View of HEALTH SUPPLEMENTS PRODUCT

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Vol.04,Special Issue 05, (ICIR-2019) September 2019, Available Online: www.ajeee.co.in/index.php/AJEEE

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HEALTH SUPPLEMENTS PRODUCT Richa Pandey, Research Scholar

Prof. (Dr.) R. K. Jain Dean Research, Oriental University

Opp .Rewathi Range Gate No.1, Sanwer Road, Jakhya, Indore-453555 (MP)

Abstract - With the increase in the chronic diseases around the globe and lack of nutrients in the daily diet of individual, health supplements are highly is demand. To combat such diseases and health conditions, meeting the demands of nutrition deficiency has proven successful. The use of health supplements products offers opportunities to reduce health risk factors and reduce diseases, not only as mono therapy but also in combination with prescription drug. This paper summarizes the categories of food supplements and studies the effect and impact of health supplementary products on the life of common men.

This paper encompasses aspects related to the use of products by the general Indian population and discusses various factors that govern these choices. Health technology assessments should be used more to compare the cost-effectiveness and benefit–risk ratios of medicines, health supplements, and to evaluate the added value of health supplements by replacing drug therapy use.

Keywords: Health supplements, food supplements, health supplementary products, challenges, natural health product, nutrition, nutrient deficiencies.

1 INTRODUCTION

We have been using natural products and medicinal herb, since eras as healing agents.

These natural products have benefited mankind for thousands of years. Since the inception of the modern era, the replacement of these products has taken place. Advances and development in the field of chemistry have led to the development of various synthetic medicines.

We use pharmaceuticals to cure away the symptoms or the underlying disease. The main objective of nutrition is to prevent diseases in the first place. This is done by using various macro and micronutrients essential for the growth of the body and to prevent diseases.

Medicines were always being used primarily to lower symptoms and prevent chronic diseases. But with the emerging knowledge about medicine, people have shifted to dietary supplements to prevent any disease. Due to the emerging knowledge of diseases, medicines are now increasingly being used to lower risk factors, and thereby to prevent chronic diseases.

The large marketing of food products had blurred the distinction between pharma and nutrition. Functional foods are one type of foods that are claimed to improve health, life quality or good health beyond basic nutritional functions. A few examples of functional foods are Vitamin and soluble fibres fortified in cereals. Thus, functional foods are similar to conventional food products in appearance and are consumed as part of the usual diet.

The majority of people in the world take one or more dietary supplements either every day or occasionally. Today‟s dietary supplements include vitamins, minerals, herbals and botanicals, amino acids, enzymes, and many other products. Dietary supplements can be found in various forms. They can be in the form of tablets, capsules, drinks, powder and energy bars. Popular supplements include Vitamins and minerals and herbs. On the contrary, health supplements are typically marketed in the form of a capsule, pill, powder or gel and are not presented for use as conventional food, meal or diet. Health supplement products have one or more dietary ingredients in them.

1.1 Need for the Study

A few years ago, a lot less was known about the health supplement products to the common people. However, the prevalence of these products has an increased drastically in the past 10 years because of which, they are now a matter of consumer interest. These products have a direct effect on the health of the consumer and hence exploring the issues and challenges related to them are necessary.

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2 1.2 The objective of the Study

The purpose of this study was to analyze the widely used health supplement products and perception regarding them.

This paper focuses on under mentioned points:

1. To discuss a detailed definition of health supplement products

2. To understand the effectiveness of health supplement products in our daily diet 3. To identify the general response of consumers to these products.

4. To arrive at a meaningful conclusion of the study.

1.3 Data Collection Methods

The following research has adopted two methods for collecting the data.

They are referred to as primary and secondary data.

1.4 Primary Data:

Primary data was collected with the aid of a Questionnaire. The Questionnaire contains a series of questions arranged to ease the response. The data collection was done using a questionnaire of 10 questions, which consisted of closed and open-ended questions. The questionnaire was designed to collect data about the use of health supplementary products and their effects on lifestyle.

