NUTRITION FOOD BUSINESS The Nutrition food business in India is in a nascent stage.

As the young India starts growing into a Westernized world, it will look up to fitness and health as one of the vital aspects of the living standards and as such these food items will flourish. Let us start by looking at the various segments of the Nutrition Food Business PRODUCTS WHICH ARE MARKETED IN INDIA

Sports Nutrition
Proteins Creatine Pre Workout Intra Workout

Dietary Supplements
Multivitamins Vitamin A-Z All Minerals Anti-Oxidant

Weight Management
Burner Appetite Control Weight Maintenance Meal Replacement

Post Workout
Mass Gainer Glutamine Protein Bars Athletes Fat Burner Other Supplements Major Brands are

Fishoil & Omegas

Hair Skin & Nails Bones Eye Herbal Cleanser Herbal Teas

Low Calorie Food

Sweetener

Applied Nutrition, BioCare, BSN, Cellucor, Controlled Labs, Ester, Fair Havens, GAIA, Gaspari, Nutrition, GU Energy Labs, Health Aid, Himalaya, Irwin Naturals, Ivycom, Manufaktura Home Spa, MetRx, MusclePharm, Muscletech, Nature's Answer, Nature's Best, Nature's Bounty, NutriRange, ON, Organic India, Oriyanna, Osteo Bi flex, Piramal Healthcare, Protinex, QNT, Ranbaxy, SAN, Strombss, Sunova, Traditional Medicinals, Twinings Tea, TWINLAB, Ultimate Nutrition, Unived, Universal Nutrition, Viridian, Vitamin Shoppe, Wellscience, Wellspring

SPORTS NUTRITION Background: The history of Sports nutrition goes back to the ancient Greece when Olympic athletes and strongmen consumed a concoction of herbs, tonics and potions that boosted stamina and strength. It was at the beginning of the twentieth century that bodybuilding supplements as we know them now came to be produced and consumed. Until the 1950s, supplements were directly made of meat and eggs. Usage and Inputs: Sports nutrition are food supplements that used to augment or replace meals, increase weight, boost muscle mass and increase output and performance. Most supplements contain one or more of the following: creatine, testosterone enhancers, glutamine, proteins, and BCAA or branched chain amino acids. Though consumed largely by bodybuilders and athletes, some supplements are had by ordinary people, sometimes on the advice of doctors. Market Leaders and companies: The best products include: 1. Ultimate Nutrition ISO Sensation 93 2. EAS 100% Whey Protein 3. ON Natural 100% Oats & Whey Benefits of the products: Merely consuming even the best combination of ingredients will not automatically boost muscle mass. They have to be had in conjunction with exercises and a regimen of weight lifting. The bodybuilding supplements that contain steroids must be approached with caution. Since a clutch of them are banned, athletes turn to plant products that boost testosterone. Bodybuilding supplements have these salient features. They help boost stamina and muscle They may have just one ingredient or a stack of them Commonly used substances are creatine, protein and glutamine Steroids though banned are sometimes seen in supplements Herbs are also used as supplements Supplements have to be backed by planned exercises and a program of workouts to be effective

Target Segment and Usage: Those who wish to bulk up their muscles take proteins and other supplements. Athletes who take these must remember to consume large quantities of water. Whey protein is much favored by manufacturers of supplements. Outlets that deal in supplements stock a range of whey protein products that can be consumed easily. Soy proteins are also used in supplements. Bodybuilding supplements are usually had as milk shakes where the powder is reconstituted with milk. Some of these are had before exercise and others immediately following it. Substances like creatine prevent exhaustion during vigorous workouts and also provide explosive bursts of energy for sprinting and skating. Sportspeople find it useful to have it..

Pricing: Bodybuilding supplements price are subject to several factors. Locally made products are cheaper than imported ones. In India: Bodybuilding supplements in India can be bought from shops that sell sports nutrition supplements. They can be ordered for over the internet too.

Future Trends: Sports nutrition is a fast growing subject of study so more products may soon hit the market.

Dietary Supplement and Weight Managment Background: A dietary supplement is a product taken by mouth that contains a dietary ingredient and / or a new dietary ingredient intended to supplement the diet. The dietary ingredients in these products may include: vitamins minerals herbs or other botanicals amino acids and substances such as enzymes organ tissues glandulars and metabolites. Target Segment and Usage: Individuals go with dietary supplements for many different reasons viz. to improve overall health and fitness to prolong vitality and delay the onset of age related problems as a tonic, for symptoms of stress to improve performance and body building in sports and athletics to prevent or treat various signs and symptoms associated with disease. In the developed country nutraceuticals have become a part of the day to day life. It is used in disease condition such as joint pain, insomnia, rheumatoid arthritis, degenerative eye condition, enlarged prostate, perimenopause, weight management, cardiovascular health, immunomodulators and memory loss. In India: Recently a report published by the FICCI it is stated that Nutrition related risk factors contribute to more than 40% deaths in the developing countries including India. Around one fifth of the Indian population lacking the purchasing power to consume a diet which is rich in calories sufficient to uptake it on a day to day life. From the above statement we can clearly say that although India is one of the largest producer of the food products but the people of India lacking nutrient uptake which are the causes of malnutrition. Product Differentiation: Differentiation of supplements from other foods is that they are consumed in unit quantities in addition to normal food intake. But in case of fortified foods and functional foods, to which nutrients are added along with supplements. Future Prospects: Today Indian food industry is in unique position with an impact of Green Revolution in the country. Around 26% of GDP in India come from food and agriculture. Apart from this tremendous growth in food industry the export of processed food from India rose only 1% during the span of 12 years from 2000 to 2007. During this period the export from the other Asian countries rose markedly. During this period the imports of processed foods in India increased from 20% to 41%.. Thus with the growth of Indian Pharma companies like Sun, Dr. Reddys, Daichi Ranbaxy and also giants like Pfizer, GSK etc, this segment is going to grow

SWOT ANALYSIS FOR THE NUTRITION FOODS INDUSTRY IN INDIA Strengths 1. PLC of the product has matured in US and Eurozone and is now being introduced in India 2. Entrenched local players produce cheap products compared to inputs 3. Strong herbal and ayurvedic product pipeline and companies in India 4. Increasing FDI and acquisitions and mergers strenghting the pharma industry which is a major player. For eg, recent acquisition of Ranbaxy by Daichi and Suns acquisition of Stada and Taro Weakness 1. Low awareness of the product benefits and usage 2. Health and Welfare industry like fitness and body building in nascent stage. 3. Seen as only disease prevention and not health booster in India Opportunities 1. A growing youth population keen on getting healthier and developing 6 packs 2. Growing awareness about lifestyle diseases like BP and Obesity 3. Growing graduates in fields of Bilogy, Biotech and Pharma lead to development of newer products Threats 1. Regualtion is lackluster and many heads such as disrupt functioning a) Health Foods and Dietary supplements Association (HADSA)

b) National Institute of Nutrition (NIN) c) Food and Drug Toxicology Research Centre (FDTRC) d) National Nutrition Monitoring Bureau (NNMB) Food Safety and Standards Authority of India (FSSAI) 2. Proliferation of cheap and low quality brands 3. Wrong usage of supplements may lead to health problems.