Nutraceuticals

In providing a promising new route in engaging and delivering successful nutrition intervention in young adults and adolescents, digital technologies such as social media, gamification, health tracking, education, social support and others play a vital role.

Increasing use of social media and smartphones by these age groups is making technology-based interventions specifically pertinent to help this age group and teach positive habits that can be carried further into adult life.

According to a recent review, a technology-based intervention can also help treat mental health, diet modification, physical inactivity and substance abuse.  Robotics and Artificial intelligence also help researchers learn more about the connections between technology and humans.

Emerging Technologies in R&D as a Nutritional Intervention: 

Microarray and nanotechnology, these new emerging technologies can advance the science of nutrition by developing, discovering, and delivering several intervention strategies to improve health and reduce the complication and risk of various diseases.

Food grade nanotechnology and microarray are being increasingly used to improve efficient encapsulation, increasing bioavailability and digestibility.

Supply Chain (Food Blockchain Revolution): 

Blockchain technology is becoming a new level of sharing information and transparency for the farmers to processors to packer to distributor to packaged goods maker to retailer to foodservice operator to the exporter to the consumer, blockchain technology is taking off as a novel for the agri-food business to disclose and record transactions in an open virtual space across the entire chain.

AI Revolutionizing Food Processing and Healthcare Business:

AI is impacting the food processing industry efficiently; it helps the industry both directly and indirectly. It allows farmers with weather predictions, which indirectly produces high-quality raw materials for food processing companies. It instantly soothes the food processing business by food safety compliance, maintaining cleanliness, developing products, and sorting packages and products. 

AI technology even plays a vital role in healthcare by forecasting potential high-risk conditions and improving diagnostic accuracy. With enhanced AI capabilities, robotics equipped with AI robust seems to play a substantial role as surgical assistants, delivery, and transportation aids.

Consumer Awareness through Apps: 

• Lesson From m-Nutrition:
  m-Nutrition is a global mobile-based advisory service, promotes behavioural change around farming practices and nutrition to boost adults and children’s nutritional health in low-cost countries. This m-Nutrition is a well-designed service that provides individually practical, tailored, and context-particular advice lacking in other information sources.

• E-Learning to Empower Front-Line Nutrition Workers in India:
  The department of child and women development and FaNS Project of Madhya Pradesh, India, implemented an interactive eLearning platform in February 2019 to provide counselling skills to 97 135 front line supervisors and workers, high-quality, standardized, and systematic training to boost nutrition knowledge. To analyse this digital tool’s effects on front line workers’ capacity-building, a study was conducted in December 2019, which showed that 25,000 have embarked on 40 hours training course and 7000 have completed it. The training benefited ninety-nine percent of participants, and they claimed that the training enhanced their nutrition knowledge and counselling skills. The practice was said to be systematic, comprehensive, and suited to participants’ roles and responsibilities.

 

The Nutraceutical industry is a booming field in India as the consumers are increasingly gaining exposure to various Dietary supplements and fortified products. Despite increasing awareness, nutrition remains an incompletely understood concept in India and a large portion of the population suffers from Malnutrition in one or the other form. As Nutraceuticals are presumed to be safe and are marketed without prescription in India, it is crucial to impose stringent guidelines and regulations over the active ingredients of nutraceuticals, identity, purity and bioavailability for the rationale use of nutraceuticals. Nutrivigilance is necessary to incorporate monitoring schemes to identify the adverse effects caused by nutraceuticals for the consumer safety.

Reporting by Healthcare providers:
Healthcare providers play a vital role as they are actively connected with patients and consumers. They are also aware of the health profile, history and current medication regimen of their patients. They can thus be tapped as influencers to educate the consumers about ensuring the right Nutrition.

Educating the consumer:
Providing Nutrivigilance guidance, awareness and updates as leaflets to consumers can improve awareness among them. Once again, healthcare providers can be instrumental in explaining potential side effects or inappropriate use and potentially risky combination of Nutraceuticals with other medicines.

