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Nutraceuticals labeling: products designed to improve health and well-being have created a healthy, diverse, yet complex niche of the labeling industry.

A landmark event for nutraceuticals was the creation of the market itself. In 1989, Stephen Defelice, founder and chairman of the Foundation for Innovation in Medicine, coined the term "nutraceutical nu·tra·ceu·ti·cal
n.
A food or naturally occurring food supplement thought to have a beneficial effect on human health.


nutraceutical
" as a means to classify clas·si·fy  
tr.v. clas·si·fied, clas·si·fy·ing, clas·si·fies
1. To arrange or organize according to class or category.

2. To designate (a document, for example) as confidential, secret, or top secret.
 foods, beverages and supplements that provide medical or health benefits to consumers, "including the prevention and treatment of disease." The term is a marrying of the words "nutrition" and "pharmaceutical." And because the types of products are so varied--there are foods, drinks, powders, pills, capsules, and more--the packaging of nutraceuticals takes on many forms. Thus, a niche of the labeling industry has developed, and like the products they are designed to brand, inform, and communicate a message about, their labeling and packaging is diverse, complicated, and always evolving.

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A nutraceutical's function runs the gamut See color gamut.

gamut - The gamut of a monitor is the set of colours it can display. There are some colours which can't be made up of a mixture of red, green and blue phosphor emissions and so can't be displayed by any monitor.
. There are products formulated to lower cholesteral, trim one's waistline, clear up acne acne, common inflammatory disease of the hair follicles and sebaceous glands characterized by blackheads, whiteheads, pustules, nodules and, in the more severe forms, by cysts and scarring. The lesions appear on the face, neck, back, chest, and arms. , sharpen sharp·en  
tr. & intr.v. sharp·ened, sharp·en·ing, sharp·ens
To make or become sharp or sharper.



sharp
 memory, strengthen the immune system immune system

Cells, cell products, organs, and structures of the body involved in the detection and destruction of foreign invaders, such as bacteria, viruses, and cancer cells. Immunity is based on the system's ability to launch a defense against such invaders.
, build muscle, increase energy, and even enhance sexual performance. There are a lot of players, and just as the product range is extremely broad, so are the promotional, packaging and labeling strategies manufacturers and converters use to entice consumers.

An ambiguous business

A nutraceutical's label takes on the same goals as the labels for food and beverages F&B is a common abbreviation in the United States and Commonwealth countries, including Hong Kong. F&B is typically the widely accepted abbreviation for "Food and Beverage," which is the sector/industry that specializes in the conceptualization, the making of, and delivery of foods. , as well as pharmaceuticals. In these markets, the label serves two purposes--enticing the consumer via pictures and words, as well as providing information regarding directions and ingredients. Nutraceutical labels serve these purposes while keeping within the legal guidelines guidelines,
n.pl a set of standards, criteria, or specifications to be used or followed in the performance of certain tasks.
 set forth by the government regulatory agencies regulatory agency

Independent government commission charged by the legislature with setting and enforcing standards for specific industries in the private sector. The concept was invented by the U.S.
, such as Food and Drug Administration (FDA FDA
abbr.
Food and Drug Administration


FDA,
n.pr See Food and Drug Administration.

FDA,
n.pr the abbreviation for the Food and Drug Administration.
) in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . This can sometimes be difficult.

According to according to
prep.
1. As stated or indicated by; on the authority of: according to historians.

