Consumer Awareness and Behavior Towards Nutraceutical Products in India

A
Project Report
on
“Consumer Awareness and Behavior Towards Nutraceutical Products in India”
in the partial fulfillment of the requirement of
Masters of Management Studies (MMS)
Conducted by
Rizvi Institute of Management Studies and Research
Under the guidance of
Dr. Garima Sharma
Submitted by:
Tarique Akber Azmi
MMS (Marketing)
Roll No: 78
2016-18
ACKNOWLEDGEMENT
I owe a great sense of gratitude to the Director, Rizvi Institute of Management Studies
& Research for his priceless guidance. His tough love grinded the best out of me and
helped me complete this project. I consider it a sheer privilege to carry out this project
under the stewardship and wisdom of Dr. Garima Sharma
I also thank all my colleagues for their unwavering support in this endeavor.
I take this opportunity to express my whole hearted gratitude to the Almighty, my

parents and my friends for their continuous help and showing a sense a belief which
propelled to accomplish this testing task successfully.
Tarique Akber Azmi
Roll No: M – 78
MMS Marketing
2016-18
DECLARATION
I declare that the project titled, “Consumer Awareness and Behavior Towards
Nutraceutical Product in India” is a record of the research carried out by me during
the academic year 2016-18 under the guidance of my guide Dr Garima Sharma,
Rizvi Institute of Management Studies and Research.
I also declare that the project is the result of my effort and has not been submitted to
any other university for the award of any degree or personal favor. All the details and
analysis provided in the report hold true to the best of my knowledge.
Tarique Aber Azmi
Roll No: M – 78
MMS Marketing
2016-18
CERTIFICATE
This is to certify that Tarique Akber Azmi a student of Masters of Management

Studies (MMS), Roll no. 78, specializing in Marketing has successfully completed the
project titled
“Consumer Awareness and Behavior Towards Nutraceutical Product in India”
Under the guidance of Dr Garima Sharma, Rizvi Institute of Management Studies

and Research in partial fulfillment of the requirement of Masters of Management
Studies by Rizvi Institute of Management Studies and Research, for the academic
year 2016 – 2018.
Dr. Garima Sharma Prof Umar Farooq Dr. Kalim Khan
Project Guide Academic Coordinator Director

Executive Summary
Nutraceuticals refer to food or part of a food, including beverages and food products
that provide incremental medical or health benefits, including prevention or treatment
of a disease. It spans across Functional Foods, Functional Beverages and Dietary
supplements. Some instances of Nutraceutical products are Probiotics, Fortified
energy drinks, Vitamins and Minerals etc. The category is positioned in between Food
& Beverages and Pharmaceuticals
Globally, Nutraceuticals market is expected to witness huge growth. At the turn of the
millennium, between 1999 and 2002, the industry grew at a CAGR of 7%.
Subsequently till 2010, it doubled to 14%. Currently every year $12-15 Bn is being
added to the global revenue. The US and Japan have been pioneers in embracing
Nutraceuticals. Western Europe also represents a large market, with strong footprints
in Germany, Italy and France. Developing markets like India, Brazil and China are
relatively smaller, yet have a huge growth opportunity. Indian market currently has a
2-3% share of the global market.
The Indian Nutraceuticals market is estimated at around $ 4 Bn in 2017 and is

expected to grow at a significant 21% CAGR to $ 10 Bn in 2022. This will likely be
fueled by a significant 25% per annum growth in Functional Beverages market
accompanied by similar potential growth from the other segments. More than 60% of
this market is accounted for by Dietary supplements. Few industries in India today
offer such spectacular growth potential.
Key players in the Indian market feature both Indian and Multi-national companies.
MNCs like GSK, HUL, Amway Nestle, Danone, Kellogg’s, and PepsiCo are trying to
augment their market share and reinforce penetration. Strong Indian players like ITC,
Dabur, Himalaya, Patanjali and Baidyanath are also launching new products to reach
out to newer segments and geographies in India. Many players have stayed in
identified niche markets to play on their strengths.
Indian consumers are getting more aware of their fundamental needs for nutrition and
proactive steps they can take to prevent chronic ailments and attain higher well-being.
India has a significantly younger population and the younger generation is vigorously
pursuing more active lifestyle to enjoy fitness, to guard against obesity, diabetes,
cardio-vascular problems etc. In this context, the role of opinion-shapers like General
Practitioners, Fitness Instructors and Nutritionists cannot be ignored. For accelerated
penetration and growth, companies must develop programs for more extensive
consumer understanding, decide which segments they would like to enter and
compete. It is also important to formulate an effective communication strategy for the
target audience to educate them on the benefits of this category. Side-effects and
spurious products are two key concerns and a potential barrier for growth from all
stakeholders and needs to be quickly addressed. It is here that the Regulatory may
want to play a more active role.
Relevant framework is the Food Safety & Standards (Health Supplements,

Nutraceuticals, Food for Special Dietary Use, Food for Special Medical Purpose and
Novel Food) notified by FSSAI in December 2016 in the Official Gazette. FSSAI has
also issued guidelines for Labelling requirement and Health Claims. It is for the
industry now to expedite implementation of the same.
It will help to understand the usage pattern of the nutraceutical products. This
projects will help to understand the reasons for buying nutraceutical products and
reasons for not preferring the products and to understand the source of awareness
about the nutraceutical products among the people. The main reasons for the people
who does not prefer nutraceutical products is because the product is not prescribed by
the doctors. As the packaging also matters in the sale of the product. Most of the
people are aware about the nutraceutical products and the source of awareness is
through word of mouth, social media and T.V advertisement. As price and
availability plays an important role so people who does not prefer nutraceutical
products because according to them nutraceutical products are expensive as
compared to other products price is not the only factor that people are not considering
nutraceutical products but availability is another factor.
Nutraceutical products are used for various purpose such as general wellbeing,
weight control, bone health, cancer etc. but mostly it is used to gain energy and
improve immune system. As the consumer of nutraceutical products they do not
prefer to use cheap substitute if available in the market, because nutraceutical
products has gain trust of the consumer. As per the consumer one word that comes to
their mind when they hear nutraceutical products is reliable and quality.
Sr.No Table Of Content Page No
1. Background of the Study 1

1.1 Introduction 2
2 Global Nutraceuticals Market 5

2.1 Global Market size 6
2.2 Growth and general demand scenario 6
2.3 Drivers of growth 7
2.4 Major global players 8
3 Indian Nutraceuticals Market 9
3.1 Indian market size and growth 10
3.2 Consumer Segment 13
3.3 Drivers of growth 13
3.4 Functional Food-overview 15
3.5 Functional Beverages-Overview 19
3.6 Dietary Supplements-Overview 21
3.7 Key players in Indian Market 22
4 Emerging Trends in Nutrition & Wellness 25
4.1 New Trends Among Consumer Eating Pattern 26
4.2 Probiotics 27
5 Review of related Literature 29
6 Research Methodology 36
7 Data analysis and interpretation 40
8 Findings, recommendation and conclusion 58
Annexures 64
(A) Questionnaire 65
(B) List of Table 68
(C) List of Image 68
(D) List of Figure 68
(E) Bibliography
Consumer Awareness and Behavior Towards Nutraceutical Products in India Tarique Azmi
Chapter 1
Background of the Study
Rizvi Institute of Management Studies and 1

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1.1 Genisis of Nutraceuticals
It is only in the late eighties or early nineties that a formal approach and
understanding started evolving. Dr Stephen De Felice, Founder of the Foundation of
Innovation in medicine, coined the term ‘Nutraceuticals’ in 1989, which became a
newly accepted word in Oxford Dictionary. It was in recognition with the growing
need for such products and a space that conventional pharmaceutical products were
not treading upon. The relevance and impact of Nutraceuticals became more relevant
as the present generation is focusing more on preventive healthcare than ever before.
Nutraceuticals in contrast to Pharmaceuticals
Although the word ‘nutraceuticals’ is now well understood and widely accepted, it
still does not have any one standard definition. The best definition that we come
across is food or part of a food (including drinks) that provides medical or health
benefits, including prevention or treatment of a disease’. In contrast to this,
Pharmaceuticals focus more on specific illness or treatment.
How Consumers relate to Nutraceuticals
Consumers’ modern-day lifestyles have significantly changed in the last three

decades. Faster pace of life, stress of work-life balance, has been taking its toll on
health and wellness. At the same time, access to media and information has allowed
them to better understand latest developments in this space. Generally the current
generation is extremely conscious of food and beverages that are more natural,
enhances energy in a holistic way and have a balanced diet. Also routines and rituals
like work-outs, swimming; running needs a supplement that caters to nutrition needs
well.
Product Landscape
Broadly product categories are divided into two major ones: 1. Functional Foods&
Beverages 2. Dietary Supplements Over the last 3 decades the product landscape has
really expanded and today we have a wide product portfolio in Nutraceuticals
category.
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Functional Foods
Functional Foods are foods that provide health benefits beyond the provision of
essential nutrients, when consumed at efficacious levels as part of a regular diet.
These types of foods provide added physiological benefits, potentially reducing
chronic, commonly encountered disease risks or otherwise optimize health. The
understanding of such benefits, however, needs to be based on sound scientific
evidences, a lack of which may mislead many a consumer. Some instances of
Functional Foods are Omega-3 enriched eggs, Oats, Fatty fish, Fortified margarines,
Iodized salts, Soy, Tomato & tomato products, Probiotic yoghurt, Nuts (Walnuts,
Cashews, Pistachios among others), and Leafy Greens are examples of Functional
Foods.
Functional Beverages
Functional beverages are non-alcoholic beverages containing ingredients that provide

specific health benefits beyond those of general hydration. Traditionally, beverages
have been fortified with vitamins, minerals, amino acids and antioxidants. Nowadays,
drinks containing natural and organic ingredients including herbs, fruits and
vegetables have gained popularity to support health and wellness across all age
groups. Examples of Functional Beverage include performance & sports drinks,
ready-to-drink teas, enhanced water, energy drinks, and soy beverages, enhance fruit
drinks.
Dietary Supplements
A dietary supplement is a product intended for ingestion that contains a “dietary

ingredient” intended to add further nutritional value to (supplement) the diet, which
may otherwise not be consumed in sufficient Indian Nutraceuticals Industry Current
Scenario & Future Trends 16 quantities. Examples of dietary supplements are
Vitamins, Minerals, Amino Acids, an herb or other botanical source, a concentrate or
an extract. All organic food also comes under Nutraceuticals category and the
awareness and choice of such food is majorly on the increase.
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Chapter 2
Global Nutraceutical Market

