Executive Summary

Oct 2019
PROSPECTS
Multivitamins demand supported by concern for overall wellbeing

Multivitamins remains the largest category in vitamins, supported by consumers’ concern for overall wellbeing, demand for convenience and perceptions of value for money. According to Euromonitor International’s Health & Nutrition Survey, the top three reasons Indian consumers give for taking multivitamins are general wellbeing (61%), immune system (49.

Ageing population creating demand for single vitamins

Demand for single vitamins is being fuelled by the rise in the elderly population in India. The total population aged over 65 reached 84.

Potential in beauty segment

With consumers adopting increasingly holistic attitudes to health, wellness and beauty, and rising demand for products offering more refined functionalities, there is growing potential for the development of vitamins targeting beauty-conscious consumers. According to Euromonitor International’s Health & Nutrition Survey, only 20% of Indian consumers consume vitamins daily, while 18% take them once or twice a week.

COMPETITIVE LANDSCAPE
Amway planning expansion in store-based and online channels

Amway held a narrow lead in vitamins at the end of the review period through its extensive Nutrilite range across single vitamins and multivitamins. The company’s Nutrilite Daily, a multivitamin with 13 essential vitamins and 11 essential minerals combined with the additional advantages of natural plant concentrates such as organically grown acerola cherry, parsley, spinach, watercress, alfalfa and carrot, continues to gain in popularity.

Multinationals dominate

The vitamins category is dominated by major multinational companies, with Amway, GSK Consumer Healthcare, Merck and Abbott occupying the top four places in the rankings. Moreover, these were the only companies to individually account for more than 1% of category value in the final year of the review period.

Novel formats offer opportunities for expansion

The introduction of novel formats beyond traditional tablets and capsules offers potential for development in vitamins. Formats such as gummies and jellies offer opportunities for expanding the consumer base and establishing a greater connection with consumers, especially those who associate tablets and capsules with taking medicine and are, therefore, wary of side effects and long-term impact.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in India market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
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Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in India - Category analysis

HEADLINES

PROSPECTS

Multivitamins demand supported by concern for overall wellbeing
Ageing population creating demand for single vitamins
Potential in beauty segment

COMPETITIVE LANDSCAPE

Amway planning expansion in store-based and online channels
Multinationals dominate
Novel formats offer opportunities for expansion

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in India - Industry Overview

EXECUTIVE SUMMARY

Modern lifestyles and more holistic approach influencing demand
OTC players target consumer demand for convenience and rapid results
Manufacturers responding to demand for natural and Ayurvedic products
Chemists/pharmacies remain key, while future of e-commerce remains unclear
Regulatory changes likely to present opportunities

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine

DEFINITIONS

SOURCES

Summary 1 Research Sources