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In the last few years, Europe has emerged as the largest market for botanical supplements, followed by Asia Pacific. In Asia Pacific, the long-standing tradition of using botanical medicine, the current economic development, and increasing urbanization are some factors driving the increasing demand for botanical supplements. Owing to these factors, Asia Pacific is expected to surpass Europe as the leading market for botanical supplements.
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Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Persistence Market Research Global Botanical Supplements Market to Reach US$90.2 Billion by 2020, due to Increasing demand in global market - Persistence Market Research Persistence Market Research 1
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Persistence Market Research Released New Market Report “Global Market Study on Botanical Supplements: Personal Care Segment To Witness Highest Growth by 2020,” the global Botanical Supplements market was valued at USD 54.6 billion in 2013 and is expected to grow at a CAGR of 7.5% from 2014 to 2020, to reach an estimated value of USD 90.2 million in 2020. Request Customize Full TOC: http://www.persistencemarketresearch.com/toc/2797 Interest in healthy eating is influencing consumers to shift their dietary preferences in favour of food and food ingredients with potential health benefits. For consumers looking for a healthy lifestyle and seeking to reduce the risk of illness, herbal and botanical supplements (popularly known as herbal medicinal products) are among the best options. Botanical supplements include fresh or dried products in different forms, such as tablets, capsules, powders, and tea bags. Globally, garlic, ginger, santalum, plantago, ginseng, rhodiola extract, red clover extract, and soy extract are some of the most widely used botanical supplements. Increasing elderly population and little or no side effects of botanical supplements are expected to drive the global botanical supplements market. According to the Population Division of the United Nations Department of Economic and Social Affairs (UN-DESA), there were 841 million people aged 60 and above in 2013 compared to 205 million in 1950. The number is projected to reach over 2 billion by 2050. Request Sample Report: http://www.persistencemarketresearch.com/samples/2797 In the last few years, Europe has emerged as the largest market for botanical supplements, followed by Asia Pacific. In Asia Pacific, the long-standing tradition of using botanical medicine, the current economic development, and increasing urbanization are some factors driving the increasing demand for botanical supplements. Owing to these factors, Asia Pacific is expected to surpass Europe as the leading market for botanical Persistence Market Research 2
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 supplements. The botanical supplements market is bifurcated into application (food and beverages, pharmaceutical, and personal care) and end user (adult women, adult men, baby boomers, and others). Browse Full Report: http://www.persistencemarketresearch.com/market- research/botanical-supplements-market.asp The global market for botanical supplements in value term grew from USD 45.1 billion in 2010 to USD 54.6 billion in 2013, and is expected to grow to USD 90.2 billion in 2020 growing at a CAGR of 7.5%. Also, Usage of botanical supplements by adult women (largest end user in 2013) is projected to increase to USD 32.9 billion in 2020 at a CAGR of 7.5%. The botanical supplements market is fragmented with several players operating at global or regional levels. The global botanical supplements market is highly fragmented, with top eight companies holding only 38.4% market share. Ricola leads the market with 6.4% global share in 2013, followed by Dabur with 5.5% market share. Ricola and Procter & Gamble are some of the major companies with global operations. Dabur operates mostly in India; however, the company started selling its products in the North American and European countries, such as the U.S., France, Germany and the U.K., recently. Directly Buy Full Report: http://www.persistencemarketresearch.com/checkout/2797 Persistence Market Research 3
