Paradox Of Nutraceuticals: Pumping Supplements Unchecked Not A Wise Choice, Say Experts
The multivitamin and nutraceutical market is characterised by relatively lax regulations and oversight, making these products easily accessible to consumers without the need for prescriptions or supervision. These products are readily available on the market, along with internet trends and quick fixes.
Social media often features individuals offering recommendations for various health products, including multivitamins, gym supplements, and cosmetic medicines. Additionally, there is a presence of deceptive weight-loss drinks and herbal remedies that claim to address a wide range of issues, sometimes lacking substantial scientific support.
In recent times, there has been a notable shift in the preferences of the Indian population. There is a growing belief in the efficacy of immunity-boosting supplements, which has resulted in changes in purchasing patterns and market behaviour, as indicated by the Ministry of Food Processing Industries.
Examples of this open-minded buying behaviour include the popularity of vitamin capsules, chewable tablets, and gummies among consumers of healthcare products. Experts also note that people now tend to prefer nutraceuticals over medications for minor issues like allergies and digestive irregularities, possibly due to the perception of fewer adverse effects.
"Multivitamins and nutritional supplements have proven health benefits, but these are disease-specific," warns Prachi Jain, Chief Clinical Nutritionist and HOD (Nutrition & Dietetics) at CK Birla Hospital, Gurgaon. "However, one should keep in mind while selecting the supplements that they should be FSSAI-approved with their licence number mentioned on the box. It should be scientifically approved and formulated on an RDA (Recommended Dietary Allowances) basis. There are random, local nutritional supplements available in the market; don't go for them," she advises.
The Booming Nutraceutical Market:
In India, the dietary supplements market, valued at USD 3924.44 million in 2020, is on track to reach USD 10,198.57 million by 2026, representing a remarkable 22 per cent year-on-year growth rate, stats by the Ministry of Food Processing Industries stated. Factors like the growing geriatric population, the shift from pharmaceuticals to nutraceuticals, and the focus on personalised nutrition drive this growth.
"Currently, the Indian market imports more than it exports. Domestic demand has seen significant growth over the past 4-5 years, driven by the prevalence of lifestyle diseases and the growth of consumer awareness for preventative health and fitness. The future looks promising for the industry as more companies invest in product technology, build brands, and influence consumption habits among consumers," stated Harsh Kapoor, Partner, Deloitte India.
Currently, 90 per cent of the total global nutraceutical market is captured by the USA, Japan, and Europe. The global market should reach USD 336 billion by 2023 from USD 247 billion in 2019, at a compound annual growth rate (CAGR) of 8 per cent, according to the Ministry of Food Processing Industries.
In terms of the industry’s export prospectus in the future, Himmath Jain, Co-Founder, As-It-Is Nutrition, said, "To satisfy the demands of foreign markets, Indian businesses are placing an increasing amount of emphasis on adhering to international quality standards and regulations. A wide variety of dietary supplements, such as herbal extracts, vitamins, minerals, amino acids, and more, are available on the export market. The United States, Europe, Southeast Asia, and the Middle East are major export markets."
Need for calibrated supplement use
However, as India aims to establish itself as a global nutraceutical powerhouse, questions loom regarding the industry's study, oversight, creation, and use of these products. The need for swift action to maximise the industry's growth potential and remove impediments becomes increasingly apparent.
Dr Preeti Chhabria, Director of Internal Medicine at Sir HN Reliance Foundation Hospital, underlines the importance of understanding individual requirements. She conveyed, "Traditionally, multivitamins are important in the setting of restrictive diets, excessive catabolism, or certain illnesses. Additional multivitamins are essential in the Indian scenario with a vegetarian diet or a strictly restrictive diet, especially when people are on limited-calorie diets. However, in the absence of those scenarios, just keep pumping supplements is not the wisest choice."
