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Published by: Packaged Facts
Published: Jun. 1, 2002 - 390 Pages
Table of Contents
- Executive Summary
Scope and Methodology
- Market Parameters
- Report Methodology
The Products
- Historical Overview
- NLEA Allows Health Claims
- The Dietary Supplement Health and Education Act
- FDA Attempts to Reassert Itself but Fails
- FDA Litigation Continues
- Product Breakouts
The Market
- 2001 Sales at $9 Billion
- Gains Made from 1997 Across All Categories
- Table 1-1: Retail Sales of U.S. Vitamin, Supplement, and Mineral Market, 1997-2006
- Vitamins Claim Largest Share of Market
- Sales by Retail Outlet Type
- U.S. Heartland Sees Greater Increase in VSM Sales
- Positive Factors Affecting Market Growth
- Negative Factors Affecting Market Growth
The Marketers
- Approximately 1,500 Companies in Field
- Leading VSM Marketers
- Private-Label Brands Hold Large Share of Shelf Space
- Marketing Methods Vary by Retail Channel
- Increased Competition Will Lead to Shake-Outs
- Mergers, Acquisitions, and Downsizing
- Product Introductions Important; Declining
- Table 1-2:
- The U.S. VSM Market: Number of Product Introductions, 1990-2002*
- Line Extensions Used to Gain Shelf Space
- VSMs and Medical Legitimacy
- Joint Products Keep Market Flexible
- Women’s Products Growing
- VSM Advertising Positioning
Distribution and Retail
- Two Distinct Distribution Sectors
- Distributor and Wholesaler Services
- Distributor Margins for the Two Sectors
- Many Buy Direct
- Number of Stores Carrying VSM
- Private-Label Products Proliferating
- Health and Natural Product Stores Retain Largest Market Share
- Drugstores a “Natural” for VSM Sales
- Mass Merchandisers Compete on Price
- Supermarkets: Room for Growth
- Direct Sales Stable, Internet in Flux
The Consumer
- About Half of U.S. Adults Use VSM Products
- Demographics of VSM Users
- Most Types of Use Increased from 2000 to 2001
- Multiple Formulas Most Popular, Followed by Vitamins C and E
- Table 1-3:
- (U.S. Adults)
- Consumer Use by Brand
- Consumers Satisfied with VSM Products
- Reasons for Taking VSM Products
- Opinions About Safety
- Consumers Not Talking to Doctors; Seek Information
- The Products
Scope of the Report
- Nutritional Vitamins, Supplements, and Minerals Sold at Retail
History of the Industry
- Vitamin Deficiencies Discovered
- A Market Develops
- First Laws Governing Vitamins
- Controversial Megadoses Show Promise
- “Miracle Properties” of Vitamin E Prompt FDA Attention
- FDA Labels High-Potency Vitamins as “Drugs”
- Proxmire Amendment Reins in FDA, Opens Market
- NLEA Gives FDA New Rules and Power
- FDA Frustrates VSM Marketers after NLEA
- Passage of DSHEA Is Victory for Industry
- DSHEA Structure/Function Claims vs. Disease Claims
- FDA Rules for DSHEA Implementation Upset Industry
- Final Rules for Structure/Function Claims Released January 2000
- Litigation Forces FDA to Review NLEA Health Claims
- NLEA Implementation Not Yet Final . . .
- . . . But Claims Still Pour In
- FDA Denies Folic Acid Claim, Back in Court
- FDA Approves Folic Acid Claim With Disclaimers
- Status of Cholestin
Product Breakouts
- Three Core Product Categories
- Product Definition: Vitamins
- Of 30 Known Vitamins, Only 14 Have Been Quantified
- Fat-Soluble or Water-Soluble
- Antioxidant Vitamins Scavenge Free Radicals
- Product Definition: Supplements
- Herbal Supplements
- Nonherbal Supplements
- Phytonutrients: Health-Promoting Compounds in Vegetables
- Product Definition: Minerals
- 18 Minerals, but RDIs Currently Set for Only 12
- VSM Combos—A Stalwart Segment
- Other Delivery Systems Compete with Pills
- Single-Element vs. Multivitamins/Minerals
- Adults’ vs. Children’s
- Synthetic vs. Natural
- Health and Natural Product vs. Mass Market
- Table 2-1: Guide to Vitamins (16 Vitamins)
- Table 2-2: Guide to Herbal Supplements (126 Supplements)
- Table 2-3: Guide to Nonherbal Supplements (56 Supplements)
- Table 2-4: Guide to Active Minerals (14 Minerals)
Government and Industry Regulators
- Vitamins, Supplements, and Minerals Regulated by the FDA
- RDAs, RDIs, DRVs, DVs, and DRIs
- Higher RDAs Likely for Older Americans
- Tolerable Upper Intake Levels
- Supplement Facts Panels
- Structure/Function Statements
- Third-Party Literature
- Current NLEA Health Claims
- Qualified Health Claims
- FDA Cracks Down on Nutraceuticals
- VSM/OTC Classifications Blur
- Industry Self-Regulations
- Is Internet Info Advertising?
