Vitamins and Dietary Supplements in India
Headlines
·
Vitamins and dietary
supplements sales grew at 11% in current value terms in 2008, to almost Rs26
billion
·
Growth was driven by consumers
moving towards preventative healthcare, rather than curative
·
Calcium supplements saw the
highest growth, of 14% in current value terms, to reach Rs1 billion
·
GlaxoSmithKline Pharmaceuticals
Ltd launched ActiBase in February 2008
·
Amway India Enterprises leads,
with a 17% value share
·
Sales of vitamins and dietary
supplements are expected to grow by 34% in constant value terms over the
forecast period
Trends
Vitamins
·
Due to a rapidly growing economy
and more hectic lifestyles, an increasing number of consumers in urban areas
prefer to eat outside the home. This has, however, often led to the consumption
of unbalanced meals that do not provide the necessary intake of vitamins. As a
result, consumers in urban areas have increasingly started taking vitamins in
order to fulfil the daily required intake. Previously, women would rely on
their diet for an adequate supply of vitamins. However, with increasingly busy
lifestyles, doctors are advising them to consume multivitamin pills on a
regular basis, and not just during pregnancy.
·
Growth in 2008 was faster than
the review period average. Due to an increase in lifestyle diseases, such as
diabetes and high blood pressure, vitamins are increasingly being used to
replenish the vitamin stock in the body that is depleted due to the treatment
of such diseases. With India having high incidences of lifestyle problems, many
consumers are purchasing vitamins on a UTC basis. Consumers have sought to ward
off diseases and common ailments, caused by factors such as increased pollution
in urban areas, by consuming a regular supply of vitamins.
·
More than single vitamins, it
was multivitamins that drove growth in 2008. With multivitamins offering
multiple benefits in one capsule or tablet, consumers have preferred to take
multivitamins rather than different single vitamins pills. Multivitamins are
increasingly used as a preventative measure, and require a less sophisticated
understanding of the different types of vitamins and their effects than is
required to develop an effective combination of single vitamins.
·
The penetration of vitamins
remains fairly high in India. Although the bulk of sales come from urban areas,
rural areas are not too far behind. This is because vitamins have been present
in India for many years now, and have been priced cheaply by companies.
·
Within multivitamins, the
leading brand remains Pfizer Ltd’s Becosules, with 2008 sales of Rs869 million.
The Becosules brand has been present in India for many years, and benefits from
a loyal following, as well as a strong distribution network that makes it
available all over India. Close on the heels of Becosules is Amway India
Enterprises’ brand Nutrilite Daily, with 2008 sales of Rs841 million. Nutrilite
Daily remains the most popular multivitamin brand among middle and upper income
urban consumers.
Dietary Supplements
·
Many urban Indian consumers
have shifted towards preventative healthcare to prevent illnesses from
befalling them, rather than taking medicines only when they fall sick. Due to
rising urbanisation, a growing economy and hectic lifestyles, the average
urbanite has become more prone to fall sick, due to a variety of problems, such
as digestive issues, headaches, fever and muscle ache. However, to prevent this
from happening and putting a stop in their lives, urban consumers have
increased their consumption of dietary supplements, such as calcium
supplements, mineral supplements, chyawanprash and protein powder. This trend
drove sales of dietary supplements during the review period.
·
2008 growth was slightly faster
than the average for the review period. This higher growth was driven primarily
by consumers in urban areas, who have become more conscious of health issues
and the need to keep physically and mentally fit. With increasingly demanding
careers, young urban Indians have sought to maintain their health and energy
levels by making consumption of dietary supplements a regular part of their
lives.
·
The most popular dietary
supplement brand remains Amway India Enterprises’ protein powder, Nutrilite
with 2008 sales of Rs3.3 billion. Second is the widely distributed Dabur
Chyawanprash, from Dabur India Ltd, with 2008 sales of Rs2.3 billion.
·
Calcium supplements were the
fastest growing subsector in 2008, with a 14% increase in current value terms.
