Search ExperienceSujata HalarnkarFall 2008LIBR-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 Indiawhey protein consumer market in Indiamarket trend whey protein Indiawhey protein and Indiasports nutrition and indiasports nutrition and indiaindian sports nutrition industry and consumer trends

india and demographicindia and whey protein and market trendsconsumer market and india and health nutrition trends

Challenges:

Difficulty in narrowing down resourcesSports Nutrition industry is huge and too many categories of products to coverMany good new sources but difficult to find free market reportsDifficulty in finding free research or news articles on the topic

Yahoo!

Search term: whey protein market in india

1. Monday March 31, 05:02 PMMahaan Proteins Ltd. Receives the 2007 Frost & Sullivan Market Penetration Leadership Award for Indian Protein Ingredients Market

ADVERTISEMENTMumbai, 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 detailsCONTACT:

Frost & SullivanCorporate Communications - South AsiaRemi Chatterjee+91 22 4001 3419fax: +91 22 2832 4713remi.chaterjee@frost.comorCorporate Communications - South Asia & Middle EastNimisha Iyer+91 22 4001 3404fax: +91 22 2832 4713niyer@frost.com

CONTACT:

Frost & SullivanCorporate Communications - South AsiaRemi Chatterjee+91 22 4001 3419fax: +91 22 2832 4713remi.chaterjee@frost.comorCorporate Communications - South Asia & Middle EastNimisha Iyer+91 22 4001 3404fax: +91 22 2832 4713niyer@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 UsA 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, Multi-Vitamin 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 VisionWith 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 RangeSince 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 AssuranceQuality 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.

InfrastructureThe 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 DiabeticsContact Details

DIXON HEALTHCARE PVT. LTD.Plot No.- 89, Dhovali Village, Taluka-Vasai,Thane - 401207, Maharashtra, IndiaPhone:91-250-6452995

Send Mail Key PersonnelMs. Ranjana Kolge (Director)Mobile:+919820303499Translate In : View in English View in Spanish View in French View in German View in Italian View in Chinese (Simplified) View in Japanese View in Korean View in Arabic View in Portuguese

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 UsSterling Rasayan (P) LtdSterling House, 27 Old Rajinder Nagar MarketNew Delhi - 110060, INDIA

Ph : +911125734286 Fax : +91112574428Mobile : +919811038104, info@sterlingrasayan.com

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Similar results as “whey protein market in india”

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1. http://www.usdec.org/files/PressReleases/2007%20%23s%20release%20(for %20dairy%20processor%20media)%200208%20-%20FINAL.pdf

Factiva.comSearch term: sports nutrition and india1. http://global.factiva.com/9lqW0VRwuX1Vy8wElyjuGlQnuO5rd42YIqe8DUknG7ucAXG553GSEh6I2PX_2Fm4YWIs2gzZn4hyDWjQ92m6Ae2eiMJcK4JfX0NNlkCNI4ePI_2BgSdvAiEdvKWVZ5_2BL3QjoQScTnQRyctb8ATvA7z6CIB6RnhafCZJmPffT94rGCBWmUL35mDyrl97sI5n1_2FxRB_7C2.mp3Listen to Article

Nutritionals in India242 words1 August 2008MarketResearch.com

EnglishCopyright 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 capability to develop reliable information resources to help drive informed strategic planning

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Vendor: Euromonitor International

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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 10129 words31 October 2008Indian Business InsightEnglishCopyright (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 Market6682 words1 October 200807:19Marketwire (English)EnglishCopyright 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., Slim-Fast 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.comSearch terms: whey protein and emerging markets1. http://global.factiva.com/9lqW0VRwuX1Vy8wElyjuGlQnuO5rd42YIqe8DUknG7ucAXG553GSEh6I2PX_2Fm4YWIs2gzZn4hyD2LpTnCxwZUMB27Tysdp_2FdyzYvhKsdcl0onVWy0FYUw3ToTm3QRffkHczxN2oK6BwisfiQ4ajeBachwENoPSlz_2BmgKdpWIb0dT0xl_2FBEpXFN_2F98MaNcucn_7C2.mp3Listen to Article

NewsThe just-food interview - Peder Tuborgh, Arla Foods.just-food.com1217 words25 November 2008Just-FoodEnglish© 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.

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2. New Developments in Global Consumer TrendsFURTHER INFORMATIONProduct Type: ReportPublished: 16 Apr 2007Available Format(s): PDFTable of contentsProduct BrochurePublished by: DatamonitorPrice: $7995

IntroductionThis 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

HighlightsIndustry 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% 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 INFORMATIONProduct Type: BriefPublished: 13 Apr 2007Available Format(s): PDFTable of contentsProduct BrochurePublished by: DatamonitorPrice: $1695

IntroductionAll 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.

HighlightsSince 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 populationsFURTHER INFORMATIONProduct Type: BriefPublished: 30 Apr 2007Available Format(s): PDFTable of contentsProduct BrochurePublished by: DatamonitorPrice: $1695

IntroductionMarkets 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.

HighlightsA 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 GlobalConsumer TrendsThe definitive trend guide to modern consumerlifestyles and behavior

