Transcript Lecture 13 neutraceuticals edited

Neutraceuticals and Cosmeceuticals
Indirect competition to pharma products ….?
From “illness” to “wellness” ……….
Expanding Healtcare Market -
NEUTRACEUTICALS
Nutraceuticals
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Term used to describe
Active ingredient in ‘Food Plus’
Rather than ‘Food Plus’end product itself
Dietary supplements included in Nutraceuticals
OTC
VMS & Herbal supplements
Nutraceutical opportunities
Definition
Opportunities
Medical
Opportunities
‘Food Plus’
( Benecol,
Aviva Health
Food )
NUTRA CEUTICALS
Dietary
Supplements
( VMS & herbal
supplements )
( Treating,
controlling,
reducing risk )
Lifestyle
Opportunities
( Improving
presentation,
performance &
well-being )
CLASSIFICATION OF NEUTRACEUTICALS
Neutraceuticals
Traditional
Non
traditional
Traditional vs. Non-traditional
• Nutraceuticals on the market today consist of
both traditional foods and nontraditional foods.
• Traditional nutraceuticals are simply natural,
whole foods with new information about their
potential health qualities.
• Lycopene in tomatoes, omega-3 fatty acids in
salmon or saponins in soy
Traditional vs. Non-traditional
•
Non-traditional neutraceuticals, on the other hand, are foods resulting
from agricultural breeding or added nutrients and/or ingredients.
• Agricultural scientists are able to boost the nutritional content of
certain crops through the same breeding techniques that are used to
bring out other beneficial traits in plants and animals .
• E.g. beta-carotene-enriched rice to vitamin-enhanced broccoli and
soybeans
• More and more foods are being fortified with nutrients and other
physiologically active components (such as plant stanols and sterols) as
researchers uncover more evidence about their role in health and
disease-risk reduction.
Opportunities
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Medical applications
 Treating controlling or reducing risk
 Cholesterol, diabetes, heart disease, cancer
Lifestyle applications
 Softer, lifestyle related issues
 Improving physical presentation
 Enhancing physical & psychological performance
Medical Opportunities
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Treatment
 Products acting as pharmaceutical
 Moderating or curing effects of specific conditions
 Eg. Role of Calcium rich products for osteoporosis
Prevention
 Products aimed at reducing risk of particular condition
 Eg. Role of anti-oxidants in cancer prevention
 Eg. Role of Omega-3 PUFA in preventing heart attacks
Medical Opportunities
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Maintenance
 Products that help the body to maintain itself
 Help to achieve appropriate intake of vitamin, mineral, fibre, sugar,
fat etc.

Eg. Dietary supplements and VMS products
Medical condition
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Pharmaceutical
 Provides solution to a well defined problem
 Clearly defined medical condition
 Consumers aware due to self diagnosis / physician
Nutraceutical
 Awareness cannot be assumed automatically
 Even for well-documented medical conditions
Need
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Clearly defined consumer group having concern
 Level of concern should be sufficiently high
 Price premium / induce change in consumption habit
 Children, pregnant women, menopausal women etc.
Self-diagnosis and/or measurable results
 Identification of
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Sufferers supported by medical advise
Self diagnosis by consumers
Lifestyle - Social drug
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Physical presentation
 Dental care to weight control
 Fresh breath, prevent decay, teeth whitening
Performance
 Boost mental / physical -socially or at work
 Extra stamina / concentration
General well being
 Live a healthy lifestyle
 Unwind or relax
Exploiting the opportunity
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Clinical discipline
 Claims should have solid clinical support
 To prevent erosion of consumer confidence
 Unfocused fortification, overambitious claims
Holistic consumer marketing
 To target non-patient target audience
 Incorporate functional aspects into wider, lifestyle oriented
consumer solutions
Regulations
• Nutraceuticals have no official meaning and do
not constitute a distinct category of foods.
• Most often, they are simply natural, whole
foods consumers have been eating for
thousands of years.