Due to increased awareness of diseases such as osteoporosis among women and
brittle bones among young children, consumers have realised the benefits of
increasing their intake of calcium. As a result, calcium supplements grew
strongly in 2008.
·
The leading brand in
combination dietary supplements is Liv 52, from the Himalaya Drug Co. The brand
is trusted by consumers for its efficacy in not only treating liver ailments,
but also in promoting digestion, and achieved sales of Rs649 million in 2008.
·
Within dietary supplements,
brands positioned for general health are the most widely available. Products
focused on general health mainly consist of mineral supplements, protein
powders, garlic, ginseng and fish oils. Put together, general health made up
63% of 2008 value sales of dietary supplements. Indian consumers seem to prefer
general health dietary supplements for the holistic benefits offered by them to
the entire body. Following general health are dietary supplements positioned
for the immune system. This consists mainly of chyawanprash and the Liv 52
brand. Such products remain widely popular as consumers believe them to make
the immune system stronger, which will help prevent them becoming ill.
·
Within tonics and nutritive
drinks, Neogadine Elixir, from Raptakos Brett & Co Ltd, remains the leader,
followed by Bayer’s Tonic from Bayer (India) Ltd. While Neogadine Elixir is
positioned as a remedy for chronic bronchitis, loss of strength and for
convalescence, Bayer’s Tonic is positioned as a treatment for general debility.
·
Dietary supplements witnessed a
number of new product launches in 2008. GlaxoSmithKline Ltd launched ActiBase,
one of the best selling protein powders in the world. Though the brand will be
marketed only through the prescription route, UTC sales are likely to occur in
the long term. In early 2008, Ranbaxy Laboratories Ltd launched a sugar-free
variant of chyawanprash called Chyawan Active. The brand is targeted at
consumers who have diabetes but wish to consume chyawanprash.
Competitive Landscape
·
Amway India Enterprises
remained the sector leader in 2008, capturing a 17% value share. The company
continued to benefit from rising incomes among consumers in urban India, who
were increasingly able to afford its higher priced products, as well as from
its ability to penetrate rural areas with its strong sales force. The company
also has tie-ups with as many as 5,000 doctors and health practitioners to
promote its brands. Furthermore, it has also launched an e-commerce website for
consumers who wish to shop on-line.
·
Dabur India Ltd saw the largest
increase in value share in 2008, to reach 12%. This was driven by strong growth
in its flagship brand, Dabur Chyawanprash, due to various marketing and
promotional activities. These included collaborating with various welfare
associations, promoting the brand at parks and conducting rural marketing
initiatives. Dabur India Ltd also launched its own retail outlets called New U
in 2008. The stores sell mainly cosmetics and toiletries, and dietary
supplements.
·
Novartis India Ltd is the
outright leader in calcium supplements, with its brands Calcium Sandoz and
Macalvit being extremely popular among women. Within mineral supplements,
Franco Indian Pharmaceuticals Ltd is the leader, with the Dexorange brand.
Raptakos Brett & Co Ltd remains largest player in tonics and bottled
nutritive drinks. Its brand Neogadine Elixir is widely popular among rural
consumers, who consume it as a general health booster.
·
A particularly memorable
advertising campaign was launched by Amway India Enterprises in the latter half
of 2008. The television campaign highlighted the company’s customer-centric
approach and carried the tagline “We are listening”, based on the theme that
the company understands Indian consumers. In terms of other promotional
strategies, Ranbaxy Laboratories Ltd tied up with a leading cinema operator to
give out free samples of Revital along with movie tickets.
·
The launch of ActiBase,
GlaxoSmithKline Pharmaceuticals Ltd’s best selling protein powders brand, has
made protein powders more competitive, especially for market leader Amway India
Enterprises. Indian consumers now have access to a brand that is sold all over
the world. GlaxoSmithKline is expected to market ActiBase aggressively, and
hence sales are expected to be brisk. Meanwhile, the launch of Chyawan Active
from Ranbaxy Laboratories Ltd is likely to be a catalyst for the launch of
similar sugar-free variants of chyawanprash.
