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Vitamins and Supplements - Indian Consumer Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Vitamins & Supplements market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Play on the sensory needs to endear VMS
  • Address the nutrition deficiency of Indian consumers with fortified vitamins and supplements
  • Brands are creating products fortified with essential nutrients for the health-conscious Indian woman

What you need to know

Create awareness about nutrient deficiencies

There is low awareness about deficiency of vitamins and minerals among Indian consumers. Government is taking measures to help reduce problems due to nutrient deficiencies. VMS is generally consumed as a medicine and consumption of VMS is quite low, at only 37% consumption.

Emphasise the importance of VMS in daily routine

Provide at-home-testing kits to help consumers diagnose their own nutrient deficiencies. 19% of consumers are interested in using a home testing kit to identify their nutrient deficiencies. Extend these tests to offer consultations from doctors or pharmacists as 23% of consumers need expert help in deciding what to buy.

Engage consumers through new formats and flavours

Innovate with formats and flavors to help engage consumers with VMS. Currently 62% prefer VMS in a tablet format which gives it a medicinal connotation. Offer daily snacks like chips, cookies, bars and cake with fortified nutrients to make VMS a part of the regular diet. Play on packaging to appeal to varied needs of consumers.

Expert analysis from a specialist in the field

Written by Rimpie Panjwani, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Vitamins and supplements are regarded as medicinal in India and only consumed if prescribed by a doctor, but brands can help change this image by formulating newer and indulging formats. In India, credibility and clinical efficacy may not be an important criteria recommended by consumers; however, it is the moral responsibility of brands to deliver what they promise Rimpie Panjwani
Senior Health Analyst

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Table of contents

  1. executive summary

    • key trends

      • Key drivers
      • Global trends and how they are playing out in India
    • consumer insights

      • [Graph] India: Vitamins and dietary supplements launches, 2014-18
      • VMS consumption
      • [Graph] India: Reasons for VMS consumption – select, by gender, May 2018
      • [Graph]
      • Attitudes and influencers
      • [Graph] Global: Vitamins and dietary supplements launches with a "natural" claim, 2015-18
      • [Graph] India: Preference of format for VMS consumption – select, by region, May 2018
    • market applications

      • Opportunities
      • Who's innovating?
      • Global innovations
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