IntroductionThis report – based on a vast array of primary and secondary research –provides a comprehensive snapshot of global consumer behavior. Structuredaround Datamonitor’s well-established mega-trends framework, it offers addedclarity, new detailed insight, future trend predictions and intuitiverecommendations for marketing and product development.Over the next ten years there will be continual developments with regard to the mega-trendsbecause trend cycles are emerging more rapidly as a result of technology, accelerated socialdiffusion, instantaneous communication and a growing willingness to accept or inability toescape new ideas. Only by understanding these new interpretations of the mega-trends cancompanies remain “on-trend” in the long-term and actually save time by gaining a broad clearperspective of the macro-factors influencing sales today.Key findings and highlights• Industry executives surveyed globally believe that health is the most important mega-trendinfluencing their business today. Changes in consumer values and behavior have beenprofound; 76 per cent of European and US citizens overall are "conscious of health andwellness 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 customizedchoice. But 'choice paralysis' means consumers are simplifying shopping by downsizing thesubset of brands in their 'consideration set' of product choices.• Ethical consumerism will continue to migrate away from a small minority of consumerstowards the mainstream. Consumers will increasingly expect brands to show they areresponsible in the public domain whether contributing to the local community, divulging themeans 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 affectedbehaviors and how they are likely to evolve• Access a wealth of market, behavioral and attitudinal time-series data that can be used toguide your future marketing plans• Save time and gain maximum insight by using this 'one-stop-shop' resource which offers aclear and up-to-date framework for understanding consumerswww.datamonitor.com/consumerSample pages from the reportThe Future DecodedNew Developments in Global Consumer Trends DMCM2468© Datamonitor (Published 04/2007) Page 35This report is a licensed product and is not to be photocopiedFigure 3: Industry executives globally believe that health is the mostimportant mega-trend influencing NPD and marketing22.22.42.62.833.2HealthConvenienceSensoryIncome ComplexityAge ComplexityComfortLifestage ComplexityIndividualismConnectivityGender ComplexityResponse average

Please indicate how important each mega-trend is in shaping yourmarketing and product development strategyScale: 1= Unimportant, 4 =Very Important9%20%30%41%0%5%10%15%20%25%30%35%40%45%Unimportant Somewhat important Important Very important% of industry respondentsPlease indicate how important each mega-trend is in shaping yourmarketing and product development strategy: HealthSource: Datamonitor Global Industry Opinion Survey, 2006 D A T A M O N I T O RThe Future DecodedNew Developments in Global Consumer Trends DMCM2468© Datamonitor (Published 04/2007) Page 151This report is a licensed product and is not to be photocopiedFigure 65: Compact living is often necessary among singlesSource: Datamonitor analysis D A T A M O N I T O RFigure 66: Compact living is accentuated by the negative correlationbetween property size and the average number of people perdwellingAustraliaBrazilChinaFranceGermanyIndiaIndonesia IranItalyMexicoPolandKoreaRussiaSaudi ArabiaSouth AfricaSpain

ThailandUkraineUKUnited States40901401902402 3 4 5 6 7Average number of people per dwelling, 2005Average size of dwelling (square meters), 2005CAGRAverageCAGRAverageSource: Datamonitor analysis D A T A M O N I T O RThe Future DecodedNew Developments in Global Consumer Trends DMCM2468© Datamonitor (Published 04/2007) Page 167This report is a licensed product and is not to be photocopiedThe authenticity trend is, in part, rooted in the desire for qualityAn increasingly affluent consumer base is becoming more educated about the qualityand variety of consumer goods available, making them more critical of the quality ofgoods on retailers’ shelves. Consequently, there is a growing consumer perceptionthat mass-market food, drinks and personal care products, typically purchased inchain retailers, are bland and lacking hedonic benefits. Therefore, being perceived as“the real thing” or “genuine” is increasingly important. Figure 73 summarizes thesocial and consumer dynamics driving the authenticity trend.Figure 73: The search for authenticity reflects consumers’ active pursuitfor higher quality experiences from consumption‘Authenticity’ is a concept built on 6 coreattributes relating to hedonic benefits andheritage‘Authenticity’ is cultural backlashagainst modern world realitiesConsumers are seeking to ‘reconnect with the real’: a desire for a timeoutand 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 designSource: Datamonitor analysis D A T A M O N I T O RRequest more sample pages...for FREE!From Europe: tel: +44 20 7675 7202 fax: +44 20 7675 7016 email: cmmarketing@datamonitor.comFrom the US: tel: +1 212 686 7400 fax: +1 646 365 3362 email: cmmarketing@datamonitor.comFrom Asia Pacific: tel: +61 2 8705 6900 fax: +61 2 8705 6901 email: apinfo@datamonitor.comNew Developments in Global Consumer TrendsDMCM2468Daniel Bone, New Developments in Global Consumer Trends“...Factiva.com

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1. India economy: Demographic profile829 words20 August 2008Economist Intelligence Unit - ViewsWireViewsWire18English(C) 2008 The Economist Intelligence Unit Ltd.

COUNTRY BRIEFING

FROM THE ECONOMIST INTELLIGENCE UNIT

Demographic profile 2002 2007 2012Population (m)Total 1,034.2 1,110.4 1,187.0 Male 534.1 572.1 610.0 Female 500.1 538.3 576.9Age 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 5.9Young-age dependency ratio 0.54 0.50 0.47Old-age dependency ratio 0.07 0.08 0.09Working-age population (m) 645.9 713.0 786.5

Urbanisation (% of total) 28.1 29.3 30.7Labour force (m) 470.2 516.4 570.1 Period averages 2003-07 2008-12Population growth (%) 1.4 1.3Working-age population growth (%) 2.0 2.0Labour force growth (%) 1.9 2.0Crude birth rate (per 1,000) 23.6 21.4Crude death rate (per 1,000) 7.0 6.1Infant mortality rate (per 1,000 livebirths) 39.8 28.2Life expectancy at birth (years) Male 65.0 68.0 Female 69.6 73.3 Average 67.2 70.5Sources: International Labour Organisation(ILO), labour force projections; Economist Intelligence Unit estimates andforecasts; 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 sex-determination 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 India02/01/2008

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 MilksH. 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, IndiaAbstract: Ever-growing consumer demand for convenience, combined with a healthy diet and preference for naturalingredients has led to a growth in functional beverage markets. Current trends and changing consumer needs indicate agreat opportunity for innovations and developments in fermented milks. Scientific and clinical evidence is also mountingto corroborate the consumer perception of health from fermented milks. Probiotics, prebiotics, synbiotics and associatedingredients also add an attractive dimension to cultured dairy products. Also, owing to expanding market share and size ofdairy companies, there has been a reduction of clearly structured markets i.e. merging of dairy products and fruit beveragemarkets with introduction of ‘juiceceuticals’ like fruit-yogurt beverages that are typical example of hybrid dairy productsoffering health, flavour and convenience. Another potential growth area for fermented milks includes added-valueproducts such as low calorie, reduced-fat varieties and those fortified with physiologically active ingredients includingfibers, 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 containingcertain nonconventional food sources like soybeans and millets and convert them to more acceptable and palatable formthus producing low cost, nutritious fermented foods especially for developing and underdeveloped nations wheremalnutrition 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 conditionsto yield hygienic fermented milks of high nutritive value.Keywords: Recent trends, fermented milks, yoghurt, probiotics, health benefits, biopreservatives.

