Search Experience
Sujata Halarnkar
Fall 2008
LIBR-282-05
For the mid-term project, I reviewed the sports nutrition industry in the United
States to identify current trends, major manufacturers, and distributors. For the final
project, I decided to explore India’s market and its potential for distributing US sports
nutrition products. In this report, I have included some background information on India,
reviewed current consumer trends, and identified key information necessary to explore
distribution of health products possibilities. I have also included a number of Indian
manufacturers of health products.
Search Strategy
From the experience of the mid-term project, I decided to begin my search with
Yahoo! Finance and Google.com. Mainly, I looked for statistics and news article on the
topic. A narrow topic made it difficult to find resources. India is an emerging market in
sports nutrition industry and not much literature is available on the topic. Many new
health product companies are being founded and slowly information about them is
coming up on the Internet. I also explored Factiva.com. However, as previously
experienced I found more or less the similar results. Obviously, it is easier and quicker to
search and narrow down resources in the paid databases.
I started my search with basic search terms and developed search terms from
them. I noted down new and interesting search terms from news articles and reports. I
found the Indian market complex and difficult to analyze. Cultural and social factors
influence the Indian consumer market in many ways. Local survey or interview of
consumers would have provided a better insight on the market.
Surprisingly, I found sufficient information on the Indian manufacturers and
distributors of health related products. Initially, I wanted to focus on whey protein
market. However, whey protein products are slowly gaining popularity in India and I
could not find sufficient information on the topic.
Finally, I tried to use the latest articles for this research to find current market and
consumer trends. Textbooks especially Carr’s Super Searchers were useful reference
tools in this search.
Listed below are my search results along with keywords I used for this search.
Keywords used
whey protein market in India
whey protein consumer market in India
market trend whey protein India
whey protein and India
sports nutrition and india
sports nutrition and india
indian sports nutrition industry and consumer trends
india and demographic
india and whey protein and market trends
consumer market and india and health nutrition trends
Challenges:
Difficulty in narrowing down resources
Sports Nutrition industry is huge and too many categories of products to cover
Many good new sources but difficult to find free market reports
Difficulty in finding free research or news articles on the topic
Yahoo!
Search term: whey protein market in india
1. Monday March 31, 05:02 PM
Mahaan Proteins Ltd. Receives the 2007 Frost & Sullivan Market Penetration Leadership
Award for Indian Protein Ingredients Market
ADVERTISEMENT
Mumbai, Maharashtra, India, Monday, March 31, 2008 -- (Business Wire India) -- The
2007 Frost & Sullivan Market Penetration Leadership Award in the Indian Protein
Ingredient Market was conferred to Mahaan Proteins Limited at a recently held "2007
Frost & Sullivan India Chemicals Materials and Foods Awards Banquet" in Mumbai.
This award was in recognition of the outstanding work carried out by Mahaan towards
introducing whey protein powders and concentrates in India, and gaining a significant
market share in a traditionally dominated skimmed and whole milk powder industry.
According to Mamta Wadhwa, Director, Chemicals Materials and Foods Practice, Frost
& Sullivan, South Asia and Middle East, "Mahaan, has led to a major breakthrough in the
value-added dairy food segments in the Indian market with its complete range of whey
powders and concentrates, with other companies following suit. Mahaan commands 80
percent plus market share in the Indian whey protein market. The Group has also set up
Manufacturing Facilities in a 100% Excise Free Zone, meeting international standards for
Contract Research and Manufacturing services (CRAMS) for the manufacturing of wide
range of Nutraceuticals."
On receiving the award, Mr. R Goyal, Director, Mahaan Proteins Limited, said, "We are
honoured to have received this recognition from Frost & Sullivan acknowledging the
success achieved by Mahaan in the Indian Protein Ingredients market. This award is a
great reiteration of the value that Mahaan brings to the market, through partnering with
customers, creating innovative end-use applications, technological developments, new
product applications and research studies."
The recipient of this award is evaluated on specific pre-defined criteria which include
market share gain, increase in sales, and brand awareness efforts within the industry. This
is accomplished through interviews with market participants, end-user studies, and
extensive secondary research.
In addition to the above methodology, there are specific criteria used to determine final
competitor rankings within the industry. These include competitive pricing strategies,
strong sales force strategy, ability to establish brand awareness through promotional
activities and advertising, strategic alliances that expand customer base and finally
product innovation which also includes developing new technologies.
The protein ingredients market globally has seen accelerated growth owing to its
functionalities like emulsifying, water binding, viscosity enhancing, foaming properties
apart from its usual nutritional profile. The Indian Protein Ingredients Market is broadly
classified into -Soya protein, Whey protein and Wheat Gluten. Frost & Sullivan's
comprehensive analysis indicates that the total market for Indian protein ingredients was
valued at INR 279.2 million representing market volumes of 1650 MT in the year 2006.
The soya protein market contributes 72.0 percent of the total revenues generated, the
whey protein market contributes 23.0 percent and the wheat gluten market contributes
only 5.0 percent of the total revenues. The estimated growth rate was 5.6 percent per
annum in the year 2006.
The soya and whey proteins would witness good growth in nutritional and functional
applications across various end use segments including pharma formulations, tube
feeding formulas, infant formulas, functional beverages and fortified foodstuffs.
About Frost and Sullivan:
Frost & Sullivan, the Growth Consulting Company, partners with clients to accelerate
their growth. The company's Growth Partnership Services, Growth Consulting and
Career Best Practices empower clients to create a growth focused culture that generates,
evaluates and implements effective growth strategies. Frost & Sullivan employs over 45
years of experience in partnering with Global 1000 companies, emerging businesses and
the investment community from more than 30 offices on six continents. For more
information about Frost & Sullivan's Growth Partnerships, visit http://www.frost.com.
About Mahaan
Mahaan Proteins Ltd. is the only composite dairy ingredient plant in India that
manufactures edible casein, pharmaceutical and edible grade lactose, whey protein
concentrate 70% and pure ghee.
Mahaan Proteins Ltd. has been set up with foreign technical collaboration and has
specialized in manufacturing dairy ingredients and is currently developing caseinates and
functional WPCs.It has also added a brand new facility for spray drying specialized
instantly soluble powders for its buyers engaged in the nutraceuctical industry.
http://www.mahaanfoods.com/mahaangroup.html
Media contact details
CONTACT:
Frost & Sullivan
Corporate Communications - South Asia
Remi Chatterjee
+91 22 4001 3419
fax: +91 22 2832 4713
remi.chaterjee@frost.com
or
Corporate Communications - South Asia & Middle East
Nimisha Iyer
+91 22 4001 3404
fax: +91 22 2832 4713
niyer@frost.com
CONTACT:
Frost & Sullivan
Corporate Communications - South Asia
Remi Chatterjee
+91 22 4001 3419
fax: +91 22 2832 4713
remi.chaterjee@frost.com
or
Corporate Communications - South Asia & Middle East
Nimisha Iyer
+91 22 4001 3404
fax: +91 22 2832 4713
niyer@frost.com
2.
Dixon HEALTHCARE PVT. LTD. offers a wide range of health products full of
nutritional and vital compositions for healthy and productive life....
About Us
A healthy and well balanced diet is the essence of living in an age where people are
moving ahead at a jet speed. It has become very much imperative to include vital
nutrients in daily diet in order to remain healthy and energetic. As a leading brand in the
concerned market, Dixon HEALTHCARE PVT. LTD. has taken the initiatives to provide
you with all these vital ingredients which are a part of healthy living. We are an
acclaimed manufacturer and exporter of a variety of Health Drinks, Protein Supplements,
Energy Drinks, Food Supplements for Diabetics, Whey Protein Concentrates, MultiVitamin Powder, etc. All these products contain high level of protein, vitamins and
various amino acids. The food supplements are prepared in a way that they are suitable
even for the people suffering from Diabetes.
Since we are in a field where health is the main area of concern, we cross check to be
sure that all our products are the best and safe in terms of quality. The rates of these
products are within the budgets of middle class people. We ascertain that the related
orders are always delivered on time, thereby leading to complete customer satisfaction.
Being committed to keep our customers in the pink of health, Dixon HEALTHCARE
PVT. LTD. gives keen attention to their feedback and suggestions, trying to incorporate
the same and improve the quality of our products. The popularity of our products has
given us a brand goodwill in the market with the result that we export them all across the
globe.
Our Vision
With a vision to be the market leader in our arena, we, at Dixon HEALTHCARE PVT.
LTD., work diligently to increase our productivity and efficiency. We are now planning
to import quality raw materials from so as overseas markets to reduce the cost of our
products and broaden our international prospects. Our company is solely aimed at
delivering new and quality products to our customers to strengthen our image in the
domestic as well as global market.
Product Range
Since its establishment in 2000, Dixon HEALTHCARE PVT. LTD. has taken the
initiative to produce a wide range of products for the benefit of its customers. We are a
reputed manufacturer and exporter of the following products:
* Health Drinks
* Protein Supplements
* Energy Drinks
* Food Supplements for Diabetics
* Whey Protein Concentrates
* Multi-Vitamin Powder
* Protein Supplement Syrup
* Nutritional Supplement Capsules
* Fiberplus Powder
* Pro-Nut Granules.
Quality Assurance
Quality at Dixon HEALTHCARE PVT. LTD. is of paramount importance. All our
products go through stringent quality checking mechanism. We have a team of quality
supervisors who sincerely check the quality and ensure that only safe and flawless quality
health drinks, food supplements and other related products are manufactured. Our testing
laboratories are equipped with the latest testing machines where each product is tested for
quality and efficiency. The whole procedure is in complete accordance with the
international standards, and this is the reason why our valued clients have always opted
for our products time and again.
Infrastructure
The state of the art infrastructure is another USP of Dixon HEALTHCARE PVT. LTD.
which provides us an additional edge over other competitors in the market. We have
installed the latest machines at our unit to run our production process which is handled by
a well managed workforce exhibiting utmost efficiency and sincerity. The employed
professionals include scientists, pharmacists, and people from the field of bio-technology;
who are experts in the field of protein chemistry and ensure that correct amount of
ingredients are mixed in the preparation of the products. All the machines are operated in
a clean and hygienic environment in order to prevent any kind of contamination in the
products.