·
While Internet sales are
negligible in India, direct sales are increasing year-on-year. In 2008, the
direct sales channel accounted for 22% of total sales of vitamins and dietary
supplements. Due to time pressures, an increasing number of consumers,
especially women, prefer to shop from the comforts of their homes.
Prospects
·
Sales of vitamins and dietary
supplements are expected to grow by 34% in constant value terms over the
forecast period. Growth will be driven mainly by urban consumers, who are
becoming increasingly aware of health needs. More stressful lifestyles,
pollution and digestive complaints will further contribute to growth.
·
The forecast for 2008-2013 is
slightly higher than that made previously for the 2007-2012 period. Due to the
aggressive marketing and promotional activities of Dabur India Ltd and Emami
Ltd, growth in chyawanprash is expected to be robust in the forecast period.
Similarly, with the launch of ActiBase, protein powders are likely to see a
strong impetus to growth. Calcium supplements are also expected to see high growth
due to rising consumption among children, women and elderly people.
·
Growth over the forecast period
is, nevertheless, expected to be slower than that of the review period. This
will come about mainly due to increasing saturation in urban areas of India.
The impending economic downturn will also play its part in deterring
lower-middle income consumers from purchasing vitamins and dietary supplements,
especially since these products are not those of necessity. Having said that,
current value growth of all sub sectors in vitamins and dietary supplements is
expected to be marginally higher in 2009 than 2008 given the general rise in
population and the fact that growth will be from a small base.
·
India’s young population, which
is extremely health conscious, is expected to be the growth driver over the
forecast period. Thanks to high levels of education, young men and women are
extremely concerned about their health. This, coupled with rising income, will
drive them to demand and purchase the very best products and brands.
·
Among vitamins, multivitamins
are expected grow more strongly than single vitamins. Multivitamins are
expected to display robust growth due to their positioning as being able to
maintain general health. Nevertheless, single vitamins that are targeted at
specific deficiencies will continue to grow, albeit at a slower pace than
multivitamins.
·
Dietary supplements will
continue to be seen as preventative, rather than curative. This perception will
drive growth among increasingly health conscious urban consumers, who will
consume them to prevent illness.
·
Due to the fact that vitamins
and dietary supplements are preventative in nature rather than curative, any
increase in prices might lead to consumers abandoning such products and
switching back to taking medicines only when an ailment occurs. The recent high
inflation in India might, indeed, force companies to raise prices, despite the
risk of this alienating the consumer. If this happens, sector growth will be
restricted. Growth may also be hampered by legislative issues. With no clear
guidelines as to what constitutes an OTC product, product managers prefer to
market their brands through the ethical route. Unless companies invest
adequately in brand building, sales of vitamins and dietary supplements will
not reach their full potential.
·
Companies are expected to focus
on urban areas to drive growth over the forecast period, as potential in them
is yet not fully exhausted. While vitamins are not expected to see much
activity due their long standing presence in India, and hence higher degree of
maturity, companies may launch products in garlic, ginseng, calcium supplements
and protein powders. Urban India might also see launches of evening primrose
oil, royal jelly and probiotic supplements. To cater to on-the-go consumers,
the sector may see the launch of products in innovative formats, such as
chewable or dissolving tablets.
·
ActiBase is expected to do well
in the short term. The brand is riding on the success it has witnessed all over
the world, and has the financial muscle of GlaxoSmithKline Pharmaceuticals Ltd
to help it penetrate the market and capture a small, but significant value
share of protein powders. To combat the launch of ActiBase, other companies
might be forced to drop their prices, or introduce products that offer superior
benefits. Chyawan Active, from Ranbaxy Laboratories Ltd, is also set to witness
strong sales, as it is one of the very few brands in India to be offering a
sugar-free variant of chyawanprash.
·
While the general health positioning
of vitamins and dietary supplements is expected to continue to drive growth
over the forecast period, Indian consumers are expected to become more
sophisticated, demanding and aware of health issues. As this happens, specific
positionings, such as men’s or women’s health, mental, or even sexual health
might see product launches that offer specific benefits.
