In this case study, an international food ingredient and FMCG company engaged CPL Business Consultants to formulate a go-to-market strategy for a dietary supplement ingredient in North America. 


The objective of this study was to assist our client, a European nutrition specialist, in planning the development of its strategy in North America in the dietary supplement market, more specifically in the area of cholesterol-lowering supplements.

The study provides an overview of the dietary supplement market with an emphasis on the relevant cholesterol-lowering supplement market segment. This includes an analysis of market size by volume and value, market growth and market growth potential, key categories, geographic considerations, supply chain characteristics, competitors, competing products, key success factors, barriers to entry and some financial information relating to potential partners.

The report contains specific recommendations as to the best and most cost-effective approach to the market and gives advice on approaches to competing in this attractive market.


During the course of the study, ~30 contacts were made with raw material suppliers, distributors and manufacturers of dietary supplements in the US, Canada and Europe. Interviews were conducted with those knowledgeable in the industry.

The main contents of the study were based on a large number of other sources, including in-house databases, databases of dietary supplement products, government regulators, trade journals, patent databases, scientific journals and existing reports on the supplements market in North America.

Click to see the contents of the study or look below for an outline.

Table of Contents

Objective and Background


Principal Findings

  • Markets and CAGR
  • Value Chain
  • Sales Channels
  • Competition
  • Players
    • Retail channel
    • Direct-marketing channel
    • Practitioner channel
  • Products
    • US
    • Canada
    • Mexico
  • Views of Contacts
    • Cholesterol-Lowering Market
    • Phytosterols
    • Marketing
    • Regulations and claims
    • R&D
  • Case Studies
  • Regulations
    • US
    • Canada
    • Mexico
  • News
  • Pharmaceuticals


  • Markets
  • Sales Channels
  • Competition
  • Marketing and Promotion
  • Products
  • Views of Contacts
  • Case Studies
  • Regulations
  • News
  • Pharmaceuticals


Key Success Factors

Swot For Client in Dietary Supplements

Summary of Spreadsheet Results


  • Segmentation
    • Vitamins
    • Minerals
    • Herbs & Botanicals
    • Specialty Supplements
    • Meal Supplements
    • Sports Nutrition
  • Sales Channels
    • Retail Channels
    • Direct Channels
  • Size in Volume and Value
    • Heart Health Supplements

The Supplements Value Chain


  • Summary
    • Direct Marketing Channel
    • Practitioner Sales channel
  • Retail Supplement Companies
    • 3 companies
  • Direct Selling Supplement Companies
    • 9 companies
  • Practitioner Channel Sales in US
    • 10 Companies

Cholesterol-Lowering Agents

  • Prescription Drugs
    • Statins (also known as HMG CoA reductase inhibitors)
    • Bile Acid Sequestrants (or also called Resins)
    • Nicotinic Acid
    • Fibrates
    • Ezetimibe
  • Supplements
    • Artichoke leaf extract
    • Fenugreek
    • Fibre
    • Fish oil
    • Garlic
    • Ginseng
    • Guggul
    • Niacin
    • Red yeast rice
    • Soy protein
    • Phytosterol/Stanol Suppliers


  • Introduction
  • US Products
    • 48 products
  • Canadian Players & Products
  • Mexico
    • Players
    • Sales Channels


  • IADSA Framework
  • US
    • Background
    • Labelling of Supplements Containing Sterols and Stanols
  • Canada
    • Scope of the Natural Health Products Regulations
    • Main Components of the Natural Health Products Regulations
    • Guidance Documents
    • List of Included Substances
    • List of Excluded Substances
    • Dosage Form and Bulk Herbs
    • Hybrid Products
    • Activities Covered by the Natural Health Products Regulations
  • Mexico
    • Background
    • Import Permits

Contact Reports

  • Overview
    • Market size and growth
    • Marketing
    • Regulations and claims
    • Case Study – Product A
  • Contact Reports
    • 29 contacts

Case Studies

News Articles

  • Summary
    • Market
    • Recent Scientific Studies
    • Statins – a potential OTC threat
    • Competition
    • Consumer education & awareness
    • New product formulations
    • Brand recognition
  • Press Articles
    • 25 articles


Focus on the Understanding of Coronary Heart Disease

  • Introduction
  • How Coronary Heart Disease Originates
  • Incidence of CHD
  • Causes of CHD
  • Diagnosis of CHD
    • Signs and Symptoms
    • Diagnostic Techniques
  • Treatments for CHD
  • Clinical Trials

Focus On Cholesterol and Cholesterol-Lowering Drugs

  • Hypercholesterolemia and Coronary Heart Disease (CHD)
    • Cholesterol Guidelines
    • Cholesterol in the Population
    • High blood pressure
    • Cholesterol Management
  • Clinical Trials of Cholesterol-Lowering Drugs


News on Pharmaceuticals

  • Overview of Most Recent News
    • News Articles
  • 55 articles
  • Examples of Research & Patents
    • 4 items

114 Tables

17 Figures

Have a look at our PowerPoint Introduction and Brochure describing deliverables, differentiators and case studies. You can also review eight case studies.

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