The products are packed efficiently along with the manufacturing and expiry dates being
clearly mentioned on the labels so as to avoid any confusion. Our Research and
Development department is lashed with all the modern equipments needed to test any
new product. It has developed various kinds of research programmes to make
improvisation in the service standards.
Energy Drink Nutritional Supplement Capsules Protein Supplement Syrup Whey Protein
Concentrate Viprex Syrup Health Drink Multi-Vitamin Powder Pro-Nut Granules
Fiberplus Powder Food Supplement for Diabetics
Contact Details
DIXON HEALTHCARE PVT. LTD.
Plot No.- 89, Dhovali Village, Taluka-Vasai,Thane - 401207, Maharashtra, India
Phone:91-250-6452995
Send Mail
Key Personnel
Ms. Ranjana Kolge (Director)
Mobile:+919820303499
Translate In : View in English
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3.
Sterling Rasayan Ltd.
The activities of the company have expanded significantly over the last five years to a
point where over 250 items are regularly traded on an ex-stock basis. Most of the
business activities of Sterling Rasayan now consist of locally sourced products to be
distributed to the ever growing customer base. Products were initially sourced from India,
however, expansion of product range over the past few years has increased in number of
products coming from overseas markets specially from Europe,East Europe, U.S.A,
Australia & China. Today Sterling Rasayan are India's leading Indenting / Sourcing
Agents for Imports & Exports.
We have a back-up of more than 50 Large Reputed Manufacturers in India & can offer
you these products at most competitive rates.
Home |Services| Imports | Exports | Objectives | Contact Us
Sterling Rasayan (P) Ltd
Sterling House, 27 Old Rajinder Nagar Market
New Delhi - 110060, INDIA
Ph : +911125734286 Fax : +91112574428
Mobile : +919811038104, info@sterlingrasayan.com
Yahoo!
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1. http://www.usdec.org/files/PressReleases/2007%20%23s%20release%20(for%20
dairy%20processor%20media)%200208%20-%20FINAL.pdf
Factiva.com
Search term: sports nutrition and india
1.
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Listen to Article
Nutritionals in India
242 words
1 August 2008
MarketResearch.com
English
Copyright 2008 MarketResearch.com, All Rights Reserved.
Published By: Euromonitor International
Euromonitor International's Nutritionals in India market report offers a
comprehensive guide to the size and shape of the health and wellness nutritional
market at a national level. It provides the latest retail sales data (2002-2007), allowing
you to identify the sectors driving growth. It identifies the leading companies, the
leading brands and offers strategic analysis of key factors influencing the market - be
they new product developments, packaging innovations, economic/lifestyle
influences, distribution or pricing issues. Forecasts to 2012 illustrate how the market
is set to change.Product coverage: Herbal/traditional products; Slimming products;
Sports nutrition; Vitamins and dietary supplements
Data coverage: market sizes (historic and forecasts), company shares, brand shares
and distribution data.
Why buy this report?
Get a detailed picture of the health and wellness nutritional industry;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market's major players and leading
brands;
Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 30 years experience of publishing market research
reports, business reference books and online information systems. With offices in
London, Chicago, Singapore, Shanghai, Vilnius, Dubai and Cape Town and a
network of over 600 analysts worldwide, Euromonitor International has a unique
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To Purchase Report:
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Vendor: Euromonitor International
Document MRKRE00020081124e481000uc
More Like This
Search term: whey protein and India
1. PLETHICO LAUNCHES A LOW FAT WHEY PROTEIN SUPPLEMENT (the
product has 65 percent proteins without saturated fat and is free from cholesterol)
Modern Food Processing. Oct 31, 2008; pg 10
129 words
31 October 2008
Indian Business Insight
English
Copyright (c) 2008 Informatics (India) Ltd.
Plethico Pharmaceuticals Ltd has launched Coach's Formula (CF), a low fat whey
protein supplement in India. The product has 65 percent proteins without saturated fat
and is free from cholesterol. CF is recommended for people who undertake a fitness
regimen and for athletes. It has been developed with inputs from international fitness
instructors, nutritionists and experts from the field of sports. The protein formula
contains all essential vitamins and minerals and helps in regeneration and
recuperation of damaged muscle tissue. The low fat supplement increases the physical
stamina, leading to better performance of sports persons.
851670|ABSTRACT|BIMONTHLY
Document WIBI000020081126e4av00077
2. Get a Deep Insight into the World Sports and Fitness Nutrition Market
6682 words
1 October 2008
07:19
Marketwire (English)
English
Copyright 2008 Marketwire All Rights Reserved.
LONDON, UNITED KINGDOM--(Marketwire - Oct. 1, 2008) - Reportlinker.com
announces that a new market research report related to the Health food industry is
available in its catalogue.
World Sports and Fitness Nutrition Market
http://www.reportlinker.com/p092492/World-Sports-and-Fitness-Nutrition-Market.html
This report analyzes the worldwide markets for Sports and Fitness Nutrition in
Millions of US$. The specific product segments analyzed are Foods and Drinks
(Sports/Energy Bars, Sports/Energy Drinks, & Powders to Mix), and Supplements
(Amino Acids/Derivatives, Herbal Products, Prohormones, Vitamins/Minerals, &
Others). The report provides separate comprehensive analytics for the US, Canada,
Japan, Europe, Asia-Pacific, Latin America, and Rest of World. Annual forecasts are
provided for the period of 2001 through 2015. A ten-year historic analysis is also
provided for these markets with annual market analytics. The report profiles 293
companies including many key and niche players worldwide such as Abbott
Nutrition, Experimental & Applied Sciences Inc., AST Sports Science, Bodyonics
Ltd, Body Wise International Inc., Champion Nutrition, Clif Bar Inc, Coca-Cola Co,
Dr Pepper Snapple Group, Inc., Dymatize Enterprises, Inc., GlaxoSmithKline Plc.,
Hansen Natural Corporation, Kraft Foods Inc., Laboratoires Physcience, Maximuscle
Ltd., MuscleTech Research and Development Inc., NBTY Inc, Nestle SA, Nestle
Nutrition, Nestle Waters, Optimum Nutrition Inc., Otsuka Pharmaceutical Co., Ltd.,
PepsiCo Inc., The Quaker Oats Company, Red Bull GmbH, Seven Seas Ltd., SlimFast Foods Company, Schiff Nutrition International, Inc., and Yakult Honsha Co.,
Ltd. Market data and analytics are derived from primary and secondary research.
Company profiles are mostly extracted from URL research and reported select online
sources.
SPORTS AND FITNESS NUTRITION MCP-1089
A GLOBAL STRATEGIC BUSINESS REPORT
Factiva.com
Search terms: whey protein and emerging markets
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News
The just-food interview - Peder Tuborgh, Arla Foods.
just-food.com
1217 words
25 November 2008
Just-Food
English
© 2008 Aroq Limited. All rights reserved
Dairy has proved one of the food industry's more colourful sectors in recent years
with volatile prices, rising production costs and the emergence of buoyant emerging
markets keeping processors on their toes. Arla Foods, Europe's second-largest dairy
group, has set out its stall for international growth in this ever-evolving landscape. In
this month's just-food interview, Dean Best spoke with Arla CEO Peder Tuborgh to
find out more about Arla's ambitions.
While the global dairy sector remains in a state of flux, one of the industry's
heavyweights, Arla Foods, is looking to flex its muscles.
The only certainty in the dairy market at the moment is uncertainty. Following last
year's record dairy prices, a combination of increased supply and lower consumer
demand has hit prices in 2008. According to food industry analysts Rabobank, prices
are expect to bounce back some time in 2009 as global demand recovers and dairy
consumption in the world's emerging markets continues to grow.
However, the roller-coaster nature of dairy prices only serves to illustrate the
volatility in the sector. Combine that with the spectre of increased production costs
and the challenges for those that operate in the dairy sector are plain to see. Some
dairy processors, like the Dutch giants Campina and Friesland Foods, have looked to
join together to combat that volatility and industry watchers believes further
consolidation in the sector is on the cards.
Arla, the Danish-Swedish co-operative, is not standing still. Last month, the
company, Europe's second-largest dairy group, unveiled a five-year global strategy
for the business. A focus on fewer markets, including those where dairy consumption
has been buoyant, including China, and greater investment in product innovation are
among the initiatives Arla believes will strengthen the business and improve returns
for its farmer-members.
The company plans to double its investment in product innovation, while
consolidating its brands into three "strong, global brands" – Castello, Lurpak and a
new namesake brand. Arla is also looking to double its worldwide sales of whey
protein.
For Arla CEO Peder Tuborgh the programme is vital. The 45-year-old joined Arla in
2000 in the wake of the company's merger with fellow dairy group MD Foods, where
he had worked since 1987.
In almost a decade at Arla, Tuborgh has seen a great deal of milestones, not least the
2003 merger of its UK business with Express Dairies. However, Tuborgh, who has
been in charge of Arla since 2005, believes the five-year plan unveiled last month is a
watershed moment in the company's history.
“It is the most ambitious strategy, and also one of the most visionary strategies,”
Tuborgh tells just-food. “We are now ready to look at all solutions that will
strengthen the company for the benefit of our owners. We are ready to shift our
current focus on brands and markets, open doors to new owners, and invest more in
less brands and markets.”
The maker of brands including Castello cheese, Lurpak butter and Cravendale milk
sells into around 100 markets worldwide but Tuborgh believes the time is right for
Arla to take stock of its global presence and divert resources to key markets. “The
main reason for our new and redefined focus on our international markets is a
realisation that we get more out of our investments by focusing those investments on
fewer markets,” Tuborgh says.
Arla has earmarked three so-called “seed” markets for particular attention. Russia,
where Arla has a fledgling cheese and butter venture, the US, where the company has
a growing cheese business and China, where the group runs a venture with local dairy
group Mengniu, have been identified as key to the company's international growth.