Combating adverse effects of Nutraceuticals:

• Avoiding prolonged use of Nutraceuticals without guidance of healthcare professionals
• Not taking Nutraceuticals to treat self-diagnosed conditions
• Not consuming Nutraceuticals with, or instead of Prescription medications without
• consulting a Healthcare professional
• Consulting healthcare professionals about the supplements taken before a surgical procedure
• Abstaining use of Nutraceuticals sold through improper and untrustworthy channels
• Being cognizant of labels and information provided on Nutraceutical products

Regulatory perspective:
The Dietary Supplement Health and Education act as well as the Food Safety and Standards act have issued rules and regulations regarding registration and licensing of Nutraceuticals in India.
As per norms, the manufacturer:

• Is accountable for product analysis, development, authentication and safety of Nutraceuticals
• it makes and supplies
• Must not print any misleading information on the labels
• Must not claim that the product will diagnose, treat or prevent any disease
• Must guarantee purity, composition and identity of their Nutraceuticals

Path Ahead:
The domestic Nutraceutical market is currently experiencing growth. Existing as well as new players are providing nutraceuticals and dietary supplements both locally as well as globally.
With this background, the standardization of these products is one of the valiant challenges for regulators and the industry stakeholders. The need, scope and importance of Nutrivigilance have to be accepted with paramount importance.

 

There is no doubt that the world is in a very distinctive and perturb state right now. Health is at the top of everyone’s mind, remarkably immune health because of the growing covid-19 pandemic. The immune system supports your body to fight against disease and protect it from getting ill in the first place.

While things like season changing and pandemic may warn us of immune health, it is really of great importance all year long.

The excellent news is that even though some things are out of your control, there is still much that you can control, precisely what supplement you take, what you eat, and how you treat your body.

With no scientific evidence-based treatment for COVID-19 yet and a vaccine still in the Clinical trial stage, the keyword has been ‘Nutraceuticals’ and ‘Immune boosters’ during the past eight to nine months.

Nutraceuticals & Functional Food Use- A Focus on Self- Protection:

Just before the pandemic, many of us did not know about what the Nutraceuticals is?

Coronavirus has done an excellent job of opening consumers’ eyes to the power of food and its function. Some findings are consistent with google and taste wise research, which demonstrates a rising trend for vitamin C, D, zinc, elderberries, rosemary, melatonin, collagen, mushroom, and Nutraceuticals. This finding is of note also because of the notable increase in the prevalence of internet searches for ‘food’ and ‘Immune system,’ which rose 670% globally in the first two weeks of March’20. In India, according to the google trend data the index search for immunity, gut health and nutraceuticals rose by 100%. 

This urgent requirement for a solution is reflected on the individual level by an unprecedented rise in consumer sales of supplementary nutrients, nutraceutical products, Ayurvedic concoctions, and functional products, which were considered effective against influenza, SARS virus, which has been on the front burner during this pandemic as well. However, consumers are seeking to use any functional food that is used to self-medicating their moods.

At a particular time in the past, traditional Indian homemade food was healthy and owned unbelievable health benefits. Indian food played a vital role in inflammation, immunity, brain function and people were healthy. The scene across the globe has changed, and India has also become a part of it. The nutraceutical market is flourishing predominantly in the United States, India, and European countries. When it comes to health and immunity, the first thing that comes to everyone’s mind is ‘Nutraceuticals & Immune boosters’. It will continue as people have shifted towards prevention is better than cure.

The breakthrough in grasping the connection between health and nutrition gave an impulsion to the concept of nutraceuticals as a feasible and definitive perspective to meliorate health and lessen the peril analogous with certain diseases.

Increasing health awareness, drift in population disease demographics, where younger people are affected, lifestyle alterations, escalated purchasers’ opulence, and high life expectancy is responsible for increasing the market for nutraceuticals in India. 

 

07th November 2020: Registration is obligatory for all home chefs

One of the pragmatic outcomes of the pandemic was the upsurge of several home chefs across the country. It has recently disclosed that all home chefs are required to have an FSSAI (Food Safety and Standard Authority of India) registration number.

According to the F & B consultant Neeta Bhoopalam, people need not panic and apply for the registration as per the rules. 

There are two types of FSSAI no. that people need to look at manufactured by and marketed by. Those who are preparing food from scrape and peddle need to apply for a ‘manufactured by’ FSSAI numbers. Those who are obtaining materials from someone else and peddling need to have ‘marketed by’ FSSAI numbers. Depending on the number of years one wants to opt for the registration (can be from 1-5 years), the fees for the same, counting the department charges and government fee, range from Rs 1,500 to 5,000.

Neeta further adds that those who have Turnover below Rs 12 lakh per annum need to have a state license and central license for those above 2 lakh turnover per annum.

https://retail.economictimes.indiatimes.com/news/food-entertainment/food-services/decoding-fssai-registration-that-is-now-mandatory-for-home-chefs/79102204

 

19th October 2020: FSSAI is now all set to extend FoSCoS to the entire country with effect from 1st November 2020.

