Monavie Scam, Monavie Fraud, monavie scandal
Author – Mr.Raj Lingam, President, South Asia, Monavie
Food is fundamental to health. Of late, eating habits witnessed in a majority of people mostly depends on what the society and self think about wellness, staying healthy and eating right. In a Country like India that is increasingly facing many lifestyle related health anomalies, the choice of food that one makes is driven not merely by taste, preference and pricing, but by what we actually need, to keep our body clocks ticking. Wellbeing is all about consuming the right kind of food irrespective of illness or unhealthy lifestyle habits.
The Indian consumers are no longer blind ritualistic followers of a prescribed diet. Food manufacturers have seen the need to be extra careful about the nutritional information that they provide in their packaging, for consumers are increasingly becoming more than aware of the health benefits of every ingredient in the food they are consuming.
The more we learn about our health, the more we come to realize that our modern diets are not providing all the nutrients that our body needs. Our body is constantly subject to attacks by free radicals. Free radicals are responsible for the oxidative damage in our body which in turn may lead to chronic illness and aging. To fight these free radicals, antioxidants have to be introduced to our system. Our body needs a balance of macronutrients like proteins, fats and carbohydrates, micronutrients like vitamins and minerals and phytonutrients like antioxidants and polyphenols to maintain excellent health.
A food’s antioxidant activity is rated in an ORAC value. The ORAC (Oxygen Radical Absorbance Capacity) unit, ORAC value, or "ORAC score" is a method of measuring the antioxidant capacity of different foods and supplements. Foods that contain high ORAC value are said to minimize the oxidative damage in our body.
During recent times, food pollution is one hazard that health & wellness food manufacturers look at quashing. No consumer could have imagined that food that is essential for them to survive could become toxic. Usages of chemicals are increasing so rapidly that people cannot imagine even a single product without any chemical. Most health food & drink manufacturers are eyeing Açai berry as a potential ingredient for their product to detoxify our body. According to a study, purity and detoxification is the leading wellness trend in terms of product launches.
Açai berry, ‘the fruit of philosophy’, a small, deep-purple fruit is found in the floodplain swamps of the eastern Amazon River basin. It is packed with beneficial compounds and it can be called the premiere source of antioxidants. Açai boasts the highest ORAC rating of any food, providing 18,400 ORAC units per 100 grams. The key feature of Açai berry is unique, ranging from fighting oxidative damage, defending effects of aging, protecting blood vessels, promoting vitality and providing long lasting, natural energy. Food manufacturersneed to give ample support to help preserve and encourage the plantation and harvesting of Acai Berry scientifically.
Fighting oxidative damage, defending effects of age, promoting vitality and ensuring overall well being is what exactly a consumer looks for while opting for a wellness product. One does not easily understand that all calories are not bad for the body. Players in the health & wellness Industry rope in the calorie conscious category with supplements that provide just the right amount of healthy, nutrient rich calories. For the health food/drink Industry it is all about ‘weight management’ and not loss or gain.
Fruits are seasonal in nature and making them available in as natural and convenient a form anywhere in the globe is challenging enough. Preserving the freshness and richness of fruits that are exotic is possible only in the form of Juices that are scientifically blended to preserve their goodness and taste etc more so over a considerably longer period of time. This is precisely where Health / Wellness Drinks fit in.
Umpteen health juices are made available depending upon their raw material, manufacturing process and the preservation method. However when it comes to Wellness the ‘moving forward’ towards a better ‘feel’ not all can be of much help. As wide a variety, as scientific a choice and as safe a blend in as economic as possible a price is what Wellness Juices should stand for.
This industry of Health and Wellness drinks is booming for people are benefitting visibly yet the chosen Fruit Juice must qualify and shall be up to the standards. Reports suggest that juices are more ‘wholesome’ than any other form of such nutrients and hence may grow even faster as the news of success spreads across the globe.
Consumers are also increasing becoming aware of the caffeine content in the health/energy drink. This creates a significant impact on beverage firms coming up with energy drinks. The Industry experts and health nutritionists feel that all brands should consider declaring the caffeine content in their products so that Indian consumers can make informed choices about their beverage consumption.
Typically, energy drinks are said to cause a spike in the levels of energy in our body that is attributed to the high caffeine content. Certain ingredients like ‘palatinose’, a natural carbohydrate energy source in sugarcane, honey and sugar beets that are free from any synthetic formula helps with a steady stream of energy over a longer period of time. Energy drinks should ideally come with an added advantage of containing 100% natural sources of energy and should ensure that your body clock keeps ticking all through the day.
India with its growing population and increasing health concerns has caused a potential increase in new health and wellness brands emerging into the market. In 2010, India saw a large number of new health and wellness products in niche categories as well as products targeted towards lower-income groups. This expanded the market in terms of both product range as well as consumer base.
The Indian consumer always looks for an attractive package. What the consumers eat could create a higher impact when the product is made available in a convenient package. Consumer patterns are also often driven by the appeal that the packaging of the health food/drink due to the varied cultures, tastes and practices.
All aspects put together, the health and wellness food and beverages market in India is expected to grow at a healthy rate. New launches suited to Indian tastes and easily affordable foods will further drive growth in the health and wellness industry.
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Source: Times Food Processing Journal