• As a result, the FDA regulates them in the same
way they regulate all foods
Health &
wellness
Connotations - wide & across… many things to many people
No illness
No deficiency of
minerals/ vitamins
To eat vitaminized products
Eat green vegetables
Have Peace of mind
Self confident
Cheerful / Happy/
Joyful
Health &
Wellness
Satisfied
Feel young
Body will remain
strong
Eat fresh
food
To be
smart
Stamina / strength
Active / high
energy level
Good looks
Health is
wealth
Give attention to
cleanliness
Fit body
Have six
pack abs
Doing exercise
HEALTH DOES NOT HAVE MERELY ILLNESS ASSOCIATIONS ANY MORE…a shift
in the paradigm of health
No weight gain
Red Bull
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Fashionable Nutraceutical brand
 Lifestyle opportunity rather than medical
Marketed under slogan
 Stimulates body and mind
Non-alcoholic drink
 Taurine
 Metabolic transmitter, Detoxifier, cardiac contractility

Glucuronolactone
 Accelerate elimination of harmful substances
Caffeine
 B-complex vitamins
 Carbohydrates
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Red Bull
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Strategy
 Consumer advertising & sports sponsorship
 Promotion similar to Coca-Cola
Target
 Youngsters by creating aspirationalaura
 Functional benefit intentionally vague
Revital
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Adult health supplement launched in 1989
More than just a Multivitamin combination
 Vitamins, minerals and ginseng
One of the top brands from the Ranbaxy
 Successful transition
 From Rx to OTC market
Challenge
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Prescriptions continuously declining since 1995
 7.5% decline - 2001/2000
Static sales in spite of declining prescriptions
 Indicates significant OTC sales component
TYPICAL OF LATE MATURITY / EARLY DECLINE PHASE
OF BRAND LIFE CYCLE
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To craft an appeal, which would successfully launch Revital in the OTC
segment
Moving from a relatively serious image
 Protect already huge base of loyal user
 Energizing the sales curve with new regular users
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Revital
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Rides high on a positive health concept
 Gives the user mental and physical vitality
Fits into the users hectic lifestyle
 Empowering with energy strength & mental sharpness
 Enabling them to enjoy life to the fullest
Hence the brand punch line
 “JiyoJeeBharKe”
The careful planning and implementation of the marketing
strategy
Three fold objective
 Creating an appeal for the product
 Moving away from its serious image
 Rejuvenating sales for the product
Research
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Extensive market research
 Understand consumers and doctors
 Across urban and rural India
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Reason
 To augment insights
 To execute a four-pronged switch strategy
 Foraying into consumer needs through a well-thought television creative
Feeling of freshness
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“We wake up easily and feel like going to work. Earlier it was difficult to
wake up even” -MADURAI
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“even after coming back from a hard day’s work I was in a jolly mood
with my family” -FAIZABAD
Sustaining freshness & energy
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Combats weakness
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“all our weakness disappears, your body feels good” -DELHI
“after having for sometime, you feel like you can do anything. I can work
for twelve hours and health will be ok” - MADURAI
General well being
Business Strategy : Rainbow Approach
Communication
Availability
Detailing
- Awareness
- Trial
Chemists and
Direct to Consumers
FMCG
- Repeat Purchase
- Doctors
- Loyalty
-Positive WOM
With a shift in decision-making , focus is predominantly on Consumers
INTRODUCTION
• Cosmeceuticals are the latest addition to the health
industry and are described as cosmetic products with
drug-like activities.
• The term cosmeceutical was coined by Kilgman.
• Cosmetics are products that are used to cleanse and
beautify the skin.
• Pharmaceuticals are essentially drug products
and are defined as products that prevent, mitigate,
treat or cure disease and /or affect the structure or
function of the body
INTRODUCTION
• Cosmeceuticals is a deliberate portmanteau of
these two terms and is intended to connote drug
like benefits from an otherwise cosmetic product.
• The purported drugs-like effects are largely
unproven and the term is neither recognized by the
United State’s food and drug administration nor by
any other regulatory body.
• Cosmeceuticals are generally presented as lotions or
creams and are mostly targeted at dermatological
issues
INTRODUCTION
• Recently, orally delivered products of similar
claims as cosmeceuticals have been labeled as
either oral cosmeceuticals or as nutricosmetics
or nutriceuticals.
LINES OF PRODUCTS
• The lines of products of cosmeceuticals are designed
both to exploit veterinary and human therapy.
