Nutrition industry definitions

Nutrition Industry: NBJ defines the Nutrition Industry by its 4 main product categories: Dietary Supplements, Natural/Organic Foods, Functional Foods and Natural & Organic Personal Care and Household Products.

Primary Nutrition Industry Categories

Dietary Supplements

Food and Beverage

Natural & Organic Personal Care

Other Household Products

Sales Channels

Global Regions

Healthy Foods

Primary Nutrition Industry Categories

Dietary Supplements: NBJ defines the Dietary Supplements by its 6 main product categories: Vitamins, Minerals, Herbs, Meal Supplements, Sports Nutrition Supplements, Specialty Supplements.

Natural & Organic Foods: Natural foods focus on the health benefits of foods derived from natural sources and that are, to varying degrees, free of pesticides, additives, preservatives and refined ingredients. Organic foods, sometimes "certified organic," are not only free of chemicals, pesticides, hormones and antibiotics, but go beyond the human health consequences of conventional farming and food manufacturing to embrace principles of sustainable farm management, humane treatment of animals and the social impacts of food production.

Functional Foods: Because “functional foods” and “nutraceuticals” are essentially marketers’ terms and not recognized in law or defined in any dictionary, market researchers tend to use them inconsistently. Nutrition Business Journal defines functional food as food fortified with added or concentrated ingredients to a functional level, which improves health and/or performance or products marketed for their ‘inherent’ functional qualities. They include some enriched cereals, breads, sports drinks, bars, fortified snack foods, baby foods, prepared meals and more. If a food could be considered both organicand functional, NBJ categorized it as an organic food.

Natural & Organic Personal Care (N&OPC): NBJ’s broad, inclusive accounting of the natural & organic personal care industry defines N&OPC as health and beauty products derived from natural & organic sources and that are, to varying degrees, free of pesticides, additives, preservatives and refined ingredients. Natural & Organic Personal Care products include shampoos, soaps, lotions, cosmetics and other natural toiletries.

Other Natural Household Products: This category includes all natural & organic household cleaners, natural & organic pet food, organic flowers and organic fibers (linens & clothing).

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Dietary Supplements

Vitamins: Single and multivitamin supplements made of natural or synthesized vitamins. Vitamins are any of various organic or synthesized substances that are essential in minute quantities to the nutrition of most animals and some plants, act especially as coenzymes and precursors of coenzymes in the regulation of metabolic processes but do not provide energy or serve as building units, and are present in natural foodstuffs or sometimes produced within the body. Products in the vitamin category include: vitamin C, vitamin E, B vitamins, vitamin A/beta carotene, niacin, folic acid, multi-vitamin formulas and other single vitamins.

Minerals: Single and multi-mineral supplements made of natural or synthesized minerals. Minerals are solid homogeneous crystalline chemical elements or compounds. Products in the mineral category include: calcium, magnesium, chromium, zinc, selenium, potassium, iron, silica, manganese, boron, choline, iodine, phosphorous, copper, dolomite, multi-minerals formulas and other single minerals.

Herbs & Botanicals: Single herb or multi-herb supplements made primarily from plants or plant components. Products in this category include: echinacea, garlic, ginseng, ginkgo biloba, super fruits and many more.

Specialty Supplements: Supplements that do not fit into the other supplement sub-categories, including: glucosamine, melatonin, probiotics, DHEA, fish oils/shark cartilage, bee products, CoQ10, 5HTP, amino acids, homeopathic remedies, SAMe, chondroitin, probiotics, prebiotics, colustrum, other oils, other enzymes, other hormones, etc.

Meal Supplements: Shelf stable liquid nutritional formulas created primarily to substitute, but sometimes supplement, a meal. Some are enteral feeding formulas and some are weight loss formulas. Occasionally some are sold for medical purposes to frail or intestinally challenged people. Meal supplement products sold at retail include Slim Fast, Ensure, Nestle Sweet Success, Boost, EAS AdvantEdge, Pedia Sure and Sustacal.

Sports Nutrition: Sports Nutrition products include all pills, powders/formulas and drinks (excluding Gatorade, Powerade, etc.) formulated to enhance physical activity whether it be endurance, strength, speed, or other athletic states. Sports nutrition products include: creatine, amino acids, protein formulas, fat-burners, ribose, HMB, androstenedione and many others.

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Food and Beverage

Dairy: Milk, cheese, eggs, butter, yogurt, sour cream, cottage cheese, ice cream, and other fresh, canned, or frozen dairy products.