It is an online FLRS (Food Licensing and Registration System) since 2011 and is the licensing ecosystem’s soul. While over 40 lakh licenses/ registrants are actively transacting, 70 lakh licenses/registration have been issued to date and operational in all states.

A cloud-based, upgraded new food safety compliance FSSAI has launched an online platform called FoSCoS (URL-https://foodlicensing.fssai.gov.in), which will replace the existing FLRS (URL-https://foodlicensing.fssai.gov.in).

FoSCoS is externalized to bestow one point stop for all espousal of a food business operator (FBO) with the department for any regulatory compliance transaction.

https://retail.economictimes.indiatimes.com/news/industry/fssais-new-food-safety-compliance-platform-to-become-operational-across-india-from-nov/78748248

Experiences from previous pandemics have shown that, when such outbreaks evolve, there is an urgent need to expand public health activities beyond urgent clinical management. Also, the 2020 pandemic ‘COVID-19 outbreak’ is not an exception!

This pandemic has brought a new set of challenges for the individual to maintain a healthy mind and
body. In the starting phase, many of the countries have announced lockdown around the globe.
Citizens were asked to stay at home for the community spread of virus. These measures of social
distancing have severe repercussions on both Physical as well as Mental well-being.

If we look at physical health, the food and health nutrients supply chain was hampered due to
insufficient transportation. Even, the confinement to home has directly affected one’s physically
working patterns and eating habits. For working class people, adapting to ‘Work from Home’ norms
brought very low energy expenditure.

Even COVID-19 has implications on mental health. It has been seen, fear and anxiety about this
pandemic has changed diet pattern around the globe. Compelling evidence showed that dietary
habits are affected by conditions of stress, distress, and emotional disturbance, whereby elevated
distress levels are associated with unhealthy dietary patterns and poor quality of the diet.

Malnutrition: The silent pandemic in India
Global Hunger Index has shown India is a home for about 30% of world’s stunted children and 50%
of severely wasted children. In addition to this, other factors like anaemia and obesity are increasing
burden on hidden huger.
The recent pandemic has brought serious threats to nutritional rights of malnourished individuals.
The lockdown has disrupted access to essential services including mid-day meals, vaccinations and
also supply of health supplements to the needy.

Mitigating COVID-19 impact:
To fight against upcoming pandemic of Malnutrition, one needs to tackle of four levels; individual,
community, national and global.

Individual stance:
At individual level, the responsibility lies in making an effort to choose a healthy lifestyle with right
diet and exercise.

Community stance:
At community level, people should avoid stock buying. Those who can afford can stock extra food or
other essential materials, which increases stress on supply chain. Therefore, at a community level, it
is crucial to spread awareness against ‘Panic-buy’.

National Stance:
All nations around the globe are experiencing burden on healthcare services so national economy as
well. To avoid the shortage of essential services including foods and medicines, government should
invest in planning of resources, formulation of policies to support the production and distribution.
Even the public private partnership has become imperative to build etweorks with private sector,
the international agencies, and local communities. Even as social level, running public awareness
campaigns, nutrition education, emergency news bulletins, radio and TV announcements can create
awareness.

Global Stance:
COVID-19 has shown a global threat requires global action. There is a need to work together and
coordination among countries to ensure supply of essential goods and medicines and making sure
that humanity emerges from this pandemic with the least possible losses.
In nutshell, when entire world is engaged in vaccine research, the influence of this pandemic on
nutrition and dietary intake has already gone beyond the individual and the community to reach
national and global levels. The main aim should be to maintain the physical and mental well-being
individuals with resilience of communities, and national and global food security.

Sources:
https://www.nature.com/articles/s41430-020-0634-3
https://indianexpress.com/article/opinion/malnutrition-the-silent-pandemic-6610858/

The “Next Normal” of Indian Nutraceutical Industry

Indian Nutraceutical market is about to reach USD 10 Bn, which is 2% of Global Nutraceutical market pegged at USD 388 Bn. Even with such a small percentage, the Domestic market is poised to witness a substantial growth when consumer is moving towards pathy-agnostic attitude and increasing demand of preventive medicines. This shift will stimulate the demand for nutraceuticals containing products in near future.

The pandemic has also been the foundation stone and there has been a positive impact of COVID-19 on this industry. The Nutrition Business Journal 2020 predicted the sales of immunity supplements will spike over 25% in 2020 from 8.5% growth of 2019. 