Sector Data
Rs million
2003 2004 2005 2006 2007 2008
Vitamins and dietary 16,459.1 17,820.3 19,421.8 21,318.0 23,125.1 25,562.4
supplements
Vitamins 3,140.1 3,389.4 3,643.4 3,951.4 4,300.2 4,691.4
- Multivitamins 1,858.4 2,011.1 2,171.6 2,374.5 2,610.3 2,898.2
- Single vitamins 1,281.7 1,378.2 1,471.9 1,577.0 1,689.8 1,793.2
-- Vitamin A - - - - - -
-- Vitamin B 681.6 732.2 781.4 839.1 903.5 968.4
-- Vitamin C 432.6 462.5 491.0 518.9 546.4 573.3
-- Vitamin D - - - - - -
-- Vitamin E 167.4 183.6 199.5 219.0 239.9 251.6
-- Other single vitamins - - - - - -
Dietary supplements 13,085.1 14,169.9 15,487.1 17,044.2 18,466.0 20,470.5
- Herbal dietary 4,358.3 4,578.2 5,037.6 5,666.7 6,020.4 6,687.1
supplements
-- Garlic 214.6 233.6 249.9 267.8 290.0 317.0
-- Ginseng 892.7 1,010.0 1,133.0 1,280.7 1,452.5 1,628.0
-- Ginkgo biloba 2.7 3.1 3.5 3.9 4.4 5.1
-- Evening primrose oil - - - - - -
-- Echinacea - - - - - -
-- St John's wort - - - - - -
-- Other herbal dietary 2,564.0 2,614.5 2,873.9 3,265.3 3,338.7 3,711.6
supplements
- Non-herbal dietary 8,726.8 9,591.7 10,449.5 11,377.5 12,445.5 13,783.3
supplements
-- Calcium supplements 596.6 647.2 696.7 764.2 842.2 963.5
-- Mineral supplements 3,250.7 3,695.8 4,165.4 4,657.2 5,184.5 5,766.7
-- Fish oils 65.2 72.4 79.7 88.1 96.4 106.4
-- Protein powder 3,061.1 3,264.8 3,466.0 3,662.6 3,928.8 4,258.3
-- Probiotic supplements - - - - - -
-- Eye health supplements - - - - - -
-- Royal jelly - - - - - -
-- Co-enzyme Q10 - - - - - -
-- Glucosamine - - - - - -
-- Sam-E - - - - - -
-- Other non-herbal 1,560.0 1,672.6 1,782.6 1,937.5 2,130.0 2,415.9
dietary supplements
- Combination dietary 877.5 955.9 1,036.4 1,117.1 1,198.5 1,298.0
supplements
Tonics and bottled 234.0 261.1 291.3 322.4 359.0 400.5
nutritive drinks
Child-specific vitamins - - - - - -
and dietary supplements
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% current value growth
2007/08 2003-08 CAGR 2003/08 TOTAL
Vitamins and dietary supplements 10.5 9.2 55.3
Vitamins 9.1 8.4 49.4
- Multivitamins 11.0 9.3 56.0
- Single vitamins 6.1 6.9 39.9
-- Vitamin A - - -
-- Vitamin B 7.2 7.3 42.1
-- Vitamin C 4.9 5.8 32.5
-- Vitamin D - - -
-- Vitamin E 4.8 8.5 50.2
-- Other single vitamins - - -
Dietary supplements 10.9 9.4 56.4
- Herbal dietary supplements 11.1 8.9 53.4
-- Garlic 9.3 8.1 47.7
-- Ginseng 12.1 12.8 82.4
-- Ginkgo biloba 14.1 13.6 88.9
