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12
Commercial aspect and market
potential of phytoactive products
Raman Manoharlal
1
, G.V.S. Saiprasad
1
,
Shradha Devi Dwivedi
2
, Manju Rawat Singh
2
and
Deependra Singh
2
1
ITC Life Sciences and Technology Centre (LSTC), Bengaluru, Karnataka, India;
2
University
Institute of Pharmacy, Pt. Ravishankar Shukla University, Raipur, Chhattisgarh, India
1. Introduction
Plants contain vital nutrients for life along with bioactive phytochemicals that aid in dis-
ease prevention and health promotion. While macro- and micronutrients found in plants
have long been considered vital for human health, phytochemicals have lately been identified
as modulators of critical cellular communication pathways. The word “phyto” comes from
the Greek word, which means plant; therefore phytochemical substances are abundant in
plant-based products and food. Phytochemicals, frequently referred to as secondary metab-
olites, are chemical substances produced by plants via a variety of chemical routes.
Numerous recent research studies have established that a wide variety of phytochemicals
can benefit the function of human cells. Several studies demonstrating the beneficial impacts
of phyto chemical-rich foods on health clearly imply that consumption of these phytochemi-
cals can aid in health improvement [1]. Based on this evidence, several researchers have
already explored the health benefits of phytochemicals.
The color, odor, and flavor of fruits and vegetables are all due to phytochemicals. For gen-
erations, there has been a link between frequent and abundant consumption of plant-based
meals and drinks for good health. Phytochemicals are naturally prevalent in the diets of
most Southeast Asian countries, as these countries consume a lot of fruits, vegetables, spices,
and whole grains. From ancient time, plant products are well known for their medicinal and
health benefit properties. Maharshi Charaka, renowned as the “Father of Indian medicine,” in
his book, Charaka Samhita, listed the benefits of a variety of plants. This book is recognized as
a good source of alternative medicine in the Western world. Plants were frequently used to
CHAPTER
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Phytopharmaceuticals and Herbal Drugs
https://doi.org/10.1016/B978-0-323-99125-4.00012-3 © 2023 Elsevier Inc. All rights reserved.
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heal illnesses in Sumerian and Akkadian cultures. Plants are also used in Chinese and Egyp-
tian medicinal systems. Phytochemicals are the substances that are plentiful in plant-based
diets.
Phytochemicals provide prevention from a variety of noncommunicable diseases (NCDs).
Chronic illnesses such as diabetes, cardiovascular and neurodegenerative disorders, cancer,
and others are among them. Inadequate eating of fruits, vegetables, spices, and other foods
is responsible for two-thirds of all deaths globally. The World Health Organization (WHO)
recommends eating five to eight portions of fruits and vegetables per day to minimize the
risk of NCDs [2]. Plant metabolic productsdeither primary or secondarydare the active con-
stituents in phytochemicals. These are not formed as a by-product of primary metabolism
and so do not play an important role in the plant’s survival; rather, they participate actively
in secondary metabolism. Secondary metabolites are classified into four classes based on their
metabolic origins: terpenoids, sulfur, phenolics, and alkaloids compounds.