CONSUMPTION PATTERNSAccording to a study by global market analyst Euromonitorinternational global sales of dairy products reached¤211.5 billion [14]. The manufacture of cultured dairyproducts represents the second most important fermentationindustry (after the production of alcoholic drinks) [1]. Adynamic category, fermented dairy drinks were reported togrow at six times the rate of total dairy growth between 1998and 2003 in value terms. Also, probiotic drinking yoghurtwas the fastest growing dairy product sector between 1998and 2003, followed by soy milk, (spoonable) probioticyoghurt, flavoured milk drinks with juice and fermenteddairy drinks [15].The increasing demand from consumers for dairyproducts with 'functional' properties is a key factor drivingvalue sales growth in developed markets. This led to thepromotion of added-value products such as probiotic andother functional yoghurts, reduced-fat and enriched milkproducts and fermented dairy drinks and organic cheese [14].Another important global trend is the increasing demand forconsumer convenience. Present day consumers prefer foodsthat promote good health and prevent disease. Furthermore,these foods must fit into current lifestyles providingconvenience of use, good flavor, and an acceptable pricevalueratio. Such foods constitute current and future waves inthe evolution of the food development cycle [16]. There areseveral principal reasons for the success of fermented dairyproducts, which relate to nutrition and health, versatility andmarketing. Scientific and clinical evidence is also mountingto corroborate the consumer perception of health fromfermented milks [15].The consumption of milk drinks and fermented products

has been recently reviewed by the International DairyFederation, shown briefly in Table 2 [17]. It is quite clearfrom the data that the consumption of fermented milks hasgenerally increased around the globe over a period from2001 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 forthe entire category, having been available in Japan for morethan 50 years. The next most significant markets are SouthKorea and Brazil, followed by a number of WesternEuropean markets including US probiotic drinking yoghurts,booming on the basis of their portability, snack appeal andhealth claims which match those of fermented dairy drinks;offering improvement to digestive health and a boost to theimmune system. In fact, Western Europe has increased inimportance, becoming the second largest region forfermented dairy drinks ahead of Latin America. In 2002Danone’s Actimel, the second largest brand globally, becamethe first fermented dairy drink to be launched in the US [15].In the Indian subcontinent also, fermented milk productssuch as dahi (curd), Lassi (sweetened yoghurt drink likeproduct)/chhach (buttermilk) and shrikhand (drained curdadded with sugar and flavoring) figure prominently inpeople’s diet. The demand for fermented milk products isincreasing and it has been estimated that about 10% of totalmilk produced in India is used for preparation of traditionalfermented milk products. Dahi is an age-old indigenousFig. (1). The Family Tree of Fermented Milk Types [7].fermented milk of India and has managed its popularity inIndian diet despite changing lifestyles and food habits.About 6.9% of total milk produced in India is utilized formaking dahi intended for direct consumption. The volume ofcurd and curd products was reported to be 6.0 million toneswith a market value of 120 billion rupees [10].PRODUCT DEVELOPMENT STRATEGIES AND

CONCLUSION AND FUTURE PERSPECTIVEIt is evident that the market for fermented milks isbooming specially probiotics and those with special addedingredients. Modern consumers are increasingly interested intheir personal health, and expect the food that they eat to behealthy or even capable of preventing illness. Producers andmarketers of cultured milks are making every effort to keepthem growing through product development and packaginginnovations while delivering a ‘good for you’ flavorfulproducts suited for all occasions of gastronomic indulgence.

A major consideration in the continued development andsuccess of ever growing fermented milk market iscommunication. This is linked to other important factorssuch as development of supporting scientific documentation;a health claims strategy and successful presentation.Over the past century, voluminous scientific knowledgehas been well established regarding the technological aspectsof fermented milks, including the physiology of startercultures and related probiotic microflora. However, over thecoming years the possible research areas may include thefollowing aspects:· Special emphasis on research in arena of starters andtheir functionality is required; specially in view ofnatural biodiversity that still exists in food grademicroorganisms as starter cultures are the heart offermented milk industry. It is also very important topreserve this pool for future application. Thus, it isnecessary to have better understanding of enzymicpathways in these starters in order to be able to selectstrains with specific, desired characteristics.· Appropriate international definition(s) of yoghurt andother fermented milks including other probiotic productsare required.· More emphasis is required to get a clear understandingof relationship between food, intestinal bacteria, humanhealth and disease in the field of probiotics along withproperly designed clinical studies to establish the properhealth benefits to humans. Many a times in vitro resultscannot be found in vivo, and observations reported inanimals cannot be translated directly to humans; thereare problems in generalizing the results given types ofmicroorganisms used thus more number of clinicalstudies should be conducted on humans of differentraces in different countries to properly substantiate thehealth benefits to humans in general.· Newer molecular research tools, better process formulationtechnologies for enhanced probiotic stability andfunctionality along with biosafety evaluation ofprobiotics used for human consumption are other majorthrust areas. New product categories, and thus novel andmore difficult raw materials with regard to technologyof probiotics, will certainly be the key research anddevelopment area for future functional food markets.There are now products with complete supplementationoffered as medical foods, as well as healthy products forpeople who have problems obtaining all the nutrients they