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 The Botanical Supplements market is segmented as follows: Botanical Supplements Market, by application Food and beverage • Pharmaceutical • Personal care • Botanical Supplements Market, by end-users Adult women • Adult men • Baby boomers • Others • Botanical Supplements Market, by Region North America The U.S. • Europe Germany • France • Italy • The U.K. • Asia Pacific India • China • Japan • Rest of the World (ROW) Persistence Market Research 4
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 The Botanical Supplements market for each region includes: Market Overview Market Size, by application and end-user, by value (Historic and Forecast) Related Reports: 1. Water Enhancers Market: Global Industry Analysis and Forecast 2015 – 2021 http://www.persistencemarketresearch.com/market-research/water-enhancers- market.asp 2.Milk Protein Concentrate Market: Global Industry Analysis and Forecast 2015 – 2021 http://www.persistencemarketresearch.com/market-research/milk-protein-concentrate- market.asp 3. Milk Ingredients Market: Global Industry Analysis and Forecast 2015 – 2021 http://www.persistencemarketresearch.com/market-research/milk-ingredients- market.asp 4. Demineralized Whey Powder Ingredient Market: Global Industry Analysis and Forecast 2015 – 2021 http://www.persistencemarketresearch.com/market-research/demineralized-whey- powder-ingredient-market.asp 5. Sports Nutrition Ingredients Market: Global Industry Analysis and Forecast 2015 – 2021 http://www.persistencemarketresearch.com/market-research/sports-nutrition- ingredients-market.asp Persistence Market Research 5
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Market History: Interest in healthy eating is influencing consumers to shift their dietary preferences in favour of food and food ingredients with potential health benefits. For consumers looking for a healthy lifestyle and seeking to reduce the risk of illness, herbal and botanical supplements (popularly known as herbal medicinal products) are among the best options. Botanical supplements include fresh or dried products in different forms, such as tablets, capsules, powders, and tea bags. Globally, garlic, ginger, santalum, plantago, ginseng, rhodiola extract, red clover extract, and soy extract are some of the most widely used botanical supplements. Increasing elderly population and little or no side effects of botanical supplements are expected to drive the global botanical supplements market. According to the Population Division of the United Nations Department of Economic and Social Affairs (UN-DESA), there were 841 million people aged 60 and above in 2013 compared to 205 million in 1950. The number is projected to reach over 2 billion by 2050. In the last few years, Europe has emerged as the largest market for botanical supplements, followed by Asia Pacific. In Asia Pacific, the long-standing tradition of using botanical medicine, the current economic development, and increasing urbanization are some factors driving the increasing demand for botanical supplements. Owing to these factors, Asia Pacific is expected to surpass Europe as the leading market for botanical supplements. The botanical supplements market is bifurcated into application (food and beverages, pharmaceutical, and personal care) and end user (adult women, adult men, baby boomers, and others). The global market for botanical supplements in value term grew from USD 45.1 billion in 2010 to USD 54.6 billion in 2013, and is expected to grow to USD 90.2 billion in 2020 growing at a CAGR of 7.5%. Also, Usage of botanical supplements by adult women (largest end user in 2013) is projected to increase to USD 32.9 billion in 2020 at a CAGR of 7.5%. The botanical supplements market is fragmented with several players operating at global or regional levels. The global botanical supplements market is highly fragmented, with top eight companies holding less than 40% market share. Ricola and Procter & Gamble are some of the major companies with global operations. Dabur operates mostly in India; however, the company started selling its products in the North American and European countries, such as the U.S., France, Germany and the U.K., recently. Persistence Market Research 6