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2.1 Market Size Globally
As per Assocham 2017, “the global nutraceutical industry, valued at US$ 182.6 bn in
2015, is one of the fastest growing industries today and expected to expand at a
CAGR of 7.3% from 2015 to 2021.”
Currently, the United States, Europe and Japan account for most (93%) of the total
global nutraceutical market. The market, however, seems to have attained maturity in
all the three regions. Therefore, the nutraceutical industries across the world are now
turning their attention to emerging markets like India and China.
Nutraceuticals market is going to experience huge growth in the next 10 years or so.
Key developed & health-conscious nations are primarily driving this. However,
emerging market consumers are also becoming increasingly aware of the benefits of
such products. Alongside, disposable income of general population is also increasing
exponentially in many developing nations including India.
2.2 Global Market Growth & General Demand Scenario
According to assocham report as is evident, while in the initial years, between 1999 &
2002 industry grew at 7% per annum, the next few years up to 2010 saw double that
growth at 14% per annum. Currently around $12-15 Bn is being added every year. By
2020, the world will have 1 billion populations of 60+ ages. 70% of this population
live in developed nations & balance 30% in developing nations. Nutraceutical demand
will grow at a steady rate in developed nations. Developing nations with their
progressive disposable income will see a sudden surge in growth in the next 5-10
years.
2.3 US & Other Markets
 The US has been the largest Nutraceutical market so far and almost fully
mature. Between 2010 & 2015 it grew from $ 50 Bn to $ 65 Bn, a
compounded growth of 10% annually.
 The US market comprises of Functional Food & Beverages (65%) and Dietary
Supplements (35%)
 The European market has grown from $ 35 Bn in 2010 to $ 40 Bn in 2016. It
is expected to grow to $ 51 Bn by 2021. This indicates an annual growth of
5%.
 France, Germany & Switzerland are the biggest markets comprising almost
70% of the European market. (Assocham 2017)
2.4 Drivers of Growth
The drivers of growth are diverse for different markets. It also depends on the level of
maturity of the market. Below is an account of what the drivers of growth are – for
different markets.
Factors Driving Growth
US Europe Japan Brazil China India

Rising
Increasing Organic is High cost of awareness of
Acceptance of Aging
cost of healthy insurance & health issues
Ingredients population
Healthcare perception healthcare & alternatives
Better access
Erstwhile Advertising & Healthcare Over-nourished/ Influence of through
recession Marketing costs obesity problem TCM newer
channels
Rising Eye Awareness &
Preference for Health issues perceived risk of High
Maturity Expansion of
natural & Diabetes diabetes, heart incidence of
of market modern retail
products incidence disease & cancer Diabetes
Obesity, high
Clutter of
lipid and sugar
products Ageing Usage of
levels in blood, Imports
in the population vitamins
market hypertension
Consumer
awareness Rising middle
Shorter
on healthier class and
product
alternatives & health
life cycle
naturals consciousness
Ageing Ageing
baby population
boomers
Table: 2.1 Drivers for Growth (Source:www.mrsindia.com)

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2.5 Major Global Players Participation in Nutraceuticals comes from two critical
avenues. Firstly, companies who are already have strong equities in Food &
Beverages sector. Secondly, pharmaceutical companies that are looking at preventive
products for certain range of ailments.
Table: 2.2 Leading Brands of Nutraceutical Products
Img: 2.1 Nutrients from natural source vs Nutraceutical products

Chapter 3
Indian Nutraceutical Market
3.1 Indian Market Size & Growth
“The Indian nutraceuticals market is expected to grow from $ 4 Bn in 2015 to $ 10 Bn
in 2022. This represents a huge growth of 21% growth annually”. (mrsindia)
Rising Awareness
Despite the fact that nutrition is a relatively new segment within health care, growth
has begun to accelerate in recent years primarily due to higher levels of awareness
among consumers about the impact of lifestyle and diet on health. As a result,
consumers have become more appreciative of the importance of nutrition in both the
prevention and treatment of diseases. In addition, health publications and fitness icons
have helped increase the understanding and appeal of natural health focused products.
Increase in Disposable Income
Until fairly recently, nutraceutical products, including supplements and functional

foods, were mainly purchased by those in higher income groups, a pattern that we are
seeing a drastic change in because of rising disposable income and greater purchasing
power. Higher spending power has also prompted Indians to pay more attention to
health, with a focus on nutrition as preventive.
Medical Community Co-prescribing Nutraceuticals
Nutraceuticals were long regarded as purely optional by most doctors, which worked
as a barrier to the nutraceutical market’s growth. With increased research into food
science and nutrition in recent years, there has been a remarkable change in
perceptions within the medical community. Most doctors now acknowledge the role
of nutrition in quality medical care, with a focus not just on cures, but also on
prevention. Aside from dietitians and nutritionists, general physicians and other
specialists also frequently prescribe nutraceutical products and supplements, where
they are seen to be beneficial.
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Assocham India 2017
CHART
India Nutraceutical Market ($ bn)

10.01
8.31
6.90
5.75
4.79
4.00
2017E- 2018F- 2019-F 2020F- 2021F- 2022F-
Figures: 3.1 Nutraceutical Market in India (Assocham India 2017)

Transformation in food habits, less physical work, more of desk jobs have made
Indians more vulnerable to lifestyle ailments. The average urban & semi-urban Indian
is becoming more conscious about health & fitness. This is providing a massive
growth opportunity for Nutraceuticals in India.
The entire category of Nutraceuticals is divided into Functional Foods, Functional

Beverages & Dietary Supplements. Functional Food & Beverages account for around
35% of the market in India and will experience higher growth in India in the next few
years to come.
Future Trends in The Nutraceutical Segment
With new players entering the market and rapid innovation within the nutraceutical
industry, this is actually one of the most exciting times to be part of the industry.
Many of the emerging trends in India will also help resolve the challenges that we
have faced in the past, further promoting growth of the sector.
An Overhauled Regulatory Framework

The revelation that up to 70% of the dietary supplements in India’s nutraceutical
market or fake or illegal came as a huge shock to consumers and it is also a cause
for alarm within the industry (The Associated Chambers of Commerce and Industry of
India (ASSOCHAM) and RNCOS, April 2017). This has a significant impact on the
market, as it eats into revenue and also shakes consumer confidence in nutraceuticals.
Fortunately, the FSSAI’s introduction of
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new regulations should get to the root of this problem, which is the lack of consistent
regulation and standardization of nutraceutical products. These new regulations will come
into effect in 2018, allowing us to manufacture, distribute, sell, and import products
within a clear framework. The new framework will prescribe clear standards and well-
defined product categories eliminating the current ambiguity. These regulations will
also give manufacturers much more clarity in terms of permissible ingredients in
nutraceutical products and labeling.
Market Expansion (Tier II & III Cities & E-commerce Growth)
In the past urban India, or more precisely the metros, were the only markets for
nutraceutical sales, but consumption patterns have shown a dramatic shift, with a
steady increase in demand from Tier II and Tier III cities. This does give us cause for
optimism, as we believe that this trend will only gather momentum, especially
because of the large-scale digitization of India. With greater internet penetration
across the country, awareness about lifestyle diseases and nutritional deficiencies has
been increasing not just in the metros, but throughout India. Digitization has also
improved access to nutraceutical products, with consumers in Tier III cities having the
same wide range of choice as do urbanites in metros. Purchasing products from
reputed online retailers or directly from manufacturers also increases consumer
confidence in product quality, while cost benefits to sellers are also passed on to
consumers. E-commerce growth is in fact a game changer for the nutraceutical
industry, as the health care segment has already seen remarkable growth at a CAGR
of 87.4 (Ken Research, Apr 2017). With Indian e-commerce sales expected to hit
USD 120 billion by 2020, the nutraceutical industry stands to make big gains.
Img: 3.1 Nutraceutical is Natural

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3.2 Consumer Segments

India represents a huge and vast market for Nutraceuticals as almost every segment
has a need for some form of Nutraceuticals. Some segments have a more pronounced
need for Nutraceuticals among others
 Growing children needs Functional food and beverage supplement to be able to

perform well in academics and extra-curricular well
 Younger Age-groups 15-25 & 25-35 are stronger targets either due to active
lifestyle or specific needs
 Pregnant and lactating mothers need to supplement their nutrition need
 Ages 60+ group are specifically vulnerable to Diabetes, Bone related diseases
and other ailments and needs special preventive protection through
Nutraceuticals.
Img: 3.2 Nutraceutical products used across demographics
3.3 Drivers of Growth

The popularity and growth of this industry can be attributed to consumers' increased
inclination towards health and nutrition. Over the past decade, there has been a radical
change in lifestyles of Indians. Adoption of fast foods and packaged foods and
sedentary lifestyle, has led to an increase in the incidences of lifestyle diseases such as
diabetes, cardiovascular diseases and obesity.