“Any future Arla investments internationally will be focused on these three markets –
that way we can benefit more from the investments,” Tuborgh says. “We cannot be
everything to everyone on all markets and this new strategy seeks to maximise our
impact by prioritising and categorising our world map. Arla is present on
approximately 100 markets worldwide, so the need to create a sharper overall focus
has been evident.”
One of the company's immediate areas of focus is likely to be China, where its
venture was one of the dairy businesses caught up in the recent melamine-in-milk
contamination scandal. Arla's Chinese partner Mengniu was named as one of the
dairies at the centre of the melamine outbreak, which saw at least four babies die and
thousands become ill after consuming milk powder contaminated with the industrial
chemical melamine. The scandal rocked China's buoyant dairy sector, which has
enjoyed rising milk consumption and attracted growing interest from multinational
investors. The worry is just how China's growing love for dairy will be affected by
the scandal. Tuborgh, however, is cautiously optimistic about the future of one of the
markets central to Arla's international ambitions.
“Regaining consumer confidence is without doubt the absolute number one priority
for us in China right now. And we believe it will happen – our expectations are to
return to normal sales levels by the end of 2009,” Tuborgh insists. “Our advantage is
that we offer products which have been through an extensive testing for melamine,
which means we can offer the consumers products that are safe to consume. That
being said, the development of the market in China has been set back by the
unfortunate incidents this year. Over the long term, we do not doubt that dairy
production has great prospects in China in the future.”
Tuborgh also sees opportunities closer to home. Under Arla's review, Germany and
Poland have joined the company's “core” markets of Finland, Denmark, Sweden and
the UK. Tuborgh keeps his cards close to his chest but the signs are that Arla will take
an active role in the widely-expected consolidation in the European dairy sector.
“Although we cannot mention any specific names of potential partners at this point,
we can say that Arla is currently searching the market for potential partners with
whom we can either set up some sort of collaboration with regard to local production
and distribution or possibly buy other companies,” Tuborgh reveals. “Arla expects to
play an active role in the consolidation of the dairy sector in Northern Europe in the
next five years. At this point, we cannot get more specific about the nature of possible
alliances, but we have identified both Germany and Poland as two new core markets
for our business.”
Milk production is set to rise “significantly”, Tuborgh says, and he sees it as vital that
Arla is ready to pounce should opportunities for acquisitions or alliances arise.
“We foresee a significant increase in milk production across this Northern European
region, and our response to this must be to take part in that actively through
consolidation. Growth is essential to success on the international dairy market today,
and Arla simply cannot sit back and watch passively as new opportunities present
themselves,” Tuborgh insists.
More to come...
This article was originally published on just-food.com on 25 November 2008. For
authoritative and timely food business information visit http://www.just-food.com.
Document JUFOO00020081125e4bp000e1
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2. New Developments in Global Consumer Trends
FURTHER INFORMATION
Product Type: Report
Published: 16 Apr 2007
Available Format(s): PDF
Table of contents
Product Brochure
Published by: Datamonitor
Price: $7995
Introduction
This report based on a vast array of primary and secondary research provides a
comprehensive snapshot of global consumer behavior. Structured around
Datamonitor's well-established mega-trends framework, it offers added clarity, new
detailed insight, future trend predictions and intuitive recommendations for marketing
and product development.
Scope
* Detailed insight and analysis covering each of the 10 mega-trends with a separate
Action Points chapter outlining product development opportunities
* Extensive primary research profiling how the consumer attitudes and behaviors
influencing the mega-trends have evolved and will continue to evolve
* All new trend prediction and implications sections offering futuristic perspectives
on every major trend shaping global consumption patterns
* Showcases the latest best-practice, "on-trend" product and marketing innovation
offering a wealth of creative ideas to guide future innovation
Highlights
Industry executives surveyed globally believe that health is the most important megatrend influencing their business today. Changes in consumer values and behavior
have been profound; 76% of European and US citizens overall are "conscious of
health and wellness issues on a daily basis". Going forward, the trend will only
increase in significance.
Consumer preferences are often counter-intuitive leading to a scenario of trends and
counter trends. On one level, shoppers are more experimental and value customized
choice. But 'choice paralysis' means consumers are simplifying shopping by
downsizing the subset of brands in their 'consideration set' of product choices.
Ethical consumerism will continue to migrate away from a small minority of
consumers towards the mainstream. Consumers will increasingly expect brands to
show they are responsible in the public domain whether contributing to the local
community, divulging the means of sourcing, or offering a responsible consumer
buying choice.
Why you should buy this report
* Increase the likelihood of being "on-trend" by learning how the mega-trends have
affected behaviors and how they are likely to evolve.
* Access a wealth of market, behavioral and attitudinal time-series data that can be
used to guide your future marketing plans.
* Save time and gain maximal insight by using this 'one-stop-shop' resource which
offers a clear and up-to-date framework for understanding consumers.
3. The Burgeoning Middle Classes in Brazil, Russia, India and China (BRIC)
FURTHER INFORMATION
Product Type: Brief
Published: 13 Apr 2007
Available Format(s): PDF
Table of contents
Product Brochure
Published by: Datamonitor
Price: $1695
Introduction
All of the BRIC markets have great potential for overcoming their past economic
underperformance and establishing the most stabilizing of forces a prosperous middle
class. This group in each country is growing at varying rates but the future direction is
clear: the middle class will both broaden and deepen providing a solid base for the
development of a strong consumer packaged goods industry.
Scope
* In-depth quantitative data covering historical and forecast demographic trends in
Brazil, Russia, India and China.
* Covers population size and growth overall, by age and gender, and incidence of
key age-related health conditions.
* Qualitative analysis of these key population trends.
* Actionable recommendations for producers and marketers seeking to leverage
opportunities within those markets.
Highlights
Since the late 1990s, Russia's economy has benefited from the twin factors of
economic structural reforms and high global commodity prices of oil. These have
boosted consumer confidence as individuals are more confident of their current
situation and their ability to plan their future expenditure, especially in the middle
class.
India's overall GDP is reasonably strong but this is mainly due to the vast population
of the country. On a per capita basis it lags behind the other BRIC countries. In 2005
the par capita GDP of China was almost double that of India with Brazil and Russia
some distance ahead.
Home ownership in Brazil is higher than in the US and is growing steadily, whereas
in all other BRIC countries the rate of occupant ownership is in decline. The average
home price in Brazil is the highest in all of the BRIC countries but the gap is being
closed by China which should almost reach parity by 2010.
Why you should buy this report
* Gain access to detailed data and forecasts to inform your decision-making
* Understand the economic trends and shifting consumer motivations in the BRIC
countries
* Improve your marketing by following best-practice guidelines enabling more
effective targeting with on-trend products and relevant communications
If you would like more details on this research report, fill in your details below and
one of our
4. The Aging of BRIC populations
FURTHER INFORMATION
Product Type: Brief
Published: 30 Apr 2007
Available Format(s): PDF
Table of contents
Product Brochure
Published by: Datamonitor
Price: $1695
Introduction
Markets such as Brazil, China, India and Russia (BRIC) should be seen within the
context of a transitional period, moving in the direction of developed markets and
experiencing a marked aging of their populations in coming years. This will
emphasize the need to respond to a reshaping of consumer demand to accommodate
the differing needs of an older populace.
Scope
* In-depth quantitative data covering historical and forecast demographic trends in
Brazil, Russia, India and China.
* Covers population size and growth overall, by age and gender, and incidence of
key age-related health conditions.
* Qualitative analysis of these key population trends.
* Actionable recommendations for producers and marketers seeking to leverage
opportunities within those markets.
Highlights
A divide exists between Western markets and those of the less developed world,
where the demographic center of gravity tends to be skewed towards youth. However,
Brazil, China, India and Russia should be seen within a transitional context, driven by
their economic growth and varying degrees of proximity to the Western consumer
model.
Adoption of branding, marketing or strategies that fit with the historical value placed
on seniors in certain countries and cultures, particularly China and India, offers a
smart way to leverage market position in the context of aging populations. Extended
families and a deep-seated societal respect for older citizens remain important factors.
Brand loyalty is decreasing across all age groups. This has been a general trend in
developed markets for the past few decades that the BRIC countries are set to
emulate. A shift towards higher average ages means that a change in marketers'
priorities and message away from a focus on younger consumers is necessary to
retain competitiveness.
Why you should buy this report
* Gain access to detailed data and forecasts to inform your decision-making
* Understand the population trends and shifting consumer motivations in the BRIC
countries
* Improve your marketing by following best-practice guidelines enabling more
effective targeting with on-trend products and relevant communications
5. New Developments in Global
Consumer Trends
The definitive trend guide to modern consumer
lifestyles and behavior
Introduction
This report – based on a vast array of primary and secondary research –
provides a comprehensive snapshot of global consumer behavior. Structured
around Datamonitor’s well-established mega-trends framework, it offers added
clarity, new detailed insight, future trend predictions and intuitive
recommendations for marketing and product development.
Over the next ten years there will be continual developments with regard to the megatrends
because trend cycles are emerging more rapidly as a result of technology, accelerated
social
diffusion, instantaneous communication and a growing willingness to accept or
inability to
escape new ideas. Only by understanding these new interpretations of the megatrends can
companies remain “on-trend” in the long-term and actually save time by gaining a
broad clear
perspective of the macro-factors influencing sales today.
Key findings and highlights
• Industry executives surveyed globally believe that health is the most important
mega-trend
influencing their business today. Changes in consumer values and behavior have been
profound; 76 per cent of European and US citizens overall are "conscious of health
and
wellness issues on a daily basis". Going forward, the trend will only increase in
significance.
• Consumer preferences are often counter-intuitive leading to a scenario of trends and
counter trends. On one level, shoppers are more experimental and value customized
choice. But 'choice paralysis' means consumers are simplifying shopping by
downsizing the
subset of brands in their 'consideration set' of product choices.
• Ethical consumerism will continue to migrate away from a small minority of
consumers
towards the mainstream. Consumers will increasingly expect brands to show they are
responsible in the public domain whether contributing to the local community,
divulging the
means of sourcing, or offering a responsible consumer buying choice.