2. Health benefits of phytochemicals
Phytochemicals have the remarkable characteristic of selectively targeting various infected
cells through numerous signaling pathways while sparing normal cells, making them safe for
human ingestion. Phytochemicals offer a wide range of qualities that have been st udied for
centuries. Different experimental approaches (cell and tissue cultures, animal tests, and hu-
man research) have yielded information on the health-promoting potential of vegetabl es
and fruits, as well as isolated phytochemicals. Human research, particularly epidemiological
and intervention studies, as well as biomarker-related studies, is particularly important. Ex-
perts concur that just a portion of the potential impacts of phytochemicals has been thor-
oughly explored in order to ma ke definitive recommendations. Phytochemicals offer a
variety of qualities that have been studied for centuries. They have anticarcinogenic, antibac-
terial, antidiabetic, and antiinflammatory properties. They have a positive impact on
numerous signaling pathways that contribute to disease processes. Highly reactive atoms
or group of atoms have unpaired electrons. Reactive oxyg en species (ROS) are produced
often during normal physiological activities. ROS include singlet oxygen, hydroxyl radicals,
superoxide, peroxyl radicals, and peroxynitrite, which can result in oxidative stress and
cellular damage [3]. Free radicals are metabolic by-products that can cause cells to lose struc-
ture and function before finally killing them. A high quantity of ROS damages various bio-
molecules, including DNA, proteins, and lipids. Cellular DNA repair machinery can deal
with little DNA damage but can be overwhelmed if the damage is severe. A high degree
of DNA damage can result in carcinogenesis. As antioxidants, phytochemicals protect cells
from ROS-induced damage. Oxidative damage is reduced by antioxidants. Before free radi-
cals assault cells, antioxidants can stabilize or deactivate them. Antioxidants aid in chemo pre-
vention by slowing or halting the progression of cancer. Inadequate plant- based diet
consumption raises the risk of cancer to a greater level. Phytochemicals may therefore
open the path to cancer prevention [4,5]. They prevent disorders including atherosclerosis,
cardiac and cerebral ischemia, neurological diseases, and cancer by providing protection
against free radical damage (A report on the antioxidant activity of leaves and rhizomes of
12. Commercial aspect and market potential of phytoactive products282
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Costuspictus D. Don, n.d.). These plant-derived chemicals stimulate detoxification enzymes as
well as immunological and hormonal responses, in addition to functioning as antioxidants.
These phytonutrients work at all stages of the disease process, stopping it from starting
and progressing. They target Akt-, NF-B-, MAPK-, and Bcl-2-mediated apoptotic pathways
to regulate cell cycle machinery and hence inhibit cancer cell growth. Carcinogen met abolism
is also hampered by phytochemicals, which inhibit the generation of active carcinog ens from
procarcinogens while simultaneously triggering phase II detoxification enzymes. Phytochem-
icals are modulators of cell differentiation and inflammation, in addition to controlling cell
proliferation. They inhibit the growth of fungus, yeast, and bacteria, many of which can cause
cancer, as antimicrobial agents. H. pylori, a bacterium that causes stomach cancer, is a com-
mon cause of stomach ulcers. Ulcer development is inh ibited by phytochemicals. Diabetes
and inflammation are strongly associated to cancer, and as a result, diabetes and inflamma-
tion are linked to cancer. These plant-derived compounds also influence a number of tran-
scription factors.
Different phytochemicals have different effects. Some of them are antioxidants, which pro-
tect cells from oxidative harm. As a result, the risk of oxidative stresserelated disease (rheu-
matoid arthritis and cancer) can be minimized. Some may have hormonal effects and impact
metabolic pathways, which have been connected to several chronic diseases, i.e., cancer and
heart disease development. Some of them work by stimulating enzymes, while other phyto-
chemicals prevent cancer cells from multiplying by interfering with DNA replication. As a
result, these phytochemicals can regulate cancer cell proliferation. Some may have antibacte-
rial properties and prevent infections from adhering to cell walls. Some phytochemicals have
been discovered to reduce LDL cholesterol and thereby prevent blood clotting.
Phytochemicals are very effective in treatment of various diseases such as cardiovascular
diseases (CVDs), cancer, diabetes, osteoporosis, cataract, menopausal conditions, and cogni-
tive functions. Phyto chemical extracts, like from Lagerstroemia speciosa and Lagerstroemia flori-
bunda, offer a wide variety of anti-aging qualities in skincare formulas and have no negative
side effects on the skin, in addition to these advantages. Demand for phytochemicals is pro-
jected to rise as customers’ lifestyles change and their attention is drawn to their looks. Phy-
tochemicals, on the other hand, have negative consequences, such as reducing the
bioavailability of some nutrients, interfering with proper growth and reproduction, and
limiting protein and carbohydrate digestion. Infertility has also been related to phytoestro-
gens. Such negative consequences might stifle the market’s expansion [6].
