A nutraceutical that has clearly proven to be safe and effective is a more attractive factor than professional advice for urban Malaysians when choosing to buy a nutraceutical.
Clean label is an ethos, a consumer demand for transparency, sustainability and responsibility, and sports nutrition currently suffers from a negative perception when it comes to these demands, according to Mintel.
The concept of responsible nutrition is gaining traction among Indian firms, with companies increasingly combining consumer appeal with health benefits, claims an industry expert.