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The global customized premixes market is witnessing promising growth owing to the emerging trend of personalized nutrition among consumers. Micronutrients such as vitamins & minerals are required in minute quantities to maintain the overall health of an individual. The deficiency of micronutrients can create serious threats to human health. The growing interest in nutrient fortified foods has resulted in the increased demand for customized premixes of nutrients such as amino acids, phytochemicals, and botanical extracts among food & nutraceuticals manufacturers.
The trends such as veganism and vegetarianism among consumers give rise to the risk of certain nutrient deficiencies such as vitamin B12 which is largely present in meat and fish products. These kind of deficiencies can be tackled with food fortification and consumption of dietary supplements. In August 2016, the German Nutrition Society recommended that vegan diet followers should incorporate vitamin B12 supplements in their routine. The manufacturers are capitalizing on the ongoing health trend by introducing products such as bread, butter, pasta, and chocolates fortified with micronutrients. The health claims such as improvement in bone health or the immune system stated on these products has a positive marketing impact.
In the past few years, the demand for nutrient-enriched foods has increased due to the trend of healthy eating, which primarily drives the growth of the market. Consumers are incorporating nutraceuticals in the daily routine to reduce the risk of lifestyle-related health conditions such as obesity and heart diseases. Hectic lifestyles and increasing stress have contributed to the increasing prevalence of such disorders. The emerging trend of personalized nutrition further fuels the demand for customized premixes for dietary supplements. Various trends such as functional foods & healthy hydration contribute to the growth of the customized premixes market.
Key Market Driver -
Rising Demand for Nutrient-enriched Foods to Improve Health & Wellbeing
Key Market Restraint -
Bitter Taste and Off-flavours of Micronutrients & Botanical Extracts
Micronutrients and functional ingredients such as phytochemicals & botanical extracts, when added to any food product or supplement, generally impart off or bitter taste to the products. Taste is the most important factor in purchasing decisions, even when consumers look for healthy foods. The challenges faced in masking the off-tastes, flavors, and bitterness impedes the growth of the market. Although manufacturers invest in various approaches to tackle these challenges, the process of taste-masking is costly which hampers the growth of the market.
SternVitamin GmbH & Co., The Archer-Daniels-Midland Company, Koninklijke DSM NV, Kemin Industries, Inc., Micronutrients USA, LLC., Glanbia Plc, Corbion N.V., Vitablend Netherlands B.V., Watson, Inc., and Chemische Fabrik Budenheim KG are the key players operating in the global customized premixes market.
Vitamin supplements segment is expected to witness strong growth owing to the rising demand for multivitamin supplements & vitamin-enriched functional foods among consumers. The modern-day hectic lifestyle & busy work schedules lead consumers to consume more junk food which often results in the deficiency of crucial nutrients in the body. Consumers nowadays are inclined towards choosing nutrient-enhanced foods to maintain overall wellbeing. Manufacturers are capitalizing on this trend by incorporating vitamin premixes in innovative products such as multivitamin toffees, vitamin-enriched dairy products and beverages, and vitamin-fortified bakery products. Mineral premixes along with vitamin premixes are exhibiting strong sales performance due to the increasing prevalence of deficiencies of minerals such as iron and zinc. The rising awareness of the significance of mineral consumption to strengthen the immunity drives the growth of the market.
The powder form of premixes is anticipated to exhibit substantial growth on account of the longer shelf life, easy transportation, and simple storage procedures. Powders easily blend with most of the foods and are easier to mask for better texture.
Nutraceuticals, among other application areas, are expected to witness robust growth due to the rising demand for dietary supplements enriched with customized premixes. The trends such as healthy snacking and healthy hydration support the growing demand for functional food and beverages. The novel offerings by manufacturers such as vitamin & mineral fortified juices, cheese & butter, and micronutrient coated breakfast cereals are winning over a new target group of millennials, which fuels the growth of the market.
The robust growth of customized premixes in North America is attributed to the budding trend of functional food and beverages. The growth in the aging population has led to an increased demand for micronutrient supplements among consumers to maintain health & wellbeing. The U.S. Food & Drug Administration advises incorporating vitamin supplements in daily routine of people of age 50 and more. This kind of government intervention encourages manufacturers to develop novel supplements and capitalize on their growing demand which positively impacts the market growth. The growing interest in herbal supplements and functional food & beverages contributes to the increase in demand for botanical extracts and phytochemicals premixes in the region.
Asia Pacific is anticipated to exhibit robust growth on account of the increasing demand for customized dietary supplements that are made with customized micronutrient premixes. The demand for dietary supplements is extremely high in developing countries to improve overall health in children, pregnant women, and the elderly. The willingness to spend more on nutritional products to prevent conditions such as obesity, diabetes and cardiovascular diseases further drives the market growth. Rapidly evolving food and beverage sector with new product innovations in functional food and beverage space fuel the growth of the market in the region.
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