Tag: Nutraceuticals

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Competitive Intelligence Study on the Nutraceuticals Market: Understanding and Identifying the Key Buying Parameters of Consumers

In the wake of regulatory challenges, the nutraceuticals market is poised to witness a change in the way companies manufacture neutraceuticals and respond to changing consumer trends.

Nutraceuticals are naturally bioactive compounds that are well-known for their health benefits. They are expected to gain massive popularity among the health-conscious consumers due to the shift towards functional foods and dietary supplements. Though recent research shows that the nutraceuticals market will witness impressive growth, regulations stemming from the implementation of the Food Safety Modernization Act will play an important role in changing the way companies manufacture such chemical compounds.

Up until a few years ago, companies in the neutraceuticals market catered to the demands of a very niche customer base. However, changing consumer trends have forced nutraceutical companies to expand their horizon and explore uncharted territories – areas generally occupied by mainstream pharma. The manufacturers of nutraceuticals are now considering targeting regions/markets with high unmet clinical need. Moreover, the recent exit of a major pharmaceutical company from the nutraceuticals market has opened new avenues for growth. Though the strategic decision to leave the nutraceuticals market was understandable in the wake of new regulatory challenges, achieving sustained growth shouldn’t be an uphill task for companies looking to adapt to rapid diversification and medicalization.

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  • The client: A nutraceuticals manufacturer

With an objective to build a better brand presence, the client – a leading nutraceuticals company – approached Infiniti to engage in a competitive intelligence study that would help them analyze what the competitors offer to attract customers besides, intangibles, perks, and benefits. The primary objective of this competitive intelligence study was to assess the overall brand perception and gauge numerous factors such as the strength of marketing outreach, brand awareness, and customer value proposition.

How Can Competitive Intelligence Help Companies in the Nutraceuticals Market?

Competitive intelligence solutions help companies to gain insights into what the general consumers are saying about competitors and their products, and what they like and dislike about them – including possible customer service issues. These solutions also help companies exploit competitors’ weaknesses and reinforce their marketing strategies.


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Client Journey

To help the client gauge numerous factors influencing their growth in the nutraceuticals market and assess the overall brand perception, the competitive intelligence experts at Infiniti followed a strategic research approach. The approach included primary and secondary research methodology coupled with qualitative and quantitative data collection procedures. The experts also reached out to various stakeholders and stakeholders in the nutraceuticals market.

Solution Benefits and the Business Impact

With the aid of Infiniti’s competitive intelligence engagement, the nutraceuticals manufacturer gained insights into the key parameters, which are considered important by the consumers before buying nutraceuticals. The client also gained insights into how the competitor’s proposition differs from theirs and what makes consumers choose competitors’ brands.

The Future

The current trend is for people to focus on prevention rather than reacting to problems after they have developed. This has led to a surge in the popularity of nutraceuticals among health-conscious people. The market will continue expanding over the next few years, presenting a good opportunity for individuals who plan to offer their own private-label supplements.


A must-read case study for strategy specialists and decision makers looking to develop an understanding of the food industry

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Competitive Intelligence: A Success Story on How it Helped a Leading Nutraceutical Products Manufacturer to Improve Organizational Performance

Nutraceuticals is a broad umbrella term which is often used to describe products derived from food sources with added health benefits in addition to its existing nutritional value. It is generally considered to be a non-specific biological therapy used to enhance the overall well-being of its consumers. Nutraceutical products include dietary supplements and functional foods.

The global nutraceuticals manufacturing sector represents new growth opportunities for pharma and food and beverage companies to diversify and expand their portfolio. Moreover, owing to the regulatory, logistics, and technological challenges leading players in the food and beverage industry are increasingly focusingIR_RFP on taking advantage of the growth of the nutraceuticals manufacturing sector.

The two major segments of the global nutraceuticals market include:

  • Dietary supplements
  • Functional Food and Beverages

The Business Challenge

The client- A leading nutraceuticals manufacturer with several business units spread across the globe.

Objective- To collect and analyze actionable information about the nutraceuticals product manufacturing marketplace and to help the client form an effective business strategy.

The client, a leading player in the nutraceuticals industry, wanted to gain detailed insights into the competitive environment to make better strategic decisions. The client wanted to leverage the use of Infiniti’s competitive intelligence solution to better understand the market. Their primary intention was to anticipate and respond to challenges and problems before they arise. The nutraceuticals manufacturer also wanted a detailed report on the entry barriers, new opportunities, risks, and competition in the food and beverage market space.

Results- Offered detailed insights on the global nutraceuticals market scenario, which helped them make better business decisions.

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The Journey

The competitive intelligence experts at Infiniti carried out extensive research comprising of interviews and discussions with leading stakeholders across the neutraceuticals market space to help the client improve business efficiency. The experts at Infiniti further compiled information from a wide array of secondary sources such as paid industry databases, company presentations, and industry forums to help the client understand the competitive scenario.