2. In keeping with: according to instructions.

3.
 Brian Lockwood Brian Lockwood (born in England) was a rugby league player for the Canterbury Bulldogs, Balmain Tigers, Hull KR and for the Great Britain national side. After the 1980 Challenge Cup final he was awarded the Lance Todd Trophy for his man-of-the-match performance. , author of Nutraceuticals: A Guide for Healthcare Professionals, "It is often thought that nutraceuticals have to occupy a narrow strip of legislative ground between pharmaceuticals and food, but in reality their position is much more complex." Lockwood points out the confusing, vague nature of nutraceutical classification. "Many nutraceuticals are derived from plants or foods, and marketing usually follows legal status, medicines and non-medicines being clearly separate. Public perception may involve little distinction between any of these entities, except when legal status affects availability. Most people are guided by the marketing: nutraceuticals usually appear to be packaged and labeled as if they were medicines," Lockwood writes, adding that companies marketing nutraceuticals cannot advertise specific medical claims for their products without a medical license. "When launching a new product they have the option of either not doing any research at all or researching it thoroughly and possibly obtaining a patent ... To bring a medicine to market can take about 10 years and cost US$0.8-1.7 billion, but to market an unlicensed nutraceutical can take a fraction of this time and money." With that in mind, it makes sense to learn that most nutraceuticals "are openly on sale and available via the internet," according to Lockwood.

Without much red tape preventing products from reaching the marketplace, there is a correlating trend. Peter Renton, director of business development, Lightning Labels, Denver, CO, USA, says, "One of the trends we're seeing today is more startups entering the field. I think some people view it as a 'get-rich-quick' scheme. With the economy the way it is, we're see a number of small one-off orders, where people are trying to get something going but aren't able to follow through for whatever reason."

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Renton talks about the different types of nutraceuticals players Lightning Labels works with. "We have a number of nutraceutical customers who, despite the economic environment we are in, are simply not that concerned with price. They need their labels in a hurry, and they want to be able to change their designs very quickly. Overall, we see two kinds of companies in this industry these days. There are the reputable rep·u·ta·ble  
adj.
Having a good reputation; honorable.



repu·ta·bil
 players who have a long history and order regularly, and then there are those people who are in it to make a quick buck. I think there are more of these 'fly-by-night' people now than there have been in the past. We absolutely insist on payment up front before we even start working on an order, because it is so easy to get burned."

Don Earl, the owner of Overnight Labels, Deer Park Deer Park.

1 Uninc. village (1990 pop. 28,840), Babylon town, Suffolk co., SE N.Y., a primarily residential suburb on Long Island.

2 City (1990 pop. 27,652), Harris co., SE Tex.
, NY, USA, a label converter (1) A device that changes one set of codes, modes, sequences or frequencies to a different set. See A/D converter.

(2) A device that changes current from 60Hz to 50Hz and vice versa.
 with a variety of different nutraceuticals customers, says the types of labels the company manufacturers is dependent on the product. "Our customers run the gamut from sports nutrition Sports nutrition is applied in most sports training, however it is most dominant in strength sports (for example weight lifting and bodybuilding) and endurance sports (for example cycling, running, triathlon). , to traditional herbs and vitamins, to more clinical items. Each customer is trying to convey a different look and all of them are looking for Looking for

In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with.
 something different. The sports nutrition company may be looking for us to pull out all the stops and provide a label printed CMYK (Cyan Magenta Yellow blacK) The color space used for commercial printing and most color computer printers. In theory, cyan, magenta and yellow (CMY) can print all colors, but inks are not pure and black comes out muddy.  plus two spot colors A color that is printed from one printing plate which contains one matched color of ink. Spot colors are used when only one or two solid colors are needed on a page or when a color has to match perfectly and be consistent such as with a company logo or when colors are the trademark of the  and foil stamping. The more traditional vitamin company may want a nicely printed four-color process four-color process: see printing.  label on a high gloss material. The clinical type will usually go for a two-color, very simple label that's all business," he says.

Earl also points to distinct trends he's picked up on among Overnight's nutraceuticals customers. "The first is sampling. Many of our clients are trying to attract new business through sampling. We print packets on flexible packaging material, which allows our clients to have samples packed by a co-packer. Then, when they go to a trade show or a retail store, they hand out packets that are printed exactly like the label on their bottle. It helps connect the consumer with their product.