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Persistence Market Research 7
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Table of Content Chapter 1 Preface 12 1.1 Report Description 12 1.1.1 Segments covered in the report 12 1.2 Research Methodology 13 Chapter 2 Market Synopsis 14 Chapter 3 Porters Five Forces Analysis 17 3.1 Bargaining power of suppliers 17 3.2 Bargaining power of buyers 18 3.3 Threat of new entrants 18 3.4 Threat of substitutes 18 3.5 Intensity of rivalry 19 Chapter 4 Industry Overview 20 4.1 Introduction 20 4.2 Market Drivers 20 4.2.1 Growing awareness about functional benefits of botanical supplements is driving the market 20 4.2.2 Growing aging population is expected to increase demand for botanical supplements to maintain health and active lifestyle 21 4.2.3 Herbal or botanical supplements have little or no side effects and are proving their efficacy 21 4.2.4 Impact analysis of growth drivers 22 4.3 Market Restraints 22 4.3.1 Bad press is affecting the botanical supplements market 22 4.3.2 Changing regulatory situation will hamper the growth of the botanical supplements market 23 4.3.3 Impact analysis of market restraints 23 4.4 Opportunities 24 4.4.1 Increasing demand for herbal products in the food and beverage industry 24 Persistence Market Research 8
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Chapter 5 Market Size and Forecast, by Application 25 5.1 Food and beverages 26 5.2 Pharmaceutical 27 5.3 Personal care 27 Chapter 6 Market Size and Forecast, by End User 29 6.1 Adult Women 30 6.2 Adult Men 31 6.3 Baby boomers 32 Chapter 7 Market Size and Forecast, by Geography 34 7.1 North America 35 7.1.1 The U.S. 38 7.1.1.1 Market overview 38 7.1.1.2 Market share by company 40 7.1.1.3 Market share by distribution channel 41 7.2 Europe 42 7.2.1 Germany 45 7.2.1.1 Market overview 45 7.2.1.2 Market share by company 47 7.2.1.3 Market share by distribution channel 48 7.2.2 France 48 7.2.2.1 Market overview 48 7.2.2.2 Market share by company 50 7.2.2.3 Market share by distribution channel 51 7.2.3 Italy 52 7.2.3.1 Market overview 52 7.2.3.2 Market share by company 54 7.2.3.3 Market share by distribution channel 54 7.2.4 The U.K. 55 7.2.4.1 Market overview 55 7.2.4.2 Market share by company 57 7.2.4.3 Market share by distribution channel 58 7.3 Asia Pacific 59 Persistence Market Research 9
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 7.3.1 India 62 7.3.1.1 Market overview 62 7.3.1.2 Market share by company 64 7.3.1.3 Market share by distribution channel 65 7.3.2 China 65 7.3.2.1 Market overview 65 7.3.2.2 Market share by company 67 7.3.2.3 Market share by distribution channel 68 7.3.3 Japan 69 7.3.3.1 Market overview 69 7.3.3.2 Market share by company 71 7.3.3.3 Market share by distribution channel 72 Chapter 8 Competitive Scenario 73 8.1 Global botanical supplements market share by company 73 8.2 Global botanical supplements market share by distribution channel 74 Chapter 9 Company Profiles 75 9.1 ChromaDex, Inc. 75 9.1.1 Company Overview 75 9.1.2 Products and Services 75 9.1.3 Financial Performance 76 9.1.4 Recent Developments 77 9.2 Nutraceutical International Corporation 78 9.2.1 Company Overview 78 9.2.2 Products and Services 78 9.2.3 Financial Performance 78 9.2.4 Recent Developments 79 9.3 NBTY, Inc. 80 9.3.1 Company Overview 80 9.3.2 Products and Services 80 9.3.3 Financial Performance 81 9.3.4 Recent Developments 81 9.4 Surya Herbal, Ltd. 82 9.4.1 Company Overview 82 Persistence Market Research 10