need. It is clear from the literature that new kinds offermented milks containing various nutrients are being testedas curatives for specific diseases and are approachingmedical food effectiveness in conventional food format andwill continue to be introduced to the food supply. Theoccurrence of diet-related diseases of deficiency and excess,points to the importance of the development of functionalfoods (science). Functional food science must be viewedworld over beyond the short-term commercial prospects andshould be considered for long-term research anddevelopment.REFERENCES[1] Anon. It’s a tiny world (online). Food Today 2003; 16: 3. EuropeanFood 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: IndiaThe Functional Foods Sector in IndiaIndia’s traditional and regional foods have been documented throughout theages as containing healthy properties, beyond just their nutritional value. Suchhistorically functional foods include herbal extracts, fortified foods, spices,pulses (lentils), and vegetables and fruits.The proven special health properties of functional foods have treatedcommon ailments for centuries. New research is showing that many of thesefoods have preventive properties as well. The Central Food TechnologicalResearch Institute (CFTRI) in Mysore is documenting this history as well asnewer trends in functional foods through its Knowledge Digital Library(Central Food Technological Research Institute 2005). This effort will supporta better understanding of the functional attributes of these foods whileprotecting the intellectual property rights of those who develop new types offoods through R&D.Functional foods R&D in India is rapidly expanding and includes, among otherproducts, nutraceuticals, prebiotics and probiotics, and newer additives, whichare known to prevent certain diseases or other maladies. New research showsthat many of the traditional Indian foods have characteristics of functionalfoods and underscores the fact that the Indians have been consumingfunctional foods for centuries.With this new recognition of functional foods comes new opportunities forproducers to mislabel and overstate the efficacy of their products, requiringthat special attention be paid to the regulatory aspects, particularly as the laws

on functional foods require updating.Functional Food TrendsAs in China, India’s health foods history dates back centuries. Thedevelopments over the last few decades now recognize the value of traditionalmedicines and naturally health-enhancing foods. With its strong tradition ofhealthful eating, India ranks among the top 10 nations in buying functionalfoods (Watson 2006). India’s food industry is generating $6.8 billion in annualrevenue, and this is expected to nearly double in the next five years (Ismail2006).5The government is working to help India become a major force in theinternational functional foods market by updating its intellectual propertylaws and increasing investment in R&D infrastructure (Ismail 2006). Thereis unanimity among major companies, and in government, where bothministers and the substantial state research organizations are behind the ideaof India becoming a major force in the international health foods marketHealth Enhancing Foods19Agricultural and Rural Development20(Shrimpton 2004). In addition, there is little resistance from consumers to buyfunctional foods.In 1950, the Indian government established CFTRI, which has grown to be oneof the world’s largest food research institutes and one that is actively involvedin teaching (Shrimpton 2004). Furthermore, according to sources interviewed,of the more than 200 research institutes and laboratories in India, 25 percentare involved in food research. With such substantial scientific support, theIndian food industry has the possibility to become a significant player in theinternational 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 foodshas been on developing fortified foods,6 because this research reflects thegovernment’s concern with malnutrition. According to Dr. Rajesh Kapur,director of the Department of Biotechnology, approximately 60 percent ofchildren below 14 years of age are malnourished (Kapur 2006). Thus, thegovernment has launched the national nutrition mission with the objective ofproviding ready-to-eat precooked food at a low cost and midday meals tostudents at government schools.Dr. S. R. Rao noted that basically there are three countrywide governmentsponsoreddistribution channels for general nutrition-enhancing functionalfoods, namely the following: Public Distribution System (PDS): A system of government-licensed shopswhere grains, sugar, and kerosene oil are subsidized and priced accordingto each family’s monthly entitlement. Midday Meal Scheme: A government-funded program under whichprecooked meals are provided to children at government schoolsthroughout the country (the national nutrition mission referred to above).

Integrated Child Development Services (ICDS) Scheme: A programconceived in 1975 aimed at improving the nutritional and health statusof vulnerable groups (for example, preschool children, pregnant women,and nursing mothers) by providing a package of services includingsupplementary nutrition, preschool education, immunization, healthcheckups, referral services, and nutrition and health education.On consumer behavior, Dr. Kapur said that there is very little awareness offunctional foods among general consumers even though these foods havealways been part of the Indian diet. This opinion is supported by researchanalysts whose report states that awareness of the term “fortified foods”among Indian consumers is low, but there is a high awareness of certainbrands, especially in the case of iodized salt. According to the report, althoughmany people may be eating fortified foods without being aware of it,approximately 30 percent of people in India’s cities regularly consumefortified foods.7 India has been quite progressive in its fortification programsas an early adopter, and often initiator, of many processes.8The government is expected to continue to actively press for the developmentof the functional foods industry. According to a representative of the MinistryHealth Enhancing Foods21of Food Processing Industries, the ministry’s mandate is to develop andpromote the food processing sector, including functional foods, throughoutthe country. It conducts seminars, workshops, and training programs and hasa financing scheme that provides grants-in-aid to the food processingcompanies that want their manufacturing or processing units certified forinternational safety standards, such as Hazard Analysis and Critical ControlPoints (HACCP) and the International Organization of Standardization (ISO).In a speech at Foodworld India 2005, Mr. D. P. Singh, secretary, Ministryof Food Processing Industries, introduced “Vision 2015,” which aims to triplethe size of the food sector in 10 years time by increasing the level of processingof perishable goods from 6 percent to 20 percent, value added products from20 percent to 35 percent, and share in global trade from 1.6 percent to3 percent. Such efforts would require making processed foods affordabledomestically and competitive globally; this effort would include functionalfoods. An investment of approximately US$25.5 billion is envisioned in thenext 10 years.In addition to the substantial government support, the functional foodsindustry is thriving in the private sector. According to the Frost and Sullivanmarketing study, the large food manufacturers understand their consumersin both the mass market and the value added market. With many peoplesuffering from deficiencies of iron, iodine, and vitamin A, the consumer canbuy many fortified foods, such as wheat flour, iodized salt, calcium, andvitamin-enriched jams and soft drinks. To address vitamin Adeficiency, whichis prevalent in much of rural India, food companies have introduced specificproducts at affordable prices. For the middle-class consumer, companies havelaunched 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 inareas like fermentation processes, plant extraction, and chemical synthesis aremore developed than their Chinese counterparts, and they still benefit fromthe labor cost savings that make outsourcing to India so attractive (Ismail2006). Some people among those involved with functional foods developmentbelieve that Ayurvedic medicine and philosophy, based on knowledgeaccumulated over 4,000 years, offers India several advantages. It is alsorecognized that for these products to be successfully exported, however, theherbs that form their basis must be standardized, or at least their potency mustbe measurable. Traditionally, this is not in accordance with Ayurvedicphilosophy, which recognizes the benefits of variation between growingconditions and individuals. Currently, there is no regulation concerningAyurvedic-based products (Shrimpton 2004).Recognizing the favorable government support combined with the researchfriendlyenvironment and available qualified human resources, European andU.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 companiesthat are working internationally, such as the Associated Capsules Group

