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Marketing Mastermind Magazine:
Nutraceuticals:The New Age Fast Moving Healthcare Goods
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Nutraceuticals are essentially food products and derivatives which have a health promoting or medicinal value. Nutracueticals include functional foods, dietary supplements, sports and energy products, etc. The manufacture and sale of nutraceuticals is on the increase. They are also quite useful as a strong line of defense against lifestyle illnesses and ailments. However, regulatory measures need to be streamlined in order to facilitate directed growth of this industry.

 
 
 

Have you ever wondered why people in South India use tamarind in most of their recipes? Is it only for its taste? The answer is No! Research conducted in a village in Andhra Pradesh showed that high concentration of fluorides in the water in South India makes the people here more prone to neurotic paralysis. Proteins and glycolipids present in tamarind bind these excessive fluorides and help in prevention of the disease. Thus, there is a strong connection between the food we eat, and our health.

In 1989, Dr. Stephen DeFelice, founder and Chairman of the Foundation for Innovation in Medicine, coined the term `Nutraceutical' by combining two terms - nutrition and pharmaceutical, to name the science of medicinal value of food products and derivatives. Nutraceuticals are now internationally recognized, and are emerging as Fast Moving Healthcare Goods (FMHG) in the Indian healthcare industry. The term refers to food and food ingredients which help in proper growth of the body, i.e., they act as food supplements. Some of them also play the role of disease preventives and some even help in the treatment of illnesses. Thus, nutraceutical products facilitate health maintenance and also treatment of diseases.

Traditionally, nutraceuticals were available in forms similar to pharmaceutical products, such as capsules, tablets, powder, etc. However, new generation nutraceutical products like probiotic drinks and yogurt are available at supermarkets, along with other regular food products.

Although considered as nearly the same, nutraceuticals, functional foods and dietary supplements differ from each other in their usage. Functional food is rich in nutrients, but is cooked or prepared with scientific knowledge, without any intention to utilize its medicinal value. When this food is used for its medicinal value to cure any disease other than anaemia, it is referred to as a nutraceutical. Generally, functional foods often help in the treatment of anaemia. However, it must be borne in mind that a functional food for one consumer may be taken as nutraceutical by another consumer. Dietary supplements are products which provide nutrition, but are used as supplements to the regular meal.

 
 
 

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