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Fast Moving Health Goods (FMHG) – the brand new buzzword
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Monday, 07 February, 2011, 16 : 45 PM [IST]
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Hasan Mulani, Mumbai
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Nutraceuticals, health ingredients, functional foods & dietary supplements can be drivers of economic growth for various developing nations because of their rich bio-diversity & traditional knowledge. India lacks a suitable regulatory framework and this impacts market development.
Along with the growing healthcare industry in India there is an emerging trend in growing consumerism for “Fast Moving Health Goods” (FMHG), worldwide known as Nutraceuticals – which are by definition, ingredients with human benefits beyond basic nutrition.
A variety of terms have appeared world-wide such as nutraceuticals, medifoods, vitafoods, functional foods and the more traditional dietary supplements and fortified foods. The Health Foods and Dietary Supplements Association (HADSA), defines Nutraceuticals as “ non-specific biological therapies used to promote wellness, prevent malignant processes and control symptoms. They can be broadly categorised based upon the products as: Vitamins, Antioxidants, Minerals, Herbals/Botanicals, Proteins and Fibers.”
According to Shreya Pandey, manager – R&D for regulatory affairs, GlaxoSmithKline Consumer Healthcare Ltd, rising competitions and health awareness have forced the industry to focus on “get-up-and-go” aspect. Currently, the Indian health foods industry focuses on digestion, low fats, low cholesterol, sugar-free, and organic source. “Omega3, Antioxidants, weight gain/loss ingredients, immunity boosters, soya, dietary fibers, pro-biotic, caffeine and 100% vegetarian are the latest trends available in the health businesses,” she said.
In the global marketplace nutraceuticals and functional foods have become a multi-billion dollar industry. Currently, global nutraceuticals market as per Cygnus estimates in 2007 was over $120 billion and it was growing at a compound annual growth rate (CAGR) of 6.8%. “Right now, the global market is dominated by the US having a market share of 36% followed by European market having 24% share and Asia with 30%, whereas rest of the world has 10% of market share. In the Asian continent, Japan sweeps the market share by 22% of the global market, whereas remaining 8% share is among other Asian countries,” Cygnus said in its research report.
Global trends
India, China to become fastest growing nutraceuticals market: India and China will emerge as the most rapidly expanding nutraceuticals ingredient markets as strong economic growth allows them to upgrade and diversify food, beverage and drug production capabilities.
By country, the US will continue to be the largest global consumer of nutraceutical ingredients due to the broad, increasing range of nutritional preparations and natural medicines produced domestically. China will remain the largest worldwide producer based on its extensive fine chemicals industry and aggressive pursuit of exports.
Vitamins A, E to pace gains in nutraceutical vitamins: Global demand for nutraceutical vitamin ingredients will increase 5.9% annually to nearly $7.1 billion in 2013. Natural vitamin E formulations derived from non-genetically modified plants will post the strongest gains due to their acceptability to the European Union and other countries (e.g., Brazil) that limit the production of edible compounds through biotechnology. Natural formulations of beta carotene (vitamin A) will also fare well in the global marketplace based on efficacy advantages over synthetic ingredients, especially in multivitamin supplements and adult and pediatric nutritionals. Ongoing controversy about potentially toxic side effects will continue to moderate overall growth opportunities for nutraceutical vitamin ingredients.
Nutrients, minerals to be fastest growing segment: World demand for nutrients and minerals will reach $12.6 billion in 2013, up 6.4% annually from 2008. Soya proteins and isoflavones, psyllium fibers, omega-3 fatty acids, probiotics, lycopene, calcium and magnesium will see the fastest gains based on widely accepted health benefits and expanding applications in meal supplements and functional foods and beverages.
Garlic, saw palmetto, glucosamine among best opportunities in extracts: Increasing acceptance by consumers and medical professionals will push world demand for herbal and non-herbal extracts up 6.2% annually to $2.2 billion in 2013. Conflicting clinical and scientific testing results about actual health benefits will inhibit faster gains in the overall product group. Garlic for improving cardiovascular functions, saw palmetto for benign prostatic hyperplasia, green tea for cancer prevention and weight loss, and black cohosh for postmenopausal symptoms will be among the herbs continuing to fare well in the worldwide marketplace. Glucosamine (in combination with chondroitin) will generate the strongest growth in demand among non-herbal extracts due to proven benefits in the treatment of moderate to severe arthritic conditions.
Current scenario in India
In terms of the industry, trends that are emerging as more and more pharmaceutical companies, a sworn enemy of dietary supplements for years, are now adopting the nutraceuticals. According to the Federation of Indian Chambers of Commerce and Industry (Ficci), large food companies are constantly on the lookout for ways to diversify their product line have set up functional food or nutraceuticals divisions. The pharmaceutical companies in India have already set up to implement the extensive research necessary for drug discovery; the move into the less expensive and time-consuming nutraceuticals research process is a logical progression.
 Agreeing that Indian nutraceuticals and health ingredients industry is at a nascent stage and it would take an epoch to become a hub, Rashmi Uppal, technical marketing manager, foods, DSM Nutritional Products India Pvt. Ltd, in a most recent interview to Food & Beverage News said the nutraceuticals industry in India was still in its infancy. “Consumers in their own way are looking at prophylactic means through their diets to keep themselves healthy and fit. In other words with media propagation, consumers are increasingly aware of risks of lifestyle-related diseases and ailments in the wake of rising healthcare costs. All these factors are drivers for the growth of this sector in India. It is estimated that the nutraceuticals, dietary supplement market is around Rs 30 billion currently with a CAGR of > 15%,” Uppal estimates.
Product range
The Indian market is composed of food supplements and vitamins and mineral supplements. In the nutraceuticals market, vitamins have remained a major category, right from the day of nutraceutical birth in this country.
In one of the recently held nutraceuticals conferences, Dr B Sesikeran – director of the National Institute of Nutrition (NIN), Hyderabad, said, “The need of the hour is to evolve science based evidences of effectiveness, a regulatory framework to ensure quality, efficacy and safety and redefine traditional knowledge in present context and above all a high level of ethics in marketing.”
Food supplements include food products and supplements, malted beverages, protein powder, pediatric nutrition, fruit-based products, sports products, and clinical products segment is valued at over Rs 15 billion. In health food ingredients, the major share is held by food supplements like sweetener, meal replacer, and ginsengs which is valued at Rs 7 billion.
The next major pie is held by malted beverages (Horlick
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