"We are also seeing many of our clients migrate to shrink sleeves. It allows a client to use more of the bottle to sell their product due to the 360[degrees] capability of a shrink sleeve label. Since the FDA is requiring more information all the time, the sleeve frees up room for the additional requirements and more graphics. Additionally, the sleeve can be used in lieu of Instead of; in place of; in substitution of. It does not mean in addition to.  a safety seal around the cap, thereby saving an operation in the bottling process. Since our company will do as few as 5,000 sleeves, the cost is not as prohibitive pro·hib·i·tive   also pro·hib·i·to·ry
adj.
1. Prohibiting; forbidding: took prohibitive measures.

2.
 as using one of our larger competitors," Earl says.

Related to an increase in shrink applications is the trend of certain nutraceuticals products moving from solid to liquid form. "Many of our customers that supply vitamins are also starting to supply them in liquid form. Our clients are incorporating specific vitamins into energy drinks and smoothies, and most of these clients are using shrink sleeves on their bottles instead of a traditional pressure sensitive label.

"The third trend we're seeing is in 'buy one get one free' or in cross marketing promotions. The difficult economic times have pushed our customers into using shrink sleeves to offer special discounts to consumers or to cross market new products with existing ones. This tactic is helping many of our clients clear out their existing inventory and open up their cash flow," Earl says.

Peter Renton points out that there are a variety of constructions and label types Lightning Labels are producing. "We do a lot of muscle building and protein products, herbal herbal, early botanical book containing descriptions and illustrations of herbs and plants with their properties, chiefly those qualities that made them useful as medicines or condiments. Most of the herbals were written between c.1470 and c.  products, dietary supplements Noun 1. dietary supplement - something added to complete a diet or to make up for a dietary deficiency
diet - a prescribed selection of foods

vitamin pill - a pill containing one or more vitamins; taken as a dietary supplement
, male and female 'enhancement' products, and botanical bo·tan·i·cal   also bo·tan·ic
adj.
1. Of or relating to plants or plant life.

2. Of or relating to the science of botany.

n.
 extracts (such as echinacea echinacea (ĕk'ənā`shēə), popular herbal remedy, or botanical, believed to benefit the immune system. It is used especially to alleviate common colds and the flu, but several controlled studies using it as a cold medicine have , algae algae (ăl`jē) [plural of Lat. alga=seaweed], a large and diverse group of primarily aquatic plantlike organisms. These organisms were previously classified as a primitive subkingdom of the plant kingdom, the thallophytes (plants that , etc.) The types of labels run the gamut but the majority are using our standard white BOPP material. We have some people using chrome (jargon) chrome - (From automotive slang via wargaming) Showy features added to attract users but contributing little or nothing to the power of a system.

"The 3D icons in Motif are just chrome, but they certainly are *pretty* chrome!"
 material to try and stand out. Most of these labels are designed to a 'formula'--supplement facts on the right side, a graphic, logo and product name in the middle, and on the left an explanation of the product's benefits," Renton says, adding that it's here where the very small type can be printed.

Lightning Labels is an all-digital printer. With a lot of type often being necessary in making nutraceutical labels compliant, Renton points out the advantages of going digital in this niche. "The big advantage of digital is the ability to change the label design quickly and easily. These labels typically have a lot of text and having them printed digitally allows for easy and inexpensive changes. We are often doing a rerun re·run  
n.
The act or an instance of rebroadcasting a recorded movie or a recorded television performance.

tr.v. re·ran , re·run, re·run·ning, re·runs
To present a rerun of.
 of labels that were just printed a month ago, where the customer has changed a word or two. One other advantage of digital is the print quality. I am really referring to the HP Indigo technology here. We just printed a label last week that had white four-point text reversing out of a dark four-color process background. Try doing that with flexo. You need the precision of the HP Indigo technology where registration and trapping trapping, most broadly, the use of mechanical or deceptive devices to capture, kill, or injure animals. It may be applied to the practice of using birdlime to capture birds, lobster pots to trap lobsters, and seines to catch fish.  is not an issue. But I would not want to print these labels on some of the inkjet printers A printer that propels droplets of ink directly onto the medium. Today, almost all inkjet printers produce color. Low-end inkjets use three ink colors (cyan, magenta and yellow), but produce a composite black that is often muddy.  on the market, their print quality for very small text is simply not good enough yet," Renton says.

