Consumer Trends Among Key Topics Discussed at Nutritionals Symposium

LOS ANGELES–(BUSINESS WIRE)–Eighty-four percent of all households use vitamins, 72 percent use minerals, and 37 percent use herbal supplements — according to Natural Marketing Institute’s natural marketplace trends report.

With a majority of Americans admitting to the use of supplements, it’s paradoxical that the industry has recently registered an increase of just 5%. Nutraceutical companies are searching for ways to regain consumer confidence, adopt quality standards, and find ways to work with the media to alleviate bad publicity surrounding the industry.

Through examination of market trends, and a look into consumer perception of supplements, industry professionals hope to discern ways to return profitability to former levels. At the Nutritionals Symposium and Exposition, taking place February 5-7, 2002, at the Anaheim Convention Center, Elliott Balbert, president of Natrol and acting chair of the Dietary Supplement Education Alliance (DSEA), will lead an interactive symposium session on controlling product perception and use. Balbert will describe the industry-wide movement to help consumers understand the value of supplements.

“Opportunities within the nutritional marketplace are abundant; however, in order to truly succeed, the brand design must maximize consumer needs,” states Steve French, managing partner at The Natural Marketing Institute and speaker at the symposium. “The development of a successful brand is a key factor to securing long-term viability and profitability.”

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French, with more than 20 years of marketing, business development, and management experience with PepsiCo, Mars Inc., and Marriott, will address the importance of building dynamic nutritional brands during his session at the symposium.

Another factor leading to profitability for the industry is manufacturers’ ability to create products that appeal to consumer needs while strategically marketing them to targeted audiences. Linda Gilbert, president and founder of HealthFocus® Inc., will discuss ways to successfully market functional foods and beverages from the consumer point-of-view.

Other topics of focus for the symposium will include genomeceuticals, nutritional product development, supplement evaluation, and more. In addition to the symposium, Nutritionals 2002 will feature an exhibition of ingredients, processing equipment, packaging, labeling, and services.