NPNZ Digital Strategy And Market Update

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NPNZ Digital Strategy And Market Update

  1. 1. US Market Update State of the Industry
  2. 2. U.S. Nutrition Industry Sales & Growth: ‘94-’17e Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
  3. 3. 2008 Nutrition Industry Sales by Product & Channel Nutrition Business Journal, Volume XIV, June/July 2009. 2009 U.S. Nutrition Industry Overview
  4. 4. Fastest Growing & Declining Supplements in 2009 Fastest Growing Fastest Declining Natural Channel Natural Channel 1.Fish oil 1.Chinese herbs 2.Vitamin D 2.Psyllium 3.Probiotic supplements 3.Milk-based protein 4.Vitamin C 4.Guarana 5.Multi-source protein 5.Adult multivitamins Food, Drug, Mass Food, Drug, Mass 1.Acai 1.Adult multivitamins 2.Fish oil 2.Flaxseed 3.Vitamin D 3.Soy products 4.Multivitamins 4.Ester-C Vitamin C 5.Calcium 5.Vitamin E Source: SPINSscan Natural; Natural Supermarkets >$2M ( Excluding Whole Foods) SPINSscan Conventional; Nielsen ScanTrack X-Wal*Mart Total US; 52 Weeks Ending 05/19/09
  5. 5. 2009 Mid-Year Supplement Update • IRI – Mass • SPINS – NAT Retail – Total Supplements up 11% • Vitamins & Minerals up 1.5% – Letter Vitamins up 20% • Vitamins A&D&K up 62% – Specialty up 14% • Calcium up 2.4% – Herbs up 13% • Vitamin B up 5% – Total Vitamins up 10% • Multivitamins down 4.6% – Multivitamins up 8% • Vitamin C down 6.6% – Minerals up 4% Source: IRI, year to date June 14, 2009 Source: SPINS/ACNielsen last 24 weeks ending 6/13/09
  6. 6. Industry Insights… • Non-traditional channels will continue to grow – Pharmaceutical Industries and traditional consumer healthcare companies are becoming bigger players and entering into the supplement space • Changes in Supplement Regulations are being taken seriously – A new government has been elected and there will be changes to DSHEA, greater enforcement of GMP regulations and further investment in future. • Industry needs to leverage the fastest growing channel – THE INTERNET!
  7. 7. Natural Products New Zealand Digital Marketing Strategy • Launching an integrated marketing campaign with NZTE • Addresses barriers to growth • Building company and industry capability • Build networks and increase exposure in the US marketplace • Creating a member community and an international community of brand ambassadors
  8. 8. The Member Community • Industry news / blogging • Market education and resources (podcast, webcast, interviews) • Case studies • Events and Newsletter • Leads • Account management and member profile
  9. 9. The International Community • Media Centre • Events Calendar • Blog • Resources (podcast, video etc) • About NPNZ • Contact us • Post a lead • Searchable directory of members
  10. 10. Attracting the Masses and Building our Ambassadors • Targeted email mail outs (SSW mailing list, LinkedIn and NPEW mailing list) • NPI Center (the leading global online information resource for professionals in the Nutraceutical, nutritional, dietary supplement, cosmetic, and food industries) • Blogging • Viral marketing • Event Networking • SE Optimisation
  11. 11. Next Steps • Sign up for membership!! • Marketing schedule sign up – Case Studies – Education requests (podcast and webcast) – Company features (clinical updates, new product launches) • Update your profile • Have a play and get connected!

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