Although Indian Nutraceuticals finds its root in Ayurveda, it has not been leveraged its potential in this marketplace.

India, to be a Nutraceutical hub and to explore the opportunities for expansion, the promise should be made with science based products, end-to-end supply chain capability and reformations in regulations.

Consumer Demand:

In India 150 mn people are consuming various Nutraceutical products. Pandemic situation has brought more focus and acceptance towards Nutraceuticals. The “next normal” way of living with preventive medicines will be one of the driving factors which will accelerate a growth rate up to 30%-50% higher than pre-pandemic times.

Regulatory Reforms:

The pandemic is also the foundation stone of the start of regulatory reforms in terms of responsible nutrition, bursting invalid claims as well as bringing up awareness by conducting training programs like FoSTaC (Food Safety Training and Certification). FSSAI (Food Safety and Standards Authority of India) now is non-negotiable terms on clinical evaluation of products, safety, efficacy and compliance with RDA.

Digital Transformation:

India being a youthful nation always attracted many marketeers. Likewise one of the lucrative markets is “e-Commerce”. From ordering e-pharmacies to having affinity towards digital entertainment platforms like Netflix, Indian population has always shown higher acceptance towards makeover with Digital solutions. And “e-Commerce in Nutra Space” is also not an exception. Pandemic has changed the market dynamics completely. e-Commerce has seen multi-fold surge. Yet, “Products with Trust” remains an issue with spurious brands.

Ensuring Supply Chain:

India to be a Nutraceuticals hub should ensure end-to-end supply chain capability. It is possible only when Pharma – Nutrition scenario gets built up. Automatically, the supply chain issue gets transformed and smooth supplies would flow.

With existing knowledge and available resources, existing players will have to expand via backward or forward integration. Increasing the raw material output by expanding cropping region, continuous availability of labour, adopting technology and being innovative will together develop an integrated model that will make Indian Nutraceutical industry grow.

Technology Convergence:

Adoption of newer technologies such as “Block-chain” will enable tracking the journey of ingredient/formulation from “farm to capsule”. This will ensure timely delivery of product and sufficiency of active ingredients. Even few of the AI (Artificial Intelligence) tools can be used to create an awareness to find out deficiencies in micro-nutrients.

Towards a Brighter Future:

Correlation between health and nutrition was a breakthrough for Nutraceutical industry. This science has given an impetus to the belief that it can provide preventive measures and reduce the risk associated with certain diseases.

With the evidence based approach Nutraceutical stakeholders are acquiring new scientific ways to educate consumers by sharing detailed information about the product and its benefits. Also, with newer technology, industry players are working towards improving quality standards of the product, enhancing transparency and giving competitive pricing.

In terms of Indian Nutraceutical regulations, if we can match with International standards then foreign investment and entry of new players will double the valuation in multi-folds.

Thus, with trust in products, Nutraceuticals are set to become a common part of Indian households in the near future!

Source:

1. Nutraceuticals in India: A game changing opportunity in the healthcare and food industry.
   • https://health.economictimes.indiatimes.com/news/pharma/nutraceuticals-in-india-a-game-changing-opportunity-in-the-healthcare-and-food-industry/74512687. Accessed on 11.11.2020
2. Nutraceuticals: From Alternative to Mainstream.
   • https://health.economictimes.indiatimes.com/news/pharma/nutraceuticals-from-alternative-to-mainstream/78402708

India, well-known as World’s Pharma hub, finds its root of Traditional medicines in Ayurveda! This legacy of curative knowledge is far older than the modern medicines. With Covid-19, world has accepted the role of preventive measures, thus “alternative” medicine becomes “mainstream”.

As per research, there is surge in global demand for nutraceutical products. The European consumption is influenced by innovation and research, the USA demand is driven by growing health awareness, whereas, Asian preference is due to the trust in conventional medicines.

India, having an inherent advantage in this space, is poised to benefit. Hence, to tap this potential, multipronged approach is needed, such as increasing grants for R&D, Ensuring end-to-end supply chain and redefining the regulatory system.

Efforts are being put by regulators to give the industry the required boost and allow it to contribute substantially for the public healthcare. So, let us have a look at some of the reforms done in regulations in Corona times.

