The vitamins, minerals and supplements market in India is witnessing a dynamic shift, driven by consumers’ increasing awareness of gender- and life-stage-specific needs. Urban women are particularly focused on supplements that support hormonal health and post-pregnancy care, while men seek solutions for muscle building, hairloss and cardiovascular health.
Ayurvedic formulations remain a dominant preference for gut health, with a trend toward integrating probiotics. The demand for holistic wellbeing supplements is surging, emphasizing benefits like immunity, energy and stress reduction. Additionally, fertility and anti-ageing supplements are gaining momentum, reflecting a broader interest in proactive health and longevity.
Opportunities for VMS expand as Indians look to supplements to fulfil gender- and life-stage-specific needs. Gut health can grow by focusing on diagnosis and education while riding on the popularity of Ayurveda.
Anamika Banerji, Senior Research Analyst – Food and Drink, India
VMS includes: single/dual vitamins and minerals, multivitamins and minerals, combinations with supplements in which vitamins and/or minerals form a main selling point, supplements – amino acids, proteins, plant/botanical extracts, seeds, fish oils, prebiotics, probiotics.
It excludes: supplements in which vitamins are naturally intrinsic to one of the ingredients and products that require prescriptions and functional foods – food and drink fortified with or rich in vitamins and minerals.
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Encourage trial with familiar botanicals, 'real' fruits/nuts and naturalness. Offer multifunctional health solutions tailored for distinct health-seeker cohorts. Tulsi Joshi, Senior Food & Drink Analyst, India ...
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India's nutritional landscape is experiencing a significant transformation. As a nation facing protein deficiency, there is a growing focus on protein, evident across consumers, brands and digital platforms. However,...
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Indians are embracing functional foods. Offer multifunctionality, mental health and science-backed claims; innovate with fruit-, vegetable- and protein-based ingredients.Anamika Banerji, Research Analyst - Food and Drink, India ...
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Post-pandemic interest in preventive health is driving demand for functional food/drink. Good value and efficacy will be key to unlocking its potential. Tulsi Joshi, Senior Food & Drink...
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