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As a result, Indian consumers, predominantly the higher socio-economic and upper

middle class, are perceiving nutraceuticals as alternatives to prescription drugs. The
usage of dietary supplements is not limited to fulfillment of the daily requirement of
particular required nutrients, but consumers are also considering the functional health
benefits of these supplements for prevention of diseases. Furthermore, they have been
showing a keen interest in products for boosting energy and improving their physical
endurance and mental alertness.
As a result, dietary supplements hold the largest share in the market.3 The Indian
dietary supplement market is composed of over 500 participants. Vitamins and
minerals supplement market is the most competitive with over 100 participants.
Further, India is opening up its market to foreign players. This could lead to healthy
competition in this sector.
To keep up with the growing competition, nutraceutical companies are focusing their
energies in developing new product and innovative formulations and using proper
advertising techniques to help consumers choose the right products.
Changing trends dosage forms
Nutraceutical ingredients have typically been positioned as natural and healthy

alternatives to allopathic medicines. However one of the primary challenges being
faced by these products is the difficulty in formulating these products using the right
dosage form. Besides, flavor and fragrance masking, the dosage forms also need to
increase the stability of ingredients in the final product. But lately consumers are
seeking more variety and benefits from delivery methods beyond those possible
through traditional (tablet and capsule) technologies. As a result, the formulator needs
to work far harder to cater to increasing consumer demands. As the nutraceutical
industries look to carve a niche of their own and create a differentiated product, an
important trend is the growth and diversity of new dosage formulations. As a result,
traditional tablets and chewables are slowly being replaced by capsules, particularly
liquid-filled capsules.

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There are a host of factors which will drive

growth of nutraceutical industry in India.
Notable among them are:-
 Consumer awareness on health
problems and their urge to take
preventive steps
 Fitness intent – which is increasing at a

fast pace
 Healthcare cost Img: 3.3 Awareness level
 Low incidence of health insurance in India – large population still uncovered
 High incidence of diabetes, hypertension, Cardio-vascular ailments, Osteo-

arthritis, Osteoporosis etc.
3.4 Functional food - Overview

Changing life style and food habits have raised
health concerns. It has created the need for the
consumption of healthy product ant that has fueled
a growth of functional food market and opened up
new opportunities.
Although function foods may have been

traditionally used across many ancient cultures, Image:3.4 Products containing plants
Japan is the 1st country to have regulations for functional foods.
Ancient Indian traditional medicinal system Ayurveda has been practiced for
millennia and is still quite accepted. Indians have been familiar with functional foods
such as chavanprash and many botanicals such as brahmi, ashwagandha etc.
In India, Food Safety & Standards Act 2006, loosely defines functional foods along
with foods for special dietary uses, nutraceuticals and health supplements stating that
they may contain plants, botanicals, extracts as well as vitamins and minerals etc. and
may either be in food form or in the form of powders, tablets etc.
As the definition is not very strict, there are products which are fortified with common
nutrients such as more protein, vitamins and minerals are also considered by many as
functional foods. Recently there have been regulations notified regarding these foods.

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Institute of Medicine, USA defines functional foods as any food or food ingredients
that may provide health benefit beyond the traditional nutrient it contains. Indian
government has been a little slow in implementing many fortification programs. Years
ago they started addition of vitamin A to vanaspati. A few years ago they mandated
addition of iodine to salt. Now they have allowed fortification of milk by vitamin A
and D. They should create awareness about good dietary practices and importance of
various nutrients and the relation of diet and many diseases. Functional food &
beverages and Dietary supplements are the two key elements of Indian nutraceuticals
market
These are further divided into different sub groups like:
A. Functional food and beverages
a. Functional foods:
• Omega fatty acid fortified food
• Probiotic fortified food
• Branded iodinated salt
• Branded wheat flour
b. Functional beverages:
• Energy drinks
• Sports drinks
• Fortified drinks
B. Dietary supplements
a. Vitamins and minerals
b. Herbal supplements
c. Protein supplements
d. Chavanprash

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3.4.1 Functional ingredients
Functional Ingredients are natural ingredients that have health-promoting, energy

boosting and/or disease preventing benefits.
Many functional ingredients are being used in the kitchen on daily basis either
directly or indirectly. Even Chefs are using functional ingredients to drive menu
trends.
More commercial ingredients and food science techniques are being used in restaurant
kitchens. For instance, cranberry beads, which can be a garnish on a dessert or a
flavor component in a cocktail in a restaurant, wouldn’t be possible without the food
science—the gelling reaction of calcium chloride and alginate through a process
called spherification, says John Draz, executive research chef of Ed Miniat LLC in
South Holland, Illinois.
Many of the herbs have been investigated and their health benefits have been shown,
but these are not cultivated in organized manner although organized farming of many
botanicals used in foods has already started.
Thus sourcing of these substances becomes a challenge. The active substance e.g.
curcumin in turmeric, may vary in content depending on variety, growing conditions
including environment conditions and fertilizers, harvesting practices and storage
conditions, and finally preparation of extract. All of these will all affect the content of
active substance. Standardization is necessary for effectiveness of the functional food.
Markets have already started filling up with products containing substances such as
probiotics, prebiotics, DHA & EPA omega 3, oryzanol, antioxidants, lutein,
isoflavones, as well as proteins, vitamins and minerals which are claimed to have all
kind of health benefits.
Best example is, flourished branded cooking oils in the market. Prices of these oils go
up as per the additional functional ingredients added to the cooking oil. Many Indian
and multinationals have started offering variety of cooking oils in the market.
Many global associations are reviewing the most relevant ingredients for the
development of functional foods, with more beneficial effects are Nutrients (NUT)
(vitamins and minerals) and the Substances and Health Claims (SPS).

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Among the nutrients , fat-soluble vitamins (vitamins A, D and E); water-soluble

vitamins ( vitamin C , B1 , B3 , B6 and B12 ) , and macro minerals , such as calcium ,
magnesium and potassium , and trace elements , among which iron , chromium , zinc,
iodine and selenium stand out . All elements that have multiple beneficial properties
for human organism, as health claims authorized by EFSA, highlighting its
antioxidant powers, to improve the cardiovascular system, stimulating the immune
system, bone tissue and neuro – vegetative, primarily apparatus.
As regards the group of substances with health claims , the prebiotics , probiotics
polyphenols, betaglucans , fibers, oligosaccharides , fatty acids omega 3 and 6 and
fitoestoroles / stanols , along with those who also cites stilbene (trans-resveratrol )
anthocyanidins (blueberries) , superfungus and superalgae, among others.
In the future, “innovation will increasingly be focused on the innoingredients in part

some the ingredients mentioned before, with the following core attributes:
High purity, high toxicological safety, high bioavailability, very broad applicability,
and multiple health effects”. Additionally, and consisting of a new food (novel food).
As examples, superhongos, shiitake (Lentinula edodes), particularly rich in beta-
glucan to combat metabolic syndrome. Also among algae include the functional
properties of alga Noriy especially Klamath blue algae, which is a cianofícea with
wide and varied health benefits.
Among the macrominerals, the trace element zinc has more healthful properties
among all nutrients, in the form of picolinate and trionato among other molecules, it
would also registered as an innoingredients.
In the big picture of future development of new formulations of functional products ,

must take into account the important role that can play the ” superfruits ”, such as the
pomegranate fruit, blueberries, aronia or goji berries . Not to mention the growing
interest in the “supercereals” (chia, amaranth, quinoa…), and “superbotanicals” which
include extracts of aloe vera, ginkgo biloba extract and ginseng extract (source of
information - published interview of president of Spanish Association of
Manufacturers and m4arketers of Food Additive)
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3.4.2 Local ingredients
Indians have been facing issues with proper food and nutrition. In general, protein
intake is less so need to consumer more of higher quality protein and if these are not
available from the foods then normally consumed necessary supplements. People are
also getting less of omega 3 from their diet than recommended and therefore
consumption of fish, consumption of oils richer in omega 3 such as flax seed, mustard
oil, soya oil etc., or could take cod liver oil or omega 3 capsules.
Dietary b has not been a problem for Indians in the past but more recently their fibre
intake has gone down because of their changes in diet. All these necessitate that there
is proper dietary care required and if there are any deficiencies or if any possibility of
some of the non-communicable diseases are to be prevented, then functional foods
and/or dietary supplements are necessary
Indians have been using spices and herbs in cooking for centuries so daily diet
contains functional foods containing garlic, turmeric, chilies and many other
ingredients which have health benefits. Thus functional food concept is not new and
Indians have already accepted many newer forms of functional foods that contains
probiotics, omega 3 etc.
India carry legacy of traditional herbal and ayurvedic medicines. Reliance on these
products may dilute demand for emerging nutraceuticals, particularly as less aware
Indian consumers of newer ingredients such as omega-3 fatty acids. On the other
hand, herbal and ayurvedic medicines provide a rich local ingredient base for
incorporation into nutraceuticals.
Chavanprash, or herbal honey, has been a notable success. It is incorporated as a

general health supplement into anything from jam to chocolate to cheesecake to
capsules. Traditional medicines also represent a culture of natural products and self-
care that dovetails with global trends in nutraceuticals.
3.5 Functional food & beverages - Overview
Functional food and beverages are form of food products which offer additional
physiological benefits or help to reduce risk of chronic diseases apart from its basic
nutritional aspects. This is further divided into different sub groups basis their
functional characteristics:

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a. Functional foods:
• Omega fatty acid fortified food
• Probiotic fortified food
• Branded iodinated salt
• Branded wheat floor
b. Functional beverages:
• Energy drinks
• Sports drinks
• Fortified drinks
Estimated market for Functional food and beverages is pegged at $ 1.5 bn
Figure: 3.2 Market of Nutraceutical products (Assocham India

2017)
Functional foods and beverages market in India has gained substantially by targeting
health conscious people in the country. Functional foods include food products such
as functional cereals, vegetable oils, nutrition bars, biscuits, breads, yogurt and others.
Functional beverages include various drinks like fruits juices, milk, tea, coffees, and
ener5gy drinks with added functional ingredient.
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Functional foods contribute to 3/4th of the market and major contributors are fortified
products. Functional beverages too have shown demand recently due to increasing
demand for fortified juices and energy drinks. PepsiCo expanded its portfolio by
launching hydrotonic drink 7UP Revive which contains vitamins, electrolytes that
help consumers rehydrate and refresh. Entry of Patanjali in Ayurvedic products
market has further fueled the growth in the recent 2-3 years.
Market for functional foods and beverages is expected to touch $ 4.11 bn by 2022 at
CAGR 22%
3.6 Dietary supplements - Overview
A dietary supplement is intended to provide nutrients that may otherwise not be

consumed in sufficient quantities. Supplements as generally understood include
vitamins, minerals, fiber, fatty acids, or amino acids, among other substances.
Stressful lifestyles, hectic schedules and lack of time to cook meals at home among
increasing number of working class males and females is resulting demand for
external dietary supplements.
The Dietary Supplements Market is classified on the basis of product type
 Vitamins and minerals
 Herbal supplements
 Protein supplements
 Chavanprash
Market for Dietary supplements is expected to touch $ 5.90 bn by 2022 at CAGR