Chris Freddo, vice president of New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
 Label and Box Works, Islandia, NY, USA, notices an increase in expanded content labeling among the company's nutraceuticals customers. "Resealable labels is a big trend with nutraceuticals. Because there are so many requirements for these products, either the labels have to be larger or the logos smaller. Our resealable labels is a way of accommodating all of the information. This is definitely the biggest trend I've seen in the nutraceuticals market," he says.

Design, style, symbols and sustainability

So, it seems shrink is in. Zola Brazilian Supplements, San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden , CA, USA, is a manufacturer of functional beverages; its products are adorned a·dorn  
tr.v. a·dorned, a·dorn·ing, a·dorns
1. To lend beauty to: "the pale mimosas that adorned the favorite promenade" Ronald Firbank.

2.
 with shrink sleeve labels not only for aesthetic reasons, but for function as well. "We use shrink sleeve labels to give our bottles a high end look and feel. The high quality color printing “colour separation” redirects here. For other uses, see colour-separation overlay.
Color printing is the reproduction of an image or text in color (as opposed to simpler black and white or monochrome printing).
 supports our desire to communicate the authenticity of our drinks as well as the nutritional benefits they provide our customers. The labels also offer protection from light which can cause damage to certain nutrients over time," says Kristin Van Sickle sick·le
v.
1. To cut with a sickle.

2. To deform a red blood cell into an abnormal crescent shape.

3. To assume an abnormal crescent shape. Used of red blood cells.
, director of marketing for Zola.

Betsy Hitchcock, of Hitchcock Design, Boulder, CO, USA, designed the Zola labels. She talks about some of the factors she considered when drawing up the Zola concept. "As with all packaging, the first objective is to be seen in the shelf environment: Something must invite the consumer's eye to notice the product amongst the vast array of options. Then, the label must clearly communicate product benefits or contents. The nutraceutical world is complex and confusing and a strong label must communicate clearly and directly. This is the first step towards earning trust from consumers with health concerns," Hitchcock says, adding, "Simplicity and authenticity are important in terms of design style. Sensitivity to the environment, avoidance of excess packaging and use of recyclable re·cy·cle  
tr.v. re·cy·cled, re·cy·cling, re·cy·cles
1. To put or pass through a cycle again, as for further treatment.

2. To start a different cycle in.

3.
a.
 materials will continue to become ever more important."

[ILLUSTRATION OMITTED]

Nutraceuticals consumers are often proponents of improving one's health and well-being via the use of natural products. Herbal remedies, plant extractions, and a host of "functional foods" are all examples nutraceuticals. It seems that many of these consumers, and the retailers that provide nutraceuticals are also environmentally conscious, and sustainable packaging is a driver in this market segment.

Theresa Anderson, president of Organico, a health food grocery and cafe in Ramsey, NJ, USA, says that environmental concerns are a factor when selecting products to stock her store's shelves with. "To me, as a retailer, I try and purchase products that take sustainability into account. I choose products from companies that are using environmentally friendly Environmentally friendly, also referred to as nature friendly, is a term used to refer to goods and services considered to inflict minimal harm on the environment.[1]  materials, including the container and the label."

Purchasing isn't the only area where a retailer can provide insight. Anderson also talks about what she's observed as a branding trend, and how it gets incorporated into how she presents products to her customers. She says that when stocking shelves, Organico uses a strategy called "blocking." She explains: "Some manufacturers have a variety of products that all use the same color scheme, and we'll place all of those same-colored products next to each other on the shelf, creating a 'block' of the same color. These products can be very confusing to consumers, and I think this helps in eliminating some of that confusion," she says, adding that products with a shiny, glossy appeal make a nice presentation, so long as it maintains a "natural" look.

According to Anderson, the success of a nutraceutical product comes down to the product itself. However, she feels that there are some products that move more than others, and it's due in part to an effective label.