-- Evening primrose oil - - -
-- Echinacea - - -
-- St John's wort - - -
-- Other herbal dietary supplements 11.2 7.7 44.8
- Non-herbal dietary supplements 10.7 9.6 57.9
-- Calcium supplements 14.4 10.1 61.5
-- Mineral supplements 11.2 12.1 77.4
-- Fish oils 10.3 10.3 63.1
-- Protein powder 8.4 6.8 39.1
-- Probiotic supplements - - -
-- Eye health supplements - - -
-- Royal jelly - - -
-- Co-enzyme Q10 - - -
-- Glucosamine - - -
-- Sam-E - - -
-- Other non-herbal dietary supplements 13.4 9.1 54.9
- Combination dietary supplements 8.3 8.1 47.9
Tonics and bottled nutritive drinks 11.6 11.3 71.1
Child-specific vitamins and dietary - - -
supplements
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% retail value rsp
2004 2005 2006 2007 2008
Folic acid 10.0 10.0 10.0 10.2 10.0
Other B vitamins 90.0 90.0 90.0 89.8 90.0
Total 100.0 100.0 100.0 100.0 100.0
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% retail value rsp
2006 2007 2008
Bone 4.6 4.6 4.8
Energy 11.4 11.4 11.8
General health 62.2 62.2 62.7
Immune system 20.4 20.5 19.5
Mental 0.0 0.0 0.0
Others 1.5 1.3 1.2
Total 100.0 100.0 100.0
Source: Official
statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
% retail value rsp
Company 2004 2005 2006 2007 2008
Amway India Enterprises 16.6 16.7 16.7 17.0 16.9
Dabur India Ltd 9.8 9.9 10.9 11.0 11.8
Heinz India Pvt Ltd 6.8 6.5 6.2 6.2 6.1
Ranbaxy Laboratories Ltd 4.3 4.1 4.3 4.6 4.6
Pfizer Ltd 4.9 4.7 4.6 4.6 4.6
GlaxoSmithKline 3.4 3.3 3.3 3.7 4.0
Pharmaceuticals Ltd
Himalaya Drug Co, The 3.7 3.7 3.7 3.8 3.8
Merck Ltd 3.6 3.5 3.5 3.5 3.4
Franco-Indian 2.5 2.6 2.6 2.8 3.0
Pharmaceuticals Pvt Ltd
Novartis India Ltd 2.6 2.6 2.6 2.6 2.6
Cadila Pharmaceuticals 2.3 2.4 2.4 2.4 2.3
Ltd
Emami Ltd 1.5 1.5 1.6 1.7 1.7
Dr Reddy's Laboratories 1.2 1.3 1.3 1.5 1.6
Ltd
Wockhardt Ltd 0.4 0.4 1.6 1.6 1.5
Elder Pharmaceuticals Ltd 0.9 1.0 1.0 1.0 1.1
Shree Baidyanath 1.3 1.2 1.2 1.1 1.0
Ayurved Bhawan Pvt Ltd
Piramal Healthcare Ltd - - - - 0.8
Raptakos Brett & Co Ltd 0.8 0.8 0.8 0.8 0.7
British Biologicals Ltd 0.6 0.6 0.6 0.6 0.6
Universal Medicare Ltd 0.5 0.5 0.5 0.5 0.5
Zandu Pharmaceutical 0.6 0.5 0.6 0.5 0.5
Works Ltd
Wipro Ltd 0.4 0.4 0.4 0.4 0.3
US Vitamins (India) Ltd 0.3 0.3 0.3 0.3 0.3
Bayer (India) Ltd 0.2 0.2 0.2 0.2 0.2
Glenmark 0.2 0.2 0.2 0.2 0.2
Pharmaceuticals Ltd
TTK Healthcare Ltd 0.2 0.2 0.2 0.2 0.2
