The Opportunity
The following paragraph is from the MotherNature.com IPO prospectus:
The vitamins, supplements and minerals market is projected to grow as the "baby boomer" population becomes increasingly concerned with aging and disease, preventative health care and natural products. Sales of vitamins, supplements and minerals totaled approximately $8.9 billion in 1998 and are forecasted to grow at a compound annual rate of 13.3% to $16.6 billion in 2003, according to Packaged Facts, a consumer products market research firm. As research studies have indicated the health benefits of vitamins, supplements and minerals, the percentage of U.S. adults who take vitamins has increased from 43% in 1993 to 56% in 1998, according to Packaged Facts. We believe there is also a large market opportunity for us in other natural product categories beyond vitamins, supplements and minerals, including personal care products, household products, non-perishable foods, organic coffees and teas, sports nutrition, cosmetics, baby care products and pet care products.