169%.
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Figure: 3.3 Dietary supplement market (Assocham India 2017)
Vitamin and minerals are the major contributors followed by Herbal supplements and
proteins.
Vitamin and minerals supplements:
The vitamin and mineral supplements includes micronutrients which help the body to
function properly and also help to improve mental health.
Stressful lifestyle and unhealthy food habits cause poor health and that drives demand
for a multivitamin and mineral supplement to safeguard against deficiencies.
Herbal supplements:
Dietary supplements containherbs plant or parts of a plant are called herbal
supplements. For example, Aloe has been marketed as a remedy for coughs, wounds,
ulcers, gastritis, diabetes, cancer, headaches, arthritis, immune-system deficiencies,
and many other conditions
3.7 Key players in the Indian market
The Indian nutraceutical market is mainly dominated by pharmaceuticals and FMCG

companies with very few companies that only specialize in nutraceutical products.
Increasing health consciousness and improved incomes and standard of living has
boosted the growth of the Nutraceuticals markets in India, making it one of the fastest
growin7g segments.
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Functional foods: In the functional food category, food for diabetes, weight
management, cholesterol management, cognitive and digestive food have gained
popularity. Leading national players in the functional-foods segment, such as
Amul,Dabur, ITC, Britannia and Parle, as well as Indian companies marketing
ayurveda-based functional foods and dietary supplements (e.g., Dabur, Himalaya,
Amway, Hamdard Laboratories, Baidyanath, Pantanjali).
Food companies, such as Nestlé, Danone, Unilever, Kellogg, and Yakult, are more
active in functional foods and beverages, with a few exceptions such as
GlaxoSmithKline’s Horlicks and Viva or Abbott’s longstanding commitment to child-
, adult- and medical-nutrition brands such as PediaSure, Ensure or Glucerna.
Functional beverages, like Yakult, Ocean, Gatorade, are available in the form of
energy drinks, vitamin water, fortified milk and buttermilk, and enhanced iced tea,
among others. Various companies, including Danone, Dabur, PepsiCo, Coca-Cola,
Amul, Britannia and Rasna, are introducing innovative beverages with enhanced
nutritional value in order to woo the health conscious Indian consumers. An increase
in uptake of enhanced drinks, energy drinks, and fortified juices is expected to drive
the growth in this category.
Dietary Supplements: Presently, vitamins supplements is the need of the hour; it has
a strong brand proposition followed by protein and iron.Growth in this category will
likely be driven by dietetic supplements consumption by urban, fitness-conscious
young population. Himalaya, Abbot, Dabur, GlaxoSmithKline and Amway are some
of the major players operating in dietary supplements market in India.
The Major key players ruling the Indian Nutraceuticals market are Ranbaxy
laboratory, Abbott India, Nicolas Piramal, Dr Reddy’s lab and Pfizer, Dabur India,
Zandu, Baidynath, GSK Consumer healthcare, Heinz, Yakult Danone, Amul, Amway,
Zydus wellness, EID Parry and Herbalife.
3.8 Nature of Competition

Nutraceuticals market is becoming increasingly competitive with the entry of major
ingredients manufacturers and suppliers, food fortification companies, ayurvedic and
herbal extract manufacturers and distributors apart from the leading FMCG, Food &
Beverages and pharmaceutical companies.

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The nutraceuticals market in India penetrated just above 10% at all India level. The
penetration rate is high in Urban India at 22.51%, where as in Rural India it is merely
6.32%.India represents merely 2% of the global nutraceuticals market and is way
behind in terms of per capita spent on nutraceuticals with just US$2.5 compared to
global average of US$21.
Though traditionally pharmaceuticals dominated dietary supplements was having the

major weight age in market, the recent shift in consumerism resulted in the functional
food and functional beverages together occupy 67%, major chunk of market.Indian
Nutraceuticals market is highly concentrated in South India followed by East India
with leading top three states Andhra Pradesh, Tamil Nadu and West Bengal. The
urban centric Indian nutraceuticals market is gradually gaining ground in rural India
with the recent penetration of life style diseases in rural India. Rural India occupy
nearly one third of the market.
With India’s strong tradition of consuming natural healthy foods, the market of
functional foods is likely to boom in the next five years. The highest growth is likely
to be in sub categories such as energy drinks, enhanced shelf stable juices, probiotics,
and omega fortified foods and beverages.These foods and beverages, personalized to
manage certain health conditions are the future of the functional health foods market.
Dietary supplements targeted at women and children have a bright future. Preventive
dietary supplements for diseases such as cancer, diabetes, obesity and arthritis are also
much sought after. The Indian dietary supplement market is composed of over 500
participants. Vitamins and minerals supplement market is the most competitive with
over 100 participants. Further, India is opening up its market to foreign players. This
could lead to healthy competition in this sector.In recent past many changes have
occurred in spending habits of the urban population of the country, they have become
more health
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Assocham India 2017
Chapter 4
Emerging Trends in Nutrition and

Wellness
4.1 New trends among consumers
These are some new and emerging trends in food innovation, consumer eating-pattern
changes and lifestyle shifts.
Paleolithic diet (paleo): Paleo, or ‘Caveman Diet’ is a diet that is based on avoiding
not just modern processed foods, but also foods that humans began eating after the
Neolithic Revolution. While wide variability exists in the way the diet is interpreted,
we’re noticing more attempts at marketing food products using this term.
Baking Alternatives: In addition to embracing an increasingly-popular paleo menu,

gluten free choices are still a powerhouse on retail shelves. One reason is celiac
disease. But gluten-free doesn’t mean you can’t bake at home! Food innovation
continues to build on this trend and marketing opportunities are still developing
among consumers for other baking alternatives like spelt, quinoa, teff, and brown rice
flours.
Fermented Foods: The benefits on digestive health seem to be in high demand

among specialty foods consumers from the already popularized Kombucha, to Kefir,
to ‘gut shots’ like this, or even cultured coffee. Consumers seem to be very intrigued
by the natural varieties of microflora, and continue to demand a much wider variety of
beneficial bacteria from foods and supplements alike.
Dosha: The rise of turmeric as a trending ingredient recently been observed greatly.
This might be the beginning of consumer exploration of Ayurveda and the dosha
concept of health. Sterling-Rice Group culinary director Liz Moskow says: “The
reason we’re predicting people will start eating more towards their dosha is that we’re
sort of riding this wave of yoga and Indian street food and bringing that mainstream,
And once people realize turmeric is enhancing their lifestyle and preventing disease
and helping with inflammation, people are going to start to look into Ayurveda more
and see what foods they should avoid and what foods might be good for their
constitution.
Meatless Burger’ and ‘Plant Butchery’: Clearly meatless diets aren’t anything new.
Yet Vegan and Vegetarian lifestyle choices among conscientious consumers is still
evolving to meet the demands of their creativity in the kitchen. It’s generally known
that meat-substitute food innovation will imitate a meat patty with a soy-based
product, fungi, legumes, chickpeas or combination of them.
Now, companies like Herbivorous Butcher in Minneapolis or Impossible Foods in

California taking the science a step farther by using advanced technology to copy the
taste and texture of meat and dairy products to create a 100% plant-based alternatives.
CoffeeFlour: Envisioning less food-waste in the future has stemmed food innovators
to develop a product that is made from coffee cherries, which are usually discarded
when harvesting coffee beans. When the cherry ends up as waste during yielding they
become a burden to the environment. Making use of these coffee cherries reduces the
amount of toxic waste heaps in coffee-producing countries. We’ll be seeing more
creative solutions to the ever growing issue with food waste from retailers, food
service outlets and food manufacturers.
Ugly Produce: With a ‘less waste’ priority in mind; many specialty food consumers
are willing to purchase products made from disfigured fruits and vegetables, in order
to save them from landfill. Products like “Dash Water” make beverages from the not-
so-pretty fruits and vegetables, and even some grocery stores like Loblaws have
embraced this trend by launching a Naturally Imperfect line. It’s certainly a great way
for both manufacturers and consumers to save a bit of money, while feeling good
about their transactions.
Nanoceuticals: Nanoceuticals are nutrients that have been manufactured into

nanoparticles using nanotechnology. Dietary supplement manufacturers offer various
claims concerning products made with nanoparticles, including transforming fat-
soluble nutrients into water-soluble ones, providing complete and uniform nutrient
absorption, and making supplements that pass through membranes directly into
human cells.
4.2 Probiotics
The epidemiological evidences and modern research in nutrition during the last few
decades elaborated the molecular level of interactions between specific food
constituents with cells to control and prevent some diseases. It is nowadays
acknowledged the critical role of the “forgotten organ”, the enteric microbiota, in
generating a variety of functions which sustain health. The beneficial interaction
between the micro-biota and humans is the way how bacteria contained within the gut
“talk” to the immune system. Into this landscape probiotics and nutraceuticals play a
major role.

