16M o d e r n P h a r m a • 1 - 15 M ay 2 013

Special Focus: Roundtable

It is imperative that every individual has access to responsible nutrition, and for this both the pharma and nutra sectors must work in tandem to convey credible information to the consumers about their products and avoid marketing gimmicks that endorse false claims. Moreover, the nutraceutical sector must support each product with infallible scientific evidence. The newly introduced regulatory norms have paved way for this.

Editorial take

Dr Ashok VaidyaResearch Director, Kasturba Health Society – Medical

Research Centre

Dr Ajay TumaneyGroup Leader—Functional Food Development, The Himalaya Drug Company

Dr Jeethan BendoorConsultant Physician, Neuvithrah Nutrition Pvt Ltd

As Indians become conscious about their health, the market for nutraceutical products is beginning to pick up speed. According to a report by Frost & Sullivan, the Indian nutraceutical market valued at $ 1,480 million in 2011 could grow to $ 2,731 million in 2016. The report also states that functional foods will be the quickest growing category. Interestingly, majority of nutraceutical products are developed by pharmaceutical companies. As pharma companies already concentrate on formulating products for multiple health conditions, nutraceutical products with specific therapeutic benefits are a natural extension to their product portfolio. They already have the scientific knowledge and research expertise in place. Generally, physicians prescribe nutraceuticals to adults and children for general weakness, post-operative convalescence, prolonged illness and stress of varied aetiologies. It is also recommended by doctors for preventative care. By aiding overall wellbeing of patients, nutraceuticals often complement pharmaceutical treatment.

The pharmaceutical industry has better resources - in terms of scientific published information, field staff and distribution outlets, and perhaps a larger end user reach when compared to the nutraceutical industry; they have also been front-runners in the business field of prescribed-healthcare products for several years. The nutraceutical sector is an emerging and fast-growing business arena reflected by the increasing trend in consumption of nutraceuticals by large by the public and people with health-related issues. It is, therefore, a no-brainer that this nutra sector is a low-hanging-business-opportunity fruit that both the industry players would like to pick and profit from.

However, it is important to understand — keeping the end-users in mind — that this business opportunity brings along with it great responsibility in the form of ‘Responsible Nutrition’ that needs to be understood and addressed. This means that either player has to research biological needs of nutraceuticals thoroughly, understand the complexity of modern lifestyle changes that keeps changing as days go by and roll out awareness programmes for self and end-users -- all in order to ensure that nutraceuticals are not abused (ie, under or overused). The media and policymakers who are important stakeholders as well have to work towards ‘Responsible Nutrition’ -- meaning that publications (be it electronic still/moving or printed media) and health policies have to be carefully designed to ensure a healthy population. The nutra sector is an arena that will only benefit if both the industries work with each other and not compete against each other.

Recently, there is a global disenchantment with pharmaceutical industry for various reasons ranging from chemophobia to the industry-doctor nexus. However, this general lamenting on pharma performance is not always justified. Unlike pharma, nutra industry has grown from naturals and nutritionals. Pharma industry is focussed on

diseases, whereas nutra emphasises on wellness, health and longevity. The latter are major ingredients

in the very definition of Ayurveda and traditional Chinese medicine. Obviously, safety is paramount when a large healthy

population ingests any product for an extended period. In the pharma industry, the therapeutic ratio can be compromised vis-à-vis severity of the indicated disease. But in nutra even a minimal adverse effect can put off the consumption of the products.

In pharma, the products are global, whereas in nutra these have to cater to the local taste, perception and culture. It would be sometime before the degree of complementarity of pharma with nutra can be assessed.

Meanwhile, even friendly mutual demeanour would suffice for both the industrial sectors. It cannot be overemphasised that the battle of pictograms and femtograms dominant in the drug field, as to safety, efficacy and quality, not be carried over to nutraceuticals, which are closer to foods and nutrition of everyday life. Pharma usually says ‘Your health is in your doctors hands through our drugs,’ whereas nutra should say ‘Your health is in your hands by wise choice among naturals, nutritionals and nutraceuticals with a healthy lifestyle.’

With the increasing diseases burden all over the world, there is an increase in the consumption of medicines. There is a movement from developed nations to the

emerging ones. The emerging nations are experiencing a change in the demographics

wherein the incidence of lifestyle diseases is on the rise. The young population is keen on adopting

preventive measures and means to stay healthy and fit. Moreover, the trend indicates that the market is shifting from curative ways of treatment to pre-emptive and preventive ways. Both pre-emptive and preventive methods of treatment depend largely on nutraceutical.

A perfect example of a curative method would be microbes. Microbiome that live in the human body protect their host in lieu of food and shelter; thus being

a vital part of the host’s wellbeing. A disruption in the microbes in the body can lead to serious health conditions ranging from obesity to diabetes, through

heart disease, asthma and such lifestyle diseases. In pharma, these microbes are treated only when they are disturbed. Pharmaceuticals have a system centric approach wherein the affected body system such as the cardiovascular system, gastrointestinal system is treated separately.

Similarly, nutraceuticals have a nutrition-based approach where the balance of the microbiome is always maintained in the body.

If either of the system is used separate from the other then the patient’s recovery and resistance may

not be as quick and effective. When a patient-centric approach is adopted then both pharmaceuticals and

nutraceuticals would work hand-in-hand. So, they would not only carry out their individual functions but also aid each other for the quick recovery of the patient, instead of competing with each other.

Dr R B SmartaFounder and Managing Director, Interlink Marketing Consultancy

The pharma industry has provided

several promising results and recoveries. This has help build

a credible image in people’s mind. However, a gradual evolution of consumer needs oriented towards holistic living has brought the nutraceutical segment under

the spotlight over the last few years. Going forward, it remains to be seen

how the two industries position themselves. Experts opine…

Nutraceutical vs pharmaceutical industry: Is it a case of complementing or competing against each other?

Pallavi Mukhopadhyay pallavi.mukhopadhyay @network18publishing.com