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Dec, 16 2016

NUTRACEUTICALS: THE NEW OPPORTUNITY HUB

With vi­tamin and mineral supple­ments, a major portion of this market is now func­tional foods and beverages that serve as meal replace­ments, protein supplements and more

The nutraceuti­cals industry in India is worth $2.2 billion and is expected to grow at 20 per cent to reach $6.1 billion by 2020. The rapid growth of this sector points at the new growing demand for health food and supple­ments. India, which was a market of consumers skep­tical about supplements, is now one with rapidly rising demand for dietary supplements. In the past few years, the market has grown wider. Besides vi­tamin and mineral supple­ments, a major portion of this market is now func­tional foods and beverages that serve as meal replace­ments, protein supplements and more.

Seeing the rising demand, many major pharmaceuti­cals and FMCGs have taken the nutraceuticals route in the past few years. Play­ers like GlaxoSmithKline, Nestle, and even Ayurveda brands like Patanjali and Baidyanath have introduced nutritional supplements like protein powders, energy bars, soya milk and much more. However, what’s making this seg­ment a hub of opportuni­ties is the emergence of pure-play nutraceuticals brands as potential players who are not just setting shops, but are also expanding through the route of franchis­ing and distribution. These include names like Body Building India, Flabthugs, Naturelle India, WOW and Nu­trus. With India moving towards urbanization and busier lifestyles, the nutraceuticals market is going to see a huge jump with the rise of social media and awareness about nutritional grab and go food.  

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