Fruit & Vegetables: Fresh, frozen, canned, and dried fruits and vegetables.

Breads & Grains: Fresh, refrigerated, and frozen bread, baked goods,baking needs, dry breakfast foods (cereal), pasta, rice, andother dried grains.

Meat, Fish, Poultry: Fresh, frozen, and canned meat, fish, and poultry.

Beverages: Fresh, frozen, and RTD juice, soft drinks, alcoholic beverages, tea, coffee, and dairy alternatives.

Snack Foods: Candy, gum, nuts, salty snacks such as chips, and nutrition bars.

Packaged/Prepared Foods: Frozen, refrigerated, canned, and dried prepared foods, service deli, jams & jellies, meat alternatives, baby food and formula, canned & dry soup, pasta sauce, and desserts.

Condiments: Dressings, spreads, sauces, spices, fats & shortenings, and sweeteners.

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Natural & Organic Personal Care

Health & Beauty Care (HBC): All conventional personal care products including those made with natural, organic and functional ingredients. Products included in the HBC category include cosmetics, feminine hygiene, hair products, baby care, nail care, oral hygiene, bath items, deodorants, shaving, skin care, bath/toilet soap and fragrances.

Skincare: Natural or organic facial care products including lotions, cleansers, toners, exfoliants, and masks; lip balm; hand & body lotions; foot care; sunscreen; tanning products; and insect repellants.

Hair care: Natural or organic shampoo, conditioner, styling products, hair spray, hair colorants and hair accessories such as brushes, barrettes, and clips.

Soap: Natural or organic liquid and bar soap, shower gel, and body wash.

Oral Hygiene: Natural or organic toothpaste, mouthwash, whiteners, dental floss, and other dental accessories.

Cosmetics: Natural or organic cosmetic products such as foundation, eyeliner, mascara, concealers, lipstick and blush.

Fragrances & Aromatherapy: Natural or organic perfumes, essential oils, and massage oils.

Deodorants: Natural or organic solid, roll-on, gel, powder, spray, and crystal deodorants.

Baby Care: Natural & Organic baby shampoos, lotions, diapers, diaper rash creams, and diaper wipes.

Bath Products: Natural or organic bath gels, bath salts, bubble bath, loofah, bath puffs, and bath brushes.

Shaving: Natural or organic shaving cream, aftershave, and razors.

Feminine Hygiene: Natural or organic menstrual pads, tampons, and washes.

Nail Care: Natural or organic nail polish, polish remover, nail files, and cuticle creams.

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Other Household Products

Household Cleaners: Natural, organic, eco-friendly or green liquid laundry products; dishwashing products; bath, kitchen and other cleaners; powder laundry products; cleaning supplies; and air fresheners.

Pet Food: Natural or organic pet food, treats, chews, and rawhide.

Fiber: Organic clothing and linen, such as bedding, towels, and table linen.

Flowers: Flowers grown according to organic standards.

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Sales Channels

Natural & Specialty Retail: This channel represents natural & health food stores, supplement stores and specialty retail outlets, such as Whole Foods and GNC.

Department store/boutique/other: High-end department store/boutique brands and salon/spa or ‘practitioner’ sales (e.g., Aveda, Dr. Perricone). Practitioners include Chiropractors, Traditional Chinese Medicine Specialists, Acupuncturists, Homeopathists, Massage Therapists, Naturopaths, Osteopaths, Aromatherapy Specialists, Faith Healers, Biofeedback Specialists, Mediatation/Relaxation Therapists, Hypnotherapists, Hydrotherapists, Ayurvedic Specialists, and Mainstream/Conventional Medical Practitioners (M.D.s, G.Ps, etc)

Specialty Personal Care Stores: Specialty personal care stores (e.g., The Body Shop, Sephora, Bath & Body Works) that sell primarily personal care products

Multi-level Marketing: Covers multi-level and network marketing companies (for example, Neways, NuSkin, Avon, Herbalife, etc.). Also known as direct selling, the Multi-level Marketing channel consists of products or services marketed person to person by independent salespeople. Salespeople are commonly referred to as distributors, representatives and consultants. Products are sold primarily through in-home product demonstrations, parties and one-on-one selling.

Other Direct: Other Direct & multi-channel sales are defined as consumer purchases directly from the seller and includes mail order, Internet, direct response television and radio. Brands sold in this channel include Jurlique and Bare Escentuals.

