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Small Minority Accounts for Majority of Botanical Product Sales

Market Report

Small Minority Accounts for Majority of Botanical Product Sales

According to a report in Nutrition Business Journal, Consumer Research in the Nutrition Industry II, consumers are expressing a strong and growing desire for better health through their beliefs, and, to a lesser extent, through purchases of food, supplements, and other healthy lifestyle products. Unfortunately, many consumers are also, at best, vague and, at worst, confused or ignorant about everything except basic nutritional messages.

Reviewing the results of NBJ's annual consumer issue, it is clear that while researchers believe long-term trends for dietary supplements and organic, natural and functional foods remain positive, the industry relies upon a very "pliable" consumer. Consumers lack education in herbal science, brands, and regulations -- without it they remain vulnerable to misconceptions and misinformation.

The information in the table below is compiled by NBJ from more than 30 credible consumer surveys and reconciled against manufacturer and retailer sales figures.

Perhaps most interesting, and most revealing, is not who is taking supplements, but who is not. NBJ concludes that about 45 percent of Americans don't take vitamins, 70 percent don't take herbal supplements, 75 percent don't take minerals, 85 percent don't take specialty supplements, and 95 percent don't take sports supplements. The numbers of rare and occasional users are also high, leaving a vast majority of sales in a small minority of the population for every category with the exception of multivitamins.

The full report, with data on all product categories, may be ordered by calling 619/295-7685 ext. 12, or online at <>.

Karen Robin