Functional Food Constraints and Opportunities in the IndianMarketThe market environment for functional foods in India, while cooperative andrelatively advanced, faces the following constraints and opportunities:Low income of vast majority of the population. For the domestic market toreach its full potential, income levels for the vast majority of the populationwill have to rise. Although disposable income has increased over the yearsand is expected to continue to do so (see the section “Functional FoodTrends”), it is still very low and likely to remain so for many years.Various creative solutions by private industry have been used to overcome theproblem of people having a very small daily disposable income. SomeHealth Enhancing Foods25Box 5. India: Complexity of LicensingAn individual planning to manufacture, distribute, stock, and/or sell food in Delhimust approach the relevant department in the Government of National CapitalTerritory of Delhi to obtain the appropriate licenses. If the process involvesirradiated food, permission is required from the Department of Atomic Energy. Forgenetically modified foods, permission is required from the designated authorityin the Ministry of Environment and Forest.Although a small state like Delhi has only one licensing authority, larger states mayhave several such authorities. For example, the western state of Gujarat, is dividedinto different areas, each with its separate licensing authority. Food units in areaswhere there are no licensing authorities apply to their respective local healthauthorities of the Food and Drug Control Administration, which have offices in

almost all districts.Because each licensing authority has different requirements (and this report cannotlist them all), the following is an example of the procedure for obtaining a licensein 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 planwith three signed copies with measurements; list of food articles along withapproximate daily production, sales and stock with two signed copies;proof of ownership of place of manufacture or selling; partnership deed ormemorandum of article of the company with complete address of partnersor directors; list of machinery and details of the processing of the food; andcopies of the labels along with brands used.According to sources, approvals or licenses are granted within 30 days and evenless if the company or the brand is considered reputable. However, for companiesthat plan to sell their foods nationwide, they need to obtain a separate license ineach state where they plan to sell. Imported products are required to seek approvalfrom 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 thisreduces the cash outlay and may result in more frequent purchases. Forexample, there are a number of supplements sold in the form of single-serveherbal tonics, but they are priced between $0.15 and $0.25 per serving. Evenwith this approach, single-serving prices generally are still out of the reach ofthe 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 inwhich even the single serving is too expensive for low-income consumers,companies sell the supplements in powdered forms, which is not thenormal means of sale. With India’s exceptionally large population, areduced price does not necessarily mean reduced company returns; insteadit could mean significantly more volume by targeting a much larger base(Ismail 2006).Existence of unscrupulous manufacturers. Although the problem is not asdamaging as in China, there are unscrupulous manufacturers that areproducing pirated functional food products and making false claims abouttheir products. Such activities affect the reputation of the industry and can beespecially damaging to companies in the export market. Pirate products areless effective than the genuine product and can cause serious harm and mayeven lead to fatalities. Producers of supplements and Ayurvedic medicines areparticularly vulnerable. At present, GMP in the functional foods industry arevoluntary (Starling 2004).Lack of testing infrastructure to validate manufacturers’ claims. There arelimited laboratories to validate the functional or therapeutic claims of functionalfoods. Many of the current laboratories require additional investment inequipment and infrastructure to meet both the needs and the required testingstandards. According to Ms. Rekha Sinha, executive director, International Life

Sciences Institute, the World Bank has sanctioned a loan of US$44 million toUS$55 million to strengthen the food testing infrastructure needed to validateand certify the packaged foods (Sinha 2006).Lack of physical infrastructure. According to Ms. Sinha, the lack of physicalinfrastructure facilities in the food processing sector as a whole, such as coldchains and good roads that enable the timely supply of raw materials, areother 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 thecurrent regulation: The Act has specific definitions for every food preparation permitted to besold in the country and, as such, it does not provide flexibility to the foodmanufacturers to introduce new recipes without violating the law.10 Tocomplicate matters, different laws govern GM foods, drugs, andpharmaceuticals. In all, there are about seven different laws governing thefood sector.Agricultural and Rural Development26 It is difficult for manufacturers to bring out new food preparations in atimely way. There is a process for approving recipes that are not includedin the PFA (mainly functional foods and GM foods), but the appealsprocess is cumbersome and time-consuming, and may take up to two yearsfor approval. In cases in which scientific evidence leads to a need to amendthe standards, the producers can appeal to have the PFA rules amended.Under the PFA, the Central Committee for Food Standards is responsiblefor the final decision regarding PFA rules. Because many of these recipes are classified by their creators as proprietaryfoods, 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 thecompany has to go through a time-consuming application process.Some resistance to GM foods. At the present time much opposition to GMfoods has come from the educated elite who fear environmental damage, lossof biodiversity, and foreign control over India’s food supply. For example,Greenpeace campaigners dismissed the “protato,” a GM potato containingapproximately 30 percent more protein, as an advertisement forbiotechnology. “Years were spent in a lab trying to lever protein into potatoes,while cheap, protein-rich pulses grow abundantly all over India,” oneopponent stated. “It makes you wonder what problem the scientists weretrying to solve” (Vidal 2003).Annex 3 documents India’s experience with Golden Rice and the HarvestPlusInitiative, providing background along with some dissenting opinions aboutwhy GM foods are counterproductive in alleviating malnutrition. Many peopleare relatively open-minded regarding GM foods, however, because science isstill 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 needto curb malnutrition. As previously stated by Dr. Rajesh Kapur, 60 percent ofchildren below 14 years of age are malnourished. His department’s mandateis to address this critical concern, and he cited the development of highproteinbiscuits as an example of its work (Kapur 2006). The program is nowin the commercial stage and the government plans to distribute the biscuitsthrough the midday meal schemes run in government schools across thecountry.Other opportunities include nutraceuticals, as Dr. Kapur stated that India hasthe potential to be the world’s leading producer and exporter of nutraceuticals.In the next five years, he estimated that the country could exportnutraceuticals, including Ayurvedic and herbal products, worth US$1 billion.Health issues provide further opportunities for increasing the functional foodsmarket. Ms. Sinha claimed that child obesity is becoming a major health issuein large Indian cities, and this social problem presents a market opportunity ifsuitable functional foods can be developed to tackle it.Health Enhancing Foods27Agricultural and Rural Development

