The concentrate on preventive healthcare is driving the usage of vitamin, mineral and complement (VMS) merchandise. In accordance with Mintel analysis, docs’ prescription was one of many major elements encouraging the consumption of VMS amongst Indians. Moreover, 57% of Indians who consumed VMS within the six months to October 2022 principally did so to stop well being points. With the rising curiosity in well being safety and prevention of sickness, customers are more and more turning to VMS extra proactively to remain wholesome.
Bone well being ranked as one of many prime three well being advantages that Indian customers search from VMS merchandise (40%). Nonetheless, its restricted presence in launch exercise (with immune well being having the largest share at 35% between 2021-22) hints at a possibility for manufacturers to innovate. As well as, magnificence and emotional wellbeing additionally seize customers’ consideration on this class. Listed below are some key insights from the keynote presentation by Dr Anamika Banerji, Meals and Drink Analysis Analyst, Mintel Stories India on the latest Vitafoods India 2023:
Supply extra merchandise that speak about bone well being
Practically half (46%) of Indians aged 55+ present the best curiosity in VMS merchandise with bone well being advantages in comparison with youthful age teams. Moreover, 32% of customers depend on doctor-prescribed VMS to handle weak bones in 2021. Manufacturers can subsequently supply formulations that assist all-round bone well being.
For instance, Wellbeing Diet Bone Help makes use of delayed-release nanotechnology designed to launch slowly over eight hours to make sure most bioavailability. It incorporates collagen, hyaluronic acid and resveratrol, promising all-round advantages starting from lubrication of joints and cartilage to stop bone loss post-menopause and enhanced mobility.
Place magnificence merchandise for customers belonging to Gen Z
Using VMS to supply magnificence advantages by sustaining and bettering the well being of pores and skin, hair and nails is changing into interesting to customers, significantly Gen Zs aged 18-34 (33%). Magnificence messaging may assist in motivating youthful customers to make use of VMS commonly.
Scientific proof can be utilized to showcase efficacy. Atomy’s Pomegranate Jelly highlights pomegranate as a core ingredient. The pomegranate focus used is alleged to have 26 instances extra ellagic acid than recent pomegranate juice of the identical quantity. The model additionally shares the outcomes of medical trials to show efficacy in retaining pores and skin moisture.
Supply advantages associated to emotional wellbeing to these aged 35+
In relation to emotional wellness, 50% of Indians agree that the assertion “I’m actively searching for methods to scale back stress” describes them very properly. This may very well be driving 26% of customers to decide on emotional wellbeing as a prime good thing about curiosity in VMS. That is significantly true for these aged 35+ (39%).
nidra stress-free Ashwagandha gummies declare to style good and do good. Ashwagandha, being an Ayurvedic adaptogen, gives stress aid whereas offering a way of calmness and leisure. The model presents an 84-day stress-free assure whereby the order will probably be refunded if customers don’t really feel a distinction.
What we expect
Shoppers in search of handy meals post-pandemic will drive demand for prepared meals. Manufacturers can take a lesson from Vietnam’s prepared meal market in providing more healthy prepared meals along with comfort, particularly with the expansion in comfort shops throughout each markets. Manufacturers that provide prepared meals impressed by native delicacies will enchantment to customers who join with their tradition by way of meals.