Shahana Jahangir, product analyst for Nerac, a research and advisory firm headquartered in Tolland, CT, USA, provides insight into the world of nutraceuticals labeling that both converters and end users alike can benefit from. "Packaging plays a great role in a consumer's decision to buy a food product for many reasons, but especially health. There are several aspects of a label that come into play including branding, graphics, and whether or not the packaging is biodegradeable," she says.

Jahangir discusses specific examples of some of the attributes of an effective nutraceuticals label, and the key role that symbolism Symbolism

In art, a loosely organized movement that flourished in the 1880s and '90s and was closely related to the Symbolist movement in literature. In reaction against both Realism and Impressionism, Symbolist painters stressed art's subjective, symbolic, and decorative
 plays. She says that a company's logo, the colors, and the various symbols used are instrumental in creating an effective label. In addition, the label's design should appeal to the target demographic. For example, dietary and muscle building supplements should be gender specific. Janaghir stresses the importance of incorporating these concepts in a label should not be overlooked. She recently attended SIAL Montreal 2009, a food industry tradeshow where nutraceuticals labeling was a specific focus, and the various logos, symbols, and colors of a label were discussed.

According to Jahanghir, as discussed at SIAL Montreal, some of the common symbols and their meanings include:

* A vegetable logo or vegetation reflects health.

* Berries denote de·note  
tr.v. de·not·ed, de·not·ing, de·notes
1. To mark; indicate: a frown that denoted increasing impatience.

2.
 that antioxidants Antioxidants
Substances that reduce the damage of the highly reactive free radicals that are the byproducts of the cells.

Mentioned in: Aging, Nutritional Supplements

antioxidants,
n.
 are present.

* A sun represents hope or energy.

* People and animals show strength.

* A heart shape reflects cardiovascular benefits.

* Medical symbols such as the "plus sign" are symbolic of protection or the brain.

* Nature scenes represent life and vitality.

* Colors have a variety of meanings. Red is vitality, love and passion. Brown is for men, while pink is for women. Light blue denotes peace and comfort.

[ILLUSTRATION OMITTED]

Branding

Interhealth Nutraceuticals, Benicia, CA, USA, a manufacturer of nutritional ingredients, makes for an insightful resource when trying to determine which branding and labeling methodologies most effectively sell nutraceuticals.

"While packaging is usually what initially attracts consumers, label content is what educates consumers about a product's benefits and is what ultimately convinces them to purchase a product. An effective nutraceutical label is clean, in that it provides key information necessary for a consumer to make a quick purchase decision. The front or primary display panel is often the best place to make unique and attention-grabbing claims, but manufacturers need to be careful not to overstate product benefits," says CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board.  Paul Dijkstra. "A crowded label may be too confusing or seem unrealistic. Clear and effective communication is important in the creation of effective nutraceutical labels."

Dijkstra says that in addition to providing a clear, attractive space, a label should communicate a concise but informative message designed to make the consumer feel comfortable with the product. A way of doing this, he suggests, is to refrain from being too scientific, and to make sure that only reasonable results are promised. The message should also be positive, include specific, value-added information while appealing to the target demographic.

According to Dijkstra, branding is a major component of an effective nutraceutical label. "Branding plays a key role in labeling and packaging in that it adds value by providing consumers with instantly recognizable cues to help with the purchase decision making process. It allows them to easily search for further information about particular ingredients. For instance, proprietary branded ingredients have the ability to add value to a product and are recognized symbols of quality for many consumers. Offering value-added branded ingredients is a way to set your company apart from the others," he says.

Dijkstra notices a clear trend toward an increase in branding, particularly among private label or store brands. "I would definitely say branding will continue as a way to differentiate oneself in the marketplace. Manufacturers are willing to pay for quality and the visibility a branded ingredient delivers. Branded ingredients are often supported by years of science--a powerful tool in promoting a product. In addition, we will see an increase in displaying a specific branded ingredient on the front of a package. Another trend we are seeing is innovative package design with exciting graphics and bold colors, unusually shaped bottles as well as a lot of other ideas that help products stand out on the shelves," he says.