Nutrition transition in IndiaPrakash 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, ItalyAbstractObjective:

Demographic and epidemiological transitions inIndiaIndia is in the phase of a rapid demographic transition. Lifeexpectancy is increasing while birth rates are on thedecline. The share of the population above 60 years of ageis growing at a rapid rate and is expected to exceed 200million in 25 years. Those who cross the age of 60 todayare expected to live up to or over the age of 75 years. Thefollowing estimates are indicative of the changes expectedin India’s population:1. the total population will rise from 846.2 million in 1991to 1263 million in 2016 (49% increase) and to 1.33billion in 2026 (57% increase);2. the population over 60 years old will rise from 54.7million 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); and3. the aged population (over 60 years) will constitute13.3% of the 1333 million total population in 2026.However, the population growth rate is not uniform inall states or regions of the country. Table 14,5 illustrates thedemographic transition in the major Indian states. Kerala*Corresponding author: Email prakash.shetty@fao.org q The Author

The impact of urbanisation in IndiaMigrant studies enable us to study the interaction betweengenetic and environmental determinants of NCDs, such asnon-insulin-dependent diabetes mellitus (NIDDM),cardiovascular disease and some cancers. Studies ofmigrants on the one hand demonstrate, for instance, thatadoption of the diet, lifestyle patterns and socio-culturalpractices of the indigenous population by migrants (i.e.Table 1 Demographic transition in major Indian states: status and projectionStateState populationin 1991 (millionsof people)Populationannual growthrate, 1981–91 (%)Year by which TFRdeclines to 2.1 – thereplacement levelVariation in levelof urbanisation(%)Andhra Pradesh 66.5 2.17 2002 26.9Assam 22.4 2.17 2015 –Bihar 86.4 2.11 2039 13.1Gujarat 41.3 1.92 2014 35.5Haryana 16.5 2.42 2025 24.6Himachal Pradesh 5.2 1.89 NA* 8.6Karnataka 45.0 1.92 2009 30.9Kerala 29.1 1.34 1988† 26.4Madhya Pradesh 66.2 2.38 Beyond 2060 23.2Maharashtra 78.9 2.29 2008 38.7Orissa 31.7 1.83 2010 13.4Punjab 20.3 1.99 2019 29.6Rajasthan 44.0 2.50 2048 22.9Tamil Nadu 55.9 1.43 1993† 34.2Uttar Pradesh 139.1 2.27 Beyond 2100 19.8West 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 States1996–2001, 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 Shettythe environment) results in the acquisition of diseasepatterns similar to those of the native population. Onthe other hand, studies also provide evidence for theunmasking of a probable genetic predisposition to the riskof early onset adult NCDs following migration and theconsequent environmental changes. The best examplesare the increased risk of NIDDM and coronary heartdisease (CHD) among South Asians (i.e. migrants from theIndian sub-continent to the UK) compared with the nativeEuropean population9. Plasma cholesterol is one of thestrongest predictors of CHD risk within populations andthe association between raised plasma cholesterol andCHD among South Asians is just as strong as in Europeans.However, no South Asian community, studied in the UK todate, has average plasma cholesterol levels in middle agehigher than the national average in the UK, with nodifferences in dietary intakes of total and saturated fat10. Itis likely that the present dietary intakes and lifestyles areprobably different from their pre-migration experienceand their levels of physical activity may also have altered;changes which may have unmasked a predisposition tothese diseases. An ethnic variation in disease risk ofmigrant populations compared with the native residentsor indigenous populations is largely a manifestation ofenvironmental influences that may be contributed bygenetic predisposition in these individuals. Similarvariations in disease risk are seen within a country orregion following internal rural to urban migration. Rural–urban differences in NIDDM and CHD within a region orstate in India show variations in disease risk (Table 2)11 – 14,suggesting that internal migration, urbanisation andexposure to changing diet and lifestyles increase the riskof chronic disease3.A major feature of the developmental transition in Indiais the rapid urbanisation and the large shifts in populationfrom rural to urban areas. Table 3 provides informationobtained from the Census of India showing that theprocess of urbanisation is unrelenting and may exceed

