Pharmaceutical and Medical Packaging News Magazine
PMPN Article Index

Originally Published January 1998

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PACKAGING NUTRITIONALS

Nutrapack '98 explores packaging for the $6.5-billion supplements market.

They have research expertise. They know how to gain FDA approval. And they have the marketing ability to capitalize on both.

Pharmaceutical companies have set their marketing sights on the lucrative nutritional supplements market, which the President's Commission on Dietary Supplements values as a $6.5-billion industry. The approval of the labeling portion of the Dietary Supplement Health Education Act (DSHEA) gives pharmaceutical companies another motive—fast transition of new products from R&D to market.

November brought more evidence that pharmaceutical companies are seriously looking at the dietary supplements industry. SmithKline Beecham (Philadelphia) and American Home Products (Madison, NJ) released marketing plans for supplements. SmithKline began testing the Abtei line of herbal supplements, while American Home Products teamed up with PharmaPrint to bring a number of products to market.

PACKAGING CHALLENGE

Packaging is key to the success of both projects. Now that DSHEA is final, companies can use label statements to sell products more effectively. The main challenge is staying ahead of the competition. SmithKline and American Home Products aren't the only players with their eyes on the supplements market. Warner-Lambert (Morris Plains, NJ), Boehringer Ingelheim (Ridgefield, CT), and others are involved, and they must compete with established powerhouses such as Celestial Seasonings (Boulder, CO), Herbalife (Los Angeles), Rexall Sundown (Boca Raton, FL), Lederle (Haledon, NJ), and others.

Competing in the fast-paced world of vitamins and supplements will be the subject of Nutrapack '98, January 21—22 at the Disneyland Hotel in Anaheim, CA. Speakers will address important packaging issues such as DSHEA, bottles versus blisters for vitamins, quality control, distribution, carton design, and new packaging concepts.

Nutrapack '98 will begin with an analysis of the marketplace presented by Craig Sanders, vice president of marketing, Nature's Way (Springville, UT). Jerry Thomas, president, and Gary Upton, senior vice president, Decision Analysts, Inc. (Arlington, TX), will follow with detailed survey results about what consumers value in packaging.

In addition, packaging in bottles and vials will be discussed by Randy Krause, director of sales and marketing for TestPak, Inc. (Dublin, PA), and David Sciubba, healthcare manager, Hueck Foils (Manasquan, NJ). Les Goldstein, executive vice president of operations, GumTech, Inc. (Phoenix), will talk about blister packaging ChromaTrim, Citrus Slim, Denta Health, VitaACE, and Repose, all of which deliver nutrients in chewing gum.

Questions about DSHEA will be fielded by Steve McNamara, senior partner, Hyman, Phelps & McNamara (Washington, DC); Annette Dickinson, director, scientific and regulatory affairs, Council for Responsible Nutrition (Washington, DC); and Michael Ford, president, National Nutritional Foods Association (Newport Beach, CA). The topic will also be discussed during a lunch with a representative from FDA. Questions about advertising and environmental claims will be answered by Dick Kelly, staff attorney for the Federal Trade Commission.

Additional speakers will address package design, extending brand concepts with graphics, and contract packaging, and will also present case histories. An exhibition of about 50 packaging-related suppliers will be held during the conference.

For more information, call 610/647-8585, fax 610/647-8565, or E-mail nutrapack@aol.com.