1. Neutraceuticals and Cosmeceuticals

2. Indirect competition to pharma products ….?
From “illness” to “wellness” ……….

3. Expanding Healtcare Market -
NEUTRACEUTICALS

4. Nutraceuticals 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

5. Nutraceutical opportunities Medical ‘Food Plus’ Opportunities NUTRA -
Definition
Opportunities
Medical
‘Food Plus’
Opportunities
( Benecol, Aviva Health Food )
( Treating, controlling, reducing risk )
NUTRA -
CEUTICALS
Lifestyle
Dietary
Opportunities
Supplements
( Improving presentation, performance & well-being )
( VMS & herbal supplements )

6. CLASSIFICATION OF NEUTRACEUTICALS
Traditional
Non traditional

7. 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

8. 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.

9. Opportunities Medical applications
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

10. Medical Opportunities
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

11. Medical Opportunities
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

12. Medical condition Pharmaceutical
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

13. Need Clearly defined consumer group having concern
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 
Sufferers supported by medical advise 
Self diagnosis by consumers

14. Lifestyle - Social drug Physical presentation
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

15. Exploiting the opportunity
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

16. 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

17. Health & wellness

18. Connotations - wide & across… many things to many people
To eat vitaminized products
No deficiency of minerals/ vitamins
No illness
Eat green vegetables
Have Peace of mind
Body will remain
Cheerful / Happy/ strong
Fit body
Joyful
Self confident
Health &
Stamina / strength
Satisfied
Wellness
Active / high
energy level Good looks Health is
Feel young Eat fresh
food
wealth Have six
Give attention to
pack abs
No weight gain Doing exercise
cleanliness To be
smart
HEALTH DOES NOT HAVE MERELY ILLNESS ASSOCIATIONS ANY MORE…a shift in the paradigm of health

19. Red Bull Fashionable Nutraceutical brand
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

20. Red Bull Strategy   Consumer advertising & sports sponsorship
 Promotion similar to Coca-Cola Target 
 Youngsters by creating aspirationalaura  Functional benefit intentionally vague

22. Revital Adult health supplement launched in 1989
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

23. Challenge TYPICAL OF LATE MATURITY / EARLY DECLINE PHASE
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 
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

24. Revital Rides high on a positive health concept
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

25. Research Extensive market research Understand consumers and doctors
Extensive market research 
Understand consumers and doctors 
Across urban and rural India 
Reason 
To augment insights 
To execute a four-pronged switch strategy 
Foraying into consumer needs through a well-thought television creative 
Feeling of freshness 
“We wake up easily and feel like going to work. Earlier it was difficult to
wake up even” -MADURAI 
“even after coming back from a hard day’s work I was in a jolly mood
with my family” -FAIZABAD 
Sustaining freshness & energy 
“all our weakness disappears, your body feels good” -DELHI 
Combats weakness 
“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

26. Business Strategy : Rainbow Approach
Communication
Availability Detailing
- Awareness
- Trial
Chemists and FMCG - Doctors
- Repeat Purchase
Direct to Consumers
- Loyalty
-Positive WOM
With a shift in decision-making , focus is predominantly on Consumers

27. COSMECEUTICALS

29. 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

30. 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

31. INTRODUCTION
Recently, orally delivered products of similar claims as cosmeceuticals have been labeled as either oral cosmeceuticals or as nutricosmetics or nutriceuticals.

32. 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”.

33. 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.

34. 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.

35. 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

36. 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

37. 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.

38. 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

39. 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

40. 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.

41. THANK YOU -PHARMA STREET