30% in the 2001 census. The consequences of internalmigration and urbanisation in India could be staggeringbut the problem is likely to be highly variable in differentstates, given the variations in urban populations betweenthe different states in India (Table 1) and their differentialrates of urbanisation.Obesity and its contribution to NCDs in IndiaAs developing societies like India industrialise andurbanise, and as standards of living continue to rise,weight gain and obesity are beginning to pose a growingthreat to the health of the citizens. According to the WorldHealth Organization’s global database15, India has a preschoolchildhood obesity prevalence of about 1%. The useof the commonly used indicator of pre-school childhoodmalnutrition (weight-for-height) may also exaggerate theproblem of obesity among stunted children16. Repeatedepisodes of malnutrition, followed by nutritional rehabilitation,are known to alter body composition and increasethe risk of obesity3. The discordance between lineargrowth and adipocyte development will enhance adipocytedevelopment when linear growth is affected bymalnutrition. It is likely that these factors will contribute toTable 2 Urban–rural differences in chronic disease risk in developing societiesNIDDM prevalence,Tamil Nadu(%)CHD prevalence,Delhi(%)CHD prevalence,Moradabad(%)Cancerincidence, Delhi vs. Barshi,per 100 000Urban 8.2 9.7 9.0 118.8Rural 2.4 2.7 3.3 57.6Reference Ramachandran, 199811 Chadha et al., 199712 Singh et al., 199713 Gopalan, 199714Table 3 Trends of urbanisation in India from 1901 to 1991Census yearNumberof agglomerations/cities/townsTotal population(millions

of people)Urban population(millionsof people)Urban populationas % of totalpopulationDecennial growthrate of urban population(%)Annualexponentialgrowthrate (%)1901 1827 238.4 25.85 10.84 – –1911 1815 252.1 25.94 10.29 0.35 0.031921 1949 251.3 28.09 11.18 8.27 0.791931 2072 279.0 33.46 11.99 19.12 1.751941 2250 318.7 44.15 13.86 31.97 2.771951 2843 361.1 62.44 17.29 41.42 3.471961 2365 439.3 78.94 17.97 26.41 2.341971 2590 548.2 109.14 19.91 38.23 3.211981 3378 683.3 159.46 23.34 46.14 3.831991 3768 844.3 217.18 25.72 36.19 3.09Source: 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 177increase the problem of obesity given the enormousnumber of stunted children in India, which is estimated atbetween 52.0% and 63.0% based on three different largescalerepresentative surveys17.Childhood obesity increases the risk of obesity inadulthood and parental obesity interacts quite strongly toalter this risk, and there are several interactive factorscontributing to the increased prevalence of obesity inchildhood. Societies like India, which are rapidlyurbanising, demonstrate increases in energy intake,dramatic increases in fat intake along with increasedlevels of sedentarianism. Lifestyle changes resulting inphysical inactivity and sedentary behaviour are importantin contributing to obesity in children. This is exemplifiedby more time in a day spent by children in physicallypassive behaviours such as TV viewing, working orplaying 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 inBombay revealed that the prevalence of obesity amongyoung adult males varied from 10.7% to 53.1%18, whileanother from urban Delhi, among a large representativesample of 13 414 adults (aged 25–64 years), showed anoverall prevalence of 27.8%19. The latter study indicatedobesity was higher in females (33.4% vs. 21.3% amongmales) and that obesity was associated with hypercholesterolaemia,hyperlipidaemia and lower levels of physicalactivity. A more recent report from the Kashmir20 of adultsover 40 years old, studied by multistage sampling, showedthe obesity prevalence to be 15.0%; females having aprevalence of 23.7% compared with 7.0% among males. Areport from the Nutrition Foundation of India suggests thatthe prevalence of obesity varies with socio-economicstatus in urban India21, with those in the upper stratahaving 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-economicgroups (7.0% males, 27.8% females) and the poor in urbanslums with the lowest (1.0% males, 4.0% females). Thelatter finding shows that India has not yet shown theincrease in prevalence of obesity seen among the urbanpoor that is characteristically observed in Brazil and inSouth Africa. All of these reports are not truly representativeof the problem in the country and unfortunately theyused a body mass index (BMI) cut-off of .25.0 kgm22 thathas now been designated as being inclusive of thecategory of overweight, with frank obesity beginning at aBMI of 30.0 kgm22 and above15.The only representative surveys are the ones conductedby the Food and Nutrition Board (i.e. District NutritionProfiles survey)17, which have reported prevalences of0.3% and 0.7% in rural and 0.4% and 0.7% in urban menand women, respectively, using a BMI cut-off of.30.0 kgm22 (Table 4). However, the other survey wasconfined only to women; the National Family HealthSurvey22 showed a prevalence rate of 2.2% for womenaged 15–49 years using BMI . 30:0kgm22. It varieddepending on residence (urban ˆ 5:8% vs. rural ˆ 0:9%),increasing with educational achievement from 0.9% forilliterate to 6.5% for those with secondary education. Thusthe true prevalence of obesity in India may be overestimatedin the reports published in the literature.

However, it is increasingly evident that, in populationsfrom the Indian sub-continent, BMI does not provide agood indicator of body fat (i.e. that body fat content ishigher) for any given BMI among Indians23. IncreasingBMI is associated with central adiposity and higherwaist/hip ratios along with risk of NCDs appearing atmuch lower BMI (,25.0 kgm22) than among otherpopulation groups24. Hence, the true problem regardingthe contribution of obesity to NCDs in India may not beexaggerated by the earlier reports that used BMI . 25.0kgm22 as the cut-off. Obesity, both in children and adults,and its contribution to NCDs are likely to become a serioushealth problem in India with economic development andurbanisation altering dietary habits and lifestyle patternsthat will promote a positive energy balance when foodadequacy is achieved.Dietary consumption and lifestyle changes duringthe nutrition transition in IndiaThese rapid quantitative changes in dietary intake indeveloping countries indicate an increase in per capitaTable 4 Distribution of BMI of rural and urban adults of both sexes from a nationallyrepresentative survey covering 187 Districts in 18 States (n ˆ 142 220 rural and 35 621urban adults)BMI distribution (%),18.5 kgm22 18.5–25.0 kgm22 25.0–30.0 kgm22 .30.0 kgm22RuralMen 29.3 66.7 3.7 0.3Women 38.2 57.7 3.6 0.5UrbanMen 38.2 68.7 5.4 0.4Women 29.1 64.8 5.4 0.7Source: District Nutrition Profiles Survey 1998, Ministry of Human Resources, Government of India.178 PS Shettyavailability of food and are also accompanied byqualitative changes in the diet. Food balance data fromthe Food and Agriculture Organization (FAO) show thatthe change in energy intake in Asian countries has beensmall, but there have been large changes in consumptionof animal products, sugars and fats. The net effect hasbeen a marked shift in the diet with energy from fat (bothanimal and vegetable) increasing each year. Data fromIndia show that higher-income groups consumed a dietwith 32% of the energy from fat while the lower-incomegroups consumed only 17% energy from fat. More recent

