Calcium-fortified orange juice has been a fast-growing functional food category. Glorious Morning has 35% of the RDI for calcium.
Next to general health and well being, and the sports nutrition category, osteoporosis was the leading condition that drove supplement purchases in 2000," said Danny Wells, president of Danny Wells Associates, Inc., during his keynote address at Natural Products Expo East, Washington D.C., this past fall. Validating this trend, sales data from the Hartman Group Inc.'s, Bellevue, Wa., 1999 Natural Products Census indicated that 4% of all consumers surveyed use supplements for osteoporosis. Roughly translated, more consumers are purchasing supplements for bone health than they are for colds.