Nutricap Labs, Farmingdale, NY, USA, is a particularly insightful resource on nutraceuticals labeling in that it's a full-service nutraceuticals manufacturer, and maintains it's own in-house labeling and packaging department. The company manufactures capsules, liquids, creams and powders, while providing an array of packaging capabilities including label design and its own on-site flexographic label printing department.

Jason Provenzano, executive VP, emphasizes the importance of branding, but says that it's a real balancing act. "For customers who are just entering the nutraceuticals industry, company branding is secondary to product branding. Our decade-long experience has taught us that your company name is only as good as the product inside the package, and strategically speaking, it's more effective to build a customer base around a product, not a company. Client's who have established themselves should focus on retention-based company branding, which is inherently superior for getting a customer to try other products in the line," he says.

Provenzano says that in the labeling of nutraceuticals, often times space is at a premium, and agrees that logos and pictures are effective tools. "Label real estate is precious; we have found that icons are an effective way to communicate product benefits and credentials CREDENTIALS, international law. The instruments which authorize and establish a public minister in his character with the state or prince to whom they are addressed. If the state or prince receive the minister, he can be received only in the quality attributed to him in his credentials.  using a small amount of space. A picture can communicate a thousands words and this is advantageous when space is tight," he says, adding, that in terms of actual design, he's noticed "a move towards a more medicinal medicinal /me·dic·i·nal/ (mi-dis´in-il) having healing qualities; pertaining to a medicine.

me·dic·i·nal
adj.
Of, relating to, or having the properties of medicine.
 and natural look rather than the flashy bodybuilding bodybuilding

Developing of the physique through exercise and diet, often for competitive exhibition. Bodybuilding aims at displaying pronounced muscle tone and exaggerated muscle mass and definition for overall aesthetic effect.
 style that was popular a few years ago.

"We are also finding that our clients are leaning towards eco-friendly packaging solutions to show they are environmentally responsible by developing labels with uncoated stocks and inks."

Converter Chris Freddo also sees his nutraceuticals customers, in particular, looking to go green, and says his company's expanded content labels "is kind of an indirect form of sustainable packaging." He explains: "Our resealable labels create a situation where customers are able to do away with their product's cartons, and we're seeing a lot of nutraceuticals companies looking to promote their minimized packaging."

Growth market

The nutraceuticals niche of the labeling industry has become a reliable one for certain converters, but some may question its growth potential, particularly in the wake of the current economic downturn. So, all things considered All Things Considered (ATC) is a news radio program in the United States, broadcast on the National Public Radio network. It was the first news program on the network, and is broadcast live worldwide through several outlets. , is it a growth market?

"Yes, absolutely. Nutraceuticals are growing rapidly," says Shahana Jahanghir of Nerac. "The nutraceuticals market experienced unprecedented growth after the passage of the Dietary Supplement Health and Education Act in 1994. In the US, the market's growth is somewhat recent, but in Japan and in Europe, it has been existing for many years. It is interesting that the consumers are willing to pay for more for nutraceuticals rather than food itself."

Jahanghir refers to the Dietary Supplement Health and Education Act (DSHEA DSHEA Dietary Supplement Health and Education Act of 1994 (US legislation) ) of 1994. The passage of this legislation in the US has proven to be a major catalyst for the growth of the US nutraceuticals market.

Paul Dijkstra discusses the impact DSHEA has had on the market: "DSHEA gives the FDA primary jurisdiction over the labeling of dietary supplements. It allows dietary supplement labels to provide consumers with helpful information in the form of "structure/function claims." These types of claims describe how the product may affect the structure or function of the body or general well being. DSHEA requires that manufacturers have substantiation that these label claims are truthful and not misleading. The FDA looks for reliable scientific evidence--well-controlled clinical studies showing a significant effect. Since the manufacturer is responsible for ensuring the accuracy and truthfulness of these claims; the law requires that the labels include a disclaimer stating that the FDA has not evaluated the claims."

