Health Practitioner – Promising Channel in the US Nutritional Supplement Industry

The nutritional supplement industry in the Unitedthrough this channel.
States has consolidated over the last 10-12 yearsThe traditional mass market channel that includes
backed by rapid growth. Lately, the market ismass merchandisers, drug store chains,
showing modest growth but growth among thesupermarkets, convenience stores and club stores
various distribution channels varies. The healthis no more promising. Still, major industry players
practitioner channel has emerged as the fastestlike NBTY and Leiner Health are banking on this
channel for nutritional supplement sales aschannel for sales of their nutritional supplements.
nutritional advices is accessible through thisThe report analyzes the US nutritional supplement
channel.industry with specific focus on the vitamins and
The increasing growth of the direct sales industrymultivitamins market. It assesses the various
(multi-level marketing) is also driving the growth ofmarket and consumption trends for supplements
nutritional supplement market. This is because ofand also the factors that are driving the growth
the fact that this channel uses theof this industry. It also captures the growth of
person-to-person mode of communication forvarious channels of distribution for supplements
elaborating the benefits of supplements.and the respective growth of these channels. The
However, it is the practitioner channel that is seenstrategies of the major players in the nutritional
as the most lucrative delivery method as itssupplement industry – Atrium (practitioner
growth has surpassed the broad supplementchannel), NBTY and Leiner Health (mass market)
industry. Atrium has emerged as the leadingand Herbalife and USANA Health (multi-level
player in practitioner channel and currently controlsmarketing) has also been evaluated in the report.
around 14% of nutritional supplement sales