Nutranalysis

nutraceutical analysis

  1. BALASUBRAMANIAM IYER
    nutraceutical analysis
    Transcript Header:
    Nutranalysis
    Transcript Body:
    • 1. Analysis or paralysis For better navigation?
    • 2. The nutraceutical market today
      • Caters to 3 categories of nutritional needs:
        • Nutrition deficiency need - arising out of not getting proper nutrition (micro- and macro-nutrients) in the balanced proportion required for proper development
        • Disease or condition specific need - because of the disease or certain conditions. Eg,
          • Requirement is normal but body is unable to provide nutrition.
          • Requirement is increased as during pregnancy; and
        • Achievement need - excess nutrition required for better physical performance.
    • 3. Nutraceuticals in demand today
      • Nutraceuticals can be broadly be classified into 3 categories:
        • Functional foods
          • generic term that has been linked to health benefits.
        • Functional beverages
          • Gaining momentum because of aggressive marketing by the FMCG players; and
        • Dietary supplements
          • yet to claim a substantial share in nutraceuticals
    • 4. Functional foods
      • Functional foods can be of 3 types:
        • Products that are inherently healthy
          • includes products that do not add any bioactives, but intrinsically contain nutritional compounds that have scientific data to support functionality.
        • Products which add a researched bioactive compound to provide a health benefit
          • Eg, Burnvita which reformulated its line with added DHA, growing sales exponentially and building a new category with the reintroduction of orphaned phytonutrients; and
        • Products that are engineered or formulated specifically to deliver a desired functional benefit
          • Red bull, Gatorade, Power bar, etc.
    • 5. Parameters that influence demand
      • There are 3 parameters based on which demand of the food products varies:
        • Health or nutrition, and
        • Convenience.
        • Taste.
          • Although taste and nutrition are opposite poles, companies are trying to find a compromise between the two.
          • Hence in many advertisements we hear the slogan “Taste bhi; health bhi”.
            • The health or nutritional value of the product is the entry cost to the category but the differentiator is the palatability.
          • BB got it right for its proteins.
    • 6. Factors influencing functional foods
      • There are 2 factors influencing functional foods:
        • Bottom up
          • application of a new technology or bioactive into a product form. In general this approach is platform driven—such as exploring the many ways probiotics can be delivered. and
        • Top down
          • driven by the desire to address a consumer need. For example, this approach utilizes probiotics to address better immune function in children.
    • 7. Bottom up trends
      • These are varied:
        • Fiber: soluble & insoluble.
        • Omega 3s:
        • Plant Sterols:
        • Peptides:
        • Probiotics:
        • Phyto-specifics: polyphenols and catechins, and very specific fractions.
        • Nanotechnology: new compounds and carriers.
    • 8. Top down trends
      • These are varied:
        • Beauty from Within: currently in its infancy.
        • Mood Food: reduce stress and anxiety.
        • Sleep: growing rapidly every year.
        • Digestive Health:
        • Immune Enhancement: parental health concern.
        • Cognitive Function:
        • Libido:
        • Phytonutrition: to control diseases
        • Weight Management:satiety-a strong growth sector
        • Energy: sub-segmentation & alternative MOA.
        • Joint Health: aging population- category will grow
    • 9. Top down trends through market segments
      • These are varied:
        • Kids:
          • 90% of parents bothered.
        • Diabetics:
          • 1 in 4 people suffering from Type II diabetes also have heart disease but shows no obvious signs of the disease.
        • Seniors:
          • Many seniors already take several medications, and functional foods can offer nutritive support to balance pharmaceutical depletion without more pills.
        • Menopausal Women:
          • Greater risk market begging for proven solutions and functional foods may just be the answer.
    • 10. 4 critical rules for functional foods
      • There are 4 rules that are critical to the success of functional foods:
        • Provide a benefit that is appreciated and understood—science tells and emotion sells.
          • Strong and appropriate scientific research to identify, characterize and support the functional food product, but stay away from any kind of therapeutic message.
          • It is hard for people to make quantum leaps in improvement; and hence much better to demonstrate incremental steps up the knowledge and perception tree.
    • 11. 4 critical rules for functional foods
      • There are 4 rules that are critical to the success of functional foods:
        • Use appropriate validation- 3 types:
          • First person validation
            • when you try something and it meets your expectations.
          • Second party validation
            • when you rely on an expert, to provide a recommendation or validation.
          • Third party validation
            • a regulatory or institutional seal of approval.
    • 12. 4 critical rules for functional foods
      • There are 4 rules that are critical to the success of functional foods:
        • Deliver a wellness solution, not a medicine.
          • Market shows disfavor for functional foods trying to market themselves as therapeutics.
          • Eg, in CVD, it is so much easier and validated to take a statin or statin like functional food than to bypass a dietary sacrifice and “hope” that it will have an impact.
    • 13. 4 critical rules for functional foods
      • There are 4 rules that are critical to the success of functional foods:
        • Consumers eat to enjoy, and everything else is secondary.
          • A product must be experiential (whether by taste or use), intuitive (in how to use or how it works), safe & validated.
    • 14. Market Structures
      • Degree of competition in the industry
      • Too many products with no clear differentiation;
        • Visible and clinical differences not easily perceived by clinicians for vested reasons
      • What do we do?
        • Keep an open mind and provide solutions
        • Probe Gray areas, not necessarily medicines
        • Tap non existent need-gap products.
    • 15. Suggestions
      • Derma conditions like Psoriasis, eczema
      • Metabolic disorders like thyroid problems, Weight loss, weight gain, cholesterol, etc.
      • Products apart from medications like the amniotic fluid detection kit.
      • IV fluid bottle alarms
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