In short, nutraceutical products can exist without having to conduct clinical trials. The "structure/function" claims required by DSHEA, can be as vague as "Vitamin A vitamin A
 also called retinol

Fat-soluble alcohol, most abundant in fatty fish and especially in fish-liver oils. It is not found in plants, but many vegetables and fruits contain beta-carotene (see
 promotes good vision," or "St. Johns wort wort 1  
n.
A plant. Often used in combination: liverwort; milkwort.



[Middle English, from Old English wyrt; see
 maintains emotional well being," so long as there's a disclaimer printed on the label that explains that the product has not been evaluated by the FDA, and it is not intended to diagnose, treat, cure or prevent disease.

While legislation regarding nutraceuticals has opened the door, allowing for growth as well as the emergence of numerous start-up companies start-up company

A new business.
, it remains to be seen how the current economic downturn will effect the industry.

Paul Dijkstra feels that today's economy could impact dietary supplement formulation and marketing in the coming year. He says, "In times of economic challenges some manufacturers may lean toward replacing premium ingredients with generic ones in their supplement formulations. Some may opt to restrict marketing campaigns and advertising to control costs. However, some market research analysts have indicated that consumers tend to pay greater attention to their health in times of economic woes. The mantra mantra (măn`trə, mŭn–), in Hinduism and Buddhism, mystic words used in ritual and meditation. A mantra is believed to be the sound form of reality, having the power to bring into being the reality it represents.  is from treatment to prevention--consumers do everything they can to stay healthy to avoid costly doctor visits or medication. They consider taking supplements and consuming functional foods and beverages a better preventative choice. This would make it even more important for manufacturers to make sure they maintain high product standards and continue to communicate to consumers the benefits of their products."

Jason Provenzano of Nutricap Labs also thinks that the economy's struggles could have a positive impact on growth. "The nutraceuticals industry is stronger than it's ever been before, growing nearly 8 percent in the fourth quarter of 2008. Unfortunately, as more people lose their jobs they're also losing their health insurance. Therefore, in an effort to avoid expensive doctor visits, people are stocking up on vitamins and supplements. This has led to a concept that The New York Times recently described as 'consumer-directed health care'--the idea that people will take more preventative measures if their insurance deductibles are set higher. Even after the economy begins to rebound, we're confident that consumers will still make vitamins and supplements a part of their daily regimen regimen /reg·i·men/ (rej´i-men) a strictly regulated scheme of diet, exercise, or other activity designed to achieve certain ends.

reg·i·men
n.
1.
," he says.

A characteristic of the nutraceuticals industry involves the continual emergence of new ingredients that capture the attention of the health-conscious consumer. "Trends are always changing," Provenzano says. "Today's unknown product is tomorrow's next big thing. The acai berry is a perfect example. Fifty years ago, no one had ever heard of acai or its nutritional benefits; today it's one of the most sought after dietary supplements in the world."

Innovations in technology and communication also play a part in the market's growth. "One outlet we've found that is already contributing to the growth of the nutraceuticals industry is online social media outlets such as Twitter A Web site and service that lets users send short text messages from their cellphones to a group of friends. Launched in 2006, Twitter (www.twitter.com) was designed for people to broadcast their current activities and thoughts. , Blogger, Facebook and YouTube. These forums and blogs enable people from all over the world to communicate their thoughts about products, as well as the results they achieved from using certain products," Provenzano says.

From a label converter's perspective, having versatile capabilities is an important feature for those that want to capitalize on Cap´i`tal`ize on`   

v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>.
 the potential of the nutraceuticals market. Don Earl of Overnight Labels says, "We've done well in the marketplace because we have an extremely broad offering. We print shrink sleeves, flexible packaging, and traditional pressure sensitive labels while focusing on quality and customer care. Because of our capability and willingness to embrace new technology, we have created a niche in this industry, and it's one that has not always existed."
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Date:May 1, 2009
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