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Considerations in Developing a Functional Food Product & Making it Good for a
Successful MarketStart
Dr. R. B. Smarta
Managing Director Interlink Marketing Consultancy Pvt. Ltd.
Honorary Secretary Health Foods & Dietary Supplements Association (HADSA)
11th April 2014
Developing Functional Food Product
Business, Sales & Marketing Consulting Firm
PHARMA I HEALTHCARE I WELLNESS
a
for
OVERALL WELLNESS TRENDS
The Microbiome
Coconut Sugar
Moderation
Genetic Testing
Naturally Healthy/Functional
SHIFTING PARADIGM FROM ILLNESS TO WELLNESS
1. Consumer’s Shift from Managing Illness to Promoting Health
• Transitioning from Passive healthcare recipients to Active healthcare consumers
• Prevention is less costly than Treatment
2. Consumer’s Shift from Managing Illness to Promoting Health
• Have a greater sense of Individual autonomy
• An increased Interest in Wellness
3. Let Food be thy Medicine!!
4. Traditional Indian Paradigm
Nutrition can be a cure for widespread deficiencies
Bioactive food components – reduce risk of chronic diseases
Improves quality of life
5. Research Blurred the line between Food & Medicine
6. New Self-Care Paradigm
• Co-existence of Health-benefits from Food & Tradition Medication.
• Functional foods fit into a continuum that ranges from health maintenance to promotion.
7. Changing Paradigm from Foods to Medical Foods & Dietary Supplements
Time and Benefits
Growth
8. Paradigm in Role of Functional Foods
UNLOCKING THE SECRETS OF FUNCTIONAL FOODS
1. By Creating Uniqueness
Functional Foods are usually Customized for the Intended Population to increase their life expectancy through Food Technology.
2. By New Way in Researches
Research Components
To Understand Mechanism of Action of
the components
Human Clinical Trails
Preclinical screening
Research in new areas that would aid in
Innovation
Role of Biomarkers
To Establish Dose-response relationship
Analysis of Vehicles for Bioactive Components
2.a. By Analyzing Vehicles for Bio-active ingredients (1/3)
Food vehicle plays an important role in the overall success of Functional Food via Consumer Compliance.
Few Roles of Vehicles (for Bioactive Ingredients):
Provide stable environment for the Bioactive Ingredients
Maintenance of bioavailability of Bioactive ingredients
Provide desirable sensory/organoleptic characteristics
By Analyzing Vehicles for Bio-active ingredients (2/3)
Examples of Bioactive Vehicles (3/3)
Dairy products - milk beverages and yoghurt are widely used as vehicles to deliver non-dairy bioactives, such as phytosterols or omega-3 fatty acids.
Coffee - can be used both as a drink and to deliver the well-known bioactive molecule caffeine & other Chlorogenic acids (CGAs).
Nanotechnology - Casein micelles may be useful as nanovehicles
for sensitive hydrophobic bioactives.
2.b. Role of Biomarkers (1/2)
In Functional Food Research, biomarkers are usually biological endpoints that directly correlate with health status or with exposure to specific health benefits.
They are a specific Physical Trait used to measure or indicate the effects or progress of a disease or condition.
Biomarkers for wellbeing & disease risk reduction (2/2)
Disease Biomarkers
Research in new areas such as Nutrigenomics, Proteomics, Metabolomics, and other disciplines may help identify the biological basis by which food components promote health and wellness.
2.c. Research in new areas that would aid in Innovation (1/5)
Nutrigenomics (2/5)
Nutrigenomics is research focusing on identifying and understanding molecular-level interaction between nutrients and other dietary bioactives with the genome.
Nutrigenomics complements the personalized medicine of the future.
Proteomics (3/5)
Proteomics is the study of the full set of proteins encoded and expressed by a genome, identification of proteins in the organism, mapping their interactions and analyzing the proteins’ biologic activities.
Its use in food technology is presented, especially for characterization and standardization of raw materials, process development, detection of batch-to-batch variations and quality control of the final product.
Metabolomics (4/5)
Metabonomics is the quantitative measurement of the dynamic multiparametric metabolic response of living systems to pathophysiological stimuli or genetic modification.
It is being used to assess the adequacy and safety of xenobiotics, pharmaceutical agents, nutrients and functional phytochemicals.
Bioinformatics is an interdisciplinary scientific field that develops methods for storing, retrieving, organizing and analyzing biological data.
The metabolite and gene expression patterns discovered with emerging bioinformatics tools may be used to monitor sequential metabolic changes in response to dietary components/bioactive components in functional foods, detection and characterization of food allergens, facilitating evaluation of the safety and efficacy.
Bioinformatics (5/5)
FACTORS ENCOURAGING THE DEVELOPMENT
Encouraging Factors
Epidemiological Research
Advancement in Technology
Legislation
Government Incentives
Thank You
for Your
Patience
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