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 9.4.2 Products and Services 82 9.4.3 Financial Performance 83 9.4.4 Recent Developments 83 9.5 BASF SE 84 9.5.1 Company Overview 84 9.5.2 Products and Services 84 9.5.3 Financial Performance 85 9.5.4 Recent Developments 85 9.6 NaturaLife Asia Co., Ltd. 86 9.6.1 Company Overview 86 9.6.2 Products and Services 86 9.6.3 Financial Performance 86 9.6.4 Recent Developments 87 9.7 Bio-Botanica Inc. 88 9.7.1 Company Overview 88 9.7.2 Products and Services 88 9.7.3 Financial Performance 89 9.7.4 Recent Developments 89 9.8 Integrated BioPharma, Inc. 90 9.8.1 Company Overview 90 9.8.2 Products and Services 90 9.8.3 Financial Performance 91 9.8.4 Recent Developments 91 9.9 The Himalaya Drug Company 92 9.9.1 Company Overview 92 9.9.2 Products and Services 92 9.9.3 Financial Performance 93 9.9.4 Recent Developments 93 9.10 Ricola AG 94 9.10.1 Company Overview 94 9.10.2 Products and Services 94 9.10.3 Financial Performance 94 9.10.4 Recent Developments 95 9.11 Pharmavite LLC 96 9.11.1 Company Overview 96 Persistence Market Research 11
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 9.11.2 Products and Services 96 9.11.3 Financial Performance 96 9.11.4 Recent Developments 97 9.12 Blackmores Limited 98 9.12.1 Company Overview 98 9.12.2 Products and Services 98 9.12.3 Financial Performance 98 9.12.4 Recent Developments 99 9.13 Procter & Gamble Company 100 9.13.1 Company Overview 100 9.13.2 Products and Services 100 9.13.3 Financial Performance 101 9.13.4 Recent Developments 101 9.14 Bayer AG 102 9.14.1 Company Overview 102 9.14.2 Products and Services 102 9.14.3 Financial Performance 103 9.14.4 Recent Developments 103 List of Tables TABLE 1 Global botanical supplements market snapshot, by value, 2014 and 2020 16 TABLE 2 Botanical products and their related benefits 21 TABLE 3 Impact Analysis of Market Drivers 22 TABLE 4 Impact Analysis of Market Restraints 23 TABLE 5 Global botanical supplements market size, by application, 2010 – 2013 (USD billion) 25 TABLE 6 Global botanical supplements market size, by application, 2014 – 2020 (USD billion) 25 TABLE 7 Global botanical supplements market size by end user, 2010 – 2013 (USD billion) 29 TABLE 8 Global botanical supplements market size, by end user, 2014 – 2020 (USD billion) 30 TABLE 9 Global botanical supplements market size, by region, 2010 – 2013 (USD billion) 34 TABLE 10 Global botanical supplements market size, by region, 2014 – 2020 (USD billion) 35 Persistence Market Research 12
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 TABLE 11 The North American botanical supplements market size, by country, 2010 – 2013 (USD billion) 36 TABLE 12 The North American botanical supplements market size, by country, 2014 – 2020 (USD billion) 36 TABLE 13 The North American botanical supplements market size, by application, 2010 – 2013 (USD billion) 37 TABLE 14 The North American botanical supplements market size, by application, 2014 – 2020 (USD billion) 37 TABLE 15 The North American botanical supplements market size, by end user, 2010 – 2013 (USD billion) 37 TABLE 16 The North American botanical supplements market size, by end user, 2014 – 2020 (USD billion) 38 TABLE 17 The U.S. botanical supplements market size, by application, 2010 – 2013 (USD billion) 39 TABLE 18 The U.S. botanical supplements market size, by application, 2014 – 2020 (USD billion) 39 TABLE 19 The U.S. botanical supplements market size, by end user, 2010 – 2013 (USD billion) 40 TABLE 20 The U.S. botanical supplements market size, by end user, 2014 – 2020 (USD billion) 40 TABLE 21 The European botanical supplements market size, by country, 2010 – 2013 (USD billion) 42 TABLE 22 The European botanical supplements market size, by country, 2014 – 2020 (USD billion) 43 TABLE 23 The European botanical supplements market size, by application, 2010 – 2013 (USD billion) 43 TABLE 24 The European botanical supplements market size, by application, 2014 – 2020 (USD billion) 44 TABLE 25 The European botanical supplements market size, by end user, 2010 – 2013 (USD billion) 44 TABLE 26 The European botanical supplements market size, by end user, 2014 – 2020 (USD billion) 45 TABLE 27 The German botanical supplements market size, by application, 2010 – 2013 (USD billion) 45 Persistence Market Research 13
