Rebecca Wright, Editor04.01.11
Adult joint health supplement use has been relatively flat since 1996, according to the Natural Marketing Institute’s (NMI) 2010 Health and Wellness Trends Database. And Larry Kolb, president, TSI Health Sciences, Missoula, MT, believes category crowding is to blame. “The mass market continues to increase the quantity of product offerings at the same or even lower pricing at retail,” he explained. “This has placed significant pressure on the costs and overall supply chain integrity.”
Nonetheless, Christian Artaria, marketing director and head of functional food development for Italy-based Indena S.p.A., said the category continues to be a top priority for companies, especially with Baby Boomers and the elderly experiencing joint problems in growing numbers. “Sales of products in the joint health category are very important for most manufacturers,” he said. “Therefore, each manufacturer wants to maintain its market share or increa
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