Reasons to buy
• Increase the likelihood of being "on-trend" by learning how the mega-trends have
affected
behaviors and how they are likely to evolve
• Access a wealth of market, behavioral and attitudinal time-series data that can be
used to
guide your future marketing plans
• Save time and gain maximum insight by using this 'one-stop-shop' resource which
offers a
clear and up-to-date framework for understanding consumers
www.datamonitor.com/consumer
Sample pages from the report
The Future Decoded
New Developments in Global Consumer Trends DMCM2468
© Datamonitor (Published 04/2007) Page 35
This report is a licensed product and is not to be photocopied
Figure 3: Industry executives globally believe that health is the most
important mega-trend influencing NPD and marketing
2
2.2
2.4
2.6
2.8
3
3.2
Health
Convenience
Sensory
Income Complexity
Age Complexity
Comfort
Lifestage Complexity
Individualism
Connectivity
Gender Complexity
Response average
Please indicate how important each mega-trend is in shaping your
marketing and product development strategy
Scale: 1= Unimportant, 4 =Very Important
9%
20%
30%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Unimportant Somewhat important Important Very important
% of industry respondents
Please indicate how important each mega-trend is in shaping your
marketing and product development strategy: Health
Source: Datamonitor Global Industry Opinion Survey, 2006 D A T A M O N I T O R
The Future Decoded
New Developments in Global Consumer Trends DMCM2468
© Datamonitor (Published 04/2007) Page 151
This report is a licensed product and is not to be photocopied
Figure 65: Compact living is often necessary among singles
Source: Datamonitor analysis D A T A M O N I T O R
Figure 66: Compact living is accentuated by the negative correlation
between property size and the average number of people per
dwelling
Australia
Brazil
China
France
Germany
India
Indonesia Iran
Italy
Mexico
Poland
Korea
Russia
Saudi Arabia
South Africa
Spain
Thailand
Ukraine
UK
United States
40
90
140
190
240
234567
Average number of people per dwelling, 2005
Average size of dwelling (square meters), 2005
CAGR
Average
CAGR
Average
Source: Datamonitor analysis D A T A M O N I T O R
The Future Decoded
New Developments in Global Consumer Trends DMCM2468
© Datamonitor (Published 04/2007) Page 167
This report is a licensed product and is not to be photocopied
The authenticity trend is, in part, rooted in the desire for quality
An increasingly affluent consumer base is becoming more educated about the quality
and variety of consumer goods available, making them more critical of the quality of
goods on retailers’ shelves. Consequently, there is a growing consumer perception
that mass-market food, drinks and personal care products, typically purchased in
chain retailers, are bland and lacking hedonic benefits. Therefore, being perceived as
“the real thing” or “genuine” is increasingly important. Figure 73 summarizes the
social and consumer dynamics driving the authenticity trend.
Figure 73: The search for authenticity reflects consumers’ active pursuit
for higher quality experiences from consumption
‘Authenticity’ is a concept built on 6 core
attributes relating to hedonic benefits and
heritage
‘Authenticity’ is cultural backlash
against modern world realities
Consumers are seeking to ‘reconnect with the real’: a desire for a timeout
and a greater interest in the values steeped in tradition
• Seeking artisinal, handcrafted specialty products
• e.g. growing hand-made, hand-fried, limited edition
• Seeking more detailed, regional sensory profiles e.g.
• e.g. Catalan wine – not Spanish; Oxacan – not Mexican; Hunan – not Chinese
• Seeking origin specific goods
• e.g. single origin chocolates and locally sourced ingredients
• Choosing heritage brands
• e.g. buying into story-based heritage brands
• Expanding connoisseurship
• authenticity is also about growing connoisseurial knowledge and preferences
• Greater willingness-to-pay (WTP) price premiums
• knowing that premiums justify the added nuances in product design
Source: Datamonitor analysis D A T A M O N I T O R
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New Developments in Global Consumer Trends
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Daniel Bone, New Developments in Global Consumer Trends
“...
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Search term: india and demographic
1. India economy: Demographic profile
829 words
20 August 2008
Economist Intelligence Unit - ViewsWire
ViewsWire
18
English
(C) 2008 The Economist Intelligence Unit Ltd.
COUNTRY BRIEFING
FROM THE ECONOMIST INTELLIGENCE UNIT
Demographic profile
2002
2007
2012
Population (m)
Total
1,034.2 1,110.4 1,187.0
Male
534.1 572.1 610.0
Female
500.1 538.3 576.9
Age profile (% of total population)
0-14
33.5 32.4 30.8
15-64
62.5 64.2 66.3
65+
4.6 5.2 5.9
Young-age dependency ratio
0.54 0.50 0.47
Old-age dependency ratio
0.07 0.08 0.09
Working-age population (m)
645.9 713.0 786.5
Urbanisation (% of total)
28.1 29.3 30.7
Labour force (m)
470.2 516.4 570.1
Period averages
2003-07 2008-12
Population growth (%)
1.4 1.3
Working-age population growth (%)
2.0 2.0
Labour force growth (%)
1.9 2.0
Crude birth rate (per 1,000)
23.6 21.4
Crude death rate (per 1,000)
7.0 6.1
Infant mortality rate (per 1,000 live
births)
39.8 28.2
Life expectancy at birth (years)
Male
65.0 68.0
Female
69.6 73.3
Average
67.2 70.5
Sources: International Labour Organisation
(ILO), labour force projections; Economist Intelligence Unit estimates and
forecasts; national statistics.
India will become the most populous country within the next 30 years
Although the population growth rate is gradually falling, the past failure of family
planning policy means that India is expected to overtake China as the world's most
populous country in the early 2030s, with a population approaching 1.5bn.
Governments have shifted away from sterilisation as the cornerstone of family
planning to an emphasis on improving female social and economic welfare. This,
coupled with rising living standards, particularly in urban areas, is leading to a fall in
the population growth rate. Nonetheless, although strong economic growth is slowing
the fertility rate, at 3.1 children per woman, it is one-third above the official target of
replacement-level fertility.
The rising population will lead to opportunities and costs. Increased environmental
degradation and a growing strain on water and food resources appear inevitable. By
2012 the proportion of the population in the 0-14 age group is expected to fall to
around 30%, with potentially beneficial implications for the education system. The
proportion of the population over 65 is projected to rise slightly, but in the absence of
a national pension system this does not have the worrying implications for pension
liabilities that more highly developed countries face.
Better education will be vital if India is to realise its potential
India will, however, enjoy a growing working-age population at a time when other
countries (including China) will face increasing dependency ratios. If India can put in
place an education system that ensures its working-age population meets global
demands, then it will perform well, probably through a combination of production
shifting to India, and from Indian workers migrating to meet the needs of other
countries. If its education system fails to adapt, however, a large underemployed
population is likely to result in increased social instability.
The gender distribution of India's population is disturbing and has equally important
implications for stability. According to the 2001 census, for every 1,000 boys under
the age of six, there were only 927 girls. In the worst-affected states, this figure fell
below 800. Child mortality rates are higher for girls than boys, and foeticide (aborting
a foetus identified as female) is becoming more common as technology enabling
elective abortions spreads—despite the fact that these procedures, along with sexdetermination tests, are illegal. Historically, countries with severe gender disparities
suffer from rising disorder.
Job creation in the rural economy could stem rural-urban migration
Rates of rural underemployment and urban unemployment are high, and India's lack
of a well-developed industrial base has hindered employment generation. The
government is pinning its hopes on the expansion of the manufacturing sector to
increase employment opportunities, but employment growth in the sector will not
keep up with the expansion in the labour force. Migration into towns and cities from
the countryside is also creating employment stress. India's urban population is
expected to rise from just over one-quarter of the total population in the mid-1990s to
over one-third by 2010. This will put pressure on the infrastructure of cities, which in
most cases is unable to support even current population levels. The supply of
transport, water, power and housing in many urban areas is thus likely to be stretched
further, and levels of pollution and crime may rise. The need to improve opportunities
in rural areas to deter migration and to stimulate the rural economy has been
recognised by policymakers, but progress has been slow. The current government has
made this its first priority, but achieving quick results will be difficult.
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Cognis Expands Ops in India
02/01/2008
MONHEIM, Germany— Cognis opened a liaison office in Mumbai, India, aiming to
strengthen relationships with existing customers and initiate new business
opportunities. According to the company, it has seen significant growth in India in the
last few years, focusing on supplying specialty chemicals and other ingredients for
the wellness and sustainability markets. Cognis already has a strong network of
distributors in India covering almost all market segments of its product portfolio.
The liaison office will consolidate Cognis’ activities and expertise in India, while
strengthening local ties and analyzing market trends on the ground. It will represent
all three of Cognis’ strategic business units—Care Chemicals, Nutrition & Health,
and Functional Products. Sales activities will continue to be carried out by local
distributors.
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2. Recent Trends in Development of Fermented Milks
H. K. Khurana1 and S. K. Kanawjia2*
1Science and Technology Entrepreneurs Park, Thapar Institute of Engineering and
Technology, Patiala – 147004,
Punjab, India, 2Dairy Technology Division, National Dairy Research Institute, Karnal
- 132001, Haryana, India
Abstract: Ever-growing consumer demand for convenience, combined with a healthy
diet and preference for natural
ingredients has led to a growth in functional beverage markets. Current trends and
changing consumer needs indicate a
great opportunity for innovations and developments in fermented milks. Scientific
and clinical evidence is also mounting
to corroborate the consumer perception of health from fermented milks. Probiotics,
prebiotics, synbiotics and associated
ingredients also add an attractive dimension to cultured dairy products. Also, owing
to expanding market share and size of
dairy companies, there has been a reduction of clearly structured markets i.e. merging
of dairy products and fruit beverage
markets with introduction of ‘juiceceuticals’ like fruit-yogurt beverages that are
typical example of hybrid dairy products
offering health, flavour and convenience. Another potential growth area for fermented
milks includes added-value
products such as low calorie, reduced-fat varieties and those fortified with
physiologically active ingredients including
fibers, phytosterols, omega-3-fatty acids, whey based ingredients, antioxidant
vitamins, isoflavones that provide specific
health benefits beyond basic nutrition. World over efforts have been devoted to
develop fermented milks containing
certain nonconventional food sources like soybeans and millets and convert them to
more acceptable and palatable form
thus producing low cost, nutritious fermented foods especially for developing and
underdeveloped nations where
malnutrition exists. Furthermore, use of biopreservatives and certain innovative
technologies like membrane processing,
high pressure processing and carbonation lead to milk fermentation under predictable,
controllable and precise conditions
to yield hygienic fermented milks of high nutritive value.
