16 INGREDIENTS & ADDITIVES
Health awareness boosts growing
demand for functional foods
Increasing innovations in ingredients business
their products with innovative ingredients," says Frost
fuels good growth in the functional food and
& Sullivan Research Analyst Aditi Paul. "The vague
regulatory and industry approval protocols for functional
beverage industry.
foods further dampen the speed of market growth."
Survival in the functional foods business requires
he exceptionally good growth in the Indian cutting-edge R&D and high technical expertise, and
T
economy, coupled with a strong desire most of the Indian companies do not invest enough in
among the Indian consumers to maintain a research. Due to a lack of product differentiation in
healthy lifestyle, and the growing awareness terms of ingredients, it becomes difficult to convince end
of functional ingredients such as herbs, minerals, users to fortify their products. However, this situation is
vitamins, omega fatty acids and probiotics is driving the likely to change in the near future.
Indian functional foods and beverages market. "Even though much scientific evidence links various
While the market is still in its infancy, the demand for botanicals to health benefits, more research must be
sports and energy drinks will increase, since these drinks targeted to understand the mechanism," notes Paul.
are considered a fashion statement and are a socially "This will help manufacturers determine the efficacy
accepted alternative to alcoholic drinks. Functional foods of the product and the ingredients and come up with
are also likely to witness an expanding consumer base optimal dosage levels."
due to their specific health benefits. Eventually, this knowledge would help manufacturers
There are very few commercialised functional develop tailor-designed products. These foods and
products in the Indian market presently. Nonetheless, beverages, personalised to manage certain health
with the large number of existing as well as upcoming conditions of specific people, are the future of the
retail outlets, this situation is likely to change, since functional health foods market.
consumers are becoming increasingly aware of a number A competitive monitoring programme can be set
of imported new-age health and well-being products. The up to analyse and measure competitor activities across
highest growth is likely in sub categories such as energy all strategic areas, which could reveal any new product
drinks, enhanced shelf stable juices, probiotics, and development plans and technology evaluations. Along
omega fortified food and beverages. with development work for individual consumers,
"However, it is difficult to convince Indian fast companies must also focus innovation and research
moving consumer goods (FMCG) companies to fortify work on food industry trends, which include short-life
Fig. 1. The
demand for
sports and
energy drinks will
increase. These
are considered a
fashion statement
and a socically
acceptable
alternative to
alcohol.
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