India Nutritional Supplements Market Size, Share & Trends Analysis Report By Product (Sports Nutrition, Fat Burner), By Formulation (Tablets, Capsules), By Sales Channel, By Consumer Group, And Segment Forecasts, 2024 - 2030

India Nutritional Supplements Market Trends

The India nutritional supplements market size was estimated at USD 35.29 billion in 2023 and is projected to grow at a CAGR of 8.0% from 2024 to 2030. The increasing health-conscious younger population, awareness about the importance of nutritional supplements, and the high prevalence of chronic diseases in the country are some of the major factors driving the market growth.

According to the Youth in India 2022 report by the Ministry of Statistics and Programme Implementation of the Government of India (GOI), the youth population of India increased from 222.7 million in 1991 to 333.4 million in 2011 and is expected to reach 371.4 million in 2021. This rise in the younger population of the country is anticipated to fuel the market growth.

Growth of the nutritional supplement market in India is driven by the increasing health awareness of nutritional supplements and the lack of a nutritional diet. The Indian population is witnessing a decline in the nutrients from daily diets, which is impacting their health adversely. The lack of nutrition in the diet is contributing to the rise of diseases such as anemia and obesity in the country. For instance, according to the National Family Health Survey (NFHS-5) 2019-21 of the GOI, 57.0% of the women and 25.0% of the men aged between 15 and 49 were anemic in India. These rising health conditions due to nutritional deficiencies are expected to drive market growth.

The increasing income levels in the country are contributing to the betterment of the quality of life of people, which is leading to spending on personal health, thereby contributing to the market. According to the Ministry of Statistics & Programme Implementation of the GOI estimates, the per capita Net National Income (NNI) reached 2,071 USD in 2022-23 from 1,043 from 2014-15. These rising income levels in the country are increasing the affordability of nutritional supplements, thereby contributing to market growth.

Market Concentration & Characteristics

The market growth stage is medium, and the pace of growth is accelerating. The India nutritional supplements market is characterized by high degree of innovation. Nutritional supplements comprise of very wide range of supplements, which offer opportunities for the market players to develop innovative products. For instance, in September 2021, Abbott announced the launch of new PediaSure in India. PediaSure is a balanced nutrition solution that has 37 growth nutrients and is tested specially to bring growth and increase immunity of children in 90 days.

The market is characterized by a high degree of Mergers and Acquisition (M&A) activities as several major players are acquiring other players to grab a larger consumer base and get a competitive edge over other leading market players. Moreover, the aquation further increases the product portfolio of the companies increasing their product offering to the consumers. For instance, in July 2022, Cipla Health Limited (CHL) signed an agreement for the acquisition of Endura Mass, a nutritional supplement brand. The company aimed to expand its product portfolio in the weight gain category with this acquisition.

The nutritional supplement market in India is characterized by the high impact of regulations as the supplements have to undergo stringent regulatory framework to mitigate the risk of adulteration and entry of harmful products into the market. The key body regulating the safety of these products is the Food Safety and Standards Authority of India (FSSAI). The use of nutritional supplements by every age group increases the importance of the safety of these products.

The market is characterized by a medium level of product substitutes available, including fruits, fortified foods, and vegetables, which can offer natural alternatives to the nutrients provided by nutritional supplements. However, these supplements ensure the intake of deficiency-specific nutrients that are not offered by its alternatives.

The nutritional supplement market in India is characterized by low end-user concentration. This can be attributed to the wide range of consumers. The market includes several product ranges, which attract consumers with different needs and deficiencies. Moreover, the market products have demand in almost every age group for different applications and needs, which further impacts the end-user concentration.

Product Insights

The functional food and beverages segment dominated the market and accounted for a share of over 55% in 2023. Increasing awareness about digestive diseases as well as gut health and increasing use of probiotics as functional foods have contributed to the segment’s growth. The benefit of consuming functional foods and providing health benefits beyond basic nutrition has further increased their demand. Moreover, the launch of new products by the companies in the segment is further contributing to the consumption of functional foods. For instance, in May 2022, Plix, a plant-based D2C wellness brand in the country, announced the launch of its 100% plant-based functional food product range. The company entered the health snack segment with the launch of this product range.

