in thousands), 1998 (brand and dollars): 2 Product Segments
     
   • Table 4-7: Top Herbal Supplement Products Sold Through Drugstores: Dollar Sales By Product Segment (in thousands), 1998
     
   • Table 4-8: Top Herbal Supplement Products Sold Through Food Stores: Dollar Sales By Product Segment (in thousands), 1998
     
   Competitive Overview
   
   • New Products Drive Market
     
   • Increased Competition; Survival of the Fittest
     
   • Mergers and Acquisitions
     
   • Large Companies Buying In
     
   • New Potential Mass Marketer
     
   • Pharmaceutical Giants Crowd Out Traditional Companies
     
   • Traditional Players Respond
     
   • Record-High Marketing Budgets
     
   • Lower Price Points and Greater Selection
     
   • Line Extensions Win Shelf Space
     
   • Brand Extensions Bank on Familiarity
     
   • Standardization vs. Whole Herbal Products
     
   • Medical Legitimacy
     
   • Competition for Menopausal Market
     
   • St. John's Wort Wars
     
   • Conflict of Standardization
     
   • Differences Still Remain in Marketing
     
   Competitive Focus: Health and Natural Product Sector
   
   • A Highly Fragmented Market
     
   • Discounting: A Tool in the Fight for Shelf Space
     
   • Market Segments by Demographics and Symptoms
     
   • Natural and Scientific Innovation Drive Market
     
   • Marketers Promote Through Health and Natural Product Publications
     
   • Advertising Expenditures Up, But Most Competition at Store Level
     
   • Retailers Wooed at Trade Shows
     
   • Seminars and Lectures
     
   Competitive Focus: The Mass Market
   
   • Pharmaceutical Companies Head to Head
     
   • Largest Players Use Consumer Advertising and Promotion
     
   • Health and Natural Products Repackaged for Mass Market
     
   • Medical Authority Endorsements
     
   • Health Product Lines Have Crossed Over into the Mass Market
     
   • Price and Value Competition
     
   • Quick Response to Media
     
   • Educational Programs Boost Sales
     
   • Competition by Stores for Their Own Brands
     
   • Marketers Offer Plan-O-Grams and Shelf-Stocking Assistance
     
   Competitive Profile: American Home Products Corp.
   
   • Corporate Overview
     
   • Move Toward Pharmaceuticals and Biotech
     
   • Herbal Supplements Part of Consumer Health-care Division
     
   • Acquisition of Solgar
     
   • Agreement with PharmaPrint to Create Herbal Line
     
   • Centrum Herbals Backed by Advertising
     
   Competitive Profile: Bayer AG
   
   • Corporate Overview
     
   • Five Business Segments
     
   • Company History
     
   • Research and Development Expenditures
     
   • Consumer Care Division Handles Herbal Supplements
     
   • Introduction of One-A-Day-Herbal Combinations
     
   • Investments in the Future
     
   Competitive Profile: Boehringer Ingelheim Pharmaceuticals, Inc. (Pharmaton Natural Health Products)
   
   • Corporate Overview
     
   • Ginsana Is Flagship Product
     
   • A Historic Launch
     
   • Marketing Efforts Under Boehringer
     
   • Growth through New Products
     
   • New Products and Advertising in 1998
     
   • Company Mission and Vision
     
   Competitive Profile: Celestial Seasonings, Inc.
   
   • Corporate Overview
     
   • Teas with Unique Identity
     
   • Current Products: Tea Blends and Herbal Supplements
     
   • Unusual Corporate History
     
   • Less Than Celestial Growth
     
   • Acquisitions, Agreements and Growth
     
   • Widely Available Brand
     
   • Strategies for the Future
     
   Competitive Profile: Frontier Natural Products Co-op
   
   • Corporate Overview
     
   • Product Categories and Lines
     
   • A Modest Beginning
     
   • New Herbal Line Launched in 1999
     
   • Commitment to Herbal Education
     
   • A Company with Vision
     
   Competitive Profile: Murdock Madaus Schwabe
   
   • German/American Consortium Leads U.S. Market
     
   • Founded by the Murdock Family
     
   • Two Major Brands, Several Product Lines
     
   • NaturaLife for Mass Channels
     
   Competitive Profile: Natrol, Inc.
   