3. Phytochemicals from plant to market
In order to use phytochemicals in medicine, it is necessary to identify the active compo-
nents in them, extract them, and quantify them. As a result, it’s critical to comprehend the
extraction, isolation, and purification operations. Several solvents and techniques can be
used to extract the active component such as ultrasonic-assisted extractions (UAEs) and
microwave-assisted extraction (MAE). Solvents such as hexane, methanol, ethyl alcohol,
and others can be used to extract phytochemicals from leaves and seeds. Selection of solvent
is based on the polarity of the phytochemicals which is to be extracted. MAE is frequently
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used to extract antioxidants instead of other techniques since the time required fo r the pro-
cedure and the volume of the solvents are reduced in MAE [7]. Microwaves are electromag-
netic rad iations, and the MAE technology extracts active compounds from plants efficiently
and with minimal material loss. MAE makes use of heat, and antioxidant extraction is accom-
plished using little amounts of extraction solvents [8]. Because the yield of target molecules is
great, this approach is also extremely sensitive. UAE is widely used in food processing tech-
nology and is the simplest technique of phytochemical extraction. Plant cell walls are disrup-
ted by ultrasound, enabling the sol vent to infiltrate the cells and increase phytochemical
outputs. UAE operates at a low temperature, which reduces or prevents degradation of
the extracted component [9].
Selection and collection of plant parts are important for isolating and characterizing active
phytochemicals, and determining probable active compounds is the following step. Most
essential, suitable methodologies such as in vitro experiments are desirable while searching
for the active plant chemical. Such tests can provide precise information about a compound’s
bioactivity, such as whether it is an antioxidant, antibacterial, or cytotoxic [10]. In these as-
sessments, precision, simplicity, time, and costs are all critical. The plant extracts so obtained
might be evaluated in a variety of solvents to determine their optimum bioactivity.
Isolation and purification are done with column chromatography; however, purifying
phytochemicals with high-pressure liquid chromatography (HPLC) is faster. To determine
the mass of active chemicals in medicinal plants, high-resolution mass spectrometry may
be a superior approach. The UHPLC-Orbitrap method is a cutting-edge technique for finger-
printing and metabolomics analysis [11]. After the product has been removed, it must be pu-
rified before it can be used. Silica gel column chromatography and thin-layer
chromatography are two methods for purification. With the help of an appropriate solvent,
the undesired items may be removed. The tincture that results can be used as medication, but
the precise dosage cannot be determined at this time. The best way to prescribe a medicine is
in tablet or capsule form. Typically, the tincture produced is a combination of many metab-
olites. Maceration is the first step in the extraction process, which involves breaking and soft-
ening the plant material with a liquid. Infusion, percolation, decoction, and extraction are
then performed.
After extraction and purification of phytochemicals companies allot them specific codes for
their easy identification and marketing. Active constituent is marketed individually or in the
combination form with other active constituent in the form of churna, asava, and juice, while
some of the nutraceuticals also sell them in the form of dairy, bakery, beverages, tablet, and
capsules. For instance, Alkaloids Corporation, an international phytochemicals industry,
allots the numerical code to their products like 4360-12-7 for Ajmaline, 51598-60-8 for Cime-
tropium Bromide, and many more. Following this, these phytochemicals are sold directly to
the customers or deliver to other larger companies such as nutraceuticals industries, pharma-
ceutical companies, and cosmetic industries like Kemin Industry (formulate their own
natural-based cosmetic products), Alkaloid corporation (extract phytochemicals and sold at
international and national market), Himalaya (well known for their natural nutraceuticals
and cosmetically protects formulates and extract out in their own companies), and Patanjali
(another well-known Indian company for their phytochemicals products).
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4. Classification of phytochemicals
Primary and secondary components are found in phytochemical substances. Chlorophyll,
amino acids, proteins, and common sugars are primary ingredients, whereas terpenoids,
phenolic, and alkaloids chemicals are minor constituents [12]. Phytochemicals are divided
into classes based on their chemical structure and characteristics. Phenolics, alkaloids, carot-
enoids, N-containing chemicals, and organosulfur compounds are examples of these sub-
stances [13].