The sports nutrition segment is expected to grow at the fastest CAGR of 9.2% over the forecast period. This can be attributed to the growing acceptance of protein supplements and the inclination of the younger population towards healthy lifestyles and fitness. Moreover, the increasing government initiatives to support sport and fitness enthusiasts in the country and increase access to sports nutrition are further expected to boost the segment growth. For instance, under the “Khelo India Scheme’s” vertical “Talent Search and Development," selected players are provided special allowances by the government for facilitating better training, diet, and consumables. This combined increasing popularity of sports nutrients and government support are anticipated to drive the market growth.

Formulation Insights

The powders segment accounted for the largest revenue share in 2023. This can be attributed to the easy-to-consume and easy-to-absorb attributes of powder over other formulations. The body can easily consume the powder form of the nutritional supplements as it is available in smaller molecules. Moreover, powder-form supplements can also be mixed with food, which offers more alternatives for the consumption of supplements. Moreover, the launch of new powder-based supplements in the market is further contributing to the segment's growth. For instance, in September 2022, Tata Consumer Products announced the launch of Tata GoFit. Tata Gofit is a plant-based protein powder with gut-friendly probiotics for women.

The capsules segment is expected to register the fastest CAGR from 2024 to 2030. This can be attributed to the advantages of capsules over other forms of nutritional supplements such as longer shelf life and the preciseness of supplement dosage. Moreover, several market players are focusing on developing better nutritional supplement solutions and experimenting with capsules, thereby contributing to the segment growth. In April 2022, Wellbeing Nutrition launched SLOW capsules. These technology-enabled capsules ensure the timely assimilation of nutrients and vitamins by the human body throughout the day. Such developments in the capsule formulation are anticipated to increase their demand over the forecast period.

Sales Channel Insights

The brick & mortar segment dominated the market in 2023. This can be attributed to the lack of trust of nutritional supplement consumers in online supplement sellers. Moreover, several supplement consumers prefer taking professional advice before the consumption of nutritional supplements, which increases their inclination towards buying from local stores. Moreover, the high penetration of offline supplement stores and Indian consumers' habitual behavior of buying from local stores has contributed to the segment’s growth. Moreover, the number of retail stores in India is increasing owing to the rising efforts of market players to grab a larger consumer base. For instance, in January 2023, Nutrabay, a food and nutrition D2C brand, announced its entry into offline retail stores with an aim to open 300 offline stores across Punjab, Haryana, Uttarakhand, Uttar Pradesh, and Jammu and Kashmir.

The e-commerce segment is expected to grow at the fastest CAGR from 2024 to 2030. This can be attributed to the rising awareness of e-commerce, which is attracting several market players to focus on e-commerce platforms. India has one of the largest internet user bases in the world, which offers significant opportunities for the growth of e-commerce in the country. For instance, according to the Government of India's (GOI) Invest India platform, India is the second largest internet market in the world with over 800 million internet users. Moreover, the GOI is taking significant steps to increase the country's e-commerce connectivity. For instance, in April 2022, GOI launched the Open Network for Digital Commerce (ONCD) platform in the country. These platforms allow any seller to register on the platform and sell the products through e-commerce. This increasing support for the e-commerce in country is anticipated to drive segment growth.

Consumer Group Insights

The adults segment accounted for the largest revenue share in 2023 and is expected to grow at the fastest CAGR over the forecast period. This can be attributed to the high risk of diseases such as chronic diseases and lifestyle diseases in adults. Indian adults have a high prevalence of diseases such as diabetes, heart disease, and joint pains. Nutritional supplements can offer solutions to these conditions, which increase their demand in the adult age group. Moreover, the lack of nutrition in the adults and prevalence of conditions such as obesity is further contributing to the demand for nutritional supplements in adults. For instance, according to the National Family Health Survey-5 2019-21 of GOI, 24% of the women and 22.9% of the men in the country were obese. The high prevalence of such conditions and the increasing threat of lifestyle diseases are anticipated to drive the segment growth.

The geriatric segment is expected to grow at a significant CAGR over the forecast period. This can be attributed to the growing awareness of nutritional supplements in the elderly population and the growing geriatric population of the country. According to the INDIA AGING REPORT 2023 of the United Nations Population Fund (UNFPA), the elderly population in India aged above 60 years is expected to grow from 149 million in 2022 to 347 million in 2050. This increasing geriatric population of the country is expected to increase the demand for nutritional supplements, thereby contributing to the segment's growth.

