Vitamins & Supplements: Trends - India
Trends in the Indian vitamins and supplements industry include preference of capsule dosages of supplements, liquid encapsulation, millennial driven supplements market, the emergence of exclusive outlets as channels of distribution, growth of dietary supplements market driven by protein and herbal supplements market and vitamins as most on-demand supplements in India.
PREFERENCE OF CAPSULE DOSAGES
- The Dietary Supplements Market in India report for 2013-2018 indicated that consumers of dietary supplements in India now prefer dosages in the form of capsules since they are easier to swallow and offer more formulation flexibility.
- Consumers had developed a preference for capsule dosages, as reported by the Dietary Supplements (Vitamin, Herbal, Probiotic, Omega-3, Protein Supplements) Market in India 2018-2023, which lists it as a trend.
- As recent as 2018, liquid encapsulation of dietary supplements became one of the emerging technologies being used in India.
- The technology protects the ingredients through moisture protection found within the capsule.
- This is an emerging trend since most manufacturers are employing the relatively new liquid encapsulation technology, and Dietary Supplements (Vitamin, Herbal, Probiotic, Omega-3, Protein Supplements) Market in India 2018-2023 report deems it an emerging trend.
MILLENIALS DRIVING SUPPLEMENTS MARKET
- As India grows in economy and education, more knowledge and awareness of health benefits comes alongside it, especially among millennials.
- Based on projections for 2019, tech-savvy millennials in India that now have easy access to information on health and nutrition, are being motivated to seek healthy alternatives to their usual diets, thereby increasing their supplement intake.
- This is an emerging trend because millennials are increasingly consuming supplements, and according to NutraIngredients-Asia, industry experts are looking at it as an emerging trend.
EMERGENCE OF EXCLUSIVE OUTLETS AS CHANNELS OF DISTRIBUTION
- Aside from the already established over-the-counter (OTC) chemist shops distribution channel for supplements, other channel options such as exclusive outlets are emerging, and they provide more credibility to consumers because they also build relationships with the buyers.
- Several gymnasiums and nutritionists also stock and promote functional foods, beverages, vitamin, and mineral supplements.
- Moreover, exclusive outlets are increasingly becoming constant distributors of supplements, and according to Food and Beverage News, dietary supplement expert lists it as an emerging trend.
PROTEIN AND HERBAL SUPPLEMENTS MARKET DRIVING GROWTH OF DIETARY SUPPLEMENTS MARKET
- India's dietary supplements market is the fastest growing market in the Asia-Pacific region.
- Out of the 60% contributed by dietary supplement segment in the nutraceuticals industry, protein, and herbal supplement market contributes to more than 40% of it.
- It is forecasted that the protein and herbal supplement market will cross the 10,000 crore mark up in the period between 2018 to 2023.
- This is an emerging trend since the 2018 report found that "the average urban and semi-urban Indian is becoming more conscious about health & fitness" and is providing a massive growth opportunity for the increasingly growing Dietary Supplement Market in India, of which the protein and herbal supplements segment was and is the major contributor.
VITAMINS ARE MOST ON-DEMAND SUPPLEMENTS
- The share of the protein supplement market only is about 25% of dietary supplements in India and "presently, vitamin supplements are the need of the hour."
- The high demand for vitamins in India is due to its strong brand proposition, followed by protein and iron.
- The urban and health conscious young population are most likely to drive this trend.
- This is an emerging trend since as recent as 2018, vitamins had become the most on-demand supplement in India, and according to Food and Beverage News, dietary supplement expert lists it as an emerging trend.
To establish trends in the Indian vitamins and supplements industry, we carried direct searches on various reliable platforms. We searched market research websites such as Research and Markets, Global Information, Inc., and Research on Global Markets. We also looked into press releases on platforms such as Business Wire and PR Newswire, e-newspapers such as FNB News and health food news platforms such as NutraIngredients-Asia. Based on information found in these sources, we were able to identify six trends. We established that they were trends based on how widely consumers in India were taking them up and on their classification by industry experts as trends.