She added, "For instance, excessive iron in the absence of a deficiency of iron can lead to iron accumulation in various tissues, which can be harmful. There are many other instances where vitamin D, being a fat-soluble vitamin, can linger in the body and cause toxicity." She further highlighted that the demand for protein supplements is also significant, especially among those on low-calorie diets or facing catabolic conditions, but careful monitoring is crucial to prevent kidney strain, particularly in the elderly.
Accessible Supplements And Associated Risks
India, poised to become a formidable player in the global nutraceutical sector, is witnessing a surge in demand driven by the youth's fascination with cosmetic trends and the rising popularity of ingredients like biotin, collagen, and curcumin. While protein powders find a sizable market in the midst of the rising fitness consciousness, lifestyle-oriented firms are tailoring their product portfolios to appeal to the individual demands of men, women, and children.
This accessibility is further enhanced by various channels, including retail, e-commerce, and social media, allowing domestically manufactured goods to reach a direct-to-consumer (D2C) market. Medical pharmacies have also joined the bandwagon, stocking affordable nutraceuticals, particularly herbal and herb-derived formulations, in line with the Indian preference for trusted options and a robust domestic supply chain.
Ease of accessibility is prone to excessive usage, which Prachi Jain emphasises can have adverse effects on our health. "Vitamin A, iron, and multivitamins, when taken in excess, may lead to issues like low bone mineral density, increased fracture risk, and liver injury. Vitamin D toxicity can result in hypercalcemia and disrupt bone metabolism regulation. Although rare, excessive intake of water-soluble vitamin B12 can cause symptoms such as headaches, diarrhoea, nausea, vomiting, and dizziness. It is crucial to maintain a balanced and controlled approach to nutrient intake to avoid these potential side effects," she added.
The Global Advantage for India:
India holds a unique advantage in this arena, thanks to its abundant plant sources, or 'jadibooti.' This translates to lower manufacturing costs and a competitive edge in terms of pricing. Government initiatives, such as the National AYUSH Mission and the Fit India Movement, have fostered an environment that promotes wellness and preventive healthcare.
Yet, despite the industry's expansion and increasing market players, significant concerns persist. Himmath Jain, Co-Founder of As-It-Is Nutrition, points to non-streamlined regulatory frameworks, slow approval processes, a lack of transparency in labelling, and limited consumer awareness as formidable challenges. To address these issues, he emphasises the need for Indian supplement regulations to align with global standards, invest in R&D, and actively participate in international trade agreements while promoting Indian supplements as safe, high-quality, and reliable products through a 'MADE IN INDIA' branding campaign.
However, even with these advantages, trust forms the core of this industry. Reflecting on insufficient awareness contributing to scepticism and potential misuse Dr Vivek Srivastava stated, "The lack of knowledge about the right dosage, side effects, and potential interactions between supplements, medications, or other supplements can lead to unintended health consequences, which can have implications for both health and finances. Furthermore, financial waste becomes a stark reality as misunderstandings compel individuals to expend resources on unnecessary supplements that may not align with their goals. It often leads to dissatisfaction and scepticism, casting doubt on the effectiveness of supplements as a whole."
Navigating Challenges: Regulations and Oversight
Government initiatives, such as the National AYUSH Mission and the Fit India Movement, have fostered an environment with increased public knowledge of conventional and complementary medical practices, which in turn promotes wellness and preventive healthcare.
Despite the fact that this industry is expanding and more firms are entering the market, significant questions are being raised regarding the study, oversight, creation, and use of these nutraceuticals. Therefore, it is crucial to take prompt action in order to maximise the industry's enormous growth potential and remove any bottlenecks that are impeding its development.
Jain points to non-streamlined regulatory frameworks, slow approval processes, a lack of transparency in labelling, and limited consumer awareness as formidable challenges. To address these issues, he emphasises the need for Indian supplement regulations to align with global standards, invest in R&D, and actively participate in international trade agreements while promoting Indian supplements as safe, high-quality, and reliable products through a 'MADE IN INDIA' branding campaign.
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