Presentation

NEUTRACEUTICAL AND HEALTH SUPPLEMENT MARKETS

PRESENTED BY: AMIT CHAUHAN PRATOSH PANDEY SHWETA MEHRISHI VINEET KUMAR

INTRODUCTION
Nutraceuticals are frequently referred to as "dietary supplements" or "nutritional supplements.

Nutraceuticals are essentially prophylactic or preventive. They represent a different approach to medicine, one based on nutrition and the health or wellness of the whole body, rather than treating the symptoms or effects of disease.

Types of Neutraceuticals

TRADITIONAL NEUTRACEUTICALS These are available in medical format such as tablet, capsules and powders in prescribed dose.

NON TRADITIONAL NEUTRACEUTICALS These are also called as modern neutraceuticals as they are available in forms of food or included in foods or as a whole food itself such as probiotic drinks and yoghurt.

Indian Market Overview

Indias nutritional supplement market is expected to more than double in the next four years at over Rs9,500 crore, a study said. Currently, the domestic market for nutraceutical is around Rs4,400 crore, which is just 0.9% of the total global business in the category. Nutraceuticals are divided into three segments, functional foods, functional beverages and mineral supplements.Out of these functional food has the maximum share while functional beverage has the lowest. There are certain issues such as lack of awareness and no regulations, which need to be sorted out and if these issues are sorted out, the total market for these products in India can go up to Rs17,000 crore in the next four years.

Hierarchy of nutritional needs

1.

Nutrition needs by all segments of population to promote normal healthy life. Nutrition requirred by the population during specific condition such as pregnancy, lower intake of nutrients in diet etc. Nutrition requirred of over nourished population with enhanced nutrient and calorie intake due to their special requirrement such as sports person, gym proffesionlas, extreme sports proffesionals

2.

Enhancement needs Condition specific needs

3.

Foundation needs

Growth rate of neutraceutical market in India

8 7 6 5 4 4.6 4.5 2010 2009

3
2 1 0 Rural Urban 1.9 2.5

Current Trends
Ayurvedic neutraceuticals

Fortified foods

Foreign tie-ups

Trends

Affordability

Affluence

Drivers

Awareness

Accessibility

Drivers
Affluence :-

affluence of the working population with changing lifestyles.

Affordability :reducing affordability of sick care, driving consumers towards wellness. Awareness :increase physicians awareness and media penetration. Accessibility :increase accessibility due to emergence of newer channels.

PRICING

LACK OF STANDARDISATION

CHALLENGES

LACK OF AWARENESS

MARKETING & DISTRIBUTION

Key players of the market

Alkem Laboratories
It has invested INR 1billion to create create exclusive manufacturing facilities to their health foods business. It has generated INR 3-5 billion revenues annually.

Plethico

company acquired USD100 million neutraceutical company NATROL Inc. Ready to launch 700 odd products in indian and global markets.

Divis Laboratories

Set up INR350 million neutraceutical plant in india. Company has already developed vitamins products such as Astaxanthin, Betacarotene and lycopene.

Key players of market

Mission Vivacare

Cont..

Mission vivacare is investing over INR800 million in modern manufacturing facilities to launch its product under the brand name mission vivaprime

GNC NEUTRACEUTICAL Inc.

Plans to open up 300 retail stores in India in 2012, has an exclusive master franchisee tie ups with Guardian Pharmacy. Operates around 5000 retail stores worldwide.