Mumbai, Maharashtra, India
Rising awareness of the role of diet in promoting good health, high healthcare costs, and increasing importance of personal fitness are some of the key factors driving the growth of the specialty nutrition market. Incidents such as the avian flu in poultry and bovine spongiform encephalopathy (BSE) in cattle have forced marketers and consumers to look for food products free of animal content. Food ingredient companies are now concentrating on developing synthetic variants by reconsidering the carriers used and looking for vegetarian sources for a number of their products. For instance, The Netherlands-based DSM Nutritional Products recently developed a new animal-free beta-carotene beadlet form - a high potency beta-carotene beadlet called 'Beta Tab 20%S' - that targets the direct compression and dietary supplement market.
In the current scenario, food enterprises in Europe need to comply with regulations that do not allow them to make vague health claims such as 'improves memory', which is in turn compelling them to be highly specific about the health benefits of their products. Unites States however, is open to such claims and food companies are allowed to make certain types of claims.
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"The Nutritional Labeling and Education Act of 1994 makes it compulsory for food manufacturers to provide nutritional information regarding the fat, carbohydrate, mineral, and protein content in their products," elaborates Frost & Sullivan Research Analyst Kasturi Nadkarny. "In addition to creating awareness regarding the nutritional content of food products among consumers, this approach makes them aware of the importance of specific nutritional ingredients."
An increasing number of health conscious consumers are regularly checking the nutrition labels on food packages before buying them and for a large population, the purchase decision hinges on the nutritional content of the food. In several countries, customers opt for self-medication and alternative methods of staying healthy, such as consuming functional foods and drinks. Likewise, consumers are more likely to settle on those functional products that target health conditions and provide, quick results in terms of improved energy levels, gut health, as well as condition of skin, hair and nails.
A noteworthy trend is the increase in the number of nutraceutical products available in supermarkets and the health claims that accompany these items are leading to certain confusion among consumers. The uncertainty is more in case of products proffering more than a single benefit, as buyers are wary of undesirable side effects. Thus, the nutraceutical industry needs to clearly convey the legitimacy of products to increase demand.
On the other hand, increasing campaigns by dairy manufacturers are leading to greater consumption of probiotics. Nevertheless, a lack of understanding to a small extent about the existence of beneficial bacteria against harmful ones still persists among consumers. Food enterprises need to create significant public awareness highlighting the benefits of probiotics in terms of their nutritional value to counter this problem.
"Further, food companies are pursuing research activities to identify robust strains of probiotic bacteria along with developing technologies to improve the stability of probiotic products," states Nadkarny. "However, concerned companies also need to cope with the restrictions imposed on the application of these products, while concurrently taking steps to correct end users' impression of probiotics being unstable."
Advances in Medical and Specialty Nutrition, is part of the Foods and Beverages subscription, which also includes research in the following product areas: nutraceuticals, functional foods, and probiotic food products. All research included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants. Analyst interviews are available to the press.
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Advances in Medical and Specialty Nutrition
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Shwetha Thomas, Corporate Communications, Frost & Sullivan, + 91 (022) 4001 3429 sthomas@frost.com
Samantha Unnikrishnan, Corporate Communications, Frost & Sullivan, + 91 (044) 4204 4667 sunnikrishnan@frost.com
Source: Frost & Sullivan (Business Wire India)
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