Nutrition Products at Target

The United States leads the world in dietary supplement usage with 100.4 million Americans using vitamin and minerals every day and 37.2 million using herbal remedies regularlya.Retail and non-retail sales of dietary supplement products across all distribution channels in the U.S. were $17 billion in 2000. Retail sales of dietary supplement products were approximately $11.3 billion in 2000 (CHPA 2005 1).ß

Target should not hesitate to jump into this fast-growing and profitable segment of the consumer market.

The nutrition industry is not lacking in prosperity, with overall growth twice that of the economy. Growth of 7 to 10 percent in natural and organic foods, natural personal care, functional foods, and specialty supplements balanced out the most mature supplement categories (Anon 2002 8).

Target, as one of the fastest growing low-price chains, second only to Wal-Mart is an ideal objective for perceptive nutrition supplements, foods and equipment manufacturers to approach. Given Target's customer base and its growth, the development of a "nutritionist department" requires a carefully worked out marketing plan that covers inception, growth potential, product mix, pricing policy, marketing and advertising, and the selection of suppliers to meet Target's high quality standards. This ma

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m Nutrition is a very individualized area. No two people are alike in their nutritional needs, their body weight and ability to digest certain foods, and/or to maintain proper weight and to develop optimal eating habits. In order to gain consumer confidence and to provide a solid customer base for nutrition products as well as nutritionist advice, this plan includes the creation of TARGETING YOUR HEALTH plan. Some of the proposed plans for TARGING YOUR HEALTH include all or some of the following (individualized according to store needs and location and customer demographics): Enrollment in the TARGETING YOUR HEALTH "Club". This would have a small fee per individual or family: At this point, we suggest FIVE DOLLARS per year for individuals, TEN DOLLARS for a family "plan". There will be a "club" card which can be used to achieve discounts on nutrition goods sold at the store. In cooperation with advertising dollars from TARGET suppliers, a regular nutrition newsletter will be mailed to club members, and available for pick-up at prominent in-store high-traffic locations. Contributions from TARGET suppliers should more than cover editing, printing and mailing of these newsletters. The contents will be excerpted (with pe
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Approximate Word count = 3103
Approximate Pages = 12 (250 words per page)