To maintain good health, people usually rely on a number of mechanisms: maintaining a balanced diet containing the necessary nutrients, performing regular physical activity and getting enough sleep. This also led to the rise of the health supplement market. Each brand offers a number of supplements designed to meet individual needs. These include multivitamin capsules, protein powders, endurance drinks, stamina boosters, weight loss tablets, and more. Some brands offer a 90-day weight loss guarantee on their pills. “In the last three to four years, many direct-to-consumer (D2C) brands have emerged offering supplements for weight loss, height gain, muscle mass, protein powders, etc. The dietary supplement market is not highly regulated; Brands can make a variety of claims without having to substantiate or pass strict regulations. This is one of the downsides of digital-first brands, and many do not have clinical-level substantiation. You can quickly launch a brand with little to no capital,” Shiv Sethuraman, founder of The New Business and xQ advisory board member, told BrandWagon Online.
45% of Indian consumers take dietary supplements primarily to prevent health problems, global market research firm Mintel said in a report. According to market research firm Statista, the Indian vitamins and minerals market is expected to reach $14.5 million in revenue by 2024, with an annual growth rate of 9.08% from 2024 to 2029. The market size is expected to be $22.39 million. The number of users is expected to reach 92 million by 2029, and the user penetration rate will increase from 4.2% in 2024 to 6.2% by 2029. Average revenue per user (ARPU) is expected to be $0.25.
Questions sent to FSSAI, Oziva, Centrum, Kapiva, and Plix remained unanswered at the time of publication.
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Brands play!
Experts say the market for multivitamins and dietary supplements operates under over-the-counter category rules, so they are sold under relatively loose regulation and oversight, and consumers do not have access to prescriptions or supervision. They claim that you can easily access these products without any. These items are widely available, often driven by internet trends and the desire for quick solutions. Additionally, individuals, including celebrities, are frequently featured on social media endorsing various health products such as multivitamins, gym supplements, and beauty pills. “Transparency is of paramount importance for players in the health supplements market, especially those offering products related to weight loss, height gain, muscle gain, weight gain, and similar areas such as whey and protein supplements. I strongly believe that it is imperative that these players avoid hiding information behind their proprietary formulations and openly discuss the scientific basis of their products, including ingredients, composition, percentages, and more. Clear communication about details is critical to establishing trust and transparency within the industry,” said Harish Bijoor, business and brand strategy specialist and founder of Harish Bijoor Consults Inc. Masu.
Health supplements typically fall into two categories. One is prescribed by a doctor to address a specific individual’s concerns, and the other is easily purchased without a prescription or supervision. Brands such as Plix, Oziva, HK Vitals, Muscleblaze, Bold Care, and POD Nutrition offer a variety of supplements, including protein powders, weight loss drinks, multivitamin capsules or tablets, sexual wellness supplements, and protein bars. Plix, for example, offers a wide range of supplements from consumables to skin care, from weight loss tablets that guarantee 90-day efficacy to a “skin perfecting serum.” These products are marketed through popular celebrities and influencers who feature testimonials about their effectiveness. Similarly, Oziva sells supplement powders for hair growth, skin glow, and anti-aging.
Ojiva’s operating income fell 18.9% from Rs 123.45 crore in FY22 to Rs 175 crore in FY23, according to regulatory filings accessed by Toffler. It posted a profit of Rs 5,896 crore in FY23 from a net loss of Rs 6,274 crore in FY22. Plix’s operating revenue increased 2.5 times from Rs 3,990 crore in FY22 to Rs 9,960 crore in FY23. The company’s net loss narrowed by 12% from Rs 10.91 billion in FY22 to Rs 9.6 billion in FY23. Similarly, Bright Lifecare Private Limited, which owns brands such as HK Vitals, HealthKart and Muscleblaze, saw its operating revenue increase by 69.5% from Rs 490,899 crore in FY22 to Rs 832.48 crore in FY23. reported. Net loss narrowed by 50.1% from Rs 3,30,132 crore in FY22 to Rs 164,712 crore in FY23.
Close relationship between brands and supplements!
It is thought that consumers used to be quite reluctant to take supplements on their own without a doctor’s prescription, but now with the entry of D2C brands, people are becoming more aware of internet trends, influencers, celebrities and brands. I am now influenced by promotions, etc. “Our marketing strategy is a balanced combination of the following elements: digital marketingTraditional advertisement, and strategic sponsorship. In the digital realm, we utilize various platforms such as social media, search engine optimization (SEO), and email marketing to engage with your target audience and increase brand awareness. Performance on platforms such as Meta and Google His marketing is our go-to strategy in the early stages as it ensures efficient use of resources and accurate targeting,” said Ayush, co-founder of POD Nutrition. says Mr.Gupta.
Industry experts say today’s consumers are much more aware of the ingredients used and what additives are harmful to their health. Therefore, all purchases are made consciously. Recently, social media influencer Levant Himatzynka, also known as Food Farmer, launched a campaign titled “.label padega indiaThis is to spread awareness about the need to read the ingredients on the label before purchasing a product. “We strive to avoid making any unrealistic claims, false promises, or changes that may discourage our users. Honest solutions are a fundamental goal of Bold Care, and that is why we “Our fundamental marketing approach is through verified claims, regular testing, and ongoing safety checks.”
Bold Care claims to focus exclusively on the Indian male audience and customize its products to suit their needs. According to the company, the target age group is 35 to 45 years old, considering that Indian men may experience sexual health problems at an earlier age. Therefore, the company claims that its main audience is between the ages of 25 and 40, and that a significant portion of its sales come from metropolitan areas and first-tier cities. The company’s current acquisition cost is about 200 million rupees, Mr. Gupta said. 750. Moreover, he claims that at a time he is expanding within one market or city, targeting mainly large cities, while also looking at the potential of 2nd and 3rd tier cities. “We are expanding our offline marketing, especially in Tier 1 metros, with on-ground activities such as tasting sessions to gather feedback and build trust. ’s marketing strategy,” he added.
Industry experts emphasize the need for both regulators and consumers to take care to ensure brand claims are substantiated. Young people in particular should be careful when pursuing specific physical characteristics or the perfect appearance, as they are more susceptible to unsubstantiated claims. The role of influencers and celebrities in endorsing such products has been noted as important, and individuals are urged to consider carefully who they follow and trust. It has been noted that some influencers recommend products without personal use, while others do thorough research before recommending a product.
