Researchers have identified the active components such as beta-glucan from oats, and specific starch and tocopherols from barley and pea fibre, which can be extracted and used in nutraceuticals. Beta-glucan, for example, demonstrates potential as a immune system stimulant and has been shown to lower cholesterol. Whether consumed as food, pills, powders or other medicinal forms, plants have been a major source of medicines throughout history, and today are a multi-billion dollar market. Nutraceuticals have the potential to decrease Canada's burgeoning health care costs, and there are considerable economic benefits to be derived by developing the domestic and global markets for these products. The value of the nutraceuticals sector worldwide is forecast to increase significantly and market development could increase this even further.
Many consumers believe in the health benefits of nutraceuticals.
The promotion of these products is limited by laws that forbid unsubstantiated claims of health benefits in food and food products. As a result, there is a perception that the inability to have health benefits recognized, substantiated or otherwise, has delayed market growth and market readiness. The key to marketing nutraceuticals focuses on the wellness or health aspects of the product, therefore, consumer acceptance depends upon substantiated clinical and scientific data regarding the efficacy of these products. To comply with labeling and advertising regulations requires adequately defined and standardized scientific protocol, legislative support, and funding for clinical trials. The cost of clinical trials is a major roadblock to getting these products on the shelf.