VMS usage stands at 24% among Indian respondents in the past six months, skewed towards men and consumers aged 35+, highlighting clear headroom to broaden category reach.
VMS usage stands at 24% among Indian respondents in the past six months, skewed towards men and consumers aged 35+, highlighting clear headroom to broaden category reach. Growth will depend on a dual strategy: recruiting non-users and increasing frequency among occasional consumers to drive more habitual usage.
Evolving lifestyle stressors, especially rising air pollution, are reshaping health priorities across both immediate and long-term needs. Alongside this, a growing focus on premature ageing and preventive healthcare is opening new avenues for innovation, particularly in organ protection and daily defence. This report elucidates emerging need states and innovation spaces within these shifts.
Demographic-led propositions are gaining traction, as consumers increasingly recognise the need for age-specific solutions. This creates opportunities to target cohorts such as teenagers and older adults with clearly defined benefits and tailored positioning. This report spotlights which benefits to prioritise and how to position them effectively.
Modern and unconventional formats remain underexplored, offering brands scope to differentiate through formats that enhance convenience, engagement and usage occasions. This report also discusses format-led opportunities to unlock greater consumer appeal.
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, minerals.
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