 

11th June 2020: FSS Act, 2006 permits use of nutrients in products such as health supplements, nutraceuticals, etc. in amount not exceeding Recommended dietary allowance (RDA) prescribed by ICMR. – all the central and state licencing authorities are advised to strictly implement the limitation of ‘Not more than one RDA’ for nutrients as per section-22 of FSS Act, 2006 while granting licenses to FBO except for Food for Special Medical Purposes and Food for Special Dietary Uses where use of more than one RDA is permitted (as per schedule III of Nutraceuticals Regulations). https://fssai.gov.in/upload/advisories/2020/06/5ee715f0cf8c7Letter_Compliance_RDA_License_15_06_2020.pdf

16th July 2020: Surveillance and enforcement to prohibit the sell of health supplements and nutraceutical products contains PABA- a banned ingredient-re. FSSAI has banned the use of PABA in the products covered under Nutraceutical regulations due to safety concern with immediate effect. No further manufacturing is allowed and products already manufactured and imported shall be withdrawn from the market. https://fssai.gov.in/upload/advisories/2020/07/5f1035178000aLetter_Surveillance_Enforcement_Sell_HealthSuppliments_16_07_2020.pdf

 11th Aug 2020: Products covered under FSS (food or health supplements, nutraceuticals, food for special dietary use, food for special medicinal purpose, functional food and novel food) are required to comply with the general labelling requirements under the FSS (Packaging and Labelling) Regulations, 2011. https://fssai.gov.in/upload/advisories/2020/08/5f3267e31a228Letter_FSS_Health_Supplements_11_08_2020.pdf

1 Oct 2020: The ministry of health and family welfare has framed Food Safety and Standards (Amendment) Bill 2020 and introduced 70 amendments in the 2006 Act to revamp FSSAI functioning and its jurisdiction.                                With the amendments, the government has proposed to bring regulation of animal feed industry under FSSAI.Government has also decided to specify standards for “food contact material”, which would mean specifying standards for food packaging material.
The government has also proposed to make the Act more stringent prescribing enhanced penalties for violations, including manufacture and sale of unsafe food, adulteration of food causing death, carrying out business without licence and repeat offences. The amendments propose enhancing maximum fine for manufacturing and sale of unsafe food from Rs 1 lakh to Rs 3 lakh.

https://economictimes.indiatimes.com/news/economy/policy/govt-moves-to-revamp-the-food-safety-and-standards-authority-of-india/articleshow/78434548.cms

8 Oct 2020: FSSAI invites EOIs (Expression of interest) for selection of Training Partners empanelled under FoSTaC for training of Food Handlers- working with MDM, Aanganwadi, Govt. Canteens and Place of Worship for FSSAI. Organization invites EOIs from experienced and well-established agencies with valid empanelment as Training Partners under FoSTaC launched by FSSAI and who are ready to provide their services with due care and guidance to the users so as to get maximum utilization of resources.

FSSAI will reimburse the amount with due verification, as deemed fit, considering the number of trainees per class. (EOI_TP_ FoSTaC pdf)

12 Oct 2020: The order on “Requirement of Non GM cum GM free certificate to accompany imported food consignments-reg” is presently applicable only to food crops mentioned in annexure I of the order and not to processed products in general. Comments received from different countries will be studied before order comes into effect. (Clarification_GM_Food pdf)

 

As most of us are in lockdown at home we are wondering how the post- lockdown world would look like. Opening up economic production, even partially, has brought lot more challenges.

In recently published manual, The Union Health Ministry has addressed the preventive measures that cover all types of workplaces including manufacturing plants and corporate offices.

The Covid 19 situation is disrupting and challenging the entire world like never before. I believe, it will help in making companies the world over more humane than alone profit oriented. The social distancing will in fact help in bringing the people more closer.

The present crisis will make a new difference in the human kind’s equation to 3ps i.e. People, Planet and Profits. It will help in making each of us more humble, caring, empathetic and self-sufficient; create more awareness about the importance of preserving and protecting our planet and its air, water and food resources; there will be a corporate behavioural shift where more importance will be given to people and planet over profits.

New workplace Norms:

Some of the highlights of the new workplace norms are like gap of one hour between shifts, staggered lunch breaks to ensure social distancing, sanitization of workplaces between shifts, frequent cleaning of common surfaces and hand washing. Thermal screening will be there for all those entering and leaving the work premises is mandatory and a list of COVID-19 dedicated hospitals in the vicinity should be available at the workplace.

One of the biggest consequences of the Covid-19 pandemic has been the workplace transition to the home front, i.e., work from home (WFH). WFH has radically changed traditional work arrangements.

