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Conquering malnutrition is a 'smart' move for the nutraceuticals industry and consumers.
October 1, 2008
By: Paul Altaffer
NULL
By: Grant Washingtonsmith
For many emerging economies around the world it would appear that “breastfeeding is best” when it comes to optimal brain development. The economic value of breastfeeding is also clearly evident. In the U.S., several studies have reviewed the direct economic benefit of breastfeeding vs. bottle-feeding, showing that breastfeeding will save families between $200 and $400 per year. The economic benefit of breastfeeding to both the family and society is even greater when one considers in the first year of life it has significant protective effects against conditions such as otitis media, respiratory infections and gastrointestinal (GI) illnesses, according to the preponderance of data.
The ability to influence cognitive development doesn’t just apply to babies, however. Further supplementation of omega 3s in children, ages 2 to 16, could offer additional developmental benefits. The Oxford-Durham (U.K.) study of omega 3 supplementation in 40% of underachieving children (kindergarten through 16 years of age) showed improvements in reading, spelling and behavior. The focus of cognitive improvement moves from that of “cognitive development” to “cognitive conservation” as we age. Omega 3s will continue to play a significant role, but the attention turns to mitigating or even reversing the effects of aging. Specific antioxidants that can cross the blood-brain barrier may play a role in protecting delicate neurological tissue against oxidative stress. Other products have been shown to improve blood flow and micro-vascular perfusion in the brain. In December 2005, a major epidemiological study was published in Lancet by the Section of Epidemiology, Institute of Psychiatry, King’s College, London, U.K. The study was led by Dr. Ferri, and looked at the prevalence of dementia for each region of the world. Dementia, which is an extreme form of loss of cognitive function (and includes Alzheimer’s disease), is one of the most disabling and burdensome health conditions worldwide. The research group concluded that 24.3 million people have dementia today, with 4.6 million new cases of dementia diagnosed each year—or one new case every seven seconds. The number of people affected is on track to double every 20 years, reaching 81.1 million by 2040. Most people with dementia live in developing countries (60% in 2001, rising to 71% by 2040). Rates of increase are not uniform; numbers in developed countries are forecast to increase by 100% between 2001 and 2040, but by more than 300% in India, China, South East Asia and the Western Pacific.
The nutraceuticals industry supports and advocates for many important causes. And malnutrition is another to take to heart. Vitamin Angels’ current annual budget is $1 million, which is allowing the organization to reach seven million children this year. “We must look at this as a global campaign and as an industry-wide initiative,” Mr. Schiffer said. “These are problems that can be solved. For every cause of malnutrition, there is a solution that is relatively easy to establish and affordable. We have the means to bring the solutions to the people that need them.” The evidence clearly shows that a relatively minor investment into nutrition programs in the present, demonstrates broad scale effects within one generation.
Beyond the feel-good reasons for helping poor people in faraway places, what is the benefit to the industry of getting behind such programs? The answer is simple: nothing validates the importance of nutrition and the nutraceuticals industry more than saving lives. And these programs save lives, have decades of strong research and have clear, measurable effects. The message seems to be getting through to supporters of Vitamin Angels. Donor companies such as the Vitamin Shoppe feel this cause closely relates to its customers’ core values, as well as its own. Similarly, Rainbow Light’s sales of prenatal vitamins rose 20% in its first year of involvement with this program—consumers really bought into the idea that by buying their vitamin women around the world are receiving benefits. Companies selling products worldwide will also be able to leverage this good will and branding to establish themselves in new markets. Product developers will benefit from the considerable research being undertaken on nutrition issues to find out which ingredients have the most effect. And successful companies will be those focused on developing products that are efficacious and available at price points the consumers in each market can bear.NW The authors wish to thank Mr. Howard Schiffer for his contribution of time and insight into this article and for his excellent work in helping to eradicate malnutrition worldwide.
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