The Art of Positioning Dietary Supplements

Introduction

Scope

Key findings

Drivers of Dietary Supplement Demand and Major Positioning Trends

The evolution of dietary supplement positioning

Major drivers of dietary supplement demand

How do marketers differentiate one supplement from another?

The conundrum of establishing health claims

Quick overview of regulatory activity

Dietary supplements subject to fashion

Bringing back “old” supplements into a new light

A look into dietary supplements and consumer segmentation

Why do consumers take dietary supplements?

How are companies communicating to consumers?

Examples of communication platforms

Beyond simple brand positioning

Blurring the lines

Global Overview

Strong growth in sales across the world

Consumers spend more on vitamins and dietary supplements

Pharma vs non- pharma companies

Cross-category company ranking comparison at world level

Convenient access via internet shopping promotes sales growth

A Contrasting Perspective: Regional Positioning Trends

One world, but differences abound

Fastest growing supplements – retail value CAGR 2006-2011

Fastest growing positionings by region: Retail value 2006-2011

The positioning buzz around the world: Retail value % in 2011

Inner beauty of a healthy body

Positioning dietary supplements related to ageing

Coping with lifestyle issues

A contrasting perspective: Top five positionings by region

Asia Pacific driven by traditional trust

Positioning supplements in Asia Pacific

Australasia leads in health and wellness trends

Positioning supplements in Australasia

Eastern Europe shows improved discretionary income

Positioning supplements in Eastern Europe

Latin America’s new fast-paced lifestyles increase demand

Positioning supplements in Latin America

Middle East and Africa finds value in combination options

Positioning supplements in the Middle East and Africa

North America faces competitive challenges

Positioning supplements in North America

Western Europe experiences more regulatory activity

Positioning supplements in Western Europe

Future overview of dietary supplements

Prospects for dietary supplements

Four major forces shaping future performance

Outlook: Evolution of dietary supplements

The future evolution of dietary supplement positioning

Appendix – Additional Sources

Appendix (1)

Appendix (2)

Report Definitions

Data parameters and report definitions

Dietary supplements definitions (1)

Dietary supplements definitions (2)

Dietary supplements definitions (3)

Dietary supplements definitions (4)

---