Essentials of WFH style:

The WFH has become survivor of for many industries including Nutraceutical as it has opened a window for physical and virtual collaboration. This has accelerated the workplace transformation and digitally transformed environments.
But to successfully navigate through this new way of working, organisations need to address it differently. The people strategy and business strategy need to be reframed in a manner that the focus need to be shifted from business-first to people-first, that is, be employee-focused and client-centric in operations.
With remote work environments becoming the new norm it is necessary that workforce is reskilled and relevant for the times ahead. Hence organisations need to ensure continuous training and learning programmes for employees

Even assistance with healthcare support (doctor on call, fitness sessions), stress management (counselling and meditation) and social connections (virtual coffee meets) can be provided by the organisations.

 

Essentials to Make Progress Nutra Industry in Near Future:

Amongst the industries in this COVID-19 crises health has become very precious industry and being at home everybody is consuming home food and looking for how to fight with COVID-19 infection by improving immunity.

 

By and large immunity has become a focus and everybody is trying to improve immunity to fight with any viral load is confronted. Absence of vaccines and presence of tests increasing new number of suspected and infected patients. Although the mortality rate is very low in India, community has engulfed in lot of fear of life.

 

As long as community remains in fear, for few who do not fear at all and disobey social distancing as well as other provided norms you would find the situation would remain same with mixed feelings as well as plethora of concerns attached to this crisis issue.

 

As a result it is important to bring hope in community from fear which will perhaps provide discipline on one hand by improving one’s immunity and also hope and on the other hand align them to be work forward to make industry more profitable.

 

It is a reality that WFH is going to be new work culture and even in the offices as they open the same remote working culture would always remain in future. It is a matter of balancing on the spot working and remote working for variety of businesses. As this proportion will vary from industry to industry, industries like IT, would have more component of remote working while construction, travel will have more focus on the spot working. Considering this kind of scenario industries are taking innovative approaches.

As a result it is important to bring hope in community from fear which will perhaps provide discipline on one hand by improving one’s immunity and also hope and on the other hand align them to be work forward to make industry more profitable.

It is a reality that WFH is going to be new work culture and even in the offices as they open the same remote working culture would always remain in future. It is a matter of balancing on the spot working and remote working for variety of businesses. As this proportion will vary from industry to industry, industries like IT, would have more component of remote working while construction, travel will have more focus on the spot working. Considering this kind of scenario industries are taking innovative approaches.

For any business or basically health business following essential functions need to, progress in a profitable way

1. Decision making: Business progresses on day to day decisions based on articulated plans. Here management has to manage with right proportion of On the job and remote working
2. Business development is an important activity and companies have different strategies to implement ,in the-right proportion
3. Manufacturing, logistics, trading and availability depends on which way it progresses with technology.
4. Communication in physical or digital way and on line business is becoming a fulcrum of business model
5. Performance Management is a crucial piece of all activities and our HR professional will make it happen

For Nutra industry to grow further it is necessary to leverage its strengths and opportunities.in future .In given environment ,challenges are many and the Industry leaders will have to adapt the new ways to manage their businesses.

 

Natural ingredients have multifaceted applications in many growing industries such as pharmaceuticals, food, personal healthcare, cosmetics and obviously Nutraceutical. Applications of these ingredients could be at different levels. They could be at active ingredient level, excipients level, additives level or applied in flavors and colors.

Multiple Industries: The scope for natural ingredients is wide and can be applied at multiple levels. In fact, pharmaceutical industry is getting integrated through natural and nutraceutical ingredients in mainstream of their business as the business is changing towards health. In case of pharmaceuticals, natural ingredients like amino acids, polysorbate, vitamin and mineral mix, herbal extracts, vegetable extracts, enzymes, slimming agents, joint health improving agents, etc. are consumed at different levels. In case of Vit E you would observe its usage and applicability of in multiple industries.

Food Industry: In case of food industry production and consumption of range of package foods and beverages are catching up the market share, use of many ingredients as emulsifiers, sweeteners, flavors and food enhancers, and preservatives would increase. As emulsifiers, lactose and lactose syrup, molasses, seaweed extracts, pectin and starches, tapioca, sago, arrowroot starch, rosin products, chickpeas and broad & horse beans, kidney beans, onions, tomatoes, garlic, carrots and olives, vegetable saps and extracts are showing good growth. Flavoring agents in beverages, dairy products, bakery, savory and convenience foods will need to abide by the new rules. The worldwide emulsifier industry was expected to exceed a volume of 2.5 million metric tons in 2017. Emulsifiers are used not only in food and beverage products but also in the personal care industry. Consumers are readily opting for natural emulsifiers. The market is also being driven by the trend of fat replacement in food products and product innovation.