Alembic Ltd 0.2 0.2 0.2 0.2 0.2
Indian Drugs & 0.1 0.1 0.1 0.1 0.1
Pharmaceuticals Ltd
Wyeth Ltd 0.1 0.1 0.1 0.1 0.1
Dumex India Pvt Ltd 1.2 1.2 - - -
Others 28.8 29.4 28.5 27.2 25.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
% retail value rsp
Brand Company 2005 2006 2007 2008
Nutrilite Amway
India Enterprises 16.7 16.7 17.0 16.9
Dabur Dabur
India Ltd 8.2 8.8 8.6 9.0
Glucon D Heinz
India Pvt Ltd 6.5 6.2 6.2 6.1
Revital Ranbaxy
Laboratories Ltd 3.2 3.4 3.7 3.8
Becosules Pfizer
Ltd 3.4 3.4 3.4 3.4
Dexorange Franco-Indian 2.6 2.6 2.8 3.0
Pharmaceuticals
Pvt Ltd
Glucose-D Dabur
India Ltd 1.7 2.1 2.4 2.8
Liv 52 Himalaya
Drug Co, The 2.5 2.4 2.5 2.5
Haem Up Cadila
Pharmaceuticals Ltd 2.4 2.4 2.4 2.3
Neurobion Merck
Ltd 2.1 2.1 2.0 2.0
Himani Emami
Ltd 1.5 1.6 1.7 1.7
Becozinc Dr
Reddy's Laboratories 1.3 1.3 1.5 1.6
Ltd
Zevit GlaxoSmithKline 0.9 0.9 1.1 1.3
Pharmaceuticals
Ltd
Calcium Sandoz Novartis India Ltd 1.3 1.3 1.3 1.3
Pure Herbs Himalaya
Drug Co, The 1.1 1.2 1.2 1.2
Protinex Wockhardt
Ltd - 1.2 1.2 1.2
Zenbex-T Pfizer
Ltd 1.1 1.1 1.1 1.1
Shelcal Elder
Pharmaceuticals Ltd 1.0 1.0 1.0 1.1
Baidyanath Shree
Baidyanath 1.2 1.2 1.1 1.0
Ayurved
Bhawan Pvt Ltd
Polybion Merck
Ltd 0.9 0.9 0.9 0.9
Fefol GlaxoSmithKline 0.6 0.7 0.8 0.9
Pharmaceuticals
Ltd
Cobadex Forte GlaxoSmithKline 0.7 0.7 0.7 0.7
Pharmaceuticals
Ltd
Celin GlaxoSmithKline 0.8 0.7 0.7 0.7
Pharmaceuticals
Ltd
Garlic Pearls Ranbaxy Laboratories Ltd 0.6 0.6 0.6 0.6
B-Protin British
Biologicals Ltd 0.6 0.6 0.6 0.6
Evion Merck
Ltd 0.5 0.5 0.5 0.5
Hematrine Novartis
India Ltd 0.4 0.4 0.5 0.5
Neogadine Elixir Raptakos Brett & Co Ltd 0.5 0.5 0.5 0.5
Seven Seas Universal
Medicare Ltd 0.4 0.4 0.4 0.4
Supradyn Piramal
Healthcare Ltd - - - 0.4
Protinex Dumex
India Pvt Ltd 1.2 - - -
Others 34.1 33.2 31.8 30.1
Total 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
% retail value rsp
Brand Company 2005 2006 2007 2008
Nutrilite Amway
India Enterprises 20.8 21.6 22.5 22.9
Becosules Pfizer
Ltd 18.3 18.4 18.3 18.5
Neurobion Merck
Ltd 11.2 11.1 10.9 10.7
Polybion Merck
Ltd 4.6 4.6 4.8 4.9
Cobadex Forte GlaxoSmithKline 3.5 3.5 3.7 3.7
Pharmaceuticals
Ltd
Celin GlaxoSmithKline 4.0 3.7 3.7 3.6
Pharmaceuticals
Ltd
Evion Merck
Ltd 2.8 3.0 2.9 2.8
Supradyn Piramal
Healthcare Ltd - - - 2.2
Winofit Wockhardt
Ltd 1.9 1.9 1.9 1.9
Vi-Syneral US
Vitamins (India) Ltd 1.7 1.7 1.6 1.6
Riconia Ranbaxy
