study via secondary data collection.

1. BY: Suwarn Shekhar (PGDM- Marketing)Delhi school of business
ADULT NUTRITION MARKET OUTLOOK- INDIA

2. Executive Summary
Market Potential: Indian Nutrition market size was estimated at USD 35.29 billion in 2023 and is
Expected CAGR 8.0% from 2024 to 2030.
Key Drivers: Rising disposable income, growing health conscious lifestyle, and preferences shifts from
Curative to preventive healthcare (94% Indian worried about health), Nutrient Consciousness witnessed an
accelerated adoption curve post COVID-19, Increase in healthcare spending, Increase in Wellness and
pharma Retail chains.
Challenges: Developing Market as India has less than 5% penetration in adult nutrition.
90 % adult are unaware of the Nutrients daily requirement (protein, Vitamins, minerals, etc.).
High Product price and price sensitivity of consumers.
Marketing and distribution Challenges.
Environment: Policymakers are taking steps to address Nutrition awareness. As currently, 85% of Indian
population Vitamin D deficient and 73 % are deficient in protein. Regulatory bodies are supportive for
Domestic Players.
Opportunity: The market offers significant sustainable growth potential. As India is a young Demographic
dividend with rising Preventive Healthcare Culture, Rising Youth Population.
Top Competitors : Dabur, GSK, Patanjali, Amway, Herbalife.
All Links in Notes

3. The Indian Adult Nutrition market Dynamics
Adult Nutrition Market
Segmentation
By Adults Social role :
• Fitness Enthusiasts
• Sportspersons and Athletes
• Working Professionals
By Product Type:
• Functional Foods
• Dietary Supplements
• Functional Beverages
Market Breakup by Application
• Energy and Weight Management
• Preventive Health
• Curative Health
• Injury Recovery and Immunity
• Others
India’s Exponential Rise in
Disposable Income
In 2023, 62.5% of India’s
population is aged 15 to 59
Expected Market YOY CAGR of
8%
Key Drivers andTrends -
0
100
200
300
400
1991 2001 2011 2016 2021
Youth PopulationGrowth (in
Millions)

4. 1.48 1.53
1.67
1.8
1.98
2.18
2.4
2.63
2.85
3.08
3.31
3.54
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
In
billion
U.S.
dollars
Revenue Growth Rate :
In vitamins & minerals segment of OTC market India from 2017 to 2028 (in billion USD)

5. As per EY FCI global survey,
•94% of Indians are worried about health
•82% of respondents see “healthy” as important buying
factor
•40% are willing to pay a premium price.
Nutrition Market KeyTrends PostCovid 19
Key Drivers andTrends Based on Exploratory- 2 In-depth
Qualitative Interviews

6. Market Opportunity
Share of people who consumed dietary supplements or nutraceuticals in India as of March 2022, by age

7. MarketOpportunity : Indian people's nutritional status state-wise (NIN Institute)
Adult health Awareness campaigns on daily nutrient
intake, Preventive care.
While indirect, zones with higher wasting prevalence
might see a demand for:
• Fortified staples to address potential
deficiencies.
• Adult nutrition products catering to specific
needs

8. Industry-Level Analysis
Entry Barriers:
• Licensing requirements and product registration
• Establishing robust distribution channels
• Marketing and Brand-awareness
• Regulatory framework (FSSAI compliance)
Competitive Landscape
18.5
15.2
12.8
8.3
7.1
Key Players Market Share (%)
Dabur India Ltd. Patanjali Ayurved Limited GSK Consumer Healthcare Amway India Herbalife International

9. Company Age (Years) Business Model Market Capital (Crores)
Geographic
Presence
Tie-ups/Partnerships Market Share (%)
Dabur India Ltd. 139 Direct Sales, Distributors, Online Rs.102219.24 Tier 1,2,3 Extensive 18.5
Patanjali Ayurved
Limited
27 Direct Sales, Distributors, online Rs 50,590.59 Tier 1,2,3 Limited 15.2
GSK Consumer
Healthcare
100+ Distributors, Online Rs.38,542.15 Tier 1,2,3 Extensive 12.8
Amway India 59 Multi-Level Marketing Rs.20,000 (Estimated) Tier 1,2
Independent
Business Owners
8.3
Herbalife
International
44 Multi-Level Marketing Rs. 137.20 Tier 1
Independent
Distributors
7.1
Competition Level Insights

10. Competition Level Insights
Company
Number of
Patents Filled
Patents (Source) CAGR Future Growth Plans
Consumer
Reach
Product Diversification
Retail Distribution
Network (Millions)
Dabur India Ltd. 18
https://www.dabur.com/di
gital-annual-
report/integrated-
reports/intellectual-
capital.html
10.20%
Focusing on organic products,
expanding into new markets
High
Beverages, Healthcare,
Ayurvedic Products, Cosmetics
7.7+
Patanjali Ayurved
Limited
33
https://insights.greyb.com
/patanjali-patents/
8.70%
Increase manufacturing
capacity, investing in R&D
Moderate
Food & Beverages, Ayurvedic
Products, Personal Care
1.5+
GSK Consumer
Healthcare
14306 https://dbtindia.gov.in/ 9.50%
Focusing on digital marketing,
product innovation
High
Nutritional Drinks, Vitamins &
Supplements, Oral Care
10.7+
Amway India 73
https://iprsearch.ipindia.g
ov.in/publicsearch
7.80%
Expanding product portfolio,
strengthen online presence,
HUL merger by EOY
Moderate
Nutritional Supplements,
Personal Care Products,
Cosmetics
0.5+
Herbalife International 64
https://www.uspto.gov/pa
tents/search
7.20%
Focusing on emerging
markets, investing in R&D
Moderate
Nutritional Supplements,
Weight Management Products
4.5+

11. Strengths of Existing Players:
• Established brand recognition and consumer loyalty
• Extensive distribution networks and Sales channel.
• Diversified product portfolios catering to various needs
Opportunities for New Entrants:
Product Innovation with robustQuality Control: Introduce novel and differentiated products addressing specific consumer needs (e.g.,
personalized nutrition solutions, organic ingredients).
Focus on Niche Segments:Target specific demographics with unmet needs, such as working professionals requiring convenient formats
with specific health concerns.
AdditionalConsiderations: Indian Consumer Behavior Study and Understanding is crucial.
Price Sensitivity: Indian consumers are often price-sensitive. New entrants may need to develop cost-effective product offerings or
focus on premiumization with clear value propositions.
Competitive Analysis: