NBJ’s Supplement Business 2010 Report An analysis of markets, trends, competition and strategy in the U.S. dietary supplement industry NBJ’s Supplement Business Report 2010 2 www.nutritionbusinessjournal.com ©2009 Penton Media, Inc. Table of Contents 2.1. ACKNOWLEDGEMENTS ................................................................................................................................................... 23 2.2. RESEARCH METHODOLOGY ............................................................................................................................................. 23 2.2.1. Disclaimer ........................................................................................................................................................ 24 2.2.2. Copyright ......................................................................................................................................................... 24 2.3. DEFINITIONS ................................................................................................................................................................. 24 2.3.1. Product Categories .......................................................................................................................................... 24 2.3.2. Sales Channels ................................................................................................................................................. 26 3.1. U.S. NUTRITION INDUSTRY ............................................................................................................................................. 29 3.1.1. Product Category Sales .................................................................................................................................... 29 3.1.2. Channel Sales ................................................................................................................................................... 33 3.1.3. Growth & Forecast ........................................................................................................................................... 37 3.2. U.S. DIETARY SUPPLEMENTS ........................................................................................................................................... 39 3.2.1. Dietary Supplements vs. U.S. Nutrition Industry .............................................................................................. 39 3.2.2. Product Category Sales .................................................................................................................................... 41 3.2.3. Channel Sales ................................................................................................................................................... 52 3.2.4. Growth & Forecast ........................................................................................................................................... 54 3.2.5. Consumer Usage Trends .................................................................................................................................. 56 3.3. A BRIEF HISTORY OF SUPPLEMENTS .................................................................................................................................. 57 3.4. NBJ RETAIL SURVEY ...................................................................................................................................................... 65 3.5. TRENDS ....................................................................................................................................................................... 70 3.5.1. NBJ Asks Industry Executives: Is There Light at the End of the Economic Downturn? ..................................... 70 3.5.2. GMPs Now Reality for All Supplement Companies .......................................................................................... 71 3.5.3. Is New Product Development Finally Picking Up Steam in the U.S. Nutrition Industry? .................................. 72 3.5.4. Material Prices Stabilize .................................................................................................................................. 73 3.5.5. Hydroxycut Draws Fire for Supplement Industry ............................................................................................. 74 3.5.6. After the McCain Bill: What's Coming Up Next for U.S. Supplement Firms ..................................................... 75 3.5.7. FDA Steps Up Enforcement Under Obama Administration .............................................................................. 79 3.5.8. The More We Understand the Health Benefits of Food, The Greater the Scrutiny Industry Must Endure ...... 83 3.5.9. U.S. Nutrition Companies Shell-Shocked by Spate of Pricey Consumer Lawsuits ............................................ 85 3.5.10. Beauty-From-Within Concept Attracts Major Food Players ............................................................................ 89 3.5.11. Tough Conditions Remain for Natural Retailers Fighting Mass Market Overlap in Food ................................ 93 3.5.12. Are Supplement Retailers the Next Regulatory Target? .................................................................................. 94 3.5.13. Innovations in Delivery Modes, Formulations Help Grow Children's Supplement Market .............................. 97 3.5.14. What Does the Future Hold for CAM Insurance Coverage? ........................................................................... 101 3.5.15. Nanotechnology and Dietary Supplements ................................................................................................... 102 3.5.16. Is Current Dietary Supplement Research Doing More Harm Than Good for Companies? ............................. 106 3.5.17. NBJ Top Picks: Functional Food and Beverage Trends for 2010 .................................................................... 111 3.6. MERGERS & ACQUISITIONS IN 2009 ............................................................................................................................... 113 3.6.1. Deal Flow Picking Up but Is Likely to Stay Volatile for U.S. Nutrition Industry .............................................. 113 3.6.2. What Will NBTY's Sale Mean for the Company and the Supplement Market? .............................................. 120 3.6.3. Diversified Natural Products Adds Thorne Research to Growth Mix ............................................................. 122 3.6.4. Chemical Giants Want a Piece of Global Nutrition Market ........................................................................... 122 3.6.5. Metagenics Buys Bariatric Advantage in Win-Win Deal ................................................................................ 123 ©2009 Penton Media, Inc. www.nutritionbusinessjournal.com 3 NBJ’s Supplement Business Report 2010 4.1. OVERVIEW ................................................................................................................................................................. 125 4.1.1. Product Sales ................................................................................................................................................. 125 4.1.2. Channel Sales ................................................................................................................................................. 131 4.1.3. Growth & Forecast ......................................................................................................................................... 132 4.1.4. Consumer Usage Trends ................................................................................................................................ 133 4.2. PRODUCT CATEGORIES ................................................................................................................................................. 134 4.2.1. Multivitamins ................................................................................................................................................. 134 4.2.2. Vitamin C ....................................................................................................................................................... 136 4.2.3. Vitamin E ....................................................................................................................................................... 137 4.2.4. B Vitamins ...................................................................................................................................................... 138 4.2.5. Vitamin A ....................................................................................................................................................... 140 4.2.6. Vitamin D ....................................................................................................................................................... 141 4.2.7. Other Vitamins ............................................................................................................................................... 142 4.3. TRENDS ..................................................................................................................................................................... 143 4.3.1. Folic Acid Research Stirs Safety Debate for Nutrition Industry ...................................................................... 143 4.3.2. Antioxidant Meta-Analysis Gets a Re-Analysis .............................................................................................