The nutraceuticals space has been abuzz with an increase in interest and investments in research and development projects seeking innovative solutions
The nutraceuticals industry in India has benefited tremendously from the increasing preference of a nutrient rich diet among the people, be they young adults or senior citizens.
In particular, the rising demand for natural immunity-boosting products during the pandemic, has brought the nutraceuticals industry into the limelight.
According to the International Trade Administration,USA, the nutraceuticals market in India is expected to grow to $18 billion by the end of 2025 which is the biggest jump in its growth over the past few years. The dietary supplements segment constitutes over 65 percent of the nutraceutical market and is growing at a rate of 17 per cent and is likely to hit 22 per cent per year, especially when preventive health has become the primary focus for all who are enduring the scourge of the pandemic.
The past few months have witnessed the entry of many new products in the nutraceutical space with increasing investment in the research and development projects within the industry to find innovative solutions. Majority of these novel products are being developed by companies based in South India.
The total market for nutraceuticals in India is growing at a rate of 21 per cent per year and is likely to increase in the coming times. The companies are trying to incorporate traditional herbal ingredients now more than ever, many of which are ayurvedic, into their nutraceutical portfolio, as a result of which the Indian market’s growth has surpassed global rates in recent years.
The growing demand for nutraceuticals has also helped give rise to ventures such as HealthKart, Patanjali, apart from creating room for further consolidation by global brands such as Cargill, Nestle, and Amway in the Indian market. Moreover, the UK wellness giant, Holland & Barrett, entering the Indian market are further testament to the huge potential of the Indian nutraceuticals market.
The growth is also very much evident with the fact that the sales of nutraceuticals and immunity boosting products were historically high during 2020, and are continuing to be so.
“People have now realised the role of nutraceutical products in disease prevention. On the other hand, the nutraceutical companies have also learnt that we need to be more involved in the leveraging and sharing of scientific knowledge so that supplements can be used as prophylactics”, says Sushil Khaitan, Chief Executive Officer & Director, Pure Nutrition, Mumbai.
Rise in R&D an investment
Kochi-based nutraceuticals manufacturer and exporter, Aurea Biolabs, has developed a first-of-its-kind nutraceuticals range called PureVeda in the form of potent capsules. Clinically proven to deliver unmatched efficacy, the PureVeda range of nutraceuticals comprises natural ingredients such as turmeric rhizome, black pepper and ginger extracts.
Sharing more details about these products, John Nechupadom, Managing Director, Aurea Biolabs, Ernakulam states, “We are seeing a paradigm shift in the way Indians perceive health and wellness, with the number of health conscious individuals growing rapidly each year. For our products, we have used Polar–Non-polar sandwiching (PNS) and Zeal technologies that are a one-of-its-kind, patent- filed formulation technologies that help in deriving the maximum benefit of a natural ingredient. PNS is a process that makes natural molecules highly absorbable in the intestinal tract, consequently increasing its bioavailability, while Zeal ensures maximum efficacy, potency, and bioavailability with a highly efficient, targeted delivery system.”
PreEmptive Meds, the Ernakulam based Indian subsidiary of US headquartered firm PMEDS is another player that has recently launched a unique nutraceutical formulation into the market, delivering a burst of immuno-nutrients. The company has employed advanced sub-micron technology in addition to emulsification of organic curcumin and synthetically sourced zinc, vitamin C & D to formulate this product.
“Available in three different flavours, PreVID is a 100 per cent vegan, sugar-free and gluten-free product. This product is completely developed and manufactured in India, suitable for anyone to consume over the age of eight. A combination of precise and advanced food-science technologies ensures maximum potency and accelerated absorption. There is a huge opportunity to create an organised alternative to immunity building”, says Dr Joe Fenn, Founder, PMEDS, US.
Hyderabad based Zystus Nutraceuticals, an associate company of BioPhore India Pharmaceuticals, has launched immunity boosting products in the form of oral sugar-free suspensions and mouth melt tablets containing natural ingredients such as contains vitamin C, vitamin B, zinc, amla, piperine, and curcumin.
On the other hand, in collaboration with scientists at the Central Food Technological Research Institute (CFTRI) in Mysuru and Amity University in Noida, Bengaluru based startup Enlight Life Science has recently launched Aaprobean Plant Protein Powder made from a unique combination of high quality protein, vitamins, and minerals isolated from soy, peas and murungai.
Akay Natural Ingredients, based in Kochi, is another player working on the scientific aspects of novel nutraceutical products. The firm has developed a patented composition of fenugreek extract called Fenusmart beneficial in reducing menopausal discomforts at a relatively low dosage. The nutraceutical product is also effective in alleviating the problems related to menopause with an overall modulation of the hormonal concentrations towards a balance.
“We have a strong focus on the nutraceutical and dietary supplements industry, which is growing fast globally. With our spiceuticals portfolio, focusing on immunity and other nutritional benefits, we will be introducing more new products with good research publications and global patents. Our aim is to increase the business in the nutraceutical and dietary supplements to 50 per cent of our whole business, which is currently about 25 per cent”, says Dr Balu Maliakel, Managing Director, Akay Natural Ingredients, Kochi.
Adding to the list of innovation taking place in the nutraceutical space down south….
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Dr Manbeena Chawla