   • Corporate Overview
     
   • Products
     
   • Health and Natural Product Store Roots, Mass-Market Success
     
   • New Herbal Products
     
   • U.S. Patent and Acquisitions
     
   • Focus on Media in 1999
     
   Competitive Profile: Nu Skin Enterprises, Inc. (Pharmanex, Inc.)
   
   • Corporate Overview
     
   • Cholestin Top Product
     
   • Scientific Products "From the Ground Up"
     
   • Brief, Volatile History
     
   • A Bold Move in the Right Direction?
     
   Competitive Profile: Pharmavite Corp.
   
   • Corporate Overview
     
   • Company History
     
   • Pharmavite Products
     
   • Products Meet USP Standards for Dissolution
     
   • Marketing Efforts
     
   • Pharmavite Vitamin and Herb University
     
   Competitive Profile: Twin Laboratories Corp.
   
   • Corporate Overview
     
   • Complete Product Line
     
   • Herbal Supplements: Nature's Herbs for Natural Product Stores
     
     
   • TruHerbs for Mass-Market Stores
     
   • Alvita Herbal Teas
     
   • New Acquisitions
     
   • Legal Challenges
     
   Competitive Profile: Warner-Lambert
   
   • Corporate Overview
     
   • Pharmaceuticals and Candy
     
   • Positioned as a Global Leader
     
   • Enter the Herbals: Quanterra
     
   • "Gold Standard" Advantage
     
   • Cold Business with Celestial
     
   Marketing Trends
   
   • Growing Emphasis on New Products
     
   • Structure/Function Claims
     
   • Scientific and Medical Language in Advertising
     
   • Pharmaceutical-Type Product Names
     
   • Pharmaceutical-Style Packaging and Promotional Materials
     
   • U.S. Patents and Proprietary Processing
     
   • Educating Health Care Professionals
     
   • Two-Timing the Retail Channels
     
   • Unified Line Names and Brand Extensions
     
   • Retail Display Technology Drives Supplement Sales
     
   • Simplified Pricing Strategies
     
   • Marketers Participate in Co-Op Advertising
     
   New Product Trends
   
   • Rate of Herbal Supplement Introductions Steady Since DSHEA
     
   • Table 4-9: The U.S. Herbal Supplement Market: Number of New Product Introductions, 1995-May 1999 (stock-keeping units)
     
   • Products Increasingly Specialized
     
   • A Move Toward Standards?
     
   • Formulating Combos: Herbs with Other Supplements
     
   • "Hot" New Mass-Market Herbal Supplements
     
   • Top-Selling Herbs in Health and Natural Product Stores
     
   • The St. John's Wort Explosion
     
   • Kava Becomes a Top-Selling Herb
     
   • Cold Combinations
     
   • Gender-Specific Products
     
     
   • Seniors and Aging Baby Boomers
     
   • More Children's Products
     
   • Physician and Group Endorsements
     
   • Products for the Pill-Adverse
     
   • Table 4-10: The U.S. Market for Herbal Supplements: Selected New Product Introductions, January 1998-May 1999
     