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Our body is infested with an assortment of different kinds of bacteria. It may come as
a shock to you to learn that some bacteria are actually very good for our health. Many
of these ‘’good bugs’’ live in our stomach. They help to properly digest the food, as
well as aid in other essential bodily functions. It’s important to encourage healthy
levels of these bacteria colonies in order for the body to function normally.
Probiotics are living microorganisms that affect the host in a beneficial manner by
modulating mucosal and systemic immunity, as well as improving nutritional and
microbial balance in the human body. The main probiotic preparations currently on
the market belong to a large group of bacteria designated as lactic acid bacteria (e.g.
lactobacilli, streptococci, bifidobacteria), which are important and normal constituents
of the human gastrointestinal microflora. However, studies are also investigating
potential probiotic roles of other microbes such as yeast (Saccharomyces boulardii),
which are not normally found in the gastrointestinal tract. Probiotics are found in both
pill form as well as food, and they contain good bacteria that your stomach craves.
Lactobacillus probiotics are things like yogurt and other fermented foods which, when
eaten, aid in the digestive process. Your doctor will recommend taking probiotics to
combat such issues as; irritable bowel syndrome, inflammatory bowel disease or
diarrhoea.
Scientific studies are providing mechanisms of action to explain the therapeutic

effects, and randomized controlled trials are providing the necessary evidence for
their incorporation into the therapeutic armamentarium. There is also some research
that indicates that probiotics may help aid: skin conditions, urinary and vaginal health,
oral disease, as well as allergy management.
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Chapter 5
Review of Related Literature
A literature review is an evaluative report of information found in the literature
related to your selected area of study. The review should describe, summarise,
evaluate and clarify this literature. It should give a theoretical base for the
research and help you (the author) determine the nature of your research.
Works which are irrelevant should be discarded and those which are peripheral
should be looked at critically.
A literature review is more than the search for information, and goes beyond
being a descriptive annotated bibliography. All works included in the review
must be read, evaluated and analysed. Relationships between the literatures
must also be identified and articulated, in relation to your field of research.
In writing the literature review, the purpose is to convey to the reader what
knowledge and ideas have been established on a topic, and what their strengths
and weaknesses are. The literature review must be defined by a guiding
concept (e.g. your research objective, the problem or issue you are discussing,
or your argumentative thesis). It is not just a descriptive list of the material
available, or a set of summaries.
Literature Review consist of the future trends of nutraceutical industries as

people have now become health conscious and they don’t have time to keep
them healthy then nutraceutical products help them. It also helps us to
understand how important. It helps to understand the reasons for the growth of
nutraceutical industries. How the repositioning is done of the nutraceutical
products in the growing market. This literature review helps to understand how
the nutrition and pharmaceutical makes the food with benefits. As majority of
the population is on social media nutraceutical industries has taken that into
consideration and advertise on that basis so as to create awareness about
nutraceutical products. Product is not the only reason for the sale of the
products packaging also very important to attract customers. Not only these
things but the fruits and vegetables which are stored for producing
nutraceutical products are stored in such a way that it does not loses its
nutritional value. How hybrid evolution optimization for nutraceutical
manufacturing process and the nutrients which is hard to consume can easily
be consumed through nutraceutical products.
The authors M.Sean , S Witwer, R. Murray, D. Dentali, Steven (2009)in their

report “What Lies Ahead?” Published in “State of Industrues” describe the views of
the industry experts on the nutraceuticals marketplace. Topics discussed include
views of industry expert Scott Steinford on trends showed by dietary supplement
industry towards commodity and social marketing; views of industry expert Rhonda
Witwer on the turning point for personalized nutrition; and views of industry expert
on the significant activity among large and small entities. The findings of the study
made by the authors is that as the trends changed nutraceutical industry adopted it and
started concentrating on social media as everyone is there on social media. This
article helps to understand that nutraceutical industry is adopting the change.
The authors Burdock GA, Carabin IG, Griffiths JC (2013) in their article “The
importance of GRAS to the functional food and nutraceutical industries” try to
examine the impact of the Food and Drug Administration (FDA) tries to make the
more strict laws for the safety of the products. At a time when 150 million Americans
spend over $20.5 billion on functional foods, nutraceuticals and dietary supplements,
the Food and Drug Administration (FDA) is doing little to ensure that all the safe and
efficacious products that could come to the market are allowed to do so. FDA has
only responded slowly and reluctantly to Congressional action and to mandates from
the Courts to implement the law. Additionally, FDA had set the bar too high for
Health Claims and was forced by the Courts to implement a more reasonable
standard, but the response, Qualified Health Claims, has failed to gain the confidence
of the public because of the confusing wording of the claims demanded by FDA.
Congressional efforts to assure consumer access to dietary supplements have been
met with similar resistance from FDA. The Dietary Supplement Health and Education
Act (DSHEA) was the product of a compromise with a lower threshold for
demonstration of safety (reasonable expectation of no harm) that would be met by
consumer self-policing and assumption of some risk. FDA has thwarted this effort by
raising the bar for New Dietary Ingredient Notifications (NDIN) to what appears to be
the higher threshold for the safety of food ingredients (reasonable certainty of no
harm)--FDA apparently sees these two safety thresholds as a distinction without a
difference. As a result, increasing numbers of dietary supplement manufacturers,
unwilling to gamble the future of their products to a system that provides little hope

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for the FDA's response of "no objection", have committed the additional resources
necessary to obtain Generally Recognized as Safe (GRAS) status for their
supplements.
As a result, increasing numbers of dietary supplement manufacturers, unwilling to

gamble the future of their products to a system that provides little hope for the FDA's
response of "no objection", have committed the additional resources necessary to
obtain Generally Recognized As Safe (GRAS) status for their supplements. The
pressure on FDA and Congress for change is again building with increased
dissatisfaction among consumers as the result of confusing labels. A second force for
change will be a need to uncouple the FDA mandated substance-disease relationship
and return to the substance-claim relationship to allow for progress in nutrigenomics
and metabolomics, which will result in an increasing number of substance-biomarker
claims.
The authors Sloan, Hutt.E, C.Adams (2011) in their article “Getting Ahead of the
Curve” Published in journal “Global Nutraceutical Hot Spots” emphasise on the
growing nutraceutical industry. The article reports on
the growth of nutraceutical industry worldwide considering
the increase in the sales of consumer health products in 2016. Topics discussed include
the several factors contributing to the demand of health care products such as
consumer preferences, the trends of the global health care industry, and the
performance of food and beverages market. As the article helps to understand the
growing market of nutraceutical products, it also helps to understand that how people
have become more health conscious. This article helps to understand that there is a
wide scope of nutraceutical industries worldwide because the products don’t have
sort of side effects that’s the reasons nutraceutical products are in demand.

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The authors Sloan, E. Hutt, C. Adams (2015) In the article ”Repositioning

Nutraceutical Products for Growth Markets” focus on the
growth of nutraceutical products industry. Topics include the Pharmavite's Nature
Made dietary supplements which were new to the top 10 list of over-the-counter
(OTC) products in 2014, increase in sales of herbs/botanical dietary supplements in
2014 according to the "Nutrition Business Journal" (NBJ), and high cholesterol as the
top reason consumers look for functional foods. As this article helps to understand
how nutraceutical products is repositioned in the growing market so as to increases
sales. This article was really helpful in completion of the project
The authors Hubbard and Bethany in their article “How the 'placebo-
driven' industry has got us hooked” article helps to understand how the combination
of nutrition and pharmaceutical makes the food with benefits. This article discusses
the alleged placebo effect of functional foods and nutraceuticals, a combination of
'nutrition' and 'pharmaceutical' indicating food with medical benefit, being pushed by
multinational food corporations like PepsiCo Inc. and Kellogg Co. in an attempt to
capitalize on healthy eating initiatives. Topics include the alleged lack of clinical
research backing the claimed results of nutraceutical use, attempts at curbing this lack
of research through the proposed Nutraceutical Research and Education Act (NREA),
and potential positive steps in food nutrition research coming from Nestlé Health
Science and its acquisition of CM&D Pharma Ltd. This article helps us to understand
why the demand of nutraceutical products is growing.

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The authors Olivo and Lisa (2017) in their article “Science, innovation, and new
varied sources help keep the omega-3 industry afloat” Published in journal
“Sustaining Momentum in the Omega-3 Market” has mention that how the company
is surviving in the market. The article focuses on Omega-3 supplements leading
within the nutraceutical industry and evolution of omega-3 industry with innovation,
science and new sources. Topics include increase in global market for finished
omega-3 products as per the Global Organization for eicosapentaenoic acid (EPA)
and docosahexaenoic acid (DHA) Omega-3s (GOED), benefits of supplements for
diseases such as mental health and eye diseases, and exploration of Vegetable omega-
3s and marine sources such as krill. This article gives more insights only for the
Omega 3 products which was very helpful for the completion of the project.
The author Cauley and Pat (2017) in their report “Animal Pharma” published in
the journal “Pharmaceutical Biotechnology industry” focuses on the status of
marketing campaign in pharmaceutical and nutraceutical industry. Topics discussed
include the trend of using social media in marketing, the difference regarding the
approach of pharmaceutical and nutraceutical industry on how they market their
products, and the challenges faced by television (TV) marketers about marketing
regulations. The insights of Ame Wadler, managing director of Zeno Health, about
the topic are also included. As most of the people prefer social media and the
marketing campaigns that happen on social media is really effective so nutraceutical
industries take these thong into consideration and started advertising their products on
social media because conversion rate is high on social meadia. Science it is an OTC
products people prefer to inquire about the product on social media so that they can
read the review before buying.

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As the author Wright and Rebecca (2016) has mention in their article
“Nutraceutical Packaging Trend” which was published in journal “Nutraceutical
World” about the move of packaging companies to adopt sustainable packaging to
meet the needs of the customers in the U.S. It notes the report of the Natural
Marketing Institute which reveals the increasing preferences of consumers on
environmentally-friendly products that prompted packaging companies to address the
demand. It explores the packaging trends in the nutraceutical industry which are
focused on the consumer’s interests for functional foods and dietary supplements. As
this article helps us to understand that packaging of nutraceutical product plays an
important role. Consumer in U.S prefer such kind of packaging which is
environmentally friendly. Now a day’s people have become more concern about the
environment. This article helps to understand that it’s not just quality of the product
but packaging also plays an important role and not just products
The author Pagno, T. Antonella, F. Annamaria and H. Simone (2018) has mention
in their article “The nutraceutical quality of tomato fruit during domestic storage is
affected by chitosan coating.” Published in the journal “Food Processing and
Preservation” Has mention in the article that the nutraceutical products is of really
good quality because Fruits and vegetables are highly perishable foods which usually
undergo a gradual loss of nutraceuticals during storage. Chitosan-based edible
coatings are extensively studied thanks to antimicrobial activity and great potential to
extend the shelf life. However, little information is presently available on the
nutraceutical quality of chitosan-coated products. The present study is addressed to
evaluate accompanied by a delayed degradation of some phenolic compounds during
storage. These results indicate that chitosan coating is effective in maintaining the
quality parameters, the coated fruit showed less weight loss (−16%) and more firmer
(+40%) than control fruit, chitosan-coated tomato emitted significantly lower ethylene
(−41%) than control, and slowing down the nutraceutical loss occurring in
postharvest, mainly of the lycopene, main carotenoid, found in tomato fruits. These
results indicate that chitosan coating is effective in slowing down the nutraceutical
loss occurring in postharvest, thus representing a promising tool to preserve bio-
protective phytochemicals during fruit conservation.

