Navigating Nutraceutical Market In India

Nutraceuticals are a combination of “food” and “medicine” and have become an important part of the global health and wellness industry. These products contain food additives, active ingredients, herbal extracts and other natural ingredients that provide health benefits beyond the original food. In India, traditional Ayurvedic medicine is combined with modern scientific research, and vitamins have become an important part of preventive care.

The nutraceutical market in India is divided into three main segments: (Courtesy: Deloitte)

1. Healthy foods and drinks: This category includes a variety of products such as nutritional supplements, nutritional bars, probiotic yogurts and soy products. Consumers alone account for 65-70% of the market. Some examples of such products are oats, fortified cereals, flax seeds, and snack bars.
2. Dietary supplements: These products are rich sources of vitamins, minerals, amino acids, and other bioactive compounds. Dietary supplements account for 30-35% of the market. Examples include vitamin and mineral supplements, herbal supplements, and protein supplements.
3. Useful drink: This plant field offers health benefits in addition to hydration. Botanical and malt beverages dominate here, accounting for 75% of the functional beverage market. Examples of healthy drinks include functional juices, energy drinks, and prebiotic and probiotic drinks.

Nutraceuticals in India: Embracing tradition and innovation

India’s rich cultural heritage, including Ayurveda and herbal medicine, provides a strong foundation for the nutraceutical industry. Ayurveda principles that emphasize overall health and balance between mind, body and spirit, influence the creation and consumption of nutraceuticals products. Traditional herbs such as ashwagandha, turmeric (curcumin) and tulsi have gained worldwide recognition for their medicinal properties and are widely used in nutraceutical formulations.

Nutraceutical Brands in India: Leaders of Healthcare Innovation

Some of India’s nutraceutical brands have made strides in integrating traditional wisdom with modern scientific research to develop new health remedies. Brands such as Himalaya Wellness, Dabur India, Patanjali Ayurved and Amway India have emerged as market leaders, offering a wide range of products that cater to various health needs. These brands emphasize quality, strength and safety and adhere to strict regulatory standards set by agencies such as the Food Safety and Standards Authority of India (FSSAI) and the Ministry of AYUSH.

Indian health products market

• The nutrition industry in India is growing rapidly due to changing consumer habits and increasing health awareness. Here are some important points:

Market size and growth:

• The Indian food market was valued at USD 4 billion in 2017 and will reach USD 18 billion by 2025. (Courtesy: gov)

Growth dynamics:

• The increasing prevalence of health-related diseases, including non-communicable diseases (NCDs), is driving the demand for functional foods and supplements.

• India recorded of 5.8 million people died due to NCDs in India in 2016, highlighting the need for preventive measures. (Courtesy: Deloitte)

Various products and health benefits

Nutraceutical brands in India offer a wide range of product portfolios including herbal supplements, vitamins, minerals, probiotics and nutritional supplements. These products are designed to support immune function, improve heart health, enhance cognitive function, manage weight, and correct nutritional deficiencies. With an increased focus on preventative health care, consumers are increasingly turning to nutritional supplements as part of their daily health routines.

Regulatory framework and quality assurance

Nutraceutical laws in India follow the best guidelines to ensure safety, efficacy and consumer protection. Manufacturers must follow Good Manufacturing Practices (GMP) and adhere to labeling requirements that provide clear information on ingredients, dosage and health claims. Regulatory bodies such as FSSAI oversee product approvals, monitor compliance with standards, and conduct inspections to maintain quality assurance throughout the industry.

Future directions and challenges

Going forward, the food industry in India will continue to grow, driven by factors such as increasing health awareness, rising  incomes, and the move towards preventive health care. Innovations in manufacturing technology, biotechnologies, and food solutions are necessary to shape the landscape of the future. However, challenges such as regulatory complexity, market fragmentation, and consumer education remain and require continued attention from stakeholders.

Conclusion

Overall, the nutritional products represent a fusion of ancient wisdom and modern science, providing complete health solutions that appeal to India’s diverse consumer base. As nutraceutical brands continue to innovate and expand their product offerings, they play an important role in helping individuals take control of their health and well-being. With a commitment to quality, innovation and customer trust, nutraceuticals will play a bigger role in shaping the future of health in India and beyond.