Phytonutrients Poised for Growth

A new report sheds light on the hopes and hindrances of this age-old segment.

By
Joanna Cosgrove
Online Editor

Plants have effectively served as man’s medicine cabinet since the dawn of time. And although plant ingredients have taken a backseat to pharmaceutical remedies in the present day, the interest in phytonutrients as compliments and/or alternatives to modern medicines has resurfaced.
The key to turning this renewed interest in phytonutrients into a bona fide industry lies in proving efficacy, according to “Developments in the Global Phytonutrients Market,” a recently published whitepaper from London, U.K.-based Frost & Sullivan that provides an analysis of phytonutrients and their market application in the U.S., Asia Pacific and Europe.

The whitepaper expressly focuses on carotenoids, isoflavones, phytosterols, polyphenols and vitamin E.

“The preference of natural composition (phytonutrients) over the synthetic ones is an important factor contributing (to) the growth of this market,” said Frost & Sullivan research analyst Balaji Vasudevamurthy. “The importance of preventive care is also contributing (to) its growth. Thus medicinal benefits of phytonutrients are seen as an alternative form of medicine, which offer fewer side effects in the long run.”

Possible Hindrances

Frost & Sullivan’s report found that stringent quality standards as they pertain to phytonutrients to be the biggest factor affecting the segment’s growth. Another hindrance is the time- and fund-intensive investments in R&D, which are necessary to prove product efficacy. These investments, although beleaguering for some companies, are necessary, according to Mr. Vasudevamurthy, because the resulting clinical trials “will help establish the credibility of health claims made by these products.

“Proving the efficacy of the phytonutrients in treating particular disease conditions is an important challenge which the industry must address,” he said.

Another important challenge facing the industry is ensuring the quality of raw materials used in making potent plant extracts. “Be it single-extract based products or premixes, the quality of raw materials used significantly determines the quality of the final product,” said Mr. Vasudevamurthy. “Therefore, ensuring product quality and their long-term impact on consumption should be given considerable importance by the industry.”

Mixed messages from the media and at retail also generate consumer confusion. Clinical studies supporting the health claims of products, in addition to demonstrating their efficacy, 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 emphasize 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. He said companies should also consider working on a partnership basis or forming joint ventures in order to spread the costs of research and other capabilities among the parties.

Looking Ahead

Frost & Sullivan’s whitepaper lists 10 promising examples of research and development targets, and of those Mr. Vasudevamurthy says there is a handful that holds the most market potential in the near future.

“Lifestyle disorders like diabetes and obesity are likely to generate more interest. The increase in consumption of ‘fast-foods,’ across the globe, is likely to trigger obesity and obesity related problems,” he said. “Also, cosmeceuticals are likely to generate more interest.”

Mr. Vasudevamurthy affirmed that the challenges currently slowing growth are those poised to most positively impact the long-term market development. Chief among those challenges are adequate R&D investments and finding appropriate dosage levels.

The bottom line is that there is an overwhelming consumer demand for healthy options, spanning supplements and foods and beverages, but demand is tempered by growth-inhibiting regulations. For those with a vested interest in the phytonutrient segment, the promise lies in finding an elusive happy medium.