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 TABLE 28 The German botanical supplements market size, by application, 2014 – 2020 (USD billion) 46 TABLE 29 The German botanical supplements market size, by end user, 2010 – 2013 (USD billion) 46 TABLE 30 The German botanical supplements market size, by end user, 2014 – 2020 (USD billion) 47 TABLE 31 The French botanical supplements market size, by application, 2010 – 2013 (USD billion) 49 TABLE 32 The French botanical supplements market size, by application, 2014 – 2020 (USD billion) 49 TABLE 33 The French botanical supplements market size, by end user, 2010 – 2013 (USD billion) 50 TABLE 34 The French botanical supplements market size, by end user, 2014 – 2020 (USD billion) 50 TABLE 35 The Italian botanical supplements market size, by application, 2010 – 2013 (USD billion) 52 TABLE 36 The Italian botanical supplements market size, by application, 2014 – 2020 (USD billion) 52 TABLE 37 The Italian botanical supplements market size, by end user, 2010 – 2013 (USD billion) 53 TABLE 38 The Italian botanical supplements market size, by end user, 2014 – 2020 (USD billion) 53 TABLE 39 The U.K. botanical supplements market size, by application, 2010 – 2013 (USD billion) 56 TABLE 40 The U.K. botanical supplements market size, by application, 2014 – 2020 (USD billion) 56 TABLE 41 The U.K. botanical supplements market size, by end user, 2010 – 2013 (USD billion) 57 TABLE 42 The U.K. botanical supplements market size, by end user, 2014 – 2020 (USD billion) 57 TABLE 43 The Asia Pacific botanical supplements market size, by country, 2010 – 2013 (USD billion) 59 TABLE 44 The Asia Pacific botanical supplements market size, by country, 2014 – 2020 (USD billion) 60 Persistence Market Research 14
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 TABLE 45 The Asia Pacific botanical supplements market size, by application, 2010 – 2013 (USD billion) 60 TABLE 46 The Asia Pacific botanical supplements market size, by application, 2014 – 2020 (USD billion) 61 TABLE 47 The Asia Pacific botanical supplements market size, by end user, 2010 – 2013 (USD billion) 61 TABLE 48 The Asia Pacific botanical supplements market size, by end user, 2014 – 2020 (USD billion) 61 TABLE 49 The Indian botanical supplements market size, by application, 2010 – 2013 (USD billion) 62 TABLE 50 The Indian botanical supplements market size, by application, 2014 – 2020 (USD billion) 63 TABLE 51 The Indian botanical supplements market size, by end user, 2010 – 2013 (USD billion) 63 TABLE 52 The Indian botanical supplements market size, by end user, 2014 – 2020 (USD billion) 64 TABLE 53 The Chinese botanical supplements market size, by application, 2010 – 2013 (USD billion) 66 TABLE 54 The Chinese botanical supplements market size, by application, 2014 – 2020 (USD billion) 66 TABLE 55 The Chinese botanical supplements market size, by end user, 2010 – 2013 (USD billion) 67 TABLE 56 The Chinese botanical supplements market size, by end user, 2014 – 2020 (USD billion) 67 TABLE 57 The Japanese botanical supplements market size, by application, 2010 – 2013 (USD billion) 69 TABLE 58 The Japanese botanical supplements market size, by application, 2014 – 2020 (USD billion) 70 TABLE 59 The Japanese botanical supplements market size, by end user, 2010 – 2013 (USD billion) 70 TABLE 60 The Japanese botanical supplements market size, by end user, 2014 – 2020 (USD billion) 71 TABLE 61 ChromaDex Products and Services 76 TABLE 62 NBTY Products and Services 80 TABLE 63 Surya Herbal Products and Services 82 Persistence Market Research 15
