Proving the Efficacy of Phytonutrients Critical – Frost

13/02/07 Phytonutrients or ingredients derived from plant extracts are generating strong interest globally due to their potential health benefits and are experiencing growing demand from the fortified foods and dietary supplement industries. "The dietary supplements and functional foods industries are increasingly incorporating phytonutrients in their product offerings to tap into the health benefits associated with these ingredients," says Frost & Sullivan Research Analyst Balaji Vasudevamurthy. "Global consumer health trends distinctly point to a preventive medication approach, and this is a key factor promoting the use of phytonutrients in these products."

Plant extracts not only help maintain general health and well-being, they are also finding use in various cosmetic applications. Moreover, phytonutrients such as isoflavones have been shown to be effective against disorders related to hormonal disturbances such as breast cancer and prostate cancer. These ingredients are currently undergoing extensive research and are gaining increased importance.

Phytosterols, another key nutraceuticals ingredient, are also attracting attention and are being added in food products for their beneficial influence in improving resistance and reducing bad cholesterol levels. The food fortification trend has provided a major boost to phytosterols which now find application in a range of foods and beverages including yoghurt, milk, cold cuts, bakery products, margarines and spreads.

However, stringent regulations on the use of phytonutrients are likely to affect the growth of the market and represent one of the major challenges facing its participants. These regulations clearly define quality standards for drugs and dietary supplements and the Food and Drug Administration (FDA) closely monitors their adherence to those regulations, creating a difficult situation for companies.

Companies need to increase investment in R&D to prove the efficacy of their products to regulatory authorities and get them approved. This is a time-consuming and funds-intensive process and could slow the growth of the market but will benefit companies in the long run.

Clinical studies supporting the health claims of products, in addition to demonstrating their efficacy, will also help to raise the current low level of consumer awareness about their health benefits. These studies can also be used to verify the safety features of these products and emphasise their long-term beneficial effects.

"If companies can establish the effectiveness of products, this can help boost the confidence levels of consumers," says Mr. Vasudevamurthy. "Companies can also consider working on a partnership basis or form joint ventures, as this can help in sharing the research costs and capabilities."