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Developing a Functional Food Product - Part 1

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Part 1 of a 2-part series

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Developing a Functional Food Product - Part 1

  1. 1. Considerations in Developing a Functional Food Product & Making it Good for a Successful MarketStart Dr. R. B. Smarta Managing Director Interlink Marketing Consultancy Pvt. Ltd. Honorary Secretary Health Foods & Dietary Supplements Association (HADSA) 11th April 2014
  2. 2. Developing Functional Food Product
  3. 3. Business, Sales & Marketing Consulting Firm PHARMA I HEALTHCARE I WELLNESS a for
  4. 4. OVERALL WELLNESS TRENDS
  5. 5. The Microbiome
  6. 6. Coconut Sugar
  7. 7. Moderation
  8. 8. Genetic Testing
  9. 9. Naturally Healthy/Functional
  10. 10. SHIFTING PARADIGM FROM ILLNESS TO WELLNESS
  11. 11. 1. Consumer’s Shift from Managing Illness to Promoting Health • Transitioning from Passive healthcare recipients to Active healthcare consumers • Prevention is less costly than Treatment
  12. 12. 2. Consumer’s Shift from Managing Illness to Promoting Health • Have a greater sense of Individual autonomy • An increased Interest in Wellness
  13. 13. 3. Let Food be thy Medicine!!
  14. 14. 4. Traditional Indian Paradigm
  15. 15. Nutrition can be a cure for widespread deficiencies Bioactive food components – reduce risk of chronic diseases Improves quality of life 5. Research Blurred the line between Food & Medicine
  16. 16. 6. New Self-Care Paradigm • Co-existence of Health-benefits from Food & Tradition Medication. • Functional foods fit into a continuum that ranges from health maintenance to promotion.
  17. 17. 7. Changing Paradigm from Foods to Medical Foods & Dietary Supplements Time and Benefits Growth
  18. 18. 8. Paradigm in Role of Functional Foods
  19. 19. UNLOCKING THE SECRETS OF FUNCTIONAL FOODS
  20. 20. 1. By Creating Uniqueness Functional Foods are usually Customized for the Intended Population to increase their life expectancy through Food Technology.
  21. 21. 2. By New Way in Researches Research Components To Understand Mechanism of Action of the components Human Clinical Trails Preclinical screening Research in new areas that would aid in Innovation Role of Biomarkers To Establish Dose- response relationship Analysis of Vehicles for Bioactive Components
  22. 22. 2.a. By Analyzing Vehicles for Bio-active ingredients (1/3) Food vehicle plays an important role in the overall success of Functional Food via Consumer Compliance.
  23. 23. Few Roles of Vehicles (for Bioactive Ingredients):  Provide stable environment for the Bioactive Ingredients  Maintenance of bioavailability of Bioactive ingredients  Provide desirable sensory/organoleptic characteristics By Analyzing Vehicles for Bio-active ingredients (2/3)
  24. 24. Examples of Bioactive Vehicles (3/3)  Dairy products - milk beverages and yoghurt are widely used as vehicles to deliver non-dairy bioactives, such as phytosterols or omega-3 fatty acids.  Coffee - can be used both as a drink and to deliver the well-known bioactive molecule caffeine & other Chlorogenic acids (CGAs).  Nanotechnology - Casein micelles may be useful as nanovehicles for sensitive hydrophobic bioactives.
  25. 25. 2.b. Role of Biomarkers (1/2) In Functional Food Research, biomarkers are usually biological endpoints that directly correlate with health status or with exposure to specific health benefits. They are a specific Physical Trait used to measure or indicate the effects or progress of a disease or condition.
  26. 26. Biomarkers for wellbeing & disease risk reduction (2/2) Disease Biomarkers
  27. 27. Research in new areas such as Nutrigenomics, Proteomics, Metabolomics, and other disciplines may help identify the biological basis by which food components promote health and wellness. 2.c. Research in new areas that would aid in Innovation (1/5)
  28. 28. Nutrigenomics (2/5) Nutrigenomics is research focusing on identifying and understanding molecular-level interaction between nutrients and other dietary bioactives with the genome. Nutrigenomics complements the personalized medicine of the future.
  29. 29. Proteomics (3/5) Proteomics is the study of the full set of proteins encoded and expressed by a genome, identification of proteins in the organism, mapping their interactions and analyzing the proteins’ biologic activities. Its use in food technology is presented, especially for characterization and standardization of raw materials, process development, detection of batch-to-batch variations and quality control of the final product.
  30. 30. Metabolomics (4/5) Metabonomics is the quantitative measurement of the dynamic multiparametric metabolic response of living systems to pathophysiological stimuli or genetic modification. It is being used to assess the adequacy and safety of xenobiotics, pharmaceutical agents, nutrients and functional phytochemicals.
  31. 31. Bioinformatics is an interdisciplinary scientific field that develops methods for storing, retrieving, organizing and analyzing biological data. The metabolite and gene expression patterns discovered with emerging bioinformatics tools may be used to monitor sequential metabolic changes in response to dietary components/bioactive components in functional foods, detection and characterization of food allergens, facilitating evaluation of the safety and efficacy. Bioinformatics (5/5)
  32. 32. FACTORS ENCOURAGING THE DEVELOPMENT
  33. 33. Encouraging Factors  Epidemiological Research  Advancement in Technology  Legislation  Government Incentives
  34. 34. Thank You for Your Patience
  35. 35. Any Questions?
  36. 36. AFRIS. AsianFoodRegulationInformationService. We have the largest database of Asian food regulations in the world and it’s FREE to use. We publish a range of communication services, list a very large number of food events and online educational webinars and continue to grow our Digital Library. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com

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