Keywords: Recent trends, fermented milks, yoghurt, probiotics, health benefits,
biopreservatives.
CONSUMPTION PATTERNS
According to a study by global market analyst Euromonitor
international global sales of dairy products reached
¤211.5 billion [14]. The manufacture of cultured dairy
products represents the second most important fermentation
industry (after the production of alcoholic drinks) [1]. A
dynamic category, fermented dairy drinks were reported to
grow at six times the rate of total dairy growth between 1998
and 2003 in value terms. Also, probiotic drinking yoghurt
was the fastest growing dairy product sector between 1998
and 2003, followed by soy milk, (spoonable) probiotic
yoghurt, flavoured milk drinks with juice and fermented
dairy drinks [15].
The increasing demand from consumers for dairy
products with 'functional' properties is a key factor driving
value sales growth in developed markets. This led to the
promotion of added-value products such as probiotic and
other functional yoghurts, reduced-fat and enriched milk
products and fermented dairy drinks and organic cheese [14].
Another important global trend is the increasing demand for
consumer convenience. Present day consumers prefer foods
that promote good health and prevent disease. Furthermore,
these foods must fit into current lifestyles providing
convenience of use, good flavor, and an acceptable pricevalue
ratio. Such foods constitute current and future waves in
the evolution of the food development cycle [16]. There are
several principal reasons for the success of fermented dairy
products, which relate to nutrition and health, versatility and
marketing. Scientific and clinical evidence is also mounting
to corroborate the consumer perception of health from
fermented milks [15].
The consumption of milk drinks and fermented products
has been recently reviewed by the International Dairy
Federation, shown briefly in Table 2 [17]. It is quite clear
from the data that the consumption of fermented milks has
generally increased around the globe over a period from
2001 to 2004. According to another report by Euromonitor
[14] largest fermented dairy market till 2003 was Japan,
where the leading brand Yakult is the reference product for
the entire category, having been available in Japan for more
than 50 years. The next most significant markets are South
Korea and Brazil, followed by a number of Western
European markets including US probiotic drinking yoghurts,
booming on the basis of their portability, snack appeal and
health claims which match those of fermented dairy drinks;
offering improvement to digestive health and a boost to the
immune system. In fact, Western Europe has increased in
importance, becoming the second largest region for
fermented dairy drinks ahead of Latin America. In 2002
Danone’s Actimel, the second largest brand globally, became
the first fermented dairy drink to be launched in the US [15].
In the Indian subcontinent also, fermented milk products
such as dahi (curd), Lassi (sweetened yoghurt drink like
product)/chhach (buttermilk) and shrikhand (drained curd
added with sugar and flavoring) figure prominently in
people’s diet. The demand for fermented milk products is
increasing and it has been estimated that about 10% of total
milk produced in India is used for preparation of traditional
fermented milk products. Dahi is an age-old indigenous
Fig. (1). The Family Tree of Fermented Milk Types [7].
fermented milk of India and has managed its popularity in
Indian diet despite changing lifestyles and food habits.
About 6.9% of total milk produced in India is utilized for
making dahi intended for direct consumption. The volume of
curd and curd products was reported to be 6.0 million tones
with a market value of 120 billion rupees [10].
PRODUCT DEVELOPMENT STRATEGIES AND
CONCLUSION AND FUTURE PERSPECTIVE
It is evident that the market for fermented milks is
booming specially probiotics and those with special added
ingredients. Modern consumers are increasingly interested in
their personal health, and expect the food that they eat to be
healthy or even capable of preventing illness. Producers and
marketers of cultured milks are making every effort to keep
them growing through product development and packaging
innovations while delivering a ‘good for you’ flavorful
products suited for all occasions of gastronomic indulgence.
A major consideration in the continued development and
success of ever growing fermented milk market is
communication. This is linked to other important factors
such as development of supporting scientific documentation;
a health claims strategy and successful presentation.
Over the past century, voluminous scientific knowledge
has been well established regarding the technological aspects
of fermented milks, including the physiology of starter
cultures and related probiotic microflora. However, over the
coming years the possible research areas may include the
following aspects:
· Special emphasis on research in arena of starters and
their functionality is required; specially in view of
natural biodiversity that still exists in food grade
microorganisms as starter cultures are the heart of
fermented milk industry. It is also very important to
preserve this pool for future application. Thus, it is
necessary to have better understanding of enzymic
pathways in these starters in order to be able to select
strains with specific, desired characteristics.
· Appropriate international definition(s) of yoghurt and
other fermented milks including other probiotic products
are required.
· More emphasis is required to get a clear understanding
of relationship between food, intestinal bacteria, human
health and disease in the field of probiotics along with
properly designed clinical studies to establish the proper
health benefits to humans. Many a times in vitro results
cannot be found in vivo, and observations reported in
animals cannot be translated directly to humans; there
are problems in generalizing the results given types of
microorganisms used thus more number of clinical
studies should be conducted on humans of different
races in different countries to properly substantiate the
health benefits to humans in general.
· Newer molecular research tools, better process formulation
technologies for enhanced probiotic stability and
functionality along with biosafety evaluation of
probiotics used for human consumption are other major
thrust areas. New product categories, and thus novel and
more difficult raw materials with regard to technology
of probiotics, will certainly be the key research and
development area for future functional food markets.
There are now products with complete supplementation
offered as medical foods, as well as healthy products for
people who have problems obtaining all the nutrients they
need. It is clear from the literature that new kinds of
fermented milks containing various nutrients are being tested
as curatives for specific diseases and are approaching
medical food effectiveness in conventional food format and
will continue to be introduced to the food supply. The
occurrence of diet-related diseases of deficiency and excess,
points to the importance of the development of functional
foods (science). Functional food science must be viewed
world over beyond the short-term commercial prospects and
should be considered for long-term research and
development.
REFERENCES
[1] Anon. It’s a tiny world (online). Food Today 2003; 16: 3. European
Food information council online. http://www.eufic.org/gb/food/pag/
food16/food163.htm.
[2] Beena AK. Healthbenefits of fermented milks. In:
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4. Country Case Study: India
The Functional Foods Sector in India
India’s traditional and regional foods have been documented throughout the
ages as containing healthy properties, beyond just their nutritional value. Such
historically functional foods include herbal extracts, fortified foods, spices,
pulses (lentils), and vegetables and fruits.
The proven special health properties of functional foods have treated
common ailments for centuries. New research is showing that many of these
foods have preventive properties as well. The Central Food Technological
Research Institute (CFTRI) in Mysore is documenting this history as well as
newer trends in functional foods through its Knowledge Digital Library
(Central Food Technological Research Institute 2005). This effort will support
a better understanding of the functional attributes of these foods while
protecting the intellectual property rights of those who develop new types of
foods through R&D.
Functional foods R&D in India is rapidly expanding and includes, among other
products, nutraceuticals, prebiotics and probiotics, and newer additives, which
are known to prevent certain diseases or other maladies. New research shows
that many of the traditional Indian foods have characteristics of functional
foods and underscores the fact that the Indians have been consuming
functional foods for centuries.
With this new recognition of functional foods comes new opportunities for
producers to mislabel and overstate the efficacy of their products, requiring
that special attention be paid to the regulatory aspects, particularly as the laws
on functional foods require updating.
Functional Food Trends
As in China, India’s health foods history dates back centuries. The
developments over the last few decades now recognize the value of traditional
medicines and naturally health-enhancing foods. With its strong tradition of
healthful eating, India ranks among the top 10 nations in buying functional
foods (Watson 2006). India’s food industry is generating $6.8 billion in annual
revenue, and this is expected to nearly double in the next five years (Ismail
2006).5
The government is working to help India become a major force in the
international functional foods market by updating its intellectual property
laws and increasing investment in R&D infrastructure (Ismail 2006). There
is unanimity among major companies, and in government, where both
ministers and the substantial state research organizations are behind the idea
of India becoming a major force in the international health foods market
Health Enhancing Foods
19
Agricultural and Rural Development
20
(Shrimpton 2004). In addition, there is little resistance from consumers to buy
functional foods.
In 1950, the Indian government established CFTRI, which has grown to be one
of the world’s largest food research institutes and one that is actively involved
in teaching (Shrimpton 2004). Furthermore, according to sources interviewed,
of the more than 200 research institutes and laboratories in India, 25 percent
are involved in food research. With such substantial scientific support, the
Indian food industry has the possibility to become a significant player in the
international market supplying high-quality functional foods.
According to Dr. S. R. Rao at the Council for Scientific and Industrial Research
(CSIR), New Delhi, the thrust of publicly funded research in functional foods
has been on developing fortified foods,6 because this research reflects the
government’s concern with malnutrition. According to Dr. Rajesh Kapur,
director of the Department of Biotechnology, approximately 60 percent of
children below 14 years of age are malnourished (Kapur 2006). Thus, the
government has launched the national nutrition mission with the objective of
providing ready-to-eat precooked food at a low cost and midday meals to
students at government schools.
Dr. S. R. Rao noted that basically there are three countrywide governmentsponsored
distribution channels for general nutrition-enhancing functional
foods, namely the following:
Public Distribution System (PDS): A system of government-licensed shops
where grains, sugar, and kerosene oil are subsidized and priced according
to each family’s monthly entitlement.
Midday Meal Scheme: A government-funded program under which
precooked meals are provided to children at government schools
throughout the country (the national nutrition mission referred to above).
