Nutrition Business Journal

Niche Markets VII: Product Positioning

Executives discuss benefits of niche marketing by condition, demographic, science and lifestyle. Diabetes, heart health and children top niches in 2004.

Successful positioning entails seeking a place in the market that not only differentiates your product from the competition but also creates a unique image in consumers’ minds. In a market as crowded, commoditized, sliced and diced as supplements, this is clearly one of the biggest challenges faced by manufacturers and marketers.

Familiar platforms for positioning dietary supplements include by condition, demographic, lifestyle, health claim and ingredient. NBJ has tracked the solidi

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