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Archive for the ‘health’ Category

The role of food in total health care is something we should realize. More than 2,000 years ago, Hippocrates, considered as the father of medicine, said, “Let food be your medicine and medicine be your food.” It is this principle that eventually led to the explosion of the nutraceutical industry.

The nutraceutical is, “ food or part of a food that offers medical and/or health benefits including prevention or treatment of disease.”

The benefits area  such as anti arthritic , pain killers , cold and cough, digestion, sleeping disorders, blood pressure, cholesterol, prevention of certain cancers, osteoporosis, depression and diabetes are covered by nutraceuticals.

Products range from herbal dietary supplements, actual food components in dosage form such as capsules or tablets to beverages fortified with vitamins and genetically engineered designer foods, functional foods, processed foods such as cereal, soup and beverages.

Nutraceuticals is widely popular in the US, Canada, Japan, and Europe and has garnered $80 billion dollars in revenues. The demand for nutraceuticals has been growing worldwide due to consumer awareness of the links of diet and disease, aging population, rising health care cost and innovations in food technology and nutrition.

Sports and Food

In the last decade, sports and fitness nutrition has emerged as one large distinct category in the nutraceutical industry. Three main products contributed to the market’s growth in year 2004:

•             low carbohydrate products – which grew by as much as 154%

•             sports energy beverages – which grew by 18%;

•             sports supplements – which grew by 6%.

Now, billions dollar-worth sports nutrition industry has shifted from the plain-tasting protein powders into a bigger pool of choices for customers. Available in almost any drug stores or supermarkets are energy bars, meal replacement products, protein powders, individual items (e.g., creatine, L-carnitine), amino acids, herbs, prohormones (hormone precursors); vitamins; minerals; and combination products. Because of this the sports nutrition nutraceutical industry is considered a ‘niche’ market and an offshoot of the mainstream food industry.

Competition factors for the Sports Nutrition Market

1. Product/brand differentiation

Because of greater saturation and competition in the marketplace sports nutrition products look alike and sound the same. Building a brand images that stands apart from the other  is difficult but a thing to strive for.

2. Core products and strategies

A good strategy now is to focus development of core products or integrating with large food and pharmaceutical concerns (e.g., Powerbar, BalanceBar).

3. Research-substantiated claims.

Consumers’ ability to make intelligent choices should never be underestimated. People place more faith endorsements by university professors and doctors and claims backed by independent research than by endorsements by celebrities.

4. E-commerce

e-commerce is an increasingly attractive option For companies will not rely on strong distribution relationships.

5. Something New

Retailers and consumers clamor for “new,” whether it means new forms of delivery (gels, effervescent tablets, functional beverages), new applications of or combinations with existing products, or all-natural sports nutrition products that are free of artificial ingredients and solvents.

6. Great taste

Taste is a major feature that can either make or break a product. The hunt is on for manufacturers to come up with better and new flavors.

7. High quality and safe products

The responsibility of product manufacturers to undertake sound research and prove the efficacy and safety of their nutraceutical products. Products that are based on false or misleading marketing should be and are banned and condemned.

Through product sales and advances in research and development, the Sports Nutrition Nutraceutical Industry is now validating what was proven, early on, by the fitness and nutrition pioneers . sports nutrition products provide easier access to a healthier way of performing and living.

Today, the nurtraceutical industry is estimated to be worth $80 billion (U.S.) Just what are the factors of success in this highly competitive field of sports nutrition industry?

The biggest sports nutrition players have come up with keywords to success:

First Keyword is Research

Company efforts to advance the field of supplement products for sports nutrition are the backbone of any industry. By supporting clinical research and trying to foster a relationship with science advisory boards, the field of sports nutrition is advanced. Eventually, consumers are able to receive innovative, scientifically-based, safe and effective products.

Advisory boards have funded research projects on nutrition and sports performance including research on creatine, HMB, CLA and glutamine among others. There should be rigorous vendor certification or re-certification auditing program that helps companies adhere to industry quality standards.

Second Keyword is Innovation

New products and technologies should be developed to provide the best quality on existing products.

Consumers have a preoccupation of trying out something “new,.” There should always be innovation whether it means new forms of delivery (gels, effervescent tablets, functional beverages) or new applications of or combinations with existing products.