Key India Nutritional Supplements Company Insights

Some of the key market players include Sun Pharmaceuticals Industries Ltd., Himalaya Wellness Company, Unilever, and Cipla Health Limited (CHL).

• Sun Pharmaceuticals Industries Ltd. has its primary focus on ayurvedic and herbal products. The company is one of the dominating market players with its comprehensive, complex product basket. The company has focused on increasing the market share with the increase in brands.

• Himalaya Wellness Company uses its strong brand image for market growth. The company relies on quality products, especially in the herbal category. The company focuses on expanding its product portfolio and offering better product alternatives to consumers.

Recent Developments

• In January 2024, Dr. Reddy's Laboratories Ltd. announced that the company had acquired MenoLabs, a women's health & dietary supplement portfolio, from Amyris, Inc. This acquisition is anticipated to accelerate the company’s growth in the women's health and wellness market.

• In July 2023, Oriflame Cosmetics AG announced the launch of two health supplements in India. The two supplements are Calcium fortified with vitamin D and magnesium, a facilitator for high bone density and Iron Complex to tackle iron deficiency in women.

• In April 2023, Genetic Nutrition, a sports supplement brand in the UK, launched the company’s high-quality health and wellness segment in India. The company aims to provide the highest quality supplements to Indians through this segment.

• In February 2022, Amway India Enterprises Pvt. Ltd. announced the launch of nutrition supplements in the format of mouth-dissolving jelly strips and favorable gummies under the company’s brand Nutrilite. These products are launched as an on-the-go nutrition solution, understanding the busy lifestyle of youngsters in the country.

India Nutritional Supplements Market Report Scope

India Nutritional Supplements Market Report Segmentation

This report forecasts revenue growth and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the India nutritional supplements market report based on product, formulation, sales channel, and consumer group:

• Product Outlook (Revenue, USD Billion, 2018 - 2030)

  • Sports Nutrition

    • Sport Supplements

      • Protein Supplements

        • Egg Protein

        • Soy Protein

        • Pea Protein

        • Lentil Protein

        • Hemp Protein

        • Casein

        • Quinoa Protein

        • Whey Protein

          • Whey Protein Isolate

          • Whey Protein Concentrate

      • Vitamins

      • Minerals

        • Calcium

        • Potassium

        • Magnesium

        • Iron

        • Zinc

      • Amino Acids

        • BCAA

        • Arginine

        • Aspartate

        • Glutamine

        • Beta Alanine

        • Creatine

        • L-carnitine

      • Probiotics

      • Omega -3 Fatty Acids

      • Carbohydrates

        • Maltodextrin

        • Dextrose

        • Waxy Maize

        • Karbolyn

      • Detox Supplements

      • Electrolytes

      • Others

    • Sports Drinks

      • Isotonic

      • Hypotonic

      • Hypertonic

    • Sports Foods

      • Protein Bars

      • Energy Bars

      • Protein Gel

    • Meal Replacement Products

    • Weight Loss Products

  • Fat Burner

    • Green Tea

    • Fiber

    • Protein

    • Green Coffee

    • Others (Turmeric, Ginseng, Cranberry, Garcinia cambogia)

  • Dietary Supplements

    • Vitamins

      • Multivitamin

      • Vitamin A

      • Vitamin B

      • Vitamin C

      • Vitamin D

      • Vitamin E

    • Minerals

    • Enzymes

    • Amino Acids

    • Conjugated Linoleic Acids

    • Others

  • Functional Foods and Beverages

    • Probiotics

    • Omega -3

    • Others

• Formulation Outlook (Revenue, USD Billion, 2018 - 2030)

  • Tablets

  • Capsules

  • Powder

  • Softgels

  • Liquid

  • Others

• Sales Channel Outlook (Revenue, USD Billion, 2018 - 2030)

  • Brick & Mortar

    • Direct Selling

    • Chemist/Pharmacies

    • Health Food Shops

    • Hyper Markets

    • Super Markets

  • E-commerce

• Consumer Group Outlook (Revenue, USD Billion, 2018 - 2030)

  • Infants

  • Children

  • Adults

    • Age Group 21 to 30

    • Age Group 31 to 40

    • Age Group 41 to 50

    • Age Group 51 to 65

  • Pregnant

  • Geriatric