1.5 Secondary Data:

Secondary data was collected from the internet, articles from various scholarly journals, magazines, published papers and books.

2 LITERATURE SURVEY

The American Dietetic Association (ADA) encourages people to follow a varied diet to maintain health and prevent disease rather than using supplements. However, not all of them consume the recommended daily dietary servings to manage the intake of micronutrients required. Many nutrients have a Dietary Reference Intake (DRI) established, and people are becoming more concerned about meeting these needs. These mentioned reference intakes define the Estimated Average Requirements (EAR), Adequate Intakes (AI), Recommended Dietary Allowance (RDA) and upper limits (UL) of intake without risking harmful effects of an overdose. Health supplements may be useful as added “insurance” to make up for nutrient deficiencies caused by inadequate intake. But the amount should be monitored to prevent an excess of the UL.[9]

Health supplements can also be used to reduce weight amongst adults. People these days are being more aware of the risks of obesity and overweight and in general, are conscious of their health. This increases the number of people that take to health supplements for weight loss.

Pillitteri et al.9 examined health supplement used for the people of 18 years over a range of 3500 adults. The study found that 33.9% of adults who attempted weight loss used health supplements. It was also noted that young adults and lower-income individuals carried out frequent supplement usage. People who were overweight also more likely used health supplements to aid in weight loss.[4]

Archer et al.11 also carried out a study assessing specific micronutrient intakes with health supplement usage for 2,195 men and women in the age group of 40-59 years.

The International Population Study on Macronutrients and Blood Pressure (INTERMAP) took samples of eight diverse population in the United States. In this international, cross-sectional, epidemiological study, it was reported that women used more health supplements than men, and 52% of the total people opted for the use of health supplements. Consuming these health supplements does enhance health and growth but also puts the user at risk of crossing the daily requirements for nutrients.

Adolescents also are given these supplements and hence are a frequent group of supplement consumers. According to Dorsch et al.13, many factors affect supplement usage in adolescents, including health status, gender, and level of physical activity. It is necessary to be aware and have a thorough knowledge of the nutritional status supplement use in this population.

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3 2.1 Importance of Health Supplements in India

Human development is primarily aided by two main factors; Health and nutrition For countries that undergo an economic transition, they have to face new challenges for the treatment of nutrition and health-related problems.

India, these day is passing through impressive economic growth, along with a very slow decline in malnutrition levels [1]. In India, nutrition is not only a child-specific problem. It affects every other age group and the adverse effects of these are greater chances of infections, increased rate of morbidity and mortality, thus lowering standards of life evolution [2].The term ”health supplements” is evolving and the nomenclature of the term varies across different countries.[5].

Country Nomenclature

India Nutraceuticals or Health supplements Canada Natural and nonprescription health products European Union Food supplements

USA Dietary Supplements

Russia Biologically active supplements Australia Complementary medicines

There are four key demand drivers which have resulted in the need for health supplements and nutraceuticals:

1. Malnutrition status in India and micro-nutrient deficiency 2. Affordability

3. The affluence of the working population with changing lifestyles and dietary patterns and an increase in disposable income

4. Awareness: Increasing concern about nutrition, awareness and access to information have led to an increase in the use of health supplements and nutraceuticals.

1. Malnutrition and Micronutrient deficiency

In India, the amount of micronutrients in food is on the lower side. These micronutrients deficiencies are not only observed in rural areas but also in urban areas. Hence, significant micronutrient deficiencies exist in urban as well as rural areas. These deficiencies give rise to the percentage of the malnourished population.

2. Affordability

The reason for increasing health issues and diseases in India is nutritional deficiency. Due to this the hospitalization costs of the family also increases. Out of pocket health expenditure is about 62% of the healthcare expenditure in India as compared to 11% in the US and 10% in the UK 32%. The average cost of in-patient treatment both in rural and urban India has increased at a double-digit pace of growth in the past 12 years.[5]

3. Awareness

With increasing awareness about products and their benefit to healthcare when consumed in the daily diet, there is a need for health supplements and increasing demand for the same.