Mass Market: The Mass Market channel represents conventional grocery, drug, mass merchandise, club and convenience stores. Examples include Wal-Mart, Target, 7-Eleven, and Cost-Co.

Mass Market & Beauty Supply: Mass market (supermarkets, drug, mass merchandiser, club an convenience stores) and beauty supply discounters.

Mail Order: Mail Order sales are defined as consumer purchases of nutrition products from direct-to-consumer sellers that utilize catalogs, direct mail or infomercials to reach their customers and facilitate sales.

Multi-Level/Network: Also known as direct selling, the Multi-level Marketing channel consists of products or services marketed person to person by independent salespeople. Salespeople are commonly referred to as distributors, representatives and consultants. Products are sold primarily through in-home product demonstrations, parties and one-on-one selling.

Practitioner (also includes: athletic and fitness trainers): Practitioner sales consist sales of products to consumers by practitioners. Included in the Practitioner channel are: Chiropractors, Traditional Chinese Medicine Specialists, Acupuncturists, Homeopathists, Massage Therapists, Naturopaths, Osteopaths, Aromatherapy Specialists, Faith Healers, Biofeedback Specialists, Meditation/Relaxation Therapists, Hypnotherapists, Hydrotherapists, Ayurvedic Specialists, and Mainstream/Conventional Medical Practitioners (M.D.s, G.Ps, etc)

Internet: Internet sales, otherwise known as E-commerce sales, are defined as consumer purchases of nutrition products from direct-to-consumer sellers that utilize Internet websites to reach their customers and facilitate sales.

Direct Channels: Include Mail Order (Catalog, DRTV/Radio, Direct Mail, Telemarketing), Multi-level/Network, Practitioner sales, and Internet.

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Global Regions

The following definitions are meant to clarify which countries are included in a region, as NBJ does not individually cover all countries.

Eastern Europe: Albania, Bosnia and Herzegovina, Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Kosovo, Latvia, Lithuania, Macedonia, Moldova, Montenegro, Poland, Romania, Serbia, Slovakia, Slovenia, and Ukraine.

Western Europe: Andorra, Austria, Belgium, Faroe Islands, France, Germany, Gilbraltar, Greece, Guernsey, Iceland, Ireland, Isle of Man, Italy, Jersey, Leichtenstein, Luxembourg, Malta, Monaco, Netherlands, Portugal, San Marino, Scandinavia ( Denmark, Finland, Norway, and Sweden), Spain, Switzerland, and United Kingdom.

Other Western Europe: Andorra, Faroe Islands, Gilbraltar, Greece, Guernsey, Iceland, Ireland, Isle of Man, Jersey, Leichtenstein, Luxembourg, Malta, Monaco, Portugal, and San Marino.

Scandinavia: Denmark, Finland, Norway, and Sweden.

Middle East: Algeria, Bahrain, Egypt, Gaza Strip, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Palestine, Saudi Arabia, Syria, Tunisia, Turkey, UAE, Yemen, and West Bank.


Latin America: All Countries in Central America and South America

Cental America: Anguilla, Aruba, Antigua and Barbuda, Bahamas, Barbados, Belize, Bermuda, Cayman Islands, Costa Rica, Cuba, Dominica, Dominican Republic, El Salvador, Grenada, Guatemala, Haiti, Honduras, Jamaica, Monserrat, Mexico, Nicaragua, Netherlands Antilles, Panama, Puerto Rico, St. Barthelemy, St. Kitts and Nevis, St. Lucia, St. Martin, St. Vincent, Trinidad and Tobago, Turks & Caicos, British Virgin Islands, and U.S. Virgin Islands

South America: Argentina, Bolivia, Brazil, Chile, Columbia, Equador, Guyana, Paraguay, Peru, Suriname, Uraguay, Venezuela

Middle East: Algeria, Bahrain, Cyprus, Egypt, Iran, Iraq, Israel, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Palestine (West Bank, Gaza Strip), Saudi Arabia, Sudan, Syria, Tunisia, Turkey, UAE, and Yemen

