The total nutraceuticals market in India, currently valued at INR 44 billion in 2009, will more than double by 2013, according to a new report from Ireland-based Research and Markets, “Nutraceuticals Market: India.” The report provides a snapshot of the market, with a focus on food supplements and vitamins and minerals. An analysis of growth drivers includes an increasing shift toward preventive therapies, an increase in disposable income, an increase in healthcare spending, an aging population, pharma retail growth and a favorable pricing environment. Key challenges include lack of standardization, high pricing, lack of awareness, marketing and distribution issues. Future trends identified include fortified foods, Ayurvedic nutraceuticals and foreign tie-ups. For further information: www.researchandmarkets.com.