Third Keyword is Price

For Sports Nutrition consumers, price is still everything. In the U.S. for example, even though people were getting laid off and the economy has been unstable after 9/11 people still wanted to work out and stay healthy. Products must be extremely competitively. Quality, certification and taste matter but in the final analysis, consumer want good deals on great products.

Fourth Keyword is Variety

What should retailers do to become their customers’ first choice for sports nutrition products? Carry a variety of lines that will offer clients with options in supplements.

Retailers often opt not to sports supplements when they carried only one line or one brand. Sports nutrition customers are varied and are everywhere. Retail stores should therefore be able to offer a selection products or else buyers will look elsewhere, like the internet or shop somewhere other than these local vitamin stores or pharmacies.

Fifth Keyword is  Safe

There are regulatory agencies to protect consumers. Sports nutrition companies should engage in top of the line research and development and prove the efficacy and safety of their nurtraceutical products.

It is thus the responsibility of manufacturers and marketers to provide sports nutrition products that are safe, effective, easily used, and completely understood by both retailers and consumers.

Today, natural product retailers can provide consumers safe alternatives to potentially harmful chemical stimulants (fenfluramine, dexfenfluramine), fat-chelating agents, cosmetic surgery, and a life of inactivity or painful exercise Natural, science-based exercise nutrition products that promote energy, fitness, and weight loss are now available.

Sixth Keyword is Information

Consumers are becoming more and more intelligent. They rely on scientific and hard facts rather than recommendations and endorsements from celebrities and sports personalities. Aside from vigorous research, sports nutrition companies should invest in a sound information dissemination and product communication strategy to stay ahead of the game.

Product information should be detailed but fairly understandable. Consumers can believe only what manufacturers communicate well.

Everything focuses around education for the consumer — an educated consumer is the industry’s best friend.

These principles helped sports nutrition companies boost the industry as a whole. If remembered and adhered to, these keywords will spur more gains in the industry as large portions of the world’s population now put priority to fitness and health.

The continuing development of sports nutrition is not only rampant in the United States but also in other parts of the world. Sports nutrition in also of great importance is Japan.

Here are some developments related to Japanese sports nutrition, specifically on heat stroke prevention, from the web site of Otsuka Pharmaceutical.

1. Pocari Sweat Junior Sports Clinic

The Japan Amateur Sports Association hosted the said sports clinic for the promotion of sports nutrition to children in the country. The sports clinic was held in 11 venues, and Otsuka invited star athletes as guest instructors. Seminars are provided for the attendees, with topics such as the importance of fluid intake and ways for the prevention of heat stroke.

2. Detective Konan on heat stroke

Japanese children were in for a special treat when the Japanese Association of School health delivered educational videos to elementary schools featuring popular cartoon character Detective Konan.

In the video, Konan discusses ways to prevent the occurrence of heat stroke. Posters related to the topic were also given out to the schools. The Konan videos have been utilized as instructional material for Japanese sports nutrition around campuses, particularly on guidance and health activities.

3. National Junior High School General Athletics Meet

The sporting event, which was geared towards junior high students, was celebrated in Hokkaido under the sponsorship of the Nippon Junior High School Physical Culture Association together with other organizations.

Otsuka took advantage of the gathering to promote the significance of heat stroke prevention. Electrolyte beverages were given out to attendees so that they could play sports under the hot weather.

4. Otsuka Academy Public School Seminar

With the goal of spreading our information about the importance of Japanese sports nutrition, the Otsuka Academy Public School Seminar opened for elementary and junior high pupils.

Topics included are the latest news on dietary and nutrition habits, and the state of the body during growth spurts. Pamphlets and videos were used by specialists to promote the significance of fluid retention during strenuous activities. The activity aroused encouraging reaction from the subjects.

5. Strategies to Prevent Heat Stroke in Daily Life

Otsuka produced a video with that title to educate people working in extremely hot surroundings regarding the prevention of heat stroke.

The video was edited by the Japan Industrial Safety and Health Association, and was given out to businesses all over the country. The video expounds on the importance of daily hydration, and the right amount of periods to be given to employees for exercise, rest and work. Several events have already featured the video, including the evening seminars held by the Japan Society for Occupational Health.

6. Heat Stroke Prevention Research Team

Otsuka Pharmaceuticals is providing support for the activities of the said research effort of the Japan Amateur Sports Association to heighten the level of people’s awareness on the hazards on heat stroke and how to prevent it while engaging in sports or other strenuous activities.