   Consumer Advertising Expenditures and Positioning
   
   • More Spent on Herbal Supplement Advertising in 1998
     
   • Many Herbal Supplement Marketers Advertise
     
   • Top Advertisers—$20 Million +
     
   • Other Leading Advertisers
     
   • Disease Prevention and Cure Covertly Advertised
     
   • Structure/Function Claims: Limited Medical Language
     
   • Potency and Standardization
     
   • Information, Education, and Entertainment Sell Products
     
   • Scientific References and Language Sells Products
     
   • Catering to the Rat Race
     
   • Fear Sells
     
   • Paradise Found—In a Bottle
     
   • Humor and Wit Lend Levity
     
   • Mother Knows Best
     
   • Self-Care Is In
     
   • Beautiful Bodies, Joyous Images
     
   • Space Age and the Coming Millennium
     
   • Examples of Consumer Advertising and Promotions
     
   Consumer Promotions
   
   • Educational Material Promotes Products
     
   • Toll-Free Numbers and Web Site Address
     
   • Free Samples and Special Offers
     
   • Coupons and Rebates
     
   • Consumer In-Store Magazines
     
   • Radio Health Shows
     
   • Contests and Sweepstakes
     
   • Examples of Consumer Promotions
     
     
     
   Trade Advertising and Promotions
   
   • Trade Ads Used by Most Marketers
     
   • Messages Different in Mass and Health and Natural Product Markets
     
   • Marketers Use Displays to Compete for Retail Space
     
   • Educational Retail Training Provided by Marketers
     
   • Marketers Offer Retailers Shelf-Planning and Maintenance Services
     
   • Trade Shows
     
   • Discounts Are Common Component of Promotions
     
   • Examples of Trade Advertising and Promotion
     

5. Distribution and Retail
   
   At the Distribution Level
   
   • Two Distinct Distribution Sectors
     
   • Health and Natural Product Distributors
     
   • Several Large Distributors Dominate Health and Natural Product Sector
     
   • Centralized Warehouses for Large Health and Natural Product Retailers
     
   • Health and Natural Product Retailers Buying Direct
     
   • Mass-Market Herbal Supplements and Warehouse Delivery
     
   • A Few Mass Marketers Deliver Direct
     
   • Leading Drug Wholesalers
     
   • Table 5-1: Leading Mass-Market Drug Wholesalers, 1998 Sales (dollars)
     
   • Distributor Margins for the Two Sectors Differ
     
   • Forward Buying by Distributors
     
   • Distributor Services
     
   • PharmaHealth Natural Care Centers
     
   • McKesson's Nutristation Program
     
   • Brokers Support Marketers' Sales Efforts
     
   At the Retail Level
   
   • Health and Natural Product Stores Retain Largest Share
     
   • Mass Merchandisers Second-Largest Outlet
     
   • Slower Growth in Drugstores
     
   • Table 5-2: Share of U.S. Herbal Supplement Sales by Retail Outlet Type, 1998
     
   • The Well-Stocked Herbal Supplement Section
     
   • Category Management: Grouping Products by Function
     
   • Placing Herbs Next to Vitamins
     
   • Margins by Retailer Type
     
     
   Retail Focus: Health and Natural Product Stores
   
   • Retail Sector Essential to Herbal Supplement Industry
     
   • Herbal Products Important to Stores
     
   • Supplement Chains Oriented to Herbal Supplements
     
   • Educated Personnel
     
   • Mass Market Poses Greater Competition for Health and Natural Product Stores
     
   • Meeting the Competition
     
   • Stores Growing Larger, Reaching Broader Customer Base
     
   • Number of Full Lines Carried Is Increasing
     
   • The Whole Foods Approach
     
   • Herbal Selection in a Small Supplement Store
     
   • Private Label Growing in Importance
     
   • Health and Natural Product Retail Prices Are Higher
     
   • Major Promotional Tools
     
   • Slotting Fees—A New Trend?
     