Integrated Child Development Services (ICDS) Scheme: A program
conceived in 1975 aimed at improving the nutritional and health status
of vulnerable groups (for example, preschool children, pregnant women,
and nursing mothers) by providing a package of services including
supplementary nutrition, preschool education, immunization, health
checkups, referral services, and nutrition and health education.
On consumer behavior, Dr. Kapur said that there is very little awareness of
functional foods among general consumers even though these foods have
always been part of the Indian diet. This opinion is supported by research
analysts whose report states that awareness of the term “fortified foods”
among Indian consumers is low, but there is a high awareness of certain
brands, especially in the case of iodized salt. According to the report, although
many people may be eating fortified foods without being aware of it,
approximately 30 percent of people in India’s cities regularly consume
fortified foods.7 India has been quite progressive in its fortification programs
as an early adopter, and often initiator, of many processes.8
The government is expected to continue to actively press for the development
of the functional foods industry. According to a representative of the Ministry
Health Enhancing Foods
21
of Food Processing Industries, the ministry’s mandate is to develop and
promote the food processing sector, including functional foods, throughout
the country. It conducts seminars, workshops, and training programs and has
a financing scheme that provides grants-in-aid to the food processing
companies that want their manufacturing or processing units certified for
international safety standards, such as Hazard Analysis and Critical Control
Points (HACCP) and the International Organization of Standardization (ISO).
In a speech at Foodworld India 2005, Mr. D. P. Singh, secretary, Ministry
of Food Processing Industries, introduced “Vision 2015,” which aims to triple
the size of the food sector in 10 years time by increasing the level of processing
of perishable goods from 6 percent to 20 percent, value added products from
20 percent to 35 percent, and share in global trade from 1.6 percent to
3 percent. Such efforts would require making processed foods affordable
domestically and competitive globally; this effort would include functional
foods. An investment of approximately US$25.5 billion is envisioned in the
next 10 years.
In addition to the substantial government support, the functional foods
industry is thriving in the private sector. According to the Frost and Sullivan
marketing study, the large food manufacturers understand their consumers
in both the mass market and the value added market. With many people
suffering from deficiencies of iron, iodine, and vitamin A, the consumer can
buy many fortified foods, such as wheat flour, iodized salt, calcium, and
vitamin-enriched jams and soft drinks. To address vitamin Adeficiency, which
is prevalent in much of rural India, food companies have introduced specific
products at affordable prices. For the middle-class consumer, companies have
launched such products as low-sodium salt, which is beneficial to patients
with high blood pressure (NutraIngredients.com 2006).
Although China is seen as the major competitor, Indian research technology in
areas like fermentation processes, plant extraction, and chemical synthesis are
more developed than their Chinese counterparts, and they still benefit from
the labor cost savings that make outsourcing to India so attractive (Ismail
2006). Some people among those involved with functional foods development
believe that Ayurvedic medicine and philosophy, based on knowledge
accumulated over 4,000 years, offers India several advantages. It is also
recognized that for these products to be successfully exported, however, the
herbs that form their basis must be standardized, or at least their potency must
be measurable. Traditionally, this is not in accordance with Ayurvedic
philosophy, which recognizes the benefits of variation between growing
conditions and individuals. Currently, there is no regulation concerning
Ayurvedic-based products (Shrimpton 2004).
Recognizing the favorable government support combined with the researchfriendly
environment and available qualified human resources, European and
U.S. multinational firms are already located in India, including Herbalife,
DuPont, GlaxoSmith Kline, Akzo Nobel Chemicals, Hindustan Lever, Heinz,
Novartis, and Roche. There are also a growing number of Indian companies
that are working internationally, such as the Associated Capsules Group
Functional Food Constraints and Opportunities in the Indian
Market
The market environment for functional foods in India, while cooperative and
relatively advanced, faces the following constraints and opportunities:
Low income of vast majority of the population. For the domestic market to
reach its full potential, income levels for the vast majority of the population
will have to rise. Although disposable income has increased over the years
and is expected to continue to do so (see the section “Functional Food
Trends”), it is still very low and likely to remain so for many years.
Various creative solutions by private industry have been used to overcome the
problem of people having a very small daily disposable income. Some
Health Enhancing Foods
25
Box 5. India: Complexity of Licensing
An individual planning to manufacture, distribute, stock, and/or sell food in Delhi
must approach the relevant department in the Government of National Capital
Territory of Delhi to obtain the appropriate licenses. If the process involves
irradiated food, permission is required from the Department of Atomic Energy. For
genetically modified foods, permission is required from the designated authority
in the Ministry of Environment and Forest.
Although a small state like Delhi has only one licensing authority, larger states may
have several such authorities. For example, the western state of Gujarat, is divided
into different areas, each with its separate licensing authority. Food units in areas
where there are no licensing authorities apply to their respective local health
authorities of the Food and Drug Control Administration, which have offices in
almost all districts.
Because each licensing authority has different requirements (and this report cannot
list them all), the following is an example of the procedure for obtaining a license
in Gujarat per Rule 5 of the Gujarat Prevention of Food Adulteration Rules, 1955.
The applicant must submit in full detail the following: application form;
two photographs of owner or Partners or Director or nominee; block plan
with three signed copies with measurements; list of food articles along with
approximate daily production, sales and stock with two signed copies;
proof of ownership of place of manufacture or selling; partnership deed or
memorandum of article of the company with complete address of partners
or directors; list of machinery and details of the processing of the food; and
copies of the labels along with brands used.
According to sources, approvals or licenses are granted within 30 days and even
less if the company or the brand is considered reputable. However, for companies
that plan to sell their foods nationwide, they need to obtain a separate license in
each state where they plan to sell. Imported products are required to seek approval
from the Ministry of Health.
Source: Gujarat Prevention of Food Adulteration Rules 1955; PFA 2005; authors.
manufacturers are packaging their goods in single-use packages because this
reduces the cash outlay and may result in more frequent purchases. For
example, there are a number of supplements sold in the form of single-serve
herbal tonics, but they are priced between $0.15 and $0.25 per serving. Even
with this approach, single-serving prices generally are still out of the reach of
the poorer consumers for use on a daily basis (Ismail 2006).
Another marketing strategy is to sell products in less-processed forms,
thereby reducing the cost of the product. For example, in situations in
which even the single serving is too expensive for low-income consumers,
companies sell the supplements in powdered forms, which is not the
normal means of sale. With India’s exceptionally large population, a
reduced price does not necessarily mean reduced company returns; instead
it could mean significantly more volume by targeting a much larger base
(Ismail 2006).
Existence of unscrupulous manufacturers. Although the problem is not as
damaging as in China, there are unscrupulous manufacturers that are
producing pirated functional food products and making false claims about
their products. Such activities affect the reputation of the industry and can be
especially damaging to companies in the export market. Pirate products are
less effective than the genuine product and can cause serious harm and may
even lead to fatalities. Producers of supplements and Ayurvedic medicines are
particularly vulnerable. At present, GMP in the functional foods industry are
voluntary (Starling 2004).
Lack of testing infrastructure to validate manufacturers’ claims. There are
limited laboratories to validate the functional or therapeutic claims of functional
foods. Many of the current laboratories require additional investment in
equipment and infrastructure to meet both the needs and the required testing
standards. According to Ms. Rekha Sinha, executive director, International Life
Sciences Institute, the World Bank has sanctioned a loan of US$44 million to
US$55 million to strengthen the food testing infrastructure needed to validate
and certify the packaged foods (Sinha 2006).
Lack of physical infrastructure. According to Ms. Sinha, the lack of physical
infrastructure facilities in the food processing sector as a whole, such as cold
chains and good roads that enable the timely supply of raw materials, are
other bottlenecks.
Lack of flexible regulatory framework for functional foods. As discussed earlier,
the food industry is governed by the PFA, a 50-year-old piece of legislation.
According to those interviewed, several major bottlenecks are created by the
current regulation:
The Act has specific definitions for every food preparation permitted to be
sold in the country and, as such, it does not provide flexibility to the food
manufacturers to introduce new recipes without violating the law.10 To
complicate matters, different laws govern GM foods, drugs, and
pharmaceuticals. In all, there are about seven different laws governing the
food sector.
Agricultural and Rural Development
26
It is difficult for manufacturers to bring out new food preparations in a
timely way. There is a process for approving recipes that are not included
in the PFA (mainly functional foods and GM foods), but the appeals
process is cumbersome and time-consuming, and may take up to two years
for approval. In cases in which scientific evidence leads to a need to amend
the standards, the producers can appeal to have the PFA rules amended.
Under the PFA, the Central Committee for Food Standards is responsible
for the final decision regarding PFA rules.
Because many of these recipes are classified by their creators as proprietary
foods, manufacturers are reluctant to share data with the authorities,
fearing that this data might eventually be shared with competitors.
The process of launching a new food product is cumbersome because the
company has to go through a time-consuming application process.
Some resistance to GM foods. At the present time much opposition to GM
foods has come from the educated elite who fear environmental damage, loss
of biodiversity, and foreign control over India’s food supply. For example,
Greenpeace campaigners dismissed the “protato,” a GM potato containing
approximately 30 percent more protein, as an advertisement for
biotechnology. “Years were spent in a lab trying to lever protein into potatoes,
while cheap, protein-rich pulses grow abundantly all over India,” one
opponent stated. “It makes you wonder what problem the scientists were
trying to solve” (Vidal 2003).
Annex 3 documents India’s experience with Golden Rice and the HarvestPlus
Initiative, providing background along with some dissenting opinions about
why GM foods are counterproductive in alleviating malnutrition. Many people
are relatively open-minded regarding GM foods, however, because science is
still seen as a route to prosperity and a better quality of life (Ghosh 2003).
Many opportunities for growth in the functional foods sector relate to the need
to curb malnutrition. As previously stated by Dr. Rajesh Kapur, 60 percent of
children below 14 years of age are malnourished. His department’s mandate
is to address this critical concern, and he cited the development of highprotein
biscuits as an example of its work (Kapur 2006). The program is now
in the commercial stage and the government plans to distribute the biscuits
through the midday meal schemes run in government schools across the
country.
