Nutraceutical Industry in India
The nutraceutical industry in India is valued at $2.2 billion as of 2015 and is expected to grow 20% annually to reach $6.1 billion by 2020. Consumers in the states of Andhra Pradesh, Tamil Nadu, and West Bengal seem to spend more capita on nutraceuticals than average Indians. However, major cities such as Mumbai and Delhi are prime markets for such products as well. Functional food and beverages account for 68% of the industry. The remainder is composed of vitamins, minerals, and supplements (VMS).
In the VMS category, Amway India’s Nutrilite is one of the most popular supplements. In addition to traditional western VMS, Ayurvedic herbal supplements are in high demand among Indian consumers. Ayurvedic products include Baidyanath’s Chyawansprash and Emami Ltd.’s pain reliever Zandu Balm. Vitamin World, a subsidiary of New York-based NBTY, sells herbal supplements such as turmeric and ashwagandha (known as “Indian ginseng”). Prominent Pittsburgh-based GNC sells protein supplements in addition to VMS.
The functional food category encompasses probiotics, omega-3 fatty acid products, and Ayurvedic products. India-based Mother Dairy and Amul are the leading producers of probiotic yogurt (dahi). Nestle’s ActiPlus is another popular brand across India. Mother Dairy’s Nutrifit and France-based Danone’s Yakult are popular probiotic milk drinks.
Norwegian Denomega and British Croda are major producers of omega-3 oils. Dabur India specializes in Ayurvedic functional foods with products such as Dabur Honey and Dabur Rose Water.
The functional beverage segment consists of energy and sports drinks, fortified juices, and malted milk. Popular energy drinks in India include Red Bull GmbH’s Red Bull and Hansen Natural Corp.’s Monster. Amul’s Stamina was the first mass-marketed sports drink in India. The fortified juice segment is dominated by Coca-Cola’s Minute Maid juices and PepsiCo’s Tropicana juices. U.K.-based GlaxoSmithKline leads in the malted milk segment with its brands Horlicks, Boost, and Viva.