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Practical applications During storage and domestic conservation, the nutraceutical

quality of fruits and vegetables usually decreases and can undergo deterioration due to
physiological disorders and mechanical damages. In the last decade, use of edible
coatings has attracted interest as a promising technology to prolong the shelf life of
particularly perishable foods. These coatings act as protective barriers decreasing
transpiration rate and gas transfer across the product surface, thus promoting the
maintenance of nutritional quality. This article shows how well the products is
preserved so that the nutritional value does not reduce.
Authors Yu-Cheng Wen, Yuan-Tang, Liu & Tung-Kuan Chou (2017) in their
research paper “Hybrid evolutionary optimization for nutraceutical manufacturing
processes” In this paper, an intelligent approach, called HERON (hybrid evolutionary
optimization for nutraceutical manufacturing), is proposed to optimize a variety of
manufacturing processes in the nutraceutical field. The approach integrates the
Taguchi method, an artificial neural network (ANN), and a genetic algorithm (GA).
The Taguchi method is used to cost-effectively gather the data on the process
parameters. Data obtained by the Taguchi method are divided into input and output
data for an ANN's input and output parameters, respectively. The ANN trains itself to
develop the relationship between its input and output parameters. The trained ANN is
then integrated into a GA as the fitness function, such that the GA can evolutionarily
obtain the optimal process parameters. The HERON is validated through a
manufacturing process on soft-shell turtle soft-capsules. The objective is to minimize
the soft-capsule defect rate. Compared to the defect rates obtained by the empirical
and Taguchi methods, the HERON reduces the defect rate by 43.75 and 32.5 %,
respectively. In addition, compared to the manufacturing costs obtained by the
empirical and Taguchi methods, the HERON reduces the manufacturing cost by 11.81
and 25.29 %, respectively. This article helps to understand how the nutraceutical cost
is low though the quality is good but the price is low.

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Authors Olivo and Lisa (2014) in their report “Diving Deep for Marine
Nutraceuticals” Published in “Dietary Supplements Industries” have mentioned that
how nutrients which is really hard to consume can easily be consumed. The article
focuses on the flourishing market performance of nutrients that came from marine
ecosystem in the U.S. Overview of several well-known dietary ingredients such as
omega-3 fatty acids, which can offer minerals, antioxidants, and protein, is provided.
However, reminder on the need for nutraceutical companies to demonstrate
sustainability of their supply chains to ensure growth in the category is emphasized.
This article helps to understand that the nutrient which is required for a human body
which is difficult to consume now can easily consume because it is available in the
form of capsules and tablets. This article helps in the research to understand the
reasons of growth of nutraceutical industries globally.
Chapter 6
Research Methodology
Title of the Study
Consumer Awareness and Behavior Towards Nutraceutical Product in India
Need and Significance of the Study
Nutraceutical is the hybrid of nutrition and pharmaceutical. Nutraceuticals, in broad,

are food or part of food playing a significant role in modifying and maintaining
normal physiological function that maintains healthy human beings. The principal
reasons for the growth of the nutraceutical market worldwide are the current
population and the health trends. The nutraceuticals industry in India is one of the
rapid growing markets in the Asia-Pacific region. According to a recent report, the
nutraceuticals industry in India is worth about $ 2.2 billion and is projected to grow at
20% to $ 6.1 billion by 2019-2020. The research is conducted to find out the
increasing demand of nutraceutical industries in India. As there is very less research
conducted by the companies about nutraceutical products because there are very less
report available on internet about nutraceutical product. There is a rapid growth for
nutraceutical products in recent years because people are now more concern about
their health so to understand what are the reasons for the growth. As the nutraceutical
market is growing and has a good future this report will help the nutraceutical
industries to understand who their customers is and which medium to use to traget
those customers. Report will help the nutraceutical industries to understand which
medium to use to aware their customer’s. This study will also help those people who
hesitate to use nutraceutical products.
Research Objectives
 To understand the awareness of nutraceutical products across demographics

 To understand the current usage pattern of nutraceutical products in India
 To understand the factors that consumers consider while purchasing
nutraceutical products
 To understand the reason for not buying nutraceutical products
 To analyse the behavioural pattern of how people fulfil their nutritional
requirements
 To understand the intention of the customer to buy nutraceutical products
 To understand the positioning of nutraceutical industry in the minds of people
Sampling Plan:
 For males- Age between 18-50
 For females- Age between 18-50
Sample design:
The sample was collected using convenience sampling.
Sample Size:
A total of 200 respondents are surveyed from the location Mumbai
 Age Group - All

 Gender – Male/Female
 Occupation – Self-employed, family business owners, salaried.
Methodology for Data collection
Primary: Data has been collected with the help of the structured questionnaire using
google forms
Secondary: Data has been collected from various websites, books, magazines, case
study and personal contact.
Scope of the Project
This research will help to understand the consumption pattern of individuals as to

what they consume to fulfill their daily nutritional requirements. This study will also
help to understand the increasing scope of Nutraceutical industries in India. The result
of this study will be useful for nutraceutical industries to know how people fulfill their
nutritional requirement and the source of awareness of the product and to understand
how the respondents keep themselves updated about the nutraceutical products. This
study will also help to understand which are the factors that customer takes into
consideration while buying nutraceutical products.

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Limitations of the Project
No matter how efficiently the study is conducted and developed, every study has
certain limitations. The limitations are the matters and occurrences which are out of
researcher’s control. Similarly, in this study it is possible to identify certain
limitations.
The following are some of the limitations that can be identified in this research:-
 Approximately 90 per cent of the information has been gathered exclusively

by the way of personal questionnaire which is used in the present study.
Therefore, the data collected is prone to error of respondent to some degree or
other.
 The questionnaire is filled by the respondents and the respondents may not
feel confident in providing the accurate and honest answers.
 The respondents were in a hurry to fill the questionnaire and thus this adds to a
certain amount of unreliability.
 The study is confined to Mumbai only.
 Lack of time & finance may prevent from carrying out an in-depth study.
 Consumer behaviour being dynamic in nature, there is every possibility that
over time & space, the findings of today may become invalid tomorrow.
Data Analysis
For primary research SPSS and Microsoft Excel has been used. To proceed further
with the report, based on the research plan, primary data was collected using a
structured questionnaire from 200 respondents and the data was analysed using SPSS
and Excel software. Pivot, T-test, techniques where used.
Chapter 7
Data Analysis and Interpretation
7.1 Age
Age
11% 3%
11%
18-25
75% 26-35
36-45
45& above
Figure 7.1 Respondents Age
The survey which was conducted had majority of the respondents are between age
group 18-25 i.e.75%, respondents are in the age group 26-35 are 11%, the respondent
which are in the age group 36-45 are 11% and the respondents which are in the age
group of 45 and above are 3%.
7.2 Respondents Gender
Gender
24%
Male
Female
76%
Figure 7.2 Respondents Gender
Majority of the respondents are male i.e. 76% are male respondents and 24% are
female

Research
7.3 Annual Income
Annual Income
8%
Less than 2,50,000
250,001-5,00,000
38%
28% 5,00,001-10,00,000
More than 10,00,000
26%
Figure 7.3 Respondents Annual Income
According to the survey conducted majority of the responses i.e 38% have their
annual income less than 2,50,000. There was 28% of the responses who have their
annual income between 5,00,001-10,00,000, whereas there are 26% of the
respondents who has their annual income between 2,50,001-5,00,000 and only 8% of
the respondents who have their annual income more than 10,00,000.

Research
7.4 How do people fulfil their nutritional requirement?
22% 21%
Organic Food Dietry Supplyment Whole food
Poultary
20%
37%
Figure 7.4 Nutritional requirement fulfilment
Majority of the respondent i.e 37% of the people fulfil their nutritional requirement by
consuming Whole food whereas 22% of the respondent fulfil their requirement with
the help of Poultry. 21% of the respondent fulfil their nutritional requirement with the
help of Organic Food and only 20% of the respondent fulfil their nutritional
requirement by consuming Dietry Supplements.

Research
7.5 Are you aware about nutraceutical products?
7%
Yes
No
93%
Figure 7.5 Awareness about Nutraceutical Product
Majority of the respondent i.e 93% of the respondent are aware about Nutraceutical
products whereas only 3% of the respondents are not aware about Nutraceutical
Products.

Research
7.6 How do you came to know about nutraceutical products?
Chart Title
12% Word of Mouth

28% Social Media
7%
T.V advertisement Hoardings
Doctors prescribed them
28%
25%
Figure 7.6 Source of awareness about nutraceutical products
T.V advertisement and Word of Mouth plays an important role in awareness of on

Nutraceutical because 28% of the respondent got aware about nutraceutical products
through T.V advertisement whereas 28% of the people got aware through Word of
Mouth. Social Media also plays an important role in creating awareness because 25%
of the respondent got aware about nutraceutical products through Social Media,
whereas 12% of the respondent got aware because Doctors prescribed them.
Hoardings does not play an important role in creating awareness because only 7% of
the respondent got aware through hoardings.

Research
7.7 How do people keep them self-updated about Nutraceutical products?
Chart Title
16%
34%
Social Media Print Media

34% T.V advertisment
16% Other
Figure 7.7 How do people keep them self updated about Nutraceutical products
34% of the respondent keep them self updated through T.V advertisement, whereas
34% of the respondent keep them self updated through Social Media. 16% of the
respondent uses Print Media and 16% uses other sources to keep themselves updated
about Nutraceutical products.