Other opportunities include nutraceuticals, as Dr. Kapur stated that India has
the potential to be the world’s leading producer and exporter of nutraceuticals.
In the next five years, he estimated that the country could export
nutraceuticals, including Ayurvedic and herbal products, worth US$1 billion.
Health issues provide further opportunities for increasing the functional foods
market. Ms. Sinha claimed that child obesity is becoming a major health issue
in large Indian cities, and this social problem presents a market opportunity if
suitable functional foods can be developed to tackle it.
Health Enhancing Foods
27
Agricultural and Rural Development
Nutrition transition in India
Prakash S Shetty*†
Nutrition Planning, Assessment and Evaluation, Food and Nutrition Division, Food
and Agriculture Organization
(FAO) of the United Nations, Via delle Terme di Caracalla, I-00100 Rome, Italy
Abstract
Objective:
Demographic and epidemiological transitions in
India
India is in the phase of a rapid demographic transition. Life
expectancy is increasing while birth rates are on the
decline. The share of the population above 60 years of age
is growing at a rapid rate and is expected to exceed 200
million in 25 years. Those who cross the age of 60 today
are expected to live up to or over the age of 75 years. The
following estimates are indicative of the changes expected
in India’s population:
1. the total population will rise from 846.2 million in 1991
to 1263 million in 2016 (49% increase) and to 1.33
billion in 2026 (57% increase);
2. the population over 60 years old will rise from 54.7
million in 1991 to 113.0 million in 2016 (107% increase)
or from 6.4% of the population to 8.9%; it will increase
further to 179 million in 2026 (227% increase); and
3. the aged population (over 60 years) will constitute
13.3% of the 1333 million total population in 2026.
However, the population growth rate is not uniform in
all states or regions of the country. Table 14,5 illustrates the
demographic transition in the major Indian states. Kerala
*Corresponding author: Email prakash.shetty@fao.org q The Author
The impact of urbanisation in India
Migrant studies enable us to study the interaction between
genetic and environmental determinants of NCDs, such as
non-insulin-dependent diabetes mellitus (NIDDM),
cardiovascular disease and some cancers. Studies of
migrants on the one hand demonstrate, for instance, that
adoption of the diet, lifestyle patterns and socio-cultural
practices of the indigenous population by migrants (i.e.
Table 1 Demographic transition in major Indian states: status and projection
State
State population
in 1991 (millions
of people)
Population
annual growth
rate, 1981–91 (%)
Year by which TFR
declines to 2.1 – the
replacement level
Variation in level
of urbanisation
(%)
Andhra Pradesh 66.5 2.17 2002 26.9
Assam 22.4 2.17 2015 –
Bihar 86.4 2.11 2039 13.1
Gujarat 41.3 1.92 2014 35.5
Haryana 16.5 2.42 2025 24.6
Himachal Pradesh 5.2 1.89 NA* 8.6
Karnataka 45.0 1.92 2009 30.9
Kerala 29.1 1.34 1988† 26.4
Madhya Pradesh 66.2 2.38 Beyond 2060 23.2
Maharashtra 78.9 2.29 2008 38.7
Orissa 31.7 1.83 2010 13.4
Punjab 20.3 1.99 2019 29.6
Rajasthan 44.0 2.50 2048 22.9
Tamil Nadu 55.9 1.43 1993† 34.2
Uttar Pradesh 139.1 2.27 Beyond 2100 19.8
West Bengal 68.1 2.21 2009 27.5
All India 846.3 2.14 2026 –
Source: data in columns 1 to 3 are from the 1991 Census Hand Book; data in column
4 are from Population Projections for India and States
1996–2001, UNDP India5; data in column 5 are from the Census of India, 19914.
*NA – not available.
† Kerala and Tamil Nadu have already achieved the TFR of 2.1 in 1988 and 1993,
respectively.
176 PS Shetty
the environment) results in the acquisition of disease
patterns similar to those of the native population. On
the other hand, studies also provide evidence for the
unmasking of a probable genetic predisposition to the risk
of early onset adult NCDs following migration and the
consequent environmental changes. The best examples
are the increased risk of NIDDM and coronary heart
disease (CHD) among South Asians (i.e. migrants from the
Indian sub-continent to the UK) compared with the native
European population9. Plasma cholesterol is one of the
strongest predictors of CHD risk within populations and
the association between raised plasma cholesterol and
CHD among South Asians is just as strong as in Europeans.
However, no South Asian community, studied in the UK to
date, has average plasma cholesterol levels in middle age
higher than the national average in the UK, with no
differences in dietary intakes of total and saturated fat10. It
is likely that the present dietary intakes and lifestyles are
probably different from their pre-migration experience
and their levels of physical activity may also have altered;
changes which may have unmasked a predisposition to
these diseases. An ethnic variation in disease risk of
migrant populations compared with the native residents
or indigenous populations is largely a manifestation of
environmental influences that may be contributed by
genetic predisposition in these individuals. Similar
variations in disease risk are seen within a country or
region following internal rural to urban migration. Rural–
urban differences in NIDDM and CHD within a region or
state in India show variations in disease risk (Table 2)11 – 14,
suggesting that internal migration, urbanisation and
exposure to changing diet and lifestyles increase the risk
of chronic disease3.
A major feature of the developmental transition in India
is the rapid urbanisation and the large shifts in population
from rural to urban areas. Table 3 provides information
obtained from the Census of India showing that the
process of urbanisation is unrelenting and may exceed
30% in the 2001 census. The consequences of internal
migration and urbanisation in India could be staggering
but the problem is likely to be highly variable in different
states, given the variations in urban populations between
the different states in India (Table 1) and their differential
rates of urbanisation.
Obesity and its contribution to NCDs in India
As developing societies like India industrialise and
urbanise, and as standards of living continue to rise,
weight gain and obesity are beginning to pose a growing
threat to the health of the citizens. According to the World
Health Organization’s global database15, India has a preschool
childhood obesity prevalence of about 1%. The use
of the commonly used indicator of pre-school childhood
malnutrition (weight-for-height) may also exaggerate the
problem of obesity among stunted children16. Repeated
episodes of malnutrition, followed by nutritional rehabilitation,
are known to alter body composition and increase
the risk of obesity3. The discordance between linear
growth and adipocyte development will enhance adipocyte
development when linear growth is affected by
malnutrition. It is likely that these factors will contribute to
Table 2 Urban–rural differences in chronic disease risk in developing societies
NIDDM prevalence,
Tamil Nadu
(%)
CHD prevalence,
Delhi
(%)
CHD prevalence,
Moradabad
(%)
Cancer
incidence, Delhi vs. Barshi,
per 100 000
Urban 8.2 9.7 9.0 118.8
Rural 2.4 2.7 3.3 57.6
Reference Ramachandran, 199811 Chadha et al., 199712 Singh et al., 199713
Gopalan, 199714
Table 3 Trends of urbanisation in India from 1901 to 1991
Census year
Number
of agglomerations/
cities/towns
Total population
(millions
of people)
Urban population
(millions
of people)
Urban population
as % of total
population
Decennial growth
rate of urban population
(%)
Annual
exponential
growth
rate (%)
1901 1827 238.4 25.85 10.84 – –
1911 1815 252.1 25.94 10.29 0.35 0.03
1921 1949 251.3 28.09 11.18 8.27 0.79
1931 2072 279.0 33.46 11.99 19.12 1.75
1941 2250 318.7 44.15 13.86 31.97 2.77
1951 2843 361.1 62.44 17.29 41.42 3.47
1961 2365 439.3 78.94 17.97 26.41 2.34
1971 2590 548.2 109.14 19.91 38.23 3.21
1981 3378 683.3 159.46 23.34 46.14 3.83
1991 3768 844.3 217.18 25.72 36.19 3.09
Source: Census report, 19914.
Note: census in 1981 was not conducted in Assam and 1991 census was not held in
Jammu and Kashmir.
Nutrition transition India 177
increase the problem of obesity given the enormous
number of stunted children in India, which is estimated at
between 52.0% and 63.0% based on three different largescale
representative surveys17.
Childhood obesity increases the risk of obesity in
adulthood and parental obesity interacts quite strongly to
alter this risk, and there are several interactive factors
contributing to the increased prevalence of obesity in
childhood. Societies like India, which are rapidly
urbanising, demonstrate increases in energy intake,
dramatic increases in fat intake along with increased
levels of sedentarianism. Lifestyle changes resulting in
physical inactivity and sedentary behaviour are important
in contributing to obesity in children. This is exemplified
by more time in a day spent by children in physically
passive behaviours such as TV viewing, working or
playing games on a computer, talking on the telephone, etc.
There are even fewer reliable and representative data on
obesity among adults in India15. There are, however,
several reports from various parts of India, mostly urban,
which provide some insight into the problem. A study in
Bombay revealed that the prevalence of obesity among
young adult males varied from 10.7% to 53.1%18, while
another from urban Delhi, among a large representative
sample of 13 414 adults (aged 25–64 years), showed an
overall prevalence of 27.8%19. The latter study indicated
obesity was higher in females (33.4% vs. 21.3% among
males) and that obesity was associated with hypercholesterolaemia,
hyperlipidaemia and lower levels of physical
activity. A more recent report from the Kashmir20 of adults
over 40 years old, studied by multistage sampling, showed
the obesity prevalence to be 15.0%; females having a
prevalence of 23.7% compared with 7.0% among males. A
report from the Nutrition Foundation of India suggests that
the prevalence of obesity varies with socio-economic
status in urban India21, with those in the upper strata
having higher prevalence rates (32.2% among males, 50%
among females) than the middle classes (16.2% males,
30.3% females), followed by the lower socio-economic
groups (7.0% males, 27.8% females) and the poor in urban
slums with the lowest (1.0% males, 4.0% females). The
latter finding shows that India has not yet shown the
increase in prevalence of obesity seen among the urban
poor that is characteristically observed in Brazil and in
South Africa. All of these reports are not truly representative
of the problem in the country and unfortunately they
used a body mass index (BMI) cut-off of .25.0 kgm22 that
has now been designated as being inclusive of the
category of overweight, with frank obesity beginning at a
BMI of 30.0 kgm22 and above15.
