the global natural health products industry in 2003 nutrition business journal nbj estimated market to be approximately 172 billion ferrier grant 2004 s supply snapshot presented at expo west anaheim ca has identified primary markets for and functional foods as united states europe japan asia these countries also represent principal export canadian since us is canada largest trading partner it easiest nutritional companies penetrate accounts 3 of sales by region source 2001 million consumer latin america rest world vitamins & minerals 7 410 5 610 300 540 1 640 740 070 20 310 herbs botanicals 4 180 6 2 380 400 590 290 580 17 730 sports meal hom spec 170 360 150 12 total supplements 760 14