Research
7.8 Have you ever used nutraceutical products?
13%
Yes
No
87%
Figure 7.8 Respondents ever used Nutraceutical Products
Majority of the respondent i.e 87% of the respondent have used Nutraceutical
products and 13% of the people have not tried the Nutraceutical products.

Research
7.9 What are the reasons for not preferring Nutraceutical products?
Chart Title
4% Price
17%
Not prescribed by the Doctor Awareness
Availability
12% Others
42%
25%
Figure 7.9 Reasons for not preferring Nutraceutical products
42% of the respondent does not prefer Nutraceutical products because it is not
prescribed by the Doctor. 25% of the respondent does not prefer Nutraceutical
products because they are not aware about the Nutraceutical products, whereas 17%
respondents have some other reasons of not preferring Nutraceutical product. 12% are
not preferring Nutraceutical products because of the availability of the product and
4% are not preferring the products because of the price.

Research
7.10 For what purpose you use Nutraceutical products?
Energy
Immune System General well being Diabetes
Bone Health Eye health Weight Control Cancer
6%12%1%% Heart health
5% Others
26%
14%
5%
20%
20%
Figure 7.10 For what purpose respondents use Nutraceutical products
Majority of the respondent’s i.e 26% uses Nutraceutical products to gain energy. 20%
of the respondent use Nutraceutical products for immune system whereas 20% of the
respondents use Nutraceutical product for General wellbeing. 14% of the respondents
use Nutraceutical products for bone health, 6% of the respondents uses the products
for weight control. 5% of the respondents use the product for diabetes, 5% use the
product for eye health and remaining of the respondents use the products for cancer,
Heart health and for other reasons.

Research
7.11 How often do you use nutraceutical products?
Chart Title
25%
31% Twice a day
Once a day Once a wek
44%
Figure 7.11 How often do respondents use Nutraceutical products
Majority of the respondent’s i.e 44% use Nutraceutical products once a day. 31% of
the respondents use Nutraceutical product once a week and only 25% of the
respondents use Nutraceutical Products twice a day.

Research
7.12 Why do consumer use nutraceutical product?
They make me healthier Someone influenced They give me energy

They help me perform better at work
For curiosity sake
Doctor prescribed them Others
6%1%
8%
37%
12%
23%
13%
Figure 7.12 Reasons for using Nutraceutical products
37% of the respondents use Nutraceutical product because the product makes them
healtier.23% of the respondents use the products because according them
Nutraceutical products makes them fell more energetic whereas 13% of the
respondents use the product because someone has influenced them to use the
products. 12% of the respondents fell that Nutraceutical products help them to
perform better at work. 8% of the respondents use the products for curiosity sake and
only 6% of the respondents use the products because it was prescribed by the doctor.

Research
7.13 Would people still prefer Nutraceutical products if cheap alternatives

are available
Chart Title
26%
Yes
No
74%
Figure 7.13 Respondents preference about nutraceutical products if cheap alternatives

are available
If cheap alternatives are available then to 74% of the respondents will still use
Nutraceutical products and not switch to some other products and 26% of the
respondents said that they will switch the products if there will be cheap alternatives
available.

Research
7.14 What are the factors that people take into consideration while buying
nutraceutical products?
Hypothesis:
Ho = 4
Ha > 4
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Price 159 3.46 1.226 .097

Availibility 159 3.74 1.193 .095
Brand 159 3.87 1.068 .085
Quality 158 4.28 .977 .078
Ingredients 158 4.22 .994 .079
Table:7.1 Mean table
One-Sample Test
Test Value = 4
95% Confidence Interval of the
Mean Difference
t df Sig. (2-tailed) Differenc Lower Upper
e
Price -5.563 158 .000 -.541 -.73 -.35

Availibility -2.792 158 .006 -.264 -.45 -.08
Brand -1.559 158 .121 -.132 -.30 .04
Quality 3.584 157 .000 .278 .13 .43
Ingredients 2.800 157 .006 .222 .07 .38
Table: 7.2 T-test

Parameters Hypothesis Interpretation
(Accept/Reject)
Reject
For evaluating whether the Since P value is less than
respondents take “Quality” 0.05 then reject Ho
in to consideration while This implies that
buying nutraceutical respondents does not take
products quality in to consideration
while buying nutraceutical
products.
Reject
For evaluating whether the Since P value is less than
respondents take 0.05 then reject Ho
“Ingredients” in to This implies that
consideration while buying respondents does not take
nutraceutical products ingredients in to
consideration while buying
nutraceutical products.
Table 7.3 Iterpretation of T test

7.15 What comes to the peoples mind when they hear nutraceutical products?
16% Reliable Availability Brand Quality

22%
Ingredients
25%
19%
18%
Figure 7.14 What comes to your mind when you hear Nutraceutical products
According to 25% of the respond Quality comes to their mind when they hear
Nutraceutical products whereas 22% says Reliable is the word that comes to their
mind when they hear Nutraceutical products. According to the 19% of the
respondents Availability is the word that comes to their mind when they hear
Nutraceutical products and 16% of the respondents says that Ingredients is the word
that comes into their mind when they hear Nutraceutical products.
Chapter 8
Findings and Recommendations
FINDINGS
 Majority of the respondents were found to be fulfilling their nutritional

requirement by consuming whole food. 37% of the respondents said that they
prefer whole food to fulfil their nutritional requirement needs.
 Apart from whole food, around 60% of the respondents also fulfil their
nutritional requirement by consuming organic food, poultry and dietary
supplements.
 93% of the respondents are aware about Nutraceutical products, while only
7% of the respondents are not aware about Nutraceutical products.
 TV Advertisement, Word of mouth and Social Media are considered to be the
main sources of awareness for nutraceutical products.
 Doctor’s recommendation is also another important source of awareness for
 Hoardings does not play a much significant role as it was found out that only
7% of the respondents had come to know about nutraceutical products through
hoardings.
 Respondents keep themselves updated about nutraceutical products through
TV advertisement.
 Social media is also another platform for keeping people updated about
 87% of the respondents have already used Nutraceutical products, while only
13% of the respondents have still not tried Nutraceutical products.
 The major reason behind people not preferring Nutraceutical products is that is
not prescribed by the doctor.
 Price and availability are the other important reasons behind people not
preferring Nutraceutical products.
 Majority of the people are using Nutraceutical products for health related
issues.
 Respondents felt that the main purpose for using such products is to gain
energy and improve immune system.
 Other reasons for using Nutraceutical products include general well-being,

weight control and other health related issues like bone health, diabetes etc.
 37% of the respondents felt that using Nutraceutical product will make them
healthier, while 23% of the respondents felt that it will make them more
energetic.
 Out of the total respondents, 44% are already using such products once in a
day. While, 31% respondents use Nutraceutical product once a week followed
by 25% of the respondents’ use who use it twice a day.
 Respondents have a perception that Nutraceutical product are of high quality
and 74% of the respondents said that they will not switch to other cheaper
alternatives.
 However 26% of the respondents were found to be willing to switch to other
cheaper alternatives, if they were available.
 As mentioned above respondents usually associate Nutraceutical products to
quality and reliability. And this assumption is backed by the fact that around
50% of the respondents associated it with quality and reliability.

Research
RECOMMENDATIONS
 As TV advertisements and social media are considered to be the main source

of awareness for Nutraceutical products, more focus should be put on
advertising Nutraceutical products on television channels.
 Apart from this, regular advertisements should also be done on social media
websites like Facebook, Instagram etc. as more and more youth spend time on
such social media websites.
 Doctor’s prescription is another important factor that influences people in
using Nutraceutical products. Hence Nutraceutical companies can target
doctors and tie up with them in order to promote their products.
 Hoardings of Nutraceutical products are not really too much of an influence
for people to purchase this product. Hence the Nutraceutical companies should
rather spend their advertisement budget wisely on platforms like TV and
social media because the youth are nowadays influenced a lot by
advertisements on social media and Television.
 Price is an important factor when it comes to purchasing Nutraceutical
products. One of the most important reason for not purchasing such products
too often is its price. Hence Nutraceutical companies should come up with
small packets of such products that are made available to the public at
affordable prices.
 Availability is another factor that is deterring people from purchasing such
products. These kind of products are usually available in super markets or
retail chains and are not easily available in mom n pop stores. So, in order to
induce more trials of these products it is necessary to make the products
available at all kind of stores so that people can purchase it more often.
 Majority of the people have been found to be using Nutraceutical products
because of their health benefits. Hence, it is important to highlight the health
benefits of these products more, and ads and promotional activities should be
designed keeping the health benefits of these products in mind.
 As the research showed that many respondents are only using these products
once in a week, Nutraceutical companies should try and come up with ways to
increase the consumption level of such products.

Research
 By 2020, it is estimated that the number of senior citizens in India will

increase drastically and hence Nutraceutical companies can switch its attention
to these age groups as it is known to be a product that keeps people healthy
and energetic.
 Word of mouth plays a very important role when it comes to influencing
people to purchase these kind of products. Hence, it is important for the
Nutraceutical companies to maintain their product quality and also try and
improve it further in order to increase its usage among people.

