BUYER BEHAVIOR AND PURCHASE INVOLVEMENT OF CONSUMERS TOWARDS NUTRACEUTICAL PRODUCTS

Nutraceuticals provides health benefits and helps in prevention and healing of diseases. The global nutraceuticals product market is primarily categorized on the basis of functional food, functional beverages and dietary supplements. The global market of nutraceutical is a growing on account of growth in dietary supplement segment. Some of the factors driving nutraceutical market are the increase in disposable income and conscious about one’s health. The spending on purchase of healthy and organic foods is on a rise thus giving a boost to the overall nutraceutical market. Some of the factors restraining the market growth are the lack of knowledge about the benefits of nutraceutical products and high prices of nutraceutical products