Active nutrition market has seen a tremendous rise in demand since the start of the century. The huge demand for active nutrition products has significantly increased due to rise in pharmaceutical and technological advancement along with the adaption of healthier lifestyle and increasing health consciousness among the expanding population.
These are the products derived from food sources that are purported to provide extra health benefits, in addition to the basic nutritional value found in foods. Depending on their properties, products may prevent chronic diseases, improve health, delay the aging process, increase life expectancy, or support the structure or function of the body. In contrast to the natural herbs and spices used as folk medicine for centuries throughout Asia, this industry has grown alongside the expansion and exploration of modern technology. These products are largely unregulated, these supplements are the subject of more of marketing hype than actual clinical testing, and for many, and it is not even known whether they provide more benefits than risks for consumers. Many of the supplements are actually harmful for human consumption. Many sportsmen and athletes are known to overuse them for performance enhancement but at the risk of tearing of muscles. For many of these products, the most compelling evidence for efficacy remains anecdotal or, at best, based on hints of benefit from small or poorly controlled studies. And when their claims do not match the evidence, there can be legal consequences.
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COVID-19 Impact analysis
• On one hand, due to encouragement of health and safety, nutrients have been promoted and pharmacies readily keep them available since the start of COVID-19 pandemic.
• On the contrary, gyms and fitness clubs have closed down. Majority of the active nutrients act as a dietary supplement to the gym freaks. Gyms and active nutrients complement each other. Due to their closure, active nutrients in the form of protein shakes are in less demand.
• Due to many sports tournaments being cancelled during the pandemic, the usage of active nutrients has been relatively less than before the pandemic.
• The active nutrients in correct dosage are beneficial for sick patients. The rate of people falling sick during COVID-19 pandemic has risen significantly. The active nutrients are included in their diet to help them recover.
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Top Impacting Factors
• People adapting healthy lifestyles and mindset.
• Increasing popularity and awareness in advanced areas of natural nutritional supplements.
• Ease of purchase through online distribution channels.
• They are helpful in correcting the deficiency of vitamins, calcium, zinc and proteins in human body.
• They are used in manufacturing medicinal food.
• They act as a complimentary good to the gyms and fitness clubs. Before the pandemic, the gyms were a global trend, which is expected to return after the pandemic.
• Even in the pandemic, online yoga sessions and gym classes has curbed the loss of demand of active nutrients by a significant margin.
• However, many active nutrients are harmful for human use.
• Due to increase in the demand of these dietary supplements, fake copies of these products have been flooded in the market since the last decade.
• Side effects of active nutrients include but aren’t limited to- body tremors, muscle tearing and rashes.
• Many of these products are launched before proper clinical testing.
• Extremely expensive products.
Market Trends:
PepsiCo’s energy drink Sting which contains Active nutrients was very well received in the market.
PepsiCo also launched sports drink, an Organic Gatorade owing to the increasing trend in consumers looking for certified organic food and beverages.
Protein Bars and Protein shakes are in high demand by the gym freaks.
Due to high demand, many counterfeit and untested products are prevailing in the market.
After scientists disputed the benefits of nutraceuticals like probiotics in Dannon yogurt, the company was forced to pay millions for falsely claiming that its products Actimel and Activia boosted the immune system.
According to Steven Nissen, chairman of cardiology at the Cleveland Clinic, "The concept of multivitamin supplements was sold to Americans by an eager nutraceutical industry to generate profits. There was never any scientific data supporting their usage."
The industry is growing at a rapid pace and is expected to keep growing with more than a 15% CAGR during the forecast period.
Key Benefits of the Report:
• This study presents the analytical depiction of the active nutrients industry along with the current trends and future estimations to determine the imminent investment pockets.
• The report presents information related to key drivers, restraints, and opportunities along with detailed analysis of the active nutrients market share.
• The current market is quantitatively analyzed from 2020 to 2028 to highlight the active nutrients market growth scenario.
• Porter’s five forces analysis illustrates the potency of buyers & suppliers in the market.
• The report provides a detailed active nutrients market analysis based on competitive intensity and how the competition will take shape in coming years.
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