Vitamins in India

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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