Alternative Healthcare 2010 - Market Assessment.

M2 PRESSWIRE-December 6, 2010-Bharat Book Bureau: Alternative Healthcare 2010 - Market Assessment(C)1994-2010 M2 COMMUNICATIONS

RDATE:06122010

Like previous editions of this Market Assessment, Key Note's 2010 report on alternative healthcare - also known as complementary and alternative medicine (CAM) - concentrates on major therapies such as acupuncture, the Alexander Technique, aromatherapy, chiropractic, herbal medicine, homeopathy, osteopathy and reflexology, and also covers herbal and homeopathic remedies and aromatherapy oils. There are, however, a large number of other alternative healthcare techniques not covered by this report. Some of these resemble the aforementioned therapies, although others relate more to exercise, spiritual welfare or personal fulfilment.

Many alternative therapies and remedies, particularly acupuncture and herbal medicine, have been in existence for centuries and have formed the basis for modern 'conventional' medicine. A point of difference, however, is that some are regarded as 'holistic'; that is, they treat the whole person rather than targeting specific symptoms and their causes, as is the case with conventional medicine. Although herbal remedies are widely perceived as 'natural' in terms of their sources, Key Note's research shows that many consumers recognise the need to treat them with similar caution as conventional medicines.

Despite the fact that medical specialists, general practitioners (GPs), nurses and other health professionals sometimes practise alternative therapies themselves, or refer patients to alternative practitioners, a low proportion of respondents to Key Note's survey felt that the medical profession supported, recommended or had enough knowledge about alternative healthcare. Furthermore, although the NHS has for many years offered selected alternative therapies to patients (particularly homeopathy), the availability of these has declined due to the NHS questioning the lack of 'evidence-based proof of efficacy'. In January 2008, it was reported that many NHS trusts had withdrawn or reduced funding for homeopathy during the previous 2 years.

Since the House of Lords Select Committee on Science and Technology's report on CAM was published in 2000, there has been slow but ongoing activity regarding statutory or voluntary self-regulation of alternative healthcare therapists in the UK. Currently, only chiropractors and osteopaths are fully regulated, although discussions continue regarding self-regulation in acupuncture, herbal medicine, homeopathy, aromatherapy, the Alexander Technique and reflexology. Indeed, the Complementary and Natural Healthcare Council (CNHC) Register is already open to some of these disciplines, with more to be included in the future. Key Note's research shows that people would be better disposed towards the use of acupuncture and herbal medicine if these areas were regulated for safety and effectiveness.

A major issue in CAM remains the effect across Europe of the EU Directive on Traditional Herbal Medicinal Products. This addresses the questions of quality, safety and efficacy of herbal remedies, which are growing concerns owing to the increasing number of products on the market - a few of which have been shown to present distinct health risks. In order to continue to be offered for sale after end April 2011, all herbal remedies that have been on the market for 30 years (prior to 2004) must hold a Traditional Herbal Registration (THR). However, they will be exempted if they hold a Product Licence (PL) or Market Authorisation (MA), are classified as a botanical product under food law, are available only from herbal practitioners or are making no medicinal claims. Products that have been on the market for less than 30 years prior to 2004 must comply with one of these last conditions.

Despite regulatory challenges, some manufacturers, such as Diomed and New Nordic, have been offering new herbal products. In addition, there is some consolidation among UK manufacturers and suppliers, coupled with increasing activity to improve UK market shares by Swiss- and German-owned companies such as Galenica, Bioforce, Klosterfrau and Schwabe. Some of these have become the major holders of THRs in the UK with their branded products.

It is thought that the Internet is gradually becoming a more important source of supply of herbal and homeopathic remedies, and for aromatherapy oils. However, the major distribution channels remain chemists and drugstores, health-food shops, grocery multiples and, in the case of aromatherapy, cosmetics and toiletries specialists.

Main media advertising expenditure on herbal, homeopathic and aromatherapy products remains at a relatively low level. With regard to retail sales values, there has been an estimated fall in sales of herbal remedies in recent years, as well as a slight decline in the case of homeopathic remedies in 2009. However, the aromatherapy oils sector grew steadily up to 2009. Key Note forecasts that sales of herbal remedies will decline in 2010 and 2011, before staging a recovery between 2012 and 2014. Sales of homeopathic remedies are also expected to dip in 2010 and 2011; despite a slight increase in 2012, they are predicted to remain static thereafter. Meanwhile, sales of aromatherapy oils are expected to grow slowly throughout the period from 2010 to 2014.

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