   Retail Focus: Mass Merchandisers
   
   • Competing on Price, Selection, and Advertising
     
   • Space Devoted to Herbal Supplements
     
   • Private Label Key to Product Mix
     
   • Expanded Efforts to Reach Herbal Supplement Consumers
     
   Retail Focus: Drugstores
   
   • Herbal Supplements Are Important to Drugstores
     
   • Larger Chains Welcome Pharmaceutical Giants
     
   • Responding to Competition from Discounters
     
   • Independent Drugstores Banking on Herbal Supplements
     
   • Organization of Herbal Supplement Selection
     
   • Herbal Supplements Usually Placed Near Pharmacy
     
   • Drugstore Staff Typically Not Trained
     
   • Increased Shelf Space
     
   • Chain Drugs Expanding Herbal Selection
     
   • Stores-Within-Stores
     
   • In-Store Education
     
   • Frequent Buyer Programs
     
   • Private Label Big Opportunity
     
     
   Retail Focus: Supermarkets
   
   • Share of Sales Small from Herbal Supplements
     
   • Herbal Supplements Usually Located in HBC
     
   • Vitamin/Herbal Tug-of-Wars
     
   • Herbal Supplement Departments Usually Small
     
   • Expanding Selection
     
   • Full "Health Food Store" Departments and Whole Health Stores
     
   • Private Label Efforts
     
   • Training Staff to Answer Consumers' Questions
     
   • Attractive Margins and Higher Prices
     
   • Tips for Stronger Herbal Supplement Sales
     
   Retail Focus: Multi-Level, Mail Order, And Internet Marketing
   
   • Multi-Level Marketing Works for Herbal Supplements
     
   • Major Multi-Level Marketers Offering Herbals
     
   • Personalized Service and Sales Techniques
     
   • Mail Order Still Strong on Price
     
   • Major Mail-Order Companies Selling Herbals
     
   • Mail-Order Newcomers to Herbal Products
     
   • Herbal Supplement Products Are Naturals on the Internet
     
   • Internet Companies Offering Herbals
     
   • Store-Based Retailers Move Onto the Internet
     

6. The Consumer
   
   Consumer Usage of Herbal Supplements
   
   • The Simmons Survey System
     
   • Use of Herbal and Garlic Products Increasing
     
   • Celestial Seasonings Study Shows Higher Use
     
   • Amount Spent on Herbal Supplements
     
   • Older Consumers, Women, and Westerners Use Herbal Supplements
     
   • Educated Professionals
     
   • Retirement, Education, and Affluence Linked with Garlic Supplement Use
     
   • Divorced or Separated, Westerners, and Two Person Households
     
   • Table 6-1: Demographic Characteristics Favoring Use of Herbal and Garlic Products, 1998 (U.S. adults)
     
   • Gallup Survey's Demographic Profile
     
   • New Users Are Younger
     
     
   • Herbal Use Linked to Higher Education
     
   • Demographics by Type of Product
     
   Usage by Product Type
   
   • Most Commonly Used High-Profile Herbs
     
   • Usage Trails Awareness
     
   • The Whole Foods Survey of Health and Natural Product Shoppers
     
   • Five Top Herbs Used
     
   • Use of Most Herbal Products Increased
     
   • Some More Recently Introduced Products Show High to Moderate Use
     
   • Use of Some Herbal Products Has Decreased
     
   • Table 6-2: Percent of Health and Natural Product Store Shoppers Who Purchased Herbal Products: By Product Type, 1996 vs. 1998 (percent): 35 Herbs, Other
     
   Consumer Attitudes
   
   • Why Users Take Herbal Supplements
     
   • Herbal Products Better Rated for Safety, Cost, and Effectiveness
     
   • Leading Consumer Uses of Top-Selling Herbal Treatments
     
   • Guidance Would Help Non-Users Become Users
     
   • Believers, Non-Believers, and Skeptics
     
   • Believers Subsegments
     
   • Consumers Lack Information
     
   • Top Herbal Information Sources
     
   • Most Important Features Affecting Purchase Decisions
     
   • Nearly One-Third are Dissatisfied
     
   • Potential New Users Among Non-Users
     

   Appendix I: Examples of Consumer and Trade Advertising and Promotions
   
   Appendix II: Addresses of selected marketers
   

Abstract

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