A shift to preventative health will see nutraceuticals emerge as a growth area across mature and emerging markets.
The strong growth and globalization of the nutraceuticals sector may be down to the ingenuity of brand managers as much as food scientists, but it also reveals a lot about current trends in healthcare and the cultural, economic or demographic factors underlining them, across both mature and emerging markets. What is interesting about the nutraceuticals boom is that no-one has really agreed yet what these products are exactly, or at least where they sit in standardized legal and regulatory terms either at country level or worldwide.
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