The Solution and the Business Impact

With the help of Infiniti’s competitive intelligence solution, the client was able to enhance their organizational performance by discovering risks and opportunities prevalent in the neutraceuticals market space. This engagement also offered detailed insights on the economic, competitive, and political environment of the nutraceuticals firm. Implementing a competitive intelligence solution also helped the nutraceuticals firm to improve their overall organizational performance by enhancing their business strategies.

The Future

The rise in disposable incomes and rising affluence of the middle-class populations will continue to drive the growth of the global nutraceuticals market in developing countries. Such factors also offer several growth opportunities for companies looking to gain a stronger foothold in this sector. Promoting neutraceutical products with gluten-free labels is one of the key strategies being adopted by food and beverage companies in an attempt to drive customers to make healthier lifestyle choices; thus, increasing sales.


Success in the neutraceuticals sector will depend on a few factors including:

  • Technology- Owing to the growing demand for personalized health care services, the nutraceuticals manufacturing sector will proliferate in the coming years. This compels companies to make the most of technological breakthroughs and achieve better results.
  • Regulations- Most of the rules framed around nutraceuticals vary from one country to another. Manufacturers of nutraceutical products will have to work closely with government bodies to anticipate new market opportunities.
  • Product strategy- The best product strategies are the ones that fetch maximum profits. Therefore, companies will have to develop a robust portfolio of technologies and brands to drive maximum value.
  • Marketing- The tastes of consumers in the filed of neutraceuticals are likely to fickle based on their changing Also, to succeed companies will have to develop a highly nuanced global marketing campaign that can exploit economies of scale while adapting to global preferences.

To successfully implement competitive intelligence in their business processes, nutraceutical companies need to understand that market intelligence is the foundation of collective intelligence. Moreover, it is essential to have a logical and structured action plan complete with KPIs and project success indicators that offer a clear direction and instill confidence when implementing competitive intelligence.


A must-read case study for strategy specialists and decision makers looking to develop an understanding of the nutraceuticals market.

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Market Entry Strategies

Nutraceuticals: Know it All About the Future of Intelligent Food

In recent times, nutraceuticals have received considerable interest because of their presumed safety and potential nutritional and therapeutic effects. Today, an increasing number of dietary supplements have become available in supermarkets and health food shops, and they are also available for purchase in pharmacies. So, what are nutraceuticals? In a nutshell, they are medicinally or nutritionally functional food products. Nutraceuticals are parts of food that provide medical or health benefits, including the prevention and treatment of disease. They are also addressed by a variety of other synonyms such as medical foods, designer foods, phytochemicals, functional foods, and nutritional supplements. They include everyday products as “bio” yogurts and fortified breakfast cereals, as well as vitamins, herbal remedies, and even genetically modified foods and supplements. The increasing demand for functional food products can be explained by the growing cost of healthcare, the steady increase in life expectancy, and the desire of older people for the improved quality of their later years.Request Free Proposal

Some of the vital health benefits of nutraceuticals

Brain health and aging

The WHO predicts that by 2020 over 65 million people will have dementia and that the prevalence of other neurodegenerative brain diseases, such as Alzheimer’s, will also increase. Alzheimer’s disease is one of the most common forms of dementia. There is no cure for the disease and eventually leads to death. Alzheimer’s is commonly diagnosed in people over the age of 65 years, although less-prevalent, Alzheimer’s can also occur much earlier. The pressure to produce successful treatments is rising but has proved unsuccessful so far. Scientists are increasingly looking at food products that can help slow disease progression and treat symptoms. The growing trends in nutraceutical usage are due to the belief that these compounds can postpone the development of various forms of dementia such as Alzheimer’s disease.

Cardiovascular diseases

Cardiovascular disease is a term which is used for disorders of the heart and blood vessels and includes coronary heart disease. It is believed that low intake of fruits and vegetables is associated with high mortality in the case of cardiovascular diseases. Nutraceuticals in the form of vitamins, minerals,  dietary fibers, antioxidants, and omega-3 polyunsaturated fatty acids together with physical exercise are recommended for prevention and treatment of this disease.

Cancer

Cancer has emerged as a significant public health problem in developing countries.  A healthy lifestyle and diet can help in the prevention of cancer. Carotenoids are a group of phytochemicals responsible for different colors of the foods. They have antioxidant activities and prove to be useful in cancer prevention. Recent interest in carotenoids has focused on the role of lycopene in human health, especially in cancer disease.

Endocrine health & diabetes

The WHO estimates that 347 million people worldwide have diabetes. Sustained exposure to high blood glucose is linked to the consumption of high fat and high sugar content foods. Functional food products, which release sugars slowly enable better glucose control, which can reduce the impact of diabetes for sufferers, and can also help to prevent the onset of type 2 diabetes.


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