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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