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 TABLE 64 BASF Products and Services 84 TABLE 65 NaturaLife Asia Products and Services 86 TABLE 66 Bio-Botanica products and services 88 TABLE 67 Integrated BioPharma Products and Services 90 TABLE 68 Himalaya’s products and services 93 TABLE 69 Ricola products and services 94 TABLE 70 Procter & Gamble products and services 100 TABLE 71 Bayer products and services 102 List of Figures FIG. 1 Global botanical supplements market, 2010 – 2020 (USD billion) 15 FIG. 2 Botanical Supplements Market : Porter’s Five Forces Analysis 17 FIG. 3 Global consumption of botanical supplements in food and beverages sector, 2010 – 2020 (USD billion) 26 FIG. 4 Global consumption of botanical supplements in pharmaceutical sector, 2010 – 2020 (USD billion) 27 FIG. 5 Global consumption of botanical supplements in personal care sector, 2010 – 2020 (USD billion) 28 FIG. 6 Global adult women consumption of botanical supplements, 2010 – 2020 (USD billion) 31 FIG. 7 Global adult men consumption of botanical supplements, 2010 – 2020 (USD billion) 32 FIG. 8 Global baby boomers consumption of botanical supplements, 2010 – 2020 (USD billion) 33 FIG. 9 The U.S. botanical supplements market share, by company, 2013 41 FIG. 10 The U.S. botanical supplements market share, by distribution channel, 2013 41 FIG. 11 The German botanical supplements market share, by company, 2013 47 FIG. 12 The German botanical supplements market share, by distribution channel, 2013 48 FIG. 13 The French botanical supplements market share, by company, 2013 51 FIG. 14 The French botanical supplements market share, by distribution channel, 2013 51 FIG. 15 The Italian botanical supplements market share, by company, 2013 54 FIG. 16 The Italian botanical supplements market share, by distribution channel, 2013 55 FIG. 17 The U.K. botanical supplements market share, by company, 2013 58 FIG. 18 The U.K. botanical supplements market share, by distribution channel, 2013 58 FIG. 19 The Indian botanical supplements market share, by company, 2013 64 Persistence Market Research 16
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 FIG. 20 The Indian botanical supplements market share, by distribution channel, 2013 65 FIG. 21 The Chinese botanical supplements market share, by company, 2013 68 FIG. 22 The Chinese botanical supplements market share, by distribution channel, 2013 68 FIG. 23 The Japanese botanical supplements market share, by company, 2013 71 FIG. 24 The Japanese botanical supplements market share, by distribution channel, 2013 72 FIG. 25 Global botanical supplements market share by company, 2013 73 FIG. 26 Global botanical supplements market share by distribution channel, 2012 74 FIG. 27 Net sales and net loss of ChromaDex , 2011-13 (USD Million) 77 FIG. 28 Net sales and Net loss of Nutraceutical, 2011-13 (USD Million) 79 FIG. 29 Net sales and net income of NBTY, 2011-13 (USD Million) 81 FIG. 30 Revenue and profit after tax of Surya Roshni, Ltd., 2011-13 (USD Million) 83 FIG. 31 Sales and net income of BASF, 2011-13 (USD Billion) 85 FIG. 32 Net sales and net income of Integrated BioPharma, Inc., 2011-13 (USD Million) 91 FIG. 33 Net sales and net income of Otsuka Holdings Co., Ltd., 2011-13 (USD Billion) 97 FIG. 34 Sales and profit of Blackmores, 2011-13 (USD Million) 99 FIG. 35 Net sales and net earnings of Procter & Gamble, 2011-13 (USD Billion) 101 FIG. 36 Sales and net income of Bayer AG, 2011-13 (USD Billion) 103 About Us: Persistence Market Research (PMR) is a full-service market intelligence firm specializing in syndicated research, custom research, and consulting services. PMR boasts market research expertise across the Healthcare, Chemicals and Materials, Technology and Media, Energy and Mining, Food and Beverages, Semiconductor and Electronics, Consumer Goods, and Shipping and Transportation industries. The company draws from its multi-disciplinary capabilities and high-pedigree team of analysts to share data that precisely corresponds to clients’ business needs. PMR stands committed to bringing more accuracy and speed to clients’ business decisions. From ready- to-purchase market research reports to customized research solutions, PMR’s engagement models are highly flexible without compromising on its deep-seated research values. Persistence Market Research 17
Global Market Study on Botanical Supplements - Europe has emerged as the largest market, followed by Asia Pacific 2020 Contact Us: Addie Thomes 305 Broadway 7th Floor, New York City, NY 10007, United States, USA - Canada Toll Free: 800-961-0353 Email: sales@persistencemarketresearch.com Web: http://www.persistencemarketresearch.com Persistence Market Research 18