The fast pace of modern urban lifestyles, the rise in single-person households and the increase in the number of households in which both partners work are all serving to erode the time available for the preparation and consumption of balanced meals. In combination with rising consumer health-awareness, this is driving growing demand for products that are both convenient and nutritious.
Internet retailing is gaining prominence as a distribution channel for weight management and wellbeing products. Digital platforms such as Healthkart, Amazon and BigBasket offer a wide variety of products at competitive prices, as well as providing the convenience of any time/anywhere ordering and home delivery, and product guarantees.
The supplement nutrition drinks category is benefiting from an increase in consumer-awareness, especially as consumers become increasingly conscious that their diets are failing to meet their nutritional requirements. With consumers not having time to prepare and eat balanced meals and increasingly grabbing their food on-the-go, there are opportunities for products that offer a quick and convenient nutritional boost.
Herbalife International India retained its leading position in the weight management and wellbeing category in 2019. Moreover, the company has ambitious expansion goals for the forecast period, aiming to implement a three-pronged approach in which it will launch products in three categories: supplements for daily nutrition requirements, macronutrients for millennials, and nutrition for professional athletes.
A growing number of players are entering the weight management and wellbeing category, including small domestic companies such as OZiva and Kapiva Ayurveda, both based in Mumbai. In addition, the sports and nutrition-focused retailer, Healthkart, has its own private label, Incredio, which is working to gain share in the market.
Late in 2018, Indian player, Zydus Wellness Ltd, outcompeted rivals such as Coca-Cola to agree a deal to acquire Heinz India Pvt Ltd. The acquisition included Complan, the dominant brand in supplement nutrition drinks, as well as brands such as Glucon D, Nycil and Sampriti Ghee.
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This industry report originates from Passport, our Consumer Health market research database.