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Indian health ingredients market to get a push in Europe
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Saturday, 11 November, 2006, 08 : 00 AM [IST]
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ive ways to the growing health concerns has become a priority. In the Indian context, how far does it represent a break from the past, asks Bosky Christopher? Excerpts from an email interview with Dr Jayant Deshpande, VP Technical, OmniActive Heath Technologies Pvt Ltd, Umasudhan, Manager - Marketing, Parry Nutraceuticals Ltd and Venki Hariharan, CEO & Managing Director, Phytotech Extracts Pvt Ltd on what to expect of Hi Europe.
On the break from past
OmniActive: There is increase in the percentage of population who are aware of health promoting ingredients. This also has a bearing on their affordability. More and more people are taking interest in health promoting OTC products in supermarkets and pharmacies. It is certainly a significant improvement over the past.
Parry: We still are in an infant stage. The evolution has to happen from all directions - the government, industry & consumer.
Phytotech: Most of the European consumers are aware about certain Ayurvedic formulations and some of the well-known herbal ingredients in such products. The herbal industry is isolating certain key plant ingredients and standardising its active ingredients to certain percentage. The clinical advantage of such ingredients are adapted from literature and the respective clinical tests done for the sake of international consumers. This has made a paradigm shift in the exports of such herbal extracts to the west. The uses of such standardised herbal extracts are growing in European countries and hence the demand is growing. Based on the standardisation of the extracts the label claims are fulfilled.
On India as emerging market
OmniActive: In the past, the vast majority of population was not even aware of health ingredients. Spending their earnings on improving one's health or on preventing disease, was unimaginable. With the increase in the earning capacity, more and more people are thinking seriously about the nutritional value of their food. Health ingredient market is bound to grow steadily in near future.
Parry: Even though there is an emerging trend, we are still 5-6 years behind or may be 10 years in certain segments. The awareness has to be improved by consistent effort by the accountable institutes, companies, media etc. The consumer should be willing to spend more on functional foods and nutraceuticals and this will happen only through awareness.Phytotech: India, due to its strong Ayurvedic base is still a virgin area for nutraceutical market. However, the new generation who has the exposure from the west is likely to use the functional food and dietary supplements.
On the new trends
OmniActive: Heart diseases, diabetes, anameia among women, malnutrition in children are major health concerns in India. Health ingredients in these categories will receive ready acceptance in Indian context. Obesity, cancer and hair loss, eye problems are other categories that will see increasing attention among the health conscious.
Parry: Essential fatty acids (PUFA) - mainly the oil industry, food fortification with vitamins (E, C etc), dietary fibres etc.
Phytotech: People are becoming more health conscious both in India and abroad. They are aware of the problems of obesity, immunity, libido, diabeties and allied problems etc and hence would like to prevent it by consuming the respective nutraceutical formulations. More and more products are being launched by Indian and foreign countries for such condition. A clinically proven product for such condition has tremendous scope for all these markets.
On opportunities and projections
OmniActive: Europe, Japan and American countries are eagerly outsourcing the health ingredients from India due to the cost factor. However, standardising the ingredients from natural source to the satisfaction of these countries will be a great challenge. Another challenge will be to provide adequate, reliable clinical data for the health benefits to enable the formulators to have a label claim.
Parry: To be recognised as a high quality & fair price supplier. To be competitive in both the respects in comparison to China.
Phytotech: India can have strategic alliances with global companies by doing contract manufacturing. We can offer high quality products consistently. Competition within Indian manufacturers is not healthy in long run. It is worthwhile to compete with China, our major threat.
On issues and challenges
OmniActive: First-of-all creating awareness about the health benefits of the ingredients is a daunting task. Use of popular medias for promotion such as television and ads in magazines are cost intensive. Secondly, the cost factor - in order to attract large percent of population, the health ingredients need to be affordably priced.
Parry: Increasing awareness is the main challenge. Then comes challenges like regulating the industry in terms of health claims and implementing safety standards.
Phytotech: World-class production facility, approvals from the respective countries' Ministry of Health, clinical trials to prove the ingredients' efficacy and safety, quality control norms and the financial muscle to market such ingredients remains a challenge.
On Hi Europe
OmniActive: Our exhibit shall include products such as carotenoids for eye health and as antioxidants, Curcumin, Green tea, Capsaicin, Fish oil preparations etc. The major emphasis will be on novel delivery forms for these ingredients that are user friendly as well as highly bioavailable. At Hi Europe we plan to launch Capsaicin in a novel delivery form, Zeaxanthin in vegetarian beadlet form, Lutein and Zeaxanthin in cold water dispersible form, Lutein beadlets in 10%, 25% strengths, and Lutein esters in 20% as beadlets.
Parry: We will be promoting Certified Organic Spirulina, Natural Betacarotene and other carotenoids - Astaxanthin, Lutein & Zeaxanthin. Spirulina is a super green food. It is a rich source of protein, vitamins, essential fatty acids, minerals, phyto-pigments and enzymes. Natural Carotenoids are powerful antioxidants.
All these ingredients are used as single nutraceuticals or in multi-nutrient formulas. They are also widely used in the functional food & beverage industry.
Phytotech: We will showcase Acacia catecu with 95% of Catechins, Mulberry leaf extract with 1 DNJ, Psidium guajava leaf extract, Mangosteen rind extract, Morinda citrifolia extract, Garcinia cambogia water soluble extract, Green tea etc. We have not been focusing on European markets. We are confident of appointing agents in Europe and meet some end-users of these ingredients.
On investment in R&D
OmniActive: OmniActive's R&D centres at different locations are recognised by DSIR. The R&D expenditure is well above 5% of the sales, which is highest among the mid sized nutraceutical companies in India. Multicarotenoid preparations, novel delivery systems for products such as curcumin, lutein, betacryptoxanthin, fish oil, etc are some of the products under development.
Parry: We are working on the vegetarian sources of EPA & DHA from microalgae.
Phytotech: A major chunk of the turnover is being spent for R&D activities. We are engaged in enriching certain of the specific existing extracts and new extracts.
On leveraging opportunities
OmniActive: Indian manufacturers have vast natural resource of the ingredient
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