Research
Conclusion
India is witness to a outbreak of changes in lifestyles and rise in lifestyle diseases
like diabetes, blood pressure, obesity, cardio-vascular problems among others,
which has increased the demand for supplements to nutrition among the upper and
middle class. India is undergoing a significant transformation with regards to its
consumer attitude & behaviour. Being a younger nation, people are aspirational and
are embracing more progressive and faster-paced lifestyle. Simultaneously the need
for a sense of wellbeing is stronger than ever. Life expectancy, in general, has
increased progressively.
The reasons for buying nutraceutical products and reasons for not preferring the
products and to understand the source of awareness about the nutraceutical
products among the people. The main reasons for the people who does not prefer
nutraceutical products is because the product is not prescribed by the doctors. As
the packaging also matters in the sale of the product. Most of the people are aware
about the nutraceutical products and the source of awareness is through word of
mouth, social media and T.V advertisement. As price and availability plays an
important role so people who does not prefer nutraceutical products because
according to them nutraceutical products are expensive as compared to other
products price is not the only factor that people are not considering nutraceutical
products but availability is another factor.
Nutraceuticals which include functional foods (which pertains to Food companies)

and dietary supplements (which pertains to Pharmaceutical industry) is the only
segment which amalgamates Pharma industry and Food industry. The popularity
and growth of this industry can be attributed to consumers’ increased inclination
towards health and nutrition. Indian consumers, mostly the upper middle class
perceive Nutraceuticals as alternatives to prescription drugs.
Nutraceutical products are used for various purpose such as general wellbeing,
weight control, bone health, cancer etc. but mostly it is used to gain energy and
improve immune system. As the consumer of nutraceutical products they do not
prefer to use cheap substitute if available in the market, because nutraceutical
products has gain trust of the consumer. As per the consumer one word that comes
to their mind when they hear nutraceutical products is reliable and quality
Annexures
A) Questionnaire
1. Age
o 18-25
o 26-35
o 36-45
o 45& above
2. Gender
o Male
o Female
3. Annual Income
o Less than 2,50,000
o 2,50,001-5,00,000
o 5,00,001-10,00,000
o More than 10,00,000
4. How do you fulfil your nutritional requirements?

o Organic foods
o Dietary supplements
o Whole food
o Poultry
5. Are you aware about nutraceutical products?

o Yes
o No
6. If yes, how did you came to know about nutraceutical products?

o Word of mouth
o Social media
o T.V advertisement
o Hoardings
o Doctors prescribed them
7. How do you keep yourself updated about nutraceutical products?

o Social media
o Print media
o T.V advertisement
o Others
8. Have you ever used nutraceutical products?

o Yes
o No
9. If No, what are the reasons for not preferring nutraceutical products?
o Price
o Not prescribed by the Doctor
o Awareness
o Availability
o Others
10. If yes, for what purpose do you use nutraceutical products?

o Energy
o Immune system
o General well being
o Diabetes
o Bone health
o Eye health
o Weight control
o Cancer
o Heart health
o Others
11. How often do you use nutraceutical products?

o Twice a day
o Once a day
o Once a week

Research
12. Why do you use nutraceutical products?

o They make me healthier
o Someone influenced
o They give me energy
o They help me perform better at work
o For curiosity sake
o Doctors prescribed them
o Others
13. Would you still use nutraceutical products if cheap alternatives

are available?
o Yes
o No
14. Rate the following factors that you take in to consideration while buying a
nutraceutical products? (where 1 is lowest and 5 is highest)
1 2 3 4 5
Price
Availability
Brand
Quality
Ingredients
15. What comes to your mind when you hear nutraceutical products?
o Reliable
o Value to money
o Quality
o Effective
o Natural

Research
B) List of Tables
2.1 Drivers for Growth 6
2.2 Leading Brands of Nutraceutical Products 7
7.1 Mean Table 55
7.2 T-test 55
7.3 Iterpretation of T-test 56
C) List of Images
2.1 Nutrients from natural source vs Nutraceutical 7

products
3.1 Nutraceutical is Natural 11
3.2 Nutraceutical products used across demographics 12
3.3 Awareness level 14
3.4 Products containing plants ,botanical, Vitamin etc 14
D) List of Figures
3.1 Nutraceutical Market in India 10
3.2 Market of Nutraceutical products 19
3.3 Dietary supplement market 21
7.1 Respondents Age 42
7.2 Respondents Gender 43
7.3 Annual Income of the Respondents 44
7.4 Nutritional requirement fulfilment 45
7.5 Awareness about Nutraceutical Product 46

7.6 Source of awareness about nutraceutical products 47
How do people keep them self-updated about

7.7 48
Nutraceutical products
7.8 Respondents ever used Nutraceutical Products 49
7.9 Reasons for not preferring Nutraceutical products 50
For what purpose respondents use Nutraceutical

7.10 51
products
How often do respondents use Nutraceutical

7.11 52
products
7.12 Reasons for using Nutraceutical products 53
Respondents preference about nutraceutical products

7.13 54
if cheap alternatives are available
What comes to respondents mind when they hear

7.14 57
Nutraceutical products
Bibliography
Books
Brian Mc Neil, D. A. (2013). Microbial production of food ingredients, enzyems

and nutraceutical. New Delhi: Woodhead Publishimg Limited.
Hasler, C. M. (2005). Regulation of Funtional Foods and Nutraceuticals. USA:

Blackwell.
Smarta, D. G. (2016). Pharmaceuticals to Nutraceuticals: A Shift in

Disease Prevention. USA. Carlton Books
Journals and Magazines
Adams, E. S. (2011). Getting ahead of the curve. Global Nutraceutical

Hot Spot,Volume 2, Issue 14.
Bethany, H. a. (2016). How the placebo driven industry has got us hooked. Journal
of Nutraceuticals and Food Science, Volume 5,Issue 9.
Burdock G. A, C. I. (2013). The Importance of GRAS to the functional food and
nutraceutical industries. Current Trends in Nutraceuticals,Volume 5, Issue 12.
Lisa, O. a. (2014). Diving Deep for marine nutraceuticals.Journal of
Medical Nutrition and Nutraceuticals, Volume 3, Issue 10.
Lisa, O. a. (2017). Science, innovation and new varied source help keep the Omega-3
industry float. Sustaning Omega-3 Market.Volume 5,Issue 8.
Moloughney, S. S. (2009). What Lies Ahead? State of Industries.
Pango, C. H. (2018). The Nutraceutical quality of Tomato fruit during domestic

storage is effected by chitson coating . Journal of Food Processing and
Preservation.Volume 6 Issue 17.
Pat, C. a. (2017). Animal Pharma.Pharmaceutical and Biotecnology industry.
Rebecca, W. a. (2016). Nutraceutical packaging trend.Nutraceutical World,Volume

4,Issue 18.
Sloan, E. H. (2015). Reposioning nutraceutical products for growth market.
Steinford, S. (2017). Dietary Supplements Industry. Nutraceutical World.

Yu-Cheng Wen, T.-T. L.-K. (2017). Hybrid evolutionary optimization for
nutraceutical manufacturing process.
Websites
amazon.in. (2018). Retrieved from Market Overview of Nutraceuticals in India:

https://www.amazon.in/Market-Overview-Nutraceuticals-India-Supplements-
ebook/dp/B00EOLOQTC
Amrit ventures. (2018). Retrieved from Nutraceutical Industry in India:

https://amritt.com/industries/india-consumer-packaged-goods-market/nutraceutical-
industry-in-india/
Information vine. (2018). Retrieved from list of nutraceutical companies:

https://www.informationvine.com/index?qsrc=999&qo=semQuery&ad=semD&o=60
3905&l=sem&askid=b18baa54-3e35-4875-a063-075333f9df0b-0- iv_gsb&q=list
%20of%20nutraceutical%20companies&dqi=&am=broad&an=google_ s
Nuffoods spectrum. (2018). Retrieved from Nutraceutical industry in India: Current

scenario and future trends:
http://www.nuffoodsspectrum.in/inner_view_single_details.php?page=1&content_typ
e=&vrtcl_panel_nm=&ele_id=NOR_588b37ba948df4.78777381

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A

“Consumer Awareness and Behavior Towards Nutraceutical Products in India”

in the partial fulfillment of the requirement of

Masters of Management Studies (MMS)

Rizvi Institute of Management Studies and Research

Under the guidance of

Dr. Garima Sharma

Tarique Akber Azmi

I take this opportunity to express my whole hearted gratitude to the Almighty, my

Tarique Akber Azmi

Tarique Aber Azmi

This is to certify that Tarique Akber Azmi a student of Masters of Management

“Consumer Awareness and Behavior Towards Nutraceutical Product in India”

Under the guidance of Dr Garima Sharma, Rizvi Institute of Management Studies

Dr. Garima Sharma Prof Umar Farooq Dr. Kalim Khan

Project Guide Academic Coordinator Director

The Indian Nutraceuticals market is estimated at around $ 4 Bn in 2017 and is

Relevant framework is the Food Safety & Standards (Health Supplements,

1. Background of the Study 1

2 Global Nutraceuticals Market 5

7 Data analysis and interpretation 40

8 Findings, recommendation and conclusion 58

Rizvi Institute of Management Studies and 1

Nutraceuticals in contrast to Pharmaceuticals

How Consumers relate to Nutraceuticals

Consumers’ modern-day lifestyles have significantly changed in the last three

Rizvi Institute of Management Studies and 2

Functional beverages are non-alcoholic beverages containing ingredients that provide

A dietary supplement is a product intended for ingestion that contains a “dietary

Rizvi Institute of Management Studies and 3

Rizvi Institute of Management Studies and 4

2.2 Global Market Growth & General Demand Scenario

2.3 US & Other Markets

2.4 Drivers of Growth

Factors Driving Growth

US Europe Japan Brazil China India

Rizvi Institute of Management Studies and 6

Table: 2.2 Leading Brands of Nutraceutical Products

Img: 2.1 Nutrients from natural source vs Nutraceutical products

Increase in Disposable Income

Until fairly recently, nutraceutical products, including supplements and functional

Medical Community Co-prescribing Nutraceuticals

India Nutraceutical Market ($ bn)

2017E- 2018F- 2019-F 2020F- 2021F- 2022F-

Figures: 3.1 Nutraceutical Market in India (Assocham India 2017)

The entire category of Nutraceuticals is divided into Functional Foods, Functional

Future Trends in The Nutraceutical Segment

An Overhauled Regulatory Framework

Market Expansion (Tier II & III Cities & E-commerce Growth)

Img: 3.1 Nutraceutical is Natural

Rizvi Institute of Management Studies and 11

3.2 Consumer Segments

 Growing children needs Functional food and beverage supplement to be able to

 Pregnant and lactating mothers need to supplement their nutrition need

Img: 3.2 Nutraceutical products used across demographics

3.3 Drivers of Growth

Rizvi Institute of Management Studies and 12

As a result, Indian consumers, predominantly the higher socio-economic and upper

Changing trends dosage forms

Nutraceutical ingredients have typically been positioned as natural and healthy

Rizvi Institute of Management Studies and 13

There are a host of factors which will drive

 Fitness intent – which is increasing at a