- CFSAN and the Future
Trade Associations
- American Botanical Council
- American College of Nutrition
- American Herbal Products Association
- American Nutraceutical Association
- Citizens For Health
- Consumer Healthcare Products Association
- ConsumerLab.com
- Council for Responsible Nutrition
- Dietary Supplement Education Alliance
- Herb Research Foundation
- International Herb Association
- National Nutritional Foods Association
- The U.S. Pharmacopoeia
- The Market
Market Size and Growth
- Sales Not Clearly Tracked
- 2001 Sales Estimated at $9 Billion
- Sales Increases Strongest for Minerals
- Vitamins Decline Slightly
- Supplement Category Recovers from Drop
- VSM Combos Contribute to Market
- Table 3-1: Retail Sales of U.S. VSM Market,
- 1997-2001 (dollars)
- Drugstores Hold Number-Two Share of VSM Market
Market Composition
- Health and Natural Product Stores Remain Primary Outlet
- Drugstores Hold Number-Two Share of VSM Market
- Slight U.S. Growth for Direct Sales
- Mail-Order and Internet Sales Account for 4%
- Table 3-2: Share of U.S. VSM Sales by Retail Outlet Type,
- 2001-1998 (percent): 6 Types
- Vitamins Claim Largest Share of Market
- Table 3-3 Share of VSM Product Sales by Categories and Segments,
- 2001 (percent): 6 Types
- Multivitamins Top Segment in Mass Market
- Vitamins in Health and Natural Product Stores
- Table 3-4 Single Vitamin Sales in Health and Natural Product Stores,
- by Share, 2000 (percent): 10 Vitamins, Other
- Tablets Tops in Health and Natural Product Channel
- Glucosamine/Chondroitin Non-herbal Supplement Leader
- Mass-Market Herb Sales Sink
- Top Mass-Market Herbs
- Top Supplements in Health and Natural Product Stores
- Table 3-5 Supplement Sales in Health and Natural Product Stores,
- by Share, 2000 (percent): 22 Supplements, Other
- Calcium Majority of Mass-Market Mineral Sales
- Single Minerals in Health and Natural Product Stores
- Table 3-6 Single Mineral Sales in Health and Natural Product Stores,
- by Share, 2000 (percent): 15 Minerals, Other
- Use Heaviest in the West
- Table 3-7: Regionality of Heavy Use of VSM Products,
- 2001 (percent and index): West, South, Midwest, Northeast
Factors Affecting Market Growth
- Prevention and Self-Care Trend Continues
- Aging Population Will Drive VSM Sales
- Structure/Function Marketing Spurs Industry
- Nutrient-Deficient Americans Need VSMs
- Living Longer, Living Well
- Calcium for Aging Bones
- Aching Joints Prompt Growth
- Menopause Herbs Hot
- Men’s Segment on the Move
- Children Growing up with VSMs
- OTC/VSM Convergence Increases Market Share
- NIH Supports Further Research
- U.S. Research on VSM Products Accelerates
- Health Groups Endorse VSM Usage
- VSM, Health-care Industry Wed
- VSM Still Has Large Untapped Market
- Product Introductions Key to Growth
- Tightening of Belts Contributes to Rebound
- Trade Association Counters Supplement Misconceptions
- Negative Press Takes Its Toll
- Consumer Confusion Still Hampers Growth
- Retailer Education Difficult as Well
- Educated Consumers Fragment Market
- Consumer Attitudes Affect Growth
- Low Manufacturing Standards and Consumer Confidence
- GMP Seals Will Enforce High Standards
- Research Investments Offer Little Competitive Advantage
- Not All Studies Positive
- FDA Issues Kava Kava Warning
- TCM Safety Questioned
- Functional Foods Could Cut Sales Growth
- Private-Label Expansion Lowers Sales Growth
Projected Market Growth
- Sales Surpass $11 Billion by 2006
- 2%-5% Growth Rates for Vitamins
- 2%-5% Annual Growth Rates for Supplements
- 3%-5% Growth Rates for Minerals
- Growth Expected Well into the Future
- Table 3-8 Projected Retail Sales of U.S. VSM Market,
- 2001-2006 (dollars)
- The Marketers
The Marketers
- Approximately 1,500 Companies in Market
- Cross-Over into Mass Market
- Health and Natural Product Store Suppliers
- Dominant Herbal Supplement Companies
- Leading Mass-Market, Broad Line Marketers
- Large Conglomerate Mass Marketers
- Private Label Plays Important Role
- Leading Direct Marketers
- Table 4-1: The U.S. Market for Vitamin, Supplement, and
- Mineral Products: Selected Marketers and Brands (171 Marketers)
Marketer and Brand Shares
- Leading Brands in Health and Natural Product Stores
- Table 4-2 Leading VSM Products Distributed by Nature's Best:
- By Product Segment Share of Sales, 1st Quarter 2002
- (company, brand/product, percent): 17 Product Segments
- Top-Selling Multiples in Health and Natural Product Stores
- Table 4-3: Leading Multiple Products Distributed by Nature’s Best
- Share of Sales, 1st Quarter 2002
- Top-Selling Brands in Mass Merchandisers
- Table 4-3: Top VSM Products Sold Through Mass Merchandisers:
- By Product Segment Share of Sales, 2001
- (brand and percent): 5 Product Segments
- Top-Selling Brands in Drugstores
- Table 4-4: Top VSM Products Sold Through Drugstores: By Product Segment Shares of Sales, 2001 (brand and percent):
- 5 Product Segments
- Top-Selling Brands in Food Stores
- Table 4-5: Top VSM Products Sold Through Food Stores: By Product Segment Share of Sales, 2001
- (brand and percent): 5 Product Segments
- Mass-Market Private-Label Holds Strong Share
- Table 4-6 Private-Label VSM Sales Through the U.S. Mass Market: By Distribution Outlet and Product Segment, 2001 vs. 1999 (percent):
- 3 Channels, 4 Product Segments
Competitive Overview
- Intense Competition: Survival of the Fittest and Biggest
- Industry Still New-Product Driven
- Line Extensions Fill the Breach
- Repackaging Gives New Life
- Entrance of Large Companies Altered Industry
- Consolidation and Acquisitions
- NBTY Eats Up the Competition
- Abandonments, Sell-offs, and Failed Mergers
- Restructuring, Reorganization . . .
- . . . Downsizing . . .
- Suing the Competition
- Marketers Band Together to Defend Industry
Competitive Focus: Joint Products
- Joint Products Strengthen Industry
- Most Large Companies Market Joint Products
- Aging Boomers Prime Target Market
- Backed by Advertising Blitz
- Good Science, Good Press
- High Prices Do Not Hamper Sales
- Unique Delivery Systems
- OTC Combos . . .
- . . . and the FDA Backlash
- Pfizer Points the Finger
Competitive Focus: Women’s Products
- Segment Growing
- Women’s Products Marketer Mainstays
- Introducing Products to Compete
- Cosmetic Giant Gets in the Game
- A Typical Women’s Products Line
- Big Marketing Pushes
- Use of Branded Ingredients
- Company-Supported Studies Used as Promotional Tools
- Endorsements Benefit Marketers
- Delivery Systems Offer More Than Milk
- Calcium and OTC Combos
Competitive Focus: Private Label
- Private Label Over One-Quarter of VSM Industry
- Private-Label Leaders
- Private-Label Benefits
- Private-Label Mix Important
Competitive Profile: Herbalife, International, Inc.
- Corporate Overview
- Company History
- Product Lines
- GHS Break-down
- Science-based Approach with Cellular Nutrition
- Multi-level Magic . . .
- . . . Multi-level Mishaps
- Acquired by Whitney and Golden Gate
Competitive Profile: Leiner Health Products, Inc.
- Corporate Overview
- Product Lines and Manufacturing Locations
- Roots in 18th Century Budapest
- Private Label Bulk of Company Sales
- YourLife Company’s Flagship Brand
- YourLife Marketing Approaches
- Nature’s Origin a GNC Knock-off
- Rocky Road to Restructuring
- Filing for Bankruptcy
Competitive Profile: Natrol, Inc.
- Corporate Overview
- Natrol Product Lines
- New Products
- Mass-Market, Prolab Brighten Future . . .
- . . . Which Soon Darkened
- Natrol Promotions, Partnerships
Competitive Profile: NBTY Inc.
- Corporate Overview
- Joint Product Keeps Company Flexible
- Retail Business Figures Prominently
- Beyond Vitamin World
- Online Presence
- Acquisitions Grow Company
- Resists Royal Numico, Wins Investors
Competitive Profile: Royal Numico N.V. (General Nutrition Centers, Inc., Rexall Sundown, Inc.)
- Corporate Overview
- Company History
- Acquisitions Include Major VSM Companies
- General Nutrition Centers, Inc.
- Stores-Within-Stores Mean Growth Ahead
- General Nutrition Product Lines
- GNC Promotions
- GNC Sites
- Franchisee Class Action Settlement
- Rexall Sundown
- Built by Acquisitions
- Rexall Sundown Product Lines
- Royal Numico Restructured
Competitive Profile: Twin Laboratories Inc.
- Corporate Overview
- Complete Product Line
- Heavy on Product Endorsements
- Reader’s Digest Team-up
- Division Sell-off
- Trimming the Fat
- New Credit Facility
- Claims Under Fire
- Income Returns in Early 2002
Competitive Profile: Wyeth
- Corporate Overview
- Primarily a Pharmaceutical Company
- VSM Part of Consumer Health Division
- Centrum Best-Selling Multivitamin
- Herbal Forays, Failures
- Solgar Brand Growing
- A String of Unsuccessful Merger Attempts
- Wyeth Quiet on the VSM Front
Marketing Tools and Trends
- Structure/Function Still Commands Market
- The Power of Line Extensions
- Target Marketing
- Selling to Children
- VSMs, OTCs, and Medical Legitimacy
- Pharmaceutical Packaging
- Use of Branded Ingredients
- Bridging the Health-Care Gap
- Purity of Ingredients Boosts Natural Brands
- Natural Product Store Exclusivity
New Product Trends
- New Products Still Entering the Market
- Table 4-7: The U.S. VSM Market: Number of Product Introductions,
- 1990-2002*
- Unique Delivery Systems
- VSMs With a Sweet Tooth
- New and Interesting Combos
- Herbs Get Integrated into Vitamin and Minerals
- Keeping It Simple
- Joint Products Keep Market Flexible
- MSM on the Move
- The SAM-e New Thing
- Boswellia Serrata and Turmeric
- Solutions to St. John’s Slump
- Emotional Health
- Enter Lycopene . . .
- . . . and Lutein
- Omega-3 Fatty Acids
- Probiotic Market Growing
- Prebiotics to Aid Absorption
- Sexual Enhancers
- Children’s Supplements
- Table 4-8: The U.S. Market for Vitamins, Supplements, and Minerals: Selected New Product Introductions,
- January 2001-December 2001
Consumer Advertising and Expenditures
- Advertising Budgets Remain Large
- Many VSM Marketers Advertise
- More Companies Spending Over $10 Million
- Other Leading Advertisers
Advertising Positioning
- Disease Prevention and Cure Covertly Advertised
- Selling Science
- Educational Advertising
- Building Trust
- Power and Strength
- Beautiful Bodies, Joyous Images
- Visions of Nature’s Bounty
- Celebrity Endorsements
- Targeting Women
- Examples of Consumer Advertising
Consumer Promotions
- Books Promote Products
- Booklets and Newsletters Keep Consumers Informed
- Marketer/Magazine Partnerships
- Avon’s Magalog
- Consumer In-Store Magazines
- GNC’s NASCAR Promotions
- Internet Helps Support Sales
- Spam E-mails
- Beating the Competition on Price
- Coupons, Rebates, and Free Product
- Examples of Consumer Promotions
Trade Advertising and Promotion
- Trade Ads Used by Most Marketers
- Ads Focus on Category Management and Profit
- Ingredient and Company Quality
- Marketers Use Displays to Highlight Product
- Marketers Offer Retailers Shelf-Planning and Maintenance Services
- Marketers Provide Educational Retail Training
- Trade Shows Opportunity to Showcase Products
- Discounts Common Component of Promotions
- Sponsoring Medical Events
- Examples of Trade Advertising and Promotions
- Distribution and Retail
At the Distribution Level
- Distinct Channels of Distribution
- Independent Distributors to Health and Natural Product Stores
- Several Large Distributors Dominate Health Product Sector
- Health Product Distributor Services
- Forward Buying by Distributors
- Direct Shipment for Health and Natural Product Stores
- Warehouse Delivery Used in Mass Market
- A Few Mass Marketers Deliver Direct
- Leading Mass-Market Drug Wholesalers
- Drug Wholesalers Merge, Acquire
- Same Share, Fewer Companies
- Mass Distributors Enlist Pharmacists as VSM Advocates
- Distributor Retail Programs
- Supermarket Distributors Focus on “Whole Health”
- Margins for Health Product and Mass Market
- Brokers and Marketers Work for Sales
- Health and Natural Product Distributors Gain Mass-Market Sales
- Mass-Market Distributors May Target Health and Natural Stores . . .
- . . . But Loyalty May Deter Them
At the Retail Level
- Number of Stores Carrying VSM
- Health and Natural Product Stores Retain Largest Share
- Mass-Market Sales by Outlet
- Table 5-1: Share of U.S. VSM Sales by Retail Outlet Type,
- 2001 vs. 1999
- The Well-Stocked VSM Section
- Private-Label Products Proliferating
- Category Management: Grouping Products by Function
- Retail Environment Makes Brands Less Important
- Building Repeat Customers
- Margins by Retailer Type
Retail Focus: Health and Natural Product Stores
- Retail Sector Essential to VSM Industry
- VSMs Essential to Stores
- Five Types of Health and Natural Product Stores
- Supplement Chains Critical to Industry Success
- Supplement Chains Push Out Independents
- Supplement Chain Stores
- GNC . . .
- . . . and Vitamin World
- Competition for Health and Natural Product Stores
- Meeting Mass-Market Competition with Education
- Number of Full Lines Carried Is Decreasing
- VSM Product Sets in a Typical Natural Food Store
- Structure/Function Category Support
- Advertising and Promotions
Retail Focus: Drugstores
- A “Natural” for VSM Sales
- Education with Assistance from Manufacturers and Distributors
- Pharmacists Getting Educated
- Rite Aid and GNC Join Forces
- Glut of Products Cause Confusion
- Thinning the Herd
- Combating the Competition
- VSM Set at a Typical Chain Drug
Retail Focus: Mass Merchandisers
- Competing on Price, Selection, and Advertising
- Top Mass Merchandisers
- Competing for Drugstore and Supermarket Customers
- Private Label in Mass Market
- Nutritional Guides Take Place of Staff
- Costco Emphasizes Big and Cheap
Retail Focus: Supermarkets
- Supermarkets: Room for Growth
- The Whole Health Road to Increased Sales
- Who Answers Consumers’ Questions?
- Supermarket Private-Label VSM on the Rise and . . .