There is an increase in the number of healthcare professionals and service providers like dieticians and nutritionist which in turn has affected these products.[5]

4. Affluence

● Working population: Another factor is the growth in the working population of India.

It has increased significantly in 2001 from 57% to 60% in 2011 and is predicted to

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be 63% by 2021. This indicates that people have the disposable income to spend on a healthier life.

● Increase in the middle class: India is expected to have a larger middle class than the US or EU. Therefore India‟s consumption is largely dominated by the younger middle class.

● Growing disposable income: Change in lifestyles have resulted in dietary changes with an increase in consumption of food and beverages with high salt and sugar and with low micronutrient contents. This has led to nutritional deficiencies leading to the need for health supplements and nutraceuticals products.

● Wellness: Wellness industry has boosted in recent years in its segments of beauty care, nutrition care, fitness centers, alternative treatments, therapy and rejuvenation. The reason isn't an only deficiency in people but also increasing awareness about health fitness. Noticeable growth in health supplements due to growth in the wellness sector is noticed.

● Sports: India‟s growing interest in sports such as cricket, badminton, athletics, football, tennis, wrestling, kabaddi, swimming, etc., has resulted in an increase in consumption of health supplements and nutraceuticals especially sports drinks FSSAI has released the Food Safety and Standards (Fortification of Foods) Regulations, 2017 where although different countries including India have different definitions of health supplements and nutraceuticals, the term can be globally divided into 3 segments. This helps to identify the diminishing line between these products.

Figure.1 Various segments of supplementary food

The 2019 study of Global nutraceutical market categories and their estimated % share shows the percentage of the 3 segments. 48% of which are functional beverages, 30% of functional foods and the least being that if dietary supplements with 22%

Figure.2 Percentage distribution of supplementary food

The global nutraceuticals market, in the year 2014 was dominated by North America followed by APAC and Europe. In the later years, increasing consciousness about health and an increasing income of consumers in these emerging countries, the other economies are expected to witness significant growth. It is expected that India‟s nutraceuticals market will double the size to US$ by the year 2020 because of the increasing demand for health supplements from the upper and middle-class groups.

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Fast Marketing Consumer Goods (FMCG) has brought increasing trends in the market relating to health supplements and this makes it an exciting arena. The growth in the FMCG sector is predicted to come from rural markets. The rising per capita income of Indians will accelerate the FMCG industry growth. When it comes to health supplements products in India, the growth of vitamins and dietary supplements has been of 13% in 2016, Fish oils/ omega fatty acids have recorded the fastest growth of 16% in 2016.

Figure 3 Company and their health supplementary Products

There is an increasing demand for these herbal and ayurvedic products under health supplements which are usually consumed with the objective of maintaining general wellbeing and getting rid of potential nutritional deficiencies that cannot be fulfilled by natural foods. This has led to the sales of health supplements steadily.

2.2 Patanjali Health Supplementary Products

Patanjali, is a leading FMCG in India, is considered the most trusted amongst Indians. It has a wide range of nutritional and health supplements such as churans, capsules, nutritional powders etc. A comparative study of various companies sows that Patanjali tops the list with a growth of 64.50% than the other companies. It also claims its products to be

„Made in Bharat‟ thus promoting the country.[6]

Table.1 Comparison of various FMCG companies 2.3 Research for healthcare supplement products

A questionnaire was conducted among a potential pool of participants which consisted of adults in the age group of 21-50 years residing in the metropolitan city of Mumbai. The participants were identified at societies, community centres, parks and area clinics.

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To assess interobserver reliability and to evaluate the clarity of the survey queries, 2 interviewers conducted the survey. One of them read the questions on the survey form while the other noted the responses. The responses were scaled from 1-5, 5 being strongly agreed and 1 strongly disagree.

For the following question, it was noted that out of the concerned people, 23% of people strongly agreed while a majority of 34% agreed to use these products. A total of 26%

did not agree to use healthcare supplementary products, while 17% did not comment on their use.