5. Phenolic compounds
A hydroxyl group eOH is found in phenolics, and this hydroxyl group is connected to an
aromatic hydrocarbon group. These are typically found in abundance in plant-based foods,
such as fruits, vegetables, nuts, and drinks. Because the hydroxyl group is linked to an unsat -
urated carbon atom, these molecules vary from alcohols. Secondary metabolites generated by
plants are phenolic chemicals [14,15]. Both antioxidant and prooxidant properties are elicited
by phenolics. Endogenous ROS are scavenged by phenolic compounds. Their ability to influ-
ence intracellular pro- and antioxidant enzymes, as well as their ability to scavenge free rad-
icals, contributes to their activity as antioxidants [16]. The phenolic compounds are further
subdivided into phenolic acids, stilbenes, tannins, flavonoids, and coumarins.
6. Carotenoids
Carotenoids are essential for photosynthesis and are consequently closely linked to plant
life. They are effective in trapping peroxyl radicals and quenching singlet oxygen. Caroten-
oids (also known as terpenoids) are the pigments that give carrots, corn, canaries, and other
fruits and vegetables their distinctive red, orange, yellow, and purple hues; however, antho-
cyanins also contribute to the colorful colors. Carotenoids contribute to the lovely color of
autumn leaves; the yellow-orange color occurs when green chlorophyll is des troyed for the
season. Our everyday food provides us with a reasonable amount of carotenoids.
Carotenoids are usually found in the trans form, although they can be converted to the cis
form during processing. Carotenoids are split into two classes: those that include oxygen
(e.g., lutein, zeaxanthin, etc.) and those that do not (e.g., carotene). Unsaturated hydrocarbons
such as b-carotene, a-carotene, lycopene, and others make up carotenes. Carotenoids may be
transformed to retinoids, which have provitamin action but are far more effective antioxi-
dants. They have anticarcinogenic properties and can control many enzymatic processes
as well as improve immunological functions. Carotenoids are lipophilic substances that
reside within cell membranes. Hydrocarbons are found in the inner section of the lipid
bilayer, whereas those with connected oxygen are virtually perpendicular to the membrane
surface [17].
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7. Alkaloids
Alkaloids are cyclic chemical compounds that contain nitrogen and have a variety of phys-
iological effects. They are organic bases that react with acids to produce salt and have an alka-
line solution. Because they have a nitrogen atom in the heterocyclic ring, these bioactive
molecules serve as a nitrogen reservoir. Al kaloids with an aromatic planar structure, such
as piperine, intercalate with DNA strands to exert their effects [18]. Some alkaloids activate
white blood cells, which aid in the removal of undesirable and dangerous microbes as well
as cell debris [19]. The activation of neurotransmitters by the alkaloids has an effect on the
central nervous system. Morphine, codeine, and other opium-derived analgesics function
directly on the brain. According to pharmacognosy, alkaloids are classed as heterocyclic or
nonheterocyclic based on the presence of nitrogen within or outside the ring. Heterocyclic
compounds consist of pyridine, piperidine, pyrrole, pyrrolidine, tropane, quinoline, quinoli-
zidine, aporphine, indole, purine, indolizidine, imidazole, and steroid alkaloids. On the other
hand, nonheterocyclic alkaloids are classified as hordenine, mescaline, colchine, and phenan-
threne alkaloids.
8. Nitrogen-containing compounds
Nitrogen molecules are found in many plant-based diets. These might be biological or
inorganic in nature. Amines, amides, amino acids, pyrimidines , proteins, nucleic acids, and
other organic forms exist, whereas inorganic forms include nitrates and ammonia. Pyrazines
are nitrogen-containing molecules as well. These are cyclic nitrogen-containing molecules
that add taste to a variety of natural foods. Many nitrogen compounds are found in grapes
and wine [17 ].