dietary surveys in Delhi also confirm that the upperincomegroups in urban India currently consume higherlevels of energy from fat as compared with the urban pooror rural populations.Trends and patterns in food consumption in IndiaThere have been many nationally representative surveyson diet, nutrition and food consumption patterns in Indiasince the 1970s. They include:1. National Nutrition Monitoring Bureau (NNMB) surveysof diet and nutrition on a continuous basis in 10 statesin India since 1971. One some occasions these NNMBsurveys have been linked with the National SampleSurvey Organisation (NSSO) and the National Councilof Applied Economic Research (NCAER);2. National Family Health Survey (NFHS) conducted bythe Ministry of Health and Family Welfare and coordinatedby the International Institute for PopulationSciences, Bombay. The NFHS surveys cover 24 statesand provide anthropometric data on women aged 15to 49 years;3. District Nutrition Profiles survey organised by the Foodand Nutrition Board, Department of Women and ChildDevelopment, Government of India. The data fromseveral of these surveys have been collated and aresummarised below.India was progressing towards adequacy in calorieintakes during the 1970s and up to the early 1980s thatwere well documented by the NNMB and other surveys.They showed a gradual improvement in caloric intake perhead, typified by an increase in consumption of cerealgrains, while the intake of most other food items such asmilk, oil, sugar, etc. remained largely unchanged.However, many of these surveys revealed disparities inthe intakes of most foods between rural and urbanpopulations and between different socio-economicgroups. Comparison of food consumption patternsshows a gradual reduction in cereal grain consumptionbetween 1975 and 1995 (Table 5) that has not affected theaverage energy intake. This is largely the result of aprogressive increase in the intake of protein, and probablyfats. The latter is due to a phenomenal increase in theconsumption of milk and milk products and an increase inthe intake of animal products (designated flesh foods) andfats and oils. The production of pulses and legumes is aconcern and consequently their cost and consumptionhave 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 between1970s and 1990s. In addition to time trends the data on urban populations show differences between socio-economic classesRural consumptionof food items (g per CU per day)Urban consumptionof food items (g per CU per day)1975–79 1975–79 1995 1993–941975–79 1988–90 1990–91 1995 Middle class Slums Middle class SlumsFood itemsTotal cereals 504 490 468 320.9 316 416 250.1 380.6Wheat 273.8 216.4Rice 3.2 31.7Millet 43.9 2.0Pulses 36 32 27.3 13.6 57 33 46.2 27Leafy vegetables 8 11 8 16 21 11 16.2 16Other vegetables 51 49 43 113 40 47Roots and tubers 48 50 35 45.2 82 70 78.4 51Fruits 21.2 19.2 124 26 73.6 26Milk & milk products 100 96 85 60 424 42 303 75Fats & oils 12 13 9 15.7 46 13 26.2 17Sugars & jaggery 23 29 20 31.2 43.4 20 24.4 22Flesh foods 4.8 1.3 19 9 21.5 21Fish 16.6 12 10 22Nuts & oil seeds 78.2 21 9 21NutrientsProtein (g) 59 59 53 73.1 73.1 53.4 61 36.6Carbohydrates (g) 347 282Fats (g) 63.1 61.4Fibre (g) 8.7 8.7Energy (kcal) 2340 2283 2136 2249 2603 2008 1924 1915Source: National Nutrition Monitoring Bureau surveys, National Institute of Nutrition, Hyderabad, India.

This review has attempted to look at some of the importantdeterminants that characterise the nutrition and developmenttransition that is occurring in a country like India: thedemographic and epidemiological transition, the forces ofinternal migration and urbanisation, the changes in foodconsumption patterns and physical activity patterns that inturn are contributing to increasing sedentarianism, anepidemic of obesity and of other NCDs. India is a countryof stark inequalities in income and health risks. The widevariations in the latter are largely attributable to the factthat epidemiological transition marks a stage in the

economic growth of the country during which the vastmajority of the population gains reliable access to the basicnecessities of life, including adequate food and nutrition.Once the threshold standard of living is attained, nofurther improvement in life expectancy or health is readilyapparent. What then becomes obvious is that the

APV: India’s Probiotics Market Set to Grow

Dated: 1 September 2008

Market ResearchPerform Your Market Analysis w/. Demographic Data, Maps & Reports!1 rule to a flat stomach:I lost 13 lbs every two weeks by. obeying this one easy rule!

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 Interpretations1. IntroductionThe Indian economy has recently grown at historically unprecedented rates and is now one of thefastest-growing economies in the world. Real GDP per head grew at 3.95 percent a year from1980 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 asNigeria’s, is now two and a half times as large as per capita income in both countries. Real percapita consumption has also grown rapidly, at 2.2 percent a year in the 1980s, at 2.5 percent ayear in the 1990s, and at 3.9 percent a year from 2000 to 2005. Although the household surveydata show much slower rates of per capita consumption growth than do these national accountsestimates, even these slower growth rates are associated with a substantial decrease in povertysince the early 1980s, Deaton and Drèze (2002), Himanshu (2007). Yet, per capita calorie intakeis declining, as is the intake of many other nutrients; indeed fats are the only major nutrientgroup whose per capita consumption is unambiguously increasing. Today, more than threequarters of the population live in households whose per capita calorie consumption is less than2,100 in urban areas and 2,400 in rural areas – numbers that are often cited as “minimumrequirements” 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.