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Nutranalysis

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BALASUBRAMANIAM IYER

The document discusses the nutraceutical market and factors influencing functional foods. It outlines 3 categories the nutraceutical market caters to and 3 categories nutraceuticals can be classified into. It also discusses 3 types of functional foods and lists 3 parameters and 2 factors that influence demand for functional foods. Finally, it provides 4 critical rules for the success of functional foods.

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Analysis or paralysis For better navigation?
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.
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
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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

More Related Content

Nutranalysis

  • 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