Africa: Angola, Benin, Botswana, Burkina Faso, Burundi, Cameroon, Cape Verde, Central African Republic, Chad, Comoros, Congo (Brazzaville & Kinshasa), Cote d’Ivoire, Djibouti, Equatorial Guinea, Eritrea, Ethiopia, Gabon, Gambia, Ghana, Guinea, Guinea-Bissau, Kenya, Lesotho, Liberia, Madagascar, Malawi, Mali, Mauritania, Mauritius, Mayotte, Mozambique, Namibia, Niger, Nigeria, Rwanda, Saint Helena, Sao Tome and Principe, Senegal, Seychelles, Sierra Leone, Sudan, Somalia, South Africa, Swaziland, Tanzania, Togo, Uganda, Zambia, and Zimbabwe

Asia: Afghanistan, Armenia, Azerbaijan , Bangladesh, Bhutan, Brunei, Burma, Cambodia, China, Georgia, Hong Kong, India, Indonesia, Japan, Kazakhstan, North Korea, South Korea, Kyrgyzstan, Laos, Macau, Malaysia, Maldives, Mongolia, Nepal, Pakistan, Philippines, Singapore, Sri Lanka, Tajikistan, Taiwan, Thailand, Timor-Leste, Turkmenistan, Uzbekistan, and Vietnam (Russia is presented with Eastern Europe).

Australia/New Zealand: American Samoa, Australia, Cook Islands, Fiji, French Polynesia, Guam, Kiribati, Marshall Islands, Micronesia, Nauru, New Caledonia, New Zealand, Northern Mariana Islands, Palau, Papua New Guinea, Samoa, Solomon Islands, Tonga, Tuvalu, Vanuatu, and Wallis and Futuna.

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Healthy Foods

Healthy Foods: A category that combines functional, natural & organic and lesser evil foods.

Manufactured Fortified Foods: Including “substantially fortified,” “performance functional” (both of these are counted as “functional”) and “enriched” foods (these are not counted as “functional”), manufactured fortified foods are foods enriched by food manufacturers with nutritional ingredients to raise their health value. These nutritional ingredients primarily consist of vitamins and mineral powders or pre-mixes, but may also extend to protein powders, soy, and other specialty ingredients.

Enriched Foods: Enriched foods include any processed food products with added nutritional ingredients (mostly vitamins and minerals) that fall just outside of NBJ’s functional foods category definition.

Performance Functional Foods: NBJ defines performance functional foods as food products formulated specifically with increased short-term physical performance or a desired result like weightloss in mind. These products include sports drinks like Gatorade, nutrition bars like Powerbar or
Slimfast Bars, energy drinks like Red Bull or 180 and energy cereals such as Wheaties Energy Crunch. Performance functional foods make up approximately 20% of total functional food sales.

Substantially Fortified Foods: Substantially fortified foods are non-performance functional foods significantly fortified with added or concentrated ingredients to a functional level, and/or marketed to have some health benefit relating to a condition, disease or to general health. Substantially fortified foods differ from ‘enriched’ foods in that thay are developed, positioned and/or marketed with these health benefits as a significant driver for the product identity. Examples of substantially fortified foods are Tropicana Pure Premium Orange Juice with Calicum, Benecol, baby formulas and herb-infused ready-to-drink teas like SoBe and Arizona Beverages.

Inherently Functional Foods: NBJ defines inherently functional foods as foods with naturally ovcurring functional properties, not the result of any manufacturing process, that are specifically marketed to consumers for their functional attributes. Examples of inherently functional foods include cranberry and prune juice, soy products and herbal teas.

Nutraceuticals: NBJ uses nutraceuticals as an umbrella term for anything that is consumed primarily or partially for health reasons. Nutraceuticals covers functional foods but also dietary supplements, natural/organic foods and approximately 62% of lesser evil foods and 8% of market standard foods. In other words, functional foods are one subset of nutraceuticals, and the terms should not be used interchangeably. NBJ’s definition of functional foods also includes sports nutrition functional foods like sports drinks and bars, preferable alternatives such as hypoallergenic baby foods and enriched soymilk and enriched foods like cereal, milk and yogurt. Increasingly, the term,“nutraceuticals,” isbeing used to refer to ingredients used to fortify functional foods. For clarity, NBJ prefers to call these ingredients “functional ingredients” instead of “nutraceuticals” to avoid confusion.

Market Standard: The "Market Standard" category of foods includes all foods that do not fit into the natural/organic, functional or lesser evil categories. Over time, the Market Standard category has adopted former functional and lesser-evil foods like low-fat milk, iodized salt and others.

Lesser-Evil Foods: Lesser-Evil foods are altered from their originally manufactured state by the removal of unwanted substances including fat, calories, preservatives, caffeine, alcohol, salt, etc.

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