The only representative surveys are the ones conducted
by the Food and Nutrition Board (i.e. District Nutrition
Profiles survey)17, which have reported prevalences of
0.3% and 0.7% in rural and 0.4% and 0.7% in urban men
and women, respectively, using a BMI cut-off of
.30.0 kgm22 (Table 4). However, the other survey was
confined only to women; the National Family Health
Survey22 showed a prevalence rate of 2.2% for women
aged 15–49 years using BMI . 30:0kgm22. It varied
depending on residence (urban ˆ 5:8% vs. rural ˆ 0:9%),
increasing with educational achievement from 0.9% for
illiterate to 6.5% for those with secondary education. Thus
the true prevalence of obesity in India may be overestimated
in the reports published in the literature.
However, it is increasingly evident that, in populations
from the Indian sub-continent, BMI does not provide a
good indicator of body fat (i.e. that body fat content is
higher) for any given BMI among Indians23. Increasing
BMI is associated with central adiposity and higher
waist/hip ratios along with risk of NCDs appearing at
much lower BMI (,25.0 kgm22) than among other
population groups24. Hence, the true problem regarding
the contribution of obesity to NCDs in India may not be
exaggerated by the earlier reports that used BMI . 25.0
kgm22 as the cut-off. Obesity, both in children and adults,
and its contribution to NCDs are likely to become a serious
health problem in India with economic development and
urbanisation altering dietary habits and lifestyle patterns
that will promote a positive energy balance when food
adequacy is achieved.
Dietary consumption and lifestyle changes during
the nutrition transition in India
These rapid quantitative changes in dietary intake in
developing countries indicate an increase in per capita
Table 4 Distribution of BMI of rural and urban adults of both sexes from a nationally
representative survey covering 187 Districts in 18 States (n ˆ 142 220 rural and 35
621
urban adults)
BMI distribution (%)
,18.5 kgm22 18.5–25.0 kgm22 25.0–30.0 kgm22 .30.0 kgm22
Rural
Men 29.3 66.7 3.7 0.3
Women 38.2 57.7 3.6 0.5
Urban
Men 38.2 68.7 5.4 0.4
Women 29.1 64.8 5.4 0.7
Source: District Nutrition Profiles Survey 1998, Ministry of Human Resources,
Government of India.
178 PS Shetty
availability of food and are also accompanied by
qualitative changes in the diet. Food balance data from
the Food and Agriculture Organization (FAO) show that
the change in energy intake in Asian countries has been
small, but there have been large changes in consumption
of animal products, sugars and fats. The net effect has
been a marked shift in the diet with energy from fat (both
animal and vegetable) increasing each year. Data from
India show that higher-income groups consumed a diet
with 32% of the energy from fat while the lower-income
groups consumed only 17% energy from fat. More recent
dietary surveys in Delhi also confirm that the upperincome
groups in urban India currently consume higher
levels of energy from fat as compared with the urban poor
or rural populations.
Trends and patterns in food consumption in India
There have been many nationally representative surveys
on diet, nutrition and food consumption patterns in India
since the 1970s. They include:
1. National Nutrition Monitoring Bureau (NNMB) surveys
of diet and nutrition on a continuous basis in 10 states
in India since 1971. One some occasions these NNMB
surveys have been linked with the National Sample
Survey Organisation (NSSO) and the National Council
of Applied Economic Research (NCAER);
2. National Family Health Survey (NFHS) conducted by
the Ministry of Health and Family Welfare and coordinated
by the International Institute for Population
Sciences, Bombay. The NFHS surveys cover 24 states
and provide anthropometric data on women aged 15
to 49 years;
3. District Nutrition Profiles survey organised by the Food
and Nutrition Board, Department of Women and Child
Development, Government of India. The data from
several of these surveys have been collated and are
summarised below.
India was progressing towards adequacy in calorie
intakes during the 1970s and up to the early 1980s that
were well documented by the NNMB and other surveys.
They showed a gradual improvement in caloric intake per
head, typified by an increase in consumption of cereal
grains, while the intake of most other food items such as
milk, oil, sugar, etc. remained largely unchanged.
However, many of these surveys revealed disparities in
the intakes of most foods between rural and urban
populations and between different socio-economic
groups. Comparison of food consumption patterns
shows a gradual reduction in cereal grain consumption
between 1975 and 1995 (Table 5) that has not affected the
average energy intake. This is largely the result of a
progressive increase in the intake of protein, and probably
fats. The latter is due to a phenomenal increase in the
consumption of milk and milk products and an increase in
the intake of animal products (designated flesh foods) and
fats and oils. The production of pulses and legumes is a
concern and consequently their cost and consumption
have fallen dramatically. This is a cause for much concern
Table 5 Consumption of food items (g per consumption unit (CU) per day) and
nutrients in rural and urban populations in India between
1970s and 1990s. In addition to time trends the data on urban populations show
differences between socio-economic classes
Rural consumption
of food items (g per CU per day)
Urban consumption
of food items (g per CU per day)
1975–79 1975–79 1995 1993–94
1975–79 1988–90 1990–91 1995 Middle class Slums Middle class Slums
Food items
Total cereals 504 490 468 320.9 316 416 250.1 380.6
Wheat 273.8 216.4
Rice 3.2 31.7
Millet 43.9 2.0
Pulses 36 32 27.3 13.6 57 33 46.2 27
Leafy vegetables 8 11 8 16 21 11 16.2 16
Other vegetables 51 49 43 113 40 47
Roots and tubers 48 50 35 45.2 82 70 78.4 51
Fruits 21.2 19.2 124 26 73.6 26
Milk & milk products 100 96 85 60 424 42 303 75
Fats & oils 12 13 9 15.7 46 13 26.2 17
Sugars & jaggery 23 29 20 31.2 43.4 20 24.4 22
Flesh foods 4.8 1.3 19 9 21.5 21
Fish 16.6 12 10 22
Nuts & oil seeds 78.2 21 9 21
Nutrients
Protein (g) 59 59 53 73.1 73.1 53.4 61 36.6
Carbohydrates (g) 347 282
Fats (g) 63.1 61.4
Fibre (g) 8.7 8.7
Energy (kcal) 2340 2283 2136 2249 2603 2008 1924 1915
Source: National Nutrition Monitoring Bureau surveys, National Institute of
Nutrition, Hyderabad, India.
This review has attempted to look at some of the important
determinants that characterise the nutrition and development
transition that is occurring in a country like India: the
demographic and epidemiological transition, the forces of
internal migration and urbanisation, the changes in food
consumption patterns and physical activity patterns that in
turn are contributing to increasing sedentarianism, an
epidemic of obesity and of other NCDs. India is a country
of stark inequalities in income and health risks. The wide
variations in the latter are largely attributable to the fact
that epidemiological transition marks a stage in the
economic growth of the country during which the vast
majority of the population gains reliable access to the basic
necessities of life, including adequate food and nutrition.
Once the threshold standard of living is attained, no
further improvement in life expectancy or health is readily
apparent. What then becomes obvious is that the
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According to estimates by Dairy India, the size of the dairy market is expected to
grow by more than double reaching Rs 5,20,780 crores ($122,825 million) by 2011.
New opportunities now arise with the development of technologies that enable the
ingredient use for achieving flavor, texture and nutrition in product formulation.
Dairy-processing companies should therefore choose the appropriate processing
equipment such as homogenizers to satisfy plant requirements and cater the local
tastes.
In order to deal with changes in consumer demand while working within budget,
manufacturers are requiring flexibility in creating different recipes, reducing
ingredient wastage and maintaining product quality. To support these manufacturers,
companies such as APV has developed the ‘Flex-Mixer’ range and the ‘Rannie’ and
‘Gaulin’ homogenizers for creating complex recipes and increasing capacities.
Functional dairy products with probiotics are promising in the Indian market, as
major players such as Yakult, Mother Dairy and Nestle launch more health drinks and
yogurts in the country. The market for products containing probiotics is expected to
grow as Indians become more aware of natural, healthy ingredients in foods.
Nutrition in India: Facts and Interpretations
1. Introduction
The Indian economy has recently grown at historically unprecedented rates and is
now one of the
fastest-growing economies in the world. Real GDP per head grew at 3.95 percent a
year from
1980 to 2005, and at 5.4 percent a year from 2000 to 2005. Measured at international
prices, real
per capita income in India, which was two-thirds of Kenya’s in 1950, and about the
same as
Nigeria’s, is now two and a half times as large as per capita income in both countries.
Real per
capita consumption has also grown rapidly, at 2.2 percent a year in the 1980s, at 2.5
percent a
year in the 1990s, and at 3.9 percent a year from 2000 to 2005. Although the
household survey
data show much slower rates of per capita consumption growth than do these national
accounts
estimates, even these slower growth rates are associated with a substantial decrease in
poverty
since the early 1980s, Deaton and Drèze (2002), Himanshu (2007). Yet, per capita
calorie intake
is declining, as is the intake of many other nutrients; indeed fats are the only major
nutrient
group whose per capita consumption is unambiguously increasing. Today, more than
three
quarters of the population live in households whose per capita calorie consumption is
less than
2,100 in urban areas and 2,400 in rural areas – numbers that are often cited as
“minimum
requirements” in India.
A related concern is that anthropometric indicators of nutrition in India, for both
With India having the lowest per capita expenditure on packaged food in Asia Pacific,
at just over US$11 in 2007, there remain plenty of opportunities for the market to
grow and expand over the 2007-2012 forecast period. Packaged food sales in India
are expected to grow at a CAGR of just over 8% over the forecast period. Most
product sectors are forecast to enjoy robust growth, with ice cream leading the way
with a forecast CAGR of almost 18% in retail volume terms. Although more
multinationals are expected to enter the country, domestic players, given their
strengths in sourcing and regional distribution, are expected to continue to provide
strong competition to multinationals over the forecast period. That said, low per
capita consumption combined with growing affluence and affordability mean that
there should be plenty of opportunities for all players to grow.