• The main product lines of veterinary cosmeceuticals are
shampoos and anti ectoparasites.
• The main product lines of human cosmeceuticals are
anti-aging while very few are anti acne or moisturizers.
• Common brand names include “Bliss”, “MD Skin
Care”,“La Roche”, Nu-Derm” and “SensiClear”.
LINES OF PRODUCTS
• Almost all are the products of research and
development from basic sciences.
• As at 2005, the global market was estimated at
$53billion.
• Anti-aging Cosmeceuticals control over 95% of these
and has a double digit growth in most global markets
• Anti-aging Cosmeceuticals have been formulated on
sound biological grounds but with unsubstantiated
clinical claims.
• Aging may be intrinsic or extrinsic.
LINES OF PRODUCTS
• Restated, the score of the aging process at any time depends on the
outcome of dynamic interactions between biological (intrinsic),
psychological
(intrinsic and extrinsic) and environmental factors.
• The final pathway to all the mechanism of aging is apparently the same and
involves disruption of
the network of collagen and elastin.
• Antiaging cosmeceuticals are therefore designed to repair and/or maintain
the body’s maintenance and repair systems-so called MRSs.
•
These formed the grounds for products like cosmeceutical peptides which
may contain neurotransmitters,signal peptides or carrier proteins.
LINES OF PRODUCTS
• Botanical cosmeceuticals contain botanical ingredients with
traditional or folk medicine usage.
• These often include grape seed extracts, Aloe Vera, mushrooms,
olive oil, green tea, licorice, coffee Arabica and coffee berry
extracts
• Antioxidants play a large role in the MRSs.
• This may explain incorporation of Vitamins C
and E into cosmeceuticals sometimes called better cosmeceuticals.
• Cosmeceuticals may also contain niacinamide and kinetin
EFFICACY OF COSMECEUTICALS
• The term ‘cosmeceutical’ has been heavily criticized
because it connotes that rigorous efficacy studies have been done
as it would be for pharmaceuticals.
• Extensive studies in animals have demonstrated effects like
antiinflammatory,anti-tumorigenic, anti-microbial,
antiperoxidation and free radical scavenging activities in wide
range of models using mouse, rats and guinea pigs.
• Most have neither undergone phase 2 or 3 clinical trials nor
randomized studies and their efficacy remain unproven.
• The so called better cosmeceuticals have fared worse on rigorous
testing
EFFICACY OF COSMECEUTICALS
• Though, high concentrations of Vitamins C and E do indeed protect against
acute ultraviolet skin damage, the low concentrations in most
Cosmeceuticals have not been shown to be effective.
• Furthermore, the stability of these vitamins is compromised as soon as the
product is exposed to light and air.
• Finally, they are often incorporated into Cosmeceuticals as esters or
mixtures of isomers that are neither absorbed nor metabolized by the skin.
• Generally cosmeceuticals that contains 15% Vitamin C probably have some
effect on wrinkles
• Such lines of products are called Skinceuticals probably to emphasize that
traditional cosmeceuticals do not contain such a high amount of vitamins C.
THE TOXICITY OF COSMECEUTICALS
• The term ‘natural’ is frequently used for most components of
cosmeceuticals and willingly or unwillingly connotes safety.
• Carbaryl, the only constituent of veterinary cosmeceuticals
with documented toxicity profile, has an oral LD50 of 100
mg/kg in mice and 250 mgkg in rats.
• Known to cause dermal and eye irritation in rabbits
• Vitamin E has been shown to cause a significant
increase in contact dermatitis.
• Some component peptides have also been shown to be
carcinogenic
THE TOXICITY OF COSMECEUTICALS
• Perhaps the greatest danger is from deliberate
adulterations and incorporation of harmful products
like steroids and retinoid.
• These can lead to devastating skin and systemic
changes
CONCLUSION
• Cosmeceuticals are not drugs but are claimed to
have drug like effects.
• The claims are largely unsubstantiated and the
term, though misleading, has probably come to
stay.
• In a free trade world, the benefits and adverse
effects of Cosmeceuticals are probably optimized by
frequent review to inform the clinical and public
stake holders of their uses and limitations.
THANK YOU
-PHARMA STREET