A Study of the Natural Nutraceutical Ingredient Market in Indian Scenario

Abstract

An inadequate diet poses significant risks to human health in India as well. The problems caused by poor diet can be observed across the country, including malnutrition and increased rates of overweight and obesity, which are responsible for the rise in Chronic Non- Communicable Diseases (NCDs), ultimately leading to early mortality (WHO, 2021). newlineUnfortunately, many people in India have poor dietary habits, not because they consume insufficient food, but because they often consume foods that provide either lower or higher than ideal amounts of nutrients necessary for good health [1]. In addition to poor diet, behavioral factors such as sedentary lifestyles, alcohol consumption, and tobacco use also contribute to the worsening of NCDs (WHO, 2018). newlineA good recommendation for everyone in India is to consume at least five servings of fruits and vegetables every day [2]. Fruits and vegetables are known to be rich sources of vitamins, minerals, and dietary fiber, as well as containing a wide variety of biologically active compounds and bioactive phytonutrients, including carotenoids, polyphenols, anthocyanins, flavonoids, isothiocyanates, sulfides, and phytosterols. However, few people in India consume vegetables daily and in sufficient quantities to meet their nutritional needs. newlineOne way to address these dietary challenges in India is to include functional foods in the diet. These foods are rich in natural compounds such as vitamins, minerals, phenols, amino acids, fiber, and carbohydrates, among others. newlineA functional foods and beverages like Green Smoothie can be a convenient solution to meet daily vegetable recommendations in India. With improved organoleptic properties and greater palatability, these foods and beverages can increase the acceptance and consumption of vegetables and their bioactive compounds among individuals in India. newline Considering the growth of the functional food and beverage sector in India, particularly non- alcoholic beverages, and the increasing demand for products that promote a better quality