The Hartman Group : Hartman Group Study Reports Dietary Supplement Sales Reach $10.4 Billion

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Hartman Group Study Reports Dietary Supplement Sales Reach $10.4 Billion

1999-09-09

Hartman Group Study Reports Dietary Supplement Sales Reach $10.4 Billion

BELLEVUE, WA, September 9, 1999 - The Hartman Group today released Vitamins, Minerals, Herbs and Supplements: A Year in Review, a market overview of consumer sales and usage of dietary supplement products during the period July 1998 to June 1999.

U.S. sales for the period reached $10.4 billion, with vitamins and minerals claiming 56% of sales for the category, led by multi-vitamins as the number-one selling product. The three Gs of Garlic, Ginkgo and Glucosamine topped the list for herb and miscellaneous supplement sales.

Market indicators suggest continued growth in the use of dietary supplements. Conventional over-the-counter product manufacturers such as American Home Products and Warner-Lambert are extending their established brand names to herbal supplement lines to gain market share in the growing category. The shift of purchases to supermarket, drug and mass-market stores from health and natural food stores has contributed to an overall price decline of dietary supplements over the past year.

On-line retailers are competing for the dietary supplement consumer through aggressive pricing and centralized product information. While the Internet currently accounts for less than 1% of total sales, the channel is expanding and beckons more players, especially established retailers looking to expand their existing bricks and mortar presence.

Asked to describe The Hartman Group report, founder and president Harvey Hartman said, "A Year in Review capitalizes on a growth industry. In 1999, 71% of U.S. households are using dietary supplement products, up from 68% in 1998. To capture sales, supplement marketers need to track these market trends, establish the brand, educate consumers and ensure product safety."

About The Hartman
Group Founded in 1989, The Hartman Group develops, collects and strategically analyzes consumer and trade information for companies and organizations that seek to produce and market natural, nutritional, health-promoting or environmentally enhanced consumer products and services. The Hartman Group offers consulting services and publications based on proprietary research methodologies that enhance retail and brand strategy, product development and channel distribution.

For press inquiries and further information please contact:

Jen Rittenhouse
Marketing Specialist
jen.rittenhouse@hartman-group.com
425-452-0818 ext. 154

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