Lots of choices but not all are good

I. Christianto, Contributor, Jakarta

Some people may have shopped for cat's claw or devil's claw or root grape extract. Others may have bought olive leaf extract, green barley Hawaiian noni and salmon oil or super garlic oil.

Well, for sure, they are not ingredients for particular foods but names of nutritional supplements that can keep you in good shape.

Indonesia, with its 210 million population, could become one of the world's largest markets for such products. No wonder that the competition is so tight.

Take a look at pharmacies or drug stores. They are now filled with colorful bottles of dietary or bodybuilding supplements and other health care formulas.

People can also select products for dental health, care of the elderly, fitness, healthy heart, menopause, mind and spirit, nutrition, sexual potency, sleep, stress reduction and, of course, weight loss.

There are hundreds of other supplement products such as for preventing bad breath, baldness, cellulite, depression or to enhance memory.

Most producers claim their products are made from materials that have no negative impact on health, even after long-term use. The promises are so tempting that many people cannot resist buying them.

In today's busy world, more people want to have the right kind of nutritional supplements to feel their best. The stress of everyday life can leave many people tired and worn out. They feel that such kinds of food supplements can solve the problem.

As a matter of fact, in this modern world, the overuse of chemicals and pesticides in agricultural production have had a very negative effect on everyone's overall health. In metropolitan areas, most people work hard and have insufficient rest or sporting activity, which can cause them to suffer physical and spiritual distress. This can lead to serious illnesses.

Many people have returned to natural products and food items as the best alternative to prevent illness and to remain fit. That's why they select food supplements that contain natural ingredients. But be careful, not all of the supplement products contain natural ingredients.

In Indonesia, most of the products are imported. There are dozens of local private companies distributing food supplements in the country. The products are originally from, among other countries, Australia, Britain, France, Germany, New Zealand, Switzerland and the United States. There are a few companies in Indonesia that have begun to manufacture food supplements or health foods, including the jamu (traditional herbal drink) makers.

As most of the products are imported, problems may occur if certain brands have been withdrawn from the market in their country of origin but not in Indonesia. Take as an example the case of phenylpropanolamine (PPA). Indonesia lagged behind other nations in deciding on the permitted content of the substance, which has been linked to stroke when taken in large doses in flu and cough medicines.

So far, instead of setting out to fulfill its mandate to protect consumers, the drug and food supervisory agency (BPOM) appears to take action only when there are claims from other parties about drugs or foods that might pose a potential hazard to humans.

There are possible hazards too from several food supplements as several brands contain ingredients dangerous for those with certain health conditions. Many people feel all the natural raw materials used in the food supplements are totally safe. They do not realize that several herbs must still be used with caution.

A U.S. study released recently said that some common herbal remedies might cause serious complications, including internal bleeding and low blood sugar, for patients undergoing operations. Therefore, those taking food supplements are advised to inform their doctor when they expect to have an operation.

There are also food supplements containing ephedra or ephedrine alkaloids, a herbal stimulant that had been linked to heart attacks, strokes and seizures in otherwise healthy young people. The material, also known as ma-huang, should be taken in the proper dosage or it can have a serious impact.

Rivalry

Nonetheless, competition in food supplements is very stiff in Indonesia. Collecting data about their market share and sales targets is not as easy as gaining information on their products from the sales, marketing and promotion staff deployed at most outlets.

"Competition is very sharp. We entered Indonesia about four years ago, but as the market is saturated, more players have come," said Eti Nurhayati of PT Neucorindo Perkasa, which distributes Kordell's.

She said the most wanted products from her company included dietary supplements, children's health food, men's food supplements and eye care items.

"Our products are more expensive compared with other products, but there are always regular customers. The demand is always there," she said, adding that prices were about hundreds of thousands of rupiah for most products.

She refused to disclose monthly sales figures.

The marketing executive of PT Nutrigizindo Nusantara, which distributes Nature's Bounty, Netty, said her company promoted some 35 items in Indonesia.

"The most high-selling product is multi-vitamins," she said, adding that prices ranged between Rp 80,000 and Rp 300,000. She said her company had about 20 counters or outlets across Indonesia.

Since starting operations in 1994, her company has had regular customers as each of the products always indicates the ingredients clearly and transparently.

"I think customers believe in products that state their natural ingredients clearly. Since we have only natural ingredients, there have never been any adverse side effects," she said.

She declined to reveal the total sales or sales targets of her company.

Well it's time to take the pills now that will help you build strong bones and fight osteoporosis, improve circulation, mental function and concentration as well as help support and protect normal liver function from foreign substances. Or take the one to help stimulate the immune function or to reduce the production of fat from sugar.

Still unsatisfied? Take others for optimal growth, children's health and development, and others to improve concentration and to provide nutrients or normal brain-stimulation levels, or to encourage restful, balanced mental activity.

You can still add to your list as there are also pills to help maintain vascular strength and tone and another full line of health products to fit your everyday and long-term needs.

It is your choice for vitamins, supplements, sports nutrition and more. But if you have the opportunity to drink and eat real, natural healthy food, why don't you take it?