![]() ![]() ![]() At last count, figures for 2001 suggest a slowdown in new product launches. This trend, however, subsequently reversed with global launch levels peaking at 1809 in 2000 – mirroring recent trends that triggered NPD in some areas (for example, niche supplements with indirect health claims). New product launch activity highlights that after the NPD boom of 1997-98 – which Mintel attributes mainly to the number of herbal dietary supplements which appear on the shelves during that time – launch activity slowed considerably during 1999. Packaged Medications and First Aid & Other Health Products sectors, each account for about 25% of the category, each having experienced a steady growth in new product development. Mintel’s Global New Products Database (GNPD) finds by far the most active segment in the vitamin & dietary market is the vitamins & dietary supplements sector, which accounts for more than 50% of the category’s total NPD activity. A number of trends have become more consolidated during that time, such as supplements that are targeted at specific age groups and products that carry names that clearly convey the supplement’s benefit, while others have been subject to controversy, notably herbals/botanicals. The Vitamins & Dietary Supplements category has shown some volatility in recent years, with a fall in new product activity during 1999 being reversed in 2000. Mintel’s Amanda White talks us through the new vitamins and supplements that hit the shelves around the world in 2001. Many are geared towards the needs of specific socio-demographic groups while others are marketed on the back of particular health-related claims. Vitamins and dietary supplements remain a booming sector with ever more finely tuned products. ![]()
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