- . . . Expanding Into Herbs and Supplements
- VSMs in a Typical Supermarket
Retail Focus: Multi-Level, Mail Order, And Internet Marketing
- Multi-Level Marketing Works for VSM Products
- Major Multi-Level Marketers
- Personalized Service and Sales Techniques
- Avon Enters the Game
- Mail Order Moves Toward Internet
- Top Mail-Order Companies
- VSM Products Are Naturals on the Internet
- Companies Lured by Internet Dreams
- GNC and Rite Aid Team Up
- Internet Bubbles Burst
- HealthCentral Declares Bankruptcy
- Whole Foods Slims Down
- Questionable Products Find Outlet
- The Consumer
Consumer Use of VSMs
- The Simmons Survey System
- 54% of U.S. Adults Use VSMs
- Three-Quarters Use Vitamins, Minerals
- Daily VSM Use
- Medium Users Account for Two-thirds of Usage
- Women and Older Consumers
- Education, Occupation, and Income Linked to VSM Use
- Region and Race Factors of Heavy Use; Small Household Size Shows Tendency
- Table 6-1: Demographic Characteristics Favoring Use of VSM Products: All Users vs. Heavy Users, 2001
Use by Product Type
- Multiple Formula Use Most Common, Followed by Vitamins C and E
- Supplements Used by 3%-6% of Consumers
- Most Types of Supplements Used by 1%-3% of Consumers
- Other VSM Products Used by Nearly 8%
- Consumer Use Increasing for Most Popular Types of VSM
- Increases and Decreases Since 1993
- Gains Still Made from 1993
- Table 6-2: Percent of Consumers Who Use VSM Products by
- Product Type, 2001, 2000, 1999, 1998, 1993 (U.S. Adults)
- Health and Natural Product Store Shoppers: The Whole Foods Survey
- VSM Products Used by Health and Natural Product Store Shoppers
- Increases and Decreases
- Table 6-3: Percent of Health and Natural Product Store Shoppers who Purchased VSM Products: By Product Type, 2000, 1999, 1998, 1997 (percent): 43 Types of Products
Demographics by Product Type
- Indicators for Use of Multiple Formula
- Older Consumers, Both Sexes, and Westerners Use Vitamin C
- Indicators for Use of Vitamin E
- Older Women Use Calcium
- Indicators for Use of Other VSM Products
- Indicators for Use of Vitamin B-Complex
- Women, Elderly Using Vitamin B12
- Indicators for Use of Herbal Supplements
- Women, Southerners Use Iron
- Broad Age and Household Income Span for Use of Antioxidants
- Indicators for Use of Vitamin A
- Indicators for Use of Garlic Supplements
- Table 6-4: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Multiple
- Formula, Vitamin C, Vitamin E
- Table 6-5: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Calcium,
- Vitamin B-Complex, Vitamin B12
- Table 6-6: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Herbal
- Supplements, Garlic Supplements, Iron
- Table 6-7: Demographic Characteristics Favoring Use of VSM Products: By Product Type, 2001 (U.S. Adults): Antioxidants,
- Vitamin A, Stress Formula
Use by Brand
- Minor Brands and Private Label Used by Highest Percentage
- Brand Usage Steady from 1999 to 2001
- Table 6-8: Percent of Consumers Who Use VSM Products by Brand,
- 2001, 2000, 1999 (U.S. Adults)
Demographics by Brand
- Profile of Users of Other Brands
- Demographics of Store-Brand Users
- Demographics of Centrum Users
- Demographics of One-A-Day Users
- Demographics of Nature Made Users
- Table 6-9: Demographic Characteristics Favoring Use of VSM Products: By Brand, 2001 (U.S. Adults):
- Other Brands, Store Brand, Centrum, One-A-Day, Nature Made
Consumer Attitudes
- Consumers Satisfied with Alternate Medicines
- Consumers View Supplements as Safer than OTCs
- Over-consumption Concerns
- VSMs in Stores Important to Consumers
- Health Awareness, Health Concerns
- Women and Supplements for Specific Conditions
- Health and Image Leaders and Active Health Management
- Demographics of Health and Image Leaders
- Indicators for Active Health Management
- Table 6-10: Demographic Characteristics Favoring Health and
- Image Leaders, Active Health Management
- Prevention/FMI’s Self-Care Index
- Higher Self-Care Index Begets More Interest in VSMs
- Consumers Not Talking to Doctors about Supplement Use
- Studies Suggest Misinformed Consumers
- Key Information Sources
- Demographics of Information Seekers
- Packaging and Health Claims
Appendix I: Examples of Consumer Advertising
Appendix II: Examples of Consumer Promotions
Appendix III: Examples Trade Advertising and Promotions
Appendix IV: Addresses of Selected Marketers
AbstractThere has never been a more crucial time to learn about the vitamin, supplement, and mineral industry. Booms and busts have visited the market in the past five years, bestowing fortunes on those with a keen eye for industry trends and sorrow for those lacking crucial information tools. This Packaged Facts report covers the $11 billion U.S. VSM industry and its players. In it you will learn about important trends—needs of an aging populace, structure/function marketing, new delivery systems, the entrance of OTC technologies, exciting new medical research—and a hint of what the next blockbuster product might be.
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