Did you happen to notice that Tylenol recently launched a dietary supplement product range designed to promote joint comfort and mobility? When the best-selling pain relief brand in the U.S. market launches a drug-free product range…it not only speaks volumes about shifting consumer attitudes from treatment to prevention, but also about the increasing importance of supplements for the pharmaceutical industry. And maybe unsurprisingly to my fellow industry nerds, but this new product launch further strengthens the pharma-nutra convergence trend. In fact, pharmaceutical companies have been increasingly tapping into the preventive segment…seeking new revenue opportunities to mitigate against numerous factors hampering industry profits. Therefore, even during periods of relatively strong demand for OTC drugs, supplements still present an important opportunity to expand the product offering…thus we expect this trend to continue and likely permanently reshape the nutraceutical industry.