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Figure.4

The majority of the people visited the retail stores for health supplementary products once a month. 15% and 10% opted for once in 15 days and once in a week respectively. Others never visited the stores or ordered online.

When questioned if the people would opt for Patanjali products, the majority of 46%

strongly agreed. A very few of the people disagreed to using them.

The main reason for using Patanjali products was trustworthiness, cheaper rates than other companies and also their effectiveness. Patanjali products were perceived as pure by consumers. The reason for this is that they believe the product to be 00% natural.

The company claims that they rely on their own farms to cultivate most of the herb species

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that are used by Patanjali in their variety of products. This builds a bond of trust between the consumers and the products of the company.[7]

Typically, the products from other companies with medicinal benefits charge premium prices from the consumers. Patanjali, on the other hand, is quite affordable, even to the middle-class group, because they charge lower prices as compared to others. The prices for these products are 10-30% cheaper than companies like Dabur. Hence, the company offers products to consumers at low prices.[7]

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Figure 6 Example of a few Patanjali products are

1. Power Vita (will provide competition to all health food drink companies (Mondelez, GSK Consumer) – this product is made up of ayurvedic ingredients like Brahmi, etc.).

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2. Seabuckthorn dietary supplement in collaboration with DRDO (made under a technology‐ sharing agreement with DRDO (used by army personnel in tough terrains as a source of nutrients)). This product will have the richness of all the necessary nutrients and will be made available to civilians).

3. Shatavar Churna, Chyawanprash, Badam Paak- for weight gain 3 CONCLUSIONS

Most chronic diseases of concern today origin from various factors. To control them a balance of medicines and nutrition must be considered together with such that they complement each other. This combination can be the most successful as well as cost- effective in managing health risk factors and chronic diseases. Health supplements thus become important players at the interface between pharma and nutrition. These reasons attract not only the attention of public health but also from a marketing perspective Health technology assessment should be used to make evidence-based decisions about which therapy, or combination of therapies, provides the most favourable benefit-risk and cost- effectiveness ratio.

Health supplements are widely used these days to reduce potential risks of diseases and to combat deficiencies by nutrient intake in daily diet. Use of these supplements is widespread not only among the common population, but also adolescents, teenagers and sportsmen. Relying totally on them can cause nutrient imbalance if the upper limits are crossed and hence must be used carefully when food intake or food choice is restricted or for a short-term when a deficiency syndrome exists.

REFERENCES

1. Haddad L. Lifting the Curse. Overcoming Persistent Under nutrition in India. IDS Bull. 2009;40:1–8. 2.

2. Balaji LN, Dustagheer A. Nutrition scenario in India–implications for clinical practice. J Indian Med Assoc. 2000;98:536–8, 542.

3. https://ods.od.nih.gov/HealthInformation/DS_WhatYouNeedToKnow.aspx

4. Pillitteri JL, et al. "Use of Dietary Supplements for Weight Loss in the United States: Results of a National Survey." - Obesity (Silver Spring).2008 Apr;16(4):790-6.

5. https://www.ey.com/Publication/vwLUAssets/ey-health-supplements-and-nutraceuticals/$File/ey- health-supplements-and-nutraceuticals.pdf

6. Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through spirituality: A case of Patanjali Yogpeeth. Procedia-Social and Behavioral Sciences, 133, 481–490.

7. Nair, A. (2016). A retail shocker from Haridwar: The Patanjali story. Retrieved 25 May 2016, from http://yourstory. com/2016/03/patanjali-story/

8. Archer SL, et al. "Association of Dietary Supplement use with Specific Micronutrient Intakes among Middle-Aged American Men and Women: The INTERMAP Study." - J Am Diet Assoc.2005 Jul;105(7):1106- 14

9. Goston JL, FAU - Correia, Maria Isabel Toulson Davisson, and Correia MI. "Intake of Nutritional Supplements among People Exercising in Gyms and Influencing Factors." - Nutrition.2010 Jun;26(6):604- 11.