The focus on preventive healthcare is driving the use of vitamin, mineral and supplement (VMS) products. According to Mintel research, doctors’ prescription was one of the primary factors encouraging the consumption of VMS among Indians. Furthermore, 57% of Indians who consumed VMS in the six months to October 2022 mostly did so to prevent health issues. With the rising interest in health protection and prevention of illness, consumers are increasingly turning to VMS more proactively to stay healthy.
Bone health ranked as one of the top three health benefits that Indian consumers seek from VMS products (40%). However, its limited presence in launch activity (with immune health having the biggest share at 35% between 2021-22) hints at an opportunity for brands to innovate. In addition, beauty and emotional wellbeing also capture consumers’ attention in this category. Here are some key insights from the keynote presentation by Dr Anamika Banerji, Food and Drink Research Analyst, Mintel Reports India at the recent Vitafoods India 2023:
Offer more products that talk about bone health
Nearly half (46%) of Indians aged 55+ show the highest interest in VMS products with bone health benefits compared to younger age groups. Furthermore, 32% of consumers rely on doctor-prescribed VMS to address weak bones in 2021. Brands can therefore offer formulations that support all-round bone health.
For example, Wellbeing Nutrition Bone Support uses delayed-release nanotechnology designed to release slowly over eight hours to ensure maximum bioavailability. It contains collagen, hyaluronic acid and resveratrol, promising all-round benefits ranging from lubrication of joints and cartilage to prevent bone loss post-menopause and enhanced mobility.
Position beauty products for consumers belonging to Gen Z
The use of VMS to provide beauty benefits by maintaining and improving the health of skin, hair and nails is becoming appealing to consumers, particularly Gen Zs aged 18-34 (33%). Beauty messaging could help in motivating younger consumers to use VMS regularly.
Scientific evidence can be used to showcase efficacy. Atomy’s Pomegranate Jelly highlights pomegranate as a core ingredient. The pomegranate concentrate used is said to have 26 times more ellagic acid than fresh pomegranate juice of the same amount. The brand also shares the results of clinical trials to prove efficacy in retaining skin moisture.
Offer benefits related to emotional wellbeing to those aged 35+
When it comes to emotional wellness, 50% of Indians agree that the statement “I am actively seeking ways to reduce stress” describes them very well. This could be driving 26% of consumers to choose emotional wellbeing as a top benefit of interest in VMS. This is particularly true for those aged 35+ (39%).
nidra stress-free Ashwagandha gummies claim to taste good and do good. Ashwagandha, being an Ayurvedic adaptogen, provides stress relief while providing a sense of calmness and relaxation. The brand offers an 84-day stress-free guarantee wherein the order will be refunded if consumers don’t feel a difference.
What we think
Consumers looking for convenient food post-pandemic will drive demand for ready meals. Brands can take a lesson from Vietnam’s ready meal market in offering healthier ready meals in addition to convenience, especially with the growth in convenience stores across both markets. Brands that offer ready meals inspired by local cuisine will appeal to consumers who connect with their culture through food.