Personal Healthcare Industry: In personal healthcare industry natural, organic and Ayurvedic ingredients are preferred in different types of formulations. As per Nielsen report (2017), consumption of such ingredients is growing fast as much as 1.7 times. Applications at active ingredient level are more predominant in personal care products in comparison to other level of applications in various industries. This industry is expanding beyond moisturizing agents and sun protection to anti-pollutant and antioxidant protection. Globally many active ingredients are getting replaced by natural ingredients as the evidence and science behind these ingredients is getting available at efficacy level as well as this makes a lot of sense at commercial level also. In Indian context market is getting developed in I, II, III tiers cities.

Cosmetics Industry: In cosmetic industry the preference for natural ingredients is particularly strong among consumers, who have been exposed to traditional Ayurvedic and Chinese medicines. As most of the cosmetic products are changing their market definition to skin health and other appropriate domains, there is need for replacing synthetic ingredients and also preventive agents as many are looking for natural, active as well as preventive agents. As a result, there is a need for developing R&D, product development, rigor of regulatory needs such as human studies, clinical trials expertise in cosmetics and also overall skin care and ageing market.

Nutraceuticals Industry: In case of Nutraceuticals industry, besides food and beverages, functional foods and dietary supplements take major charge of applications as well as consumption. Processed foods and beverages like cereals, soups, food fortifiers, fortified juices and other similar products have direct consumption as active ingredients of Nutraceutical ingredients.

 

Formulations market has dependence on Nutraceutical ingredients which was amounted to USD 25 bn in 2015 to the tune of almost 15-20% of its total formulations and as the formulations grow role of ingredient with its growth would further increase. USA and Western Europe account for 77% of the total volume and China and Japan are following the trend, the ingredients are also traversing in the same direction. Probiotics and fatty acids derivatives dominate this market along with herbal and non-herbal extracts.
Along with these, other ingredients like Asthaxanthin, Polyphenols from pomegranate, Glutathione and extracts of

 

In case of such extracts high technology places a very important role in maintaining quality, safety and traceability as these are the two major corner stones in making ingredients further grow in this domain as well as in other industry domain.

Innovations: Obviously, innovations which will improve bioavailability and also novel delivery system would further improve the differentiating factors for industry. From industry point of view the demand for right mix of different ingredients is also becoming more common as it becomes convenient for manufacturers to provide desire level quantity in safety, quality and traceability.

IoT: Other way of looking at these applications and consumptions, primary source of information could be through internet of things as you can get direct feedback from consumers through what they say on social media and other digitally powerful media.

Recent data from Nutraceutical world reveals that, 20 key health ingredients have already made head-way in the hearts of the consumers as they reveal what they feel.
Ingredients Journey: Being a fascinated journey from creating something in the laboratory and seeing as well as visualizing its ramifications on different industries for their applications give tremendous satisfaction and perhaps this may lead to quantum jump in business for few ingredients as it has already happened for lutein, spirulina, lycopene, vanillin, as all these ingredients have grown in different dimensions. It is a right way to say that unlike pharmaceutical active ingredients, natural active ingredients can be branded as they are multi-faceted.

References:

• Nielsen report (2017) 
• Interlink Knowledge Cel 
• Nutraceutical ingredients, Specialty chemicals update program, IHS Markit, July 2017

India’s 6 weeks lockdown has impacted Nutraceutical and Dietary supplements industry on multiple fronts. But COVID-19 makes everything different because people are really, first and foremost, concerned with their and their loved ones Physical health.

India has been declared as a country of Malnutrition and main reason for this situation is Hidden hunger! It is a lack of vitamins and minerals. The quality of food people eat does not meet their nutritional requirements as food is deficient in micronutrients.

In India almost 15% of the population is undernourished. These people may not have access to nutritious foods for one reason or another, so supplements can help fill gaps in their nutrition.

The stress of the COVID-19 pandemic can further deplete essential nutrients that the body needs to maintain health. So, although supplements have no direct effect on the COVID-19 virus itself, they can certainly help support overall health and wellness during this very stressful time.

Role of Health Supplements:

As everybody thinks of nourishing well on one side, however they also feel that they should improve their immunity to face this crisis of Corona. There are many nutraceutical ingredients which are useful for building and enhancing individual immunity.

The supplements for immunity and prevention have shown increase in the sales. In this list Ingredients like Vit D, Vit. C and Zinc are on the top. Even immune boosting products like Curcumin, Selenium and Probiotics products have been growing since the outbreak.
Along with these, other ingredients like Asthaxanthin, Polyphenols from pomegranate, Glutathione and extracts of Indian spices like Ginger and Garlic and are also considered to be important ingredients to build immunity.
In case of providing support in nutritional deficiencies, RDA based multivitamin/multi-mineral supplements are advisable to reduce the rate of acute respiratory infections, shortens the duration of flu-like symptoms and improves the rate of recovery.

Fig 1.1 Role of Health Supplements

Along with these there are few traditional herbs which may possess beneficial nutraceutical ingredients to boost immunity and shows anti-viral properties. Virgin coconut oil is one of those ingredients. The active ingredients like Luric acid and Monoluarin from Virgin Coconut oil have shown to be effective against viral infections. Also ingredients like Fucoidan have some immunomodulatory properties and reduce allergic responses and activate Natural Killer Cells and T cells.
Common Indian spice like Cinnamon Bark in the extracted form of compound IND02 has shown anti-viral properties against H1N1 and H3N2. But the anti-viral activities against COVID-19 need to be further studied and confirmed. Also ingredients like Luteolin, Apigenin, Quercetin and Chologenic acid have been studied to function as anti-viral. One of the major ingredients like Palmitoylethanolamide, present not only in egg yolk, but also in other foods, such as soy oil, peanut oil, and corn has shown anti-inflammatory action and symptomatic relief of flu symptoms.

In case of market response to this crisis has been phenomenal. As many of above mentioned ingredients and herbs are not only getting used as immune-boosting but also for preventing side effects. The demand of such products is increasing as per the awareness and knowledge of consumers. In India, even healthy snacks like protein bread has shown increased demand. The Indian start-up specialised in making protein bread and cookies has seen online sale go up by 15%.

Propagation of Integrated Medicines has been seen beautifully woven in this crisis period. Along with the modern medicines, the ministry of Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy (AYUSH) sent out a new advisory to states suggesting “add-on traditional medicine interventions to conventional care”. The advisory suggests intake of Tulsi, Ginger, Guduchi (Tinspora cordifolia) and Turmeric in diet. Also use of Sesame oil along with inhalation of Eucalyptus oil is advised to lower the incidences of respiratory tract infections. Yet, efficacy of all ingredients is very important here, particularly in cases such as this, where many aspects of the virus are still unknown and claims need to be backed with clinical evidences.

Challenges for Nutra and Dietary Supplements Industry:

Some supplement categories could see sales declining. The ingredients like Ashwgandha, Lycopene, Lutein and segment of Sports Nutrition are likely to see lesser demand during this time.
Even supply chain is experiencing losses in terms of exports as most of the ports are closed. Likewise, most of the companies are facing supply chain disruptions. But there are chances that new channels may emerge!
The outbreak of COVID-19 has highlighted that businesses should adopt Hybrid Model. The Hybrid Model will encompass both in-person interaction and digital touch. This can include channels like online stores and adopting subscription models.
The use of Artificial Intelligence to trace and track entire value chain will be much useful and will be accepted by consumers for its efficiency and effectiveness. Video conferencing and digital friendly education platforms will be much useful to update the employees amidst the period of lockdown.
Common communication platform can be generated for all stakeholders that will help them to make business deals and trade purpose.

In this situation consumer awareness and consumer engagement will be a key to success and it can be done with the help of social media. As well as knowledge sharing can be used as a tool to engage and retain customer. And Subscription model will lead to expected growth in these volatile conditions.

References:
https://www.nutraingredients-asia.com/Article/2020/03/26/Eating-right-COVID-19-pumps-up-sales-for-India-s-protein-bread-maker?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https://www.nutraingredients-asia.com/Article/2020/03/31/India-s-COVID-19-lockdown-Dabur-Pure-Nutrition-and-Akay-weigh-in-on-economic-impacts?utm_source=copyright&utm_medium=OnSite&utm_campaign=copyright
https://www.msn.com/en-in/health/familyhealth/coronavirus-anti-viral-foods-to-build-immunity-and-keep-diseases-away/ar-BBZBkpa
https://www.nutraingredients-asia.com/Article/2020/04/06/Transform-to-survive-MLM-firms-LifeVantage-Herbalife-Amway-reveal-strategies-for-success-amid-COVID-19-disruptions