ABSTRACT

Since the 1990s we have been witnessing the blurring of boundaries between two industries-food and pharmaceuticals-which have led to the emergence of an interindustry segment, namely, nutraceuticals and functional foods. This convergence has created a multibillion dollar industry worldwide. Value propositions, technologies, markets, and demand structures have converged as consumers try to fulœll varied needs in the same transaction. Compounded with this is the fact that major metabolic disorders are not being addressed with an aim to cure. Instead, nutritional correction has now come to play a major role in these disorders.