9. Organosulfur compounds
Sulfur-containing organic compounds are organosulfur compounds. The element sulfur is
necessary for the growth and sustenance of life. Plants are capable of utilizing inorganic sul-
fur and reducing them to amino acids containing sulfur. Unfortunately, mammals fail to do
that, and therefore they are dependent on sulfur-containing amino acids from plants. Phar-
macological attributes of these organosulfur compounds are common in nature. Organosul-
fur compounds occur in the form of certain essential amino acids, e.g., cysteine, cystine, and
methionine, which are components of proteins, of tripeptide glutathione, and of enzymes, co-
enzymes, vitamins, and hormones. Many of the organosulfur compounds have a foul smell.
Organosulfur compounds are also effective antioxidants. They also contain antiinflammatory,
anti-aging, antiplatelet, and immunomodulatory characteristics, in addition to antioxidant
qualities. Because of these qualit ies, these chemicals have acquired prominence in a variety
of disease situations. Diabetes, CVD, neurological disorders, and cancer are all treated using
them [17].
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10. Contemporary scenario and market demand of phytochemicals
Consumers’ eating habits have evolved dramatically, and they now want naturally
sourced foods, leading to the use of natural active ingredients rather than synthetic additives
to improve food safety and shelf life. Consumption of plant extracts and components helps to
avoid many diseases since plant-derived goods are thought to be more useful than other
chemical-based medications for healthy people. Due to growing consumer health awareness
about the harmful side effects of chemically processed produ cts, there has been an enormous
increase in demand for phytochemicals and other organic plant-based products in recent
years, along with a paradigm shift in consumer preference toward natural phytochemical
and plant-derived nutraceutical products [20]. The growing popularity of organic agriculture
has led in a major increase in the demand for phytochemical and plant-based goods in the
nutraceutical business. For example, the demand for antioxidant-rich components in food
is increasing because they can prevent oxidative rancidity in fat-based foods, like dairy, fried,
and animal foods. To meet this growing demand from customers, natural substances such as
phytochemicals are becoming increasingly popular in food products. Phytochemicals can be
found in a variety of foods, including dairy, bread, beverages, and more. As a result, natural
ingredients are becoming increasingly popular in the market, as they provide a variety of
colors, flavors, a longer shelf life, and nutritional benefits. The discovery of a new chemical
is more difficult, expensive, and risky than ever before. Many pharmaceutical corporations
are now attempting to create nutraceuticals because the market is undeniably large and
increasing. Nutraceuticals cover the majority of therapeutic areas, including antiarthritic,
cold and cough, sleeping problems, digestion, cancer prevention, osteoporosis, blood pres-
sure, cholesterol management, pain relievers, depression, and diabetes.
11. Market potential of phytochemicals and phytoconstituents
In the pharmaceutical industry, a wide diversity of plants have been utilized for centuries
as a traditional therapy for a variety of ailments. People in rural parts of developing nations
are still mostly employing plants as medication. Medicinal plant products have been clini-
cally confirmed to have physiologically active natural components. The development of phar-
maceutical compounds is made possible by the therapeutic properties of many plants. A wide
variety of plants, including Alchemilla vulgaris, Amla, Bilberry, Ashwagandha, Jamun, Karela,
Mulethi, and Propolis, have therapeutic qualities such as antioxidants, antiinflammatory
properties, antibacterial properties, and other traits worth exploring. Immunity and CVD
risk reduction, blood pressure reduction, protection against cancer, tumor development
reduction, and eye health promotion are some of the benefits of these. Consumption of phy-
tochemicals not only provides therapeutical benefits but has minimal adverse effect and can
be used for long-term treatment. According to medical research institute, Roswell Organiza-
tion, the people who consume phytochemicals are less prone toward heart disease and certain
type of cancer. Furthermore, the American Institute of Cancer and Research has recommen-
ded addition of phytochemicals in cancer patient’s diet [6]. COVID-19 wreaked havoc on the
11. Market potential of phytochemicals and phytoconstituents 287
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