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Transcript

Welcome back. In the last lecture we have gone through the significance of the function foods in prevention of the diseases and what are the necessary steps to be taken before launching any new product in the market. And we have gone through the biomarkers, then importance of the biomarkers. In this lecture we will go through functional food markets in India and global market. Here I would like to mention that the world is targeting India as a market for function foods and probiotics, and lots of study material and they is available and the magazines and newspapers they are flooded with the information on the function foods, nutraceuticals and probiotics. And even the consumers they are very health conscious. And they want to these type of products; so lots of products are available in the market as probiotics and functional foods. And in this area Amul is the leading one. And they have launched the very earlier, Prolife it’s a probiotic dahi and other companies are also in race like Nestle and MotherDairy.

Consumer interest in health maintenance and awareness, the role of functional food in this are the key factors generating demand. In most markets functional foods are mainly seen as food products and the factor influencing the food selection. Socio-cultural factors like availability of the local cuisine, ideology, religion, rituals, economic situation and of course the group values. Now we will discuss the consumer attitudes towards the functional foods. Means how easily they are adapting these function foods in their daily life. Here we can see that how frequently the consumer purchase the foods that promote the specific health benefits. Here in this figure we can see that approximate 10% of the people, they never bought whole grains high fiber products. Similarly if we see here, like more than 15% of the consumers, they don’t have the trend of buying the yogurt with acidophilus culture or probiotics. In case of iodine enhanced cooking salt, the figure is high that is more than 20%. Cholestrol reducing oils and margarines, the figure is quite high that is approximate 20%. And the consumer who never bought these kind of products like fermented drinks containing good bacteria are approximate 25%. Fruit juices with added supplements are the consumers. They approximately 25% of the consumers they never bought these kind of products.

Then bread with added calcium or vitamins. Here you can see that more than 25% of the consumers didn’t have the practice to buy such kind of products. Then milk with added supplements like vitamins and other supplements. The percentage is quite high, that is approximate 30% of the consumers are not in this kind of practice. If we will see the cereals with added folate, approximately we can see 25% or more than 25% of the consumers they are not in practice to adopt or to buy the cereals with added folate. Now this is regarding soy milk, and here we can see that more than 35% of the consumers, they never purchase these health promoting foods that is soy milk. One thing that I want to make clear here that soy milk is a very good substitute forthe people who are suffering from the lactose intolerance problem. And if we compare about the cost, soy milk is comparatively very nutritive, comparatively cheap as compared to the normal milk.

So the consumers have a misconception about the cost like if we say probiotic food; function foods, the consumers immediately think about the cost, means it will be a costly product. It is not like that the function products or the probiotic products may be costly, may not be costly, it depends upon the nature of the food products. Like if you will compare the probiotic dahi with the normal dahi the cost is comparatively like not so much difference is there. Functional foods on the global market; which foods are available globally. Like probiotics, prebiotics and functional drinks. Here probiotics, I would like to discuss that probiotics are the live microbes, when taken they confer the health benefits. And in the simple language we can say that these are the good microbes. They enhance our gut microbiota, and examples of these are the 2 species that are very frequently used; lactobacillus and bifido bacteria.

And after them there is a correlated term that is prebiotics. Prebiotics are in very simple language, we can say the feed or the food of the probiotics. Means if we add any kind of prebiotics like inulin that is derived from the chicory roots or fructo-oligosaccharides, that is FOS. If we add this during the preparation of the prebiotic food, they will enhance or they will stimulate the growth of the microbes, because they are live. Then functional drinks, they are helpful in weight control. Nutrition beverages, energy drinks, sports beverages, and ready to drink tea and coffee. Functional cereals, oat based products, barley based products. Because oat contains beta-glucans, that is very useful. Functional meat, meat products with added functional ingredients, vegetable proteins, dietary fibers, herbs and spices. And dietary fibers are also important to mention here that they entrap the harmful toxins that are produced in the body and prevent from many kind of problems.

Then meat products which are modified during processing. Like during processing or production. During production we can add some kind of microbes which release the bioactive peptides during the fermentation or during the curing also. Reformulated meat products. Reformulated means we can reformulate by addition or by subtraction like fat reduction, cholesterol reduction, reduction of sodium and nitrite levels. Improvement of fatty acid composition also. Then enriched eggs. Eggs enriched through the supplementation of the animal diets with the functional ingredients like long chains polyunsaturated fatty acids, vitamin E, selenium, conjugated linoleic acid and lutein.

Now the key market drivers that is regarding the functional foods and nutraceutical products in Europe on the basis of the health claims. Means which kind of health claims they write on that product. And the most desirable health claims in Germany are like boost immunity system, promotes healthy bones, promotes healthy teeth, gives energy, promote healthy gut. Means these are the desirable claims, that the product sold in Germany. They have the these kind of desirable claims. Similarly in U.K. the claims are different, like gives energy, promotes health bone, promote healthy teeth, reduce risk of cancer and lowers the cholesterol. In France the desirable claims are like; gives energy, lowers cholesterol, increases disease resistance, boost immunity system and prevent constipation.

International market for function foods. What is the scenario of the functional foods in the international market. Internationally functional food market has experienced remarkable growth. And in India also they are contributed to the economic growth of the country and added revenue to the country. This is one of the most dynamic sector in the food industry, because they have the latest concept, the latest product. The recent products in the in the term of product development and international expansion. Means lots of new products are coming day by day in the market. But the functional foods and probiotics, they are booming in the market. While large food companies they are aggressively harness larger market share, small and medium enterprises, that is SME’s; they are also successfully identifying untapped opportunity and building up the market niche.

So here we have discussed, we have moved through the different aspects, the consumer behavior to other function foods. What is the market scenario? What are the different kind of health claims in the different countries, in this lecture.

Thank You.