- The increasing incidence of lifestyle diseases is the major factor driving the market opportunity for MediKane.
- Over eight million Australians reported having at least one long-term health condition in the 2021 Census, as per AIHW.
- Pharmaceuticals have specific benefits for acute medical problems but force biochemical reactions in the body, which comes with a risk of side effects.
- MediKane says its plant-based treatments designed for chronic health conditions are scientifically and clinically proven and ideally suited to natural preventative health.
Health concerns are rising in this era of fast food and deskwork. The jam-packed lifestyle engagements and a lack of readily available nutritious products result in a number of chronic health conditions such as obesity, diabetes, and bowel disorders. This has led to an increased focus on sustainable and long-term well-being which can be achieved through regular physical activity and a balanced diet.
Moreover, there has been growing research efforts focused on the use of ‘Food-as-Medicine’ interventions for preventing, managing, and treating such health conditions.
MediKane, an Australia-based natural health products company, aims to become a leader in the ‘Food-as-Medicine’ health space with its plant-based treatments. Sourced from natural Australian ingredients with specific health benefits, the company says that its scientifically and clinically proven products hold the potential to improve several long-term chronic health conditions significantly.
Data and image source: Company website
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MediKane’s flagship product, NutriKane D, has been scientifically developed to help people manage their blood sugar levels. The product has been approved for claims by the Food Standards Australia New Zealand (FSANZ) relating to managing blood sugar levels. To know more about this product, click here.
NutriKane R, another MediKane product, is a 100% natural, fibre-rich medical food, scientifically developed to improve regularity and support gut health.
MediKane’s product portfolio also includes SugarKane Fibre, which is a phytonutrient-rich dietary fibre designed to help improve gut health bloating and irritable bowel disorders.
Let us look at the factors that, as per the company, are driving its market opportunity.
Lifestyle diseases - The unfettered access to food and a busy lifestyle are leading to a tremendous increase in a number of health issues such as obesity.
Lifestyle diseases generally arise from an unhealthy diet, alcohol consumption, smoking and physical inactivity. And these lead to chronic diseases, specifically heart diseases, obesity, diabetes, and some types of cancer.
A UN report suggests that by 2030, the proportion of total global deaths due to chronic health conditions is expected to increase to 70%. Similarly, the report highlights the global burden of disease is likely to jump to 56%.
More than eight million Australians reported having at least one long-term health condition in the 2021 Census, according to the Australian Institute of Health and Welfare (AIHW).
To date, there are no superpower drugs for diabetes, so treatment focuses on managing blood sugar levels (BSLs) over the lifetime of patients.
Growing consumer focus on non-drug treatments - MediKane highlights that pharmaceuticals are designed in a way that forces specific biochemical reactions (pathways) in the body. They are essential when a person is diagnosed with a specific medical problem and are successful in most cases. However, they do not help prevent disease in the first place and come with a risk of side effects and adverse events.
Many reports highlight that pharmaceuticals have also lacked the broad reach required to manage metabolic diseases successfully. Further, their effectiveness may go down over time due to habituation. All these factors give rise to the demand for non-drug treatments.
MediKane uses the Food-as-Medicine approach to provide the body with resources and nutrients needed to enhance natural function and help the body manage inflammation.
MediKane claims that its products meet these unmet needs:
Data source: MediKane website