Laboratories Ltd 1.2 1.2 1.3 1.2
Becozyme Piramal
Healthcare Ltd - - - 1.1
Nutrisan Novartis
India Ltd 1.0 1.0 0.9 0.9
Becadexamin GlaxoSmithKline 0.8 0.8 0.7 0.7
Pharmaceuticals
Ltd
Supractiv Piramal
Healthcare Ltd - - - 0.7
Limcee Piramal
Healthcare Ltd - - - 0.6
Surbex Pfizer
Ltd 1.0 0.6 0.6 0.6
Sukcee Indian
Drugs & 0.6 0.6 0.6 0.5
Pharmaceuticals
Ltd
Chewcee Wyeth
Ltd 0.5 0.5 0.5 0.5
Multivite FM Universal Medicare Ltd 0.4 0.4 0.4 0.4
Sclerobion Merck
Ltd 0.3 0.3 0.3 0.3
Supradyn Nicholas
Piramal India Ltd 2.0 2.0 2.1 -
Becozyme Nicholas
Piramal India Ltd 1.0 1.0 1.0 -
Limcee Nicholas
Piramal India Ltd 0.7 0.7 0.7 -
Supractiv Nicholas
Piramal India Ltd 0.5 0.5 0.6 -
Evion E
Merck (India) Ltd - - - -
Neurobion E
Merck (India) Ltd - - - -
Cell-C Sarabhai
Piramal - - - -
Pharmaceuticals
Pvt Ltd
Limcee Sarabhai
Piramal - - - -
Pharmaceuticals
Pvt Ltd
Chewcee Wyeth
Lederle Pvt Ltd - - - -
Others 21.1 20.7 20.2 19.6
Total 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
% retail value rsp
Brand Company 2005 2006 2007 2008
Nutrilite Amway
India Enterprises 16.1 15.8 16.0 15.9
Dabur Dabur
India Ltd 10.2 11.0 10.8 11.2
Glucon D Heinz
India Pvt Ltd 8.2 7.8 7.7 7.7
Revital Ranbaxy
Laboratories Ltd 4.0 4.3 4.6 4.7
Dexorange Franco-Indian 3.2 3.3 3.5 3.7
Pharmaceuticals
Pvt Ltd
Glucose-D Dabur
India Ltd 2.2 2.6 3.0 3.5
Liv 52 Himalaya
Drug Co, The 3.1 3.0 3.1 3.2
Haem Up Cadila
Pharmaceuticals Ltd 3.0 3.0 2.9 2.9
Himani Emami
Ltd 1.9 2.0 2.1 2.2
Becozinc Dr
Reddy's Laboratories 1.6 1.6 1.8 2.0
Ltd
Zevit GlaxoSmithKline 1.1 1.1 1.4 1.6
Pharmaceuticals
Ltd
Calcium Sandoz Novartis India Ltd 1.7 1.7 1.6 1.6
Pure Herbs Himalaya
Drug Co, The 1.4 1.4 1.5 1.5
Protinex Wockhardt
Ltd - 1.5 1.6 1.5
Zenbex-T Pfizer
Ltd 1.3 1.4 1.3 1.3
Shelcal Elder
Pharmaceuticals Ltd 1.2 1.2 1.3 1.3
Baidyanath Shree
Baidyanath 1.5 1.5 1.4 1.3
Ayurved
Bhawan Pvt Ltd
Fefol GlaxoSmithKline 0.8 0.8 1.0 1.1
Pharmaceuticals
Ltd
Garlic Pearls Ranbaxy Laboratories Ltd 0.8 0.8 0.8 0.8
B-Protin British
Biologicals Ltd 0.8 0.8 0.7 0.7
Hematrine Novartis
India Ltd 0.5 0.5 0.6 0.6
Seven Seas Universal
Medicare Ltd 0.5 0.5 0.5 0.5
Glucovita Wipro
Ltd 0.5 0.5 0.4 0.4
Ostocalcium GlaxoSmithKline 0.3 0.3 0.4 0.4
Pharmaceuticals
Ltd
Kesari Jivan Zandu Pharmaceutical 0.4 0.4 0.4 0.4
Works
Ltd
Threptin Raptakos
Brett & Co Ltd 0.4 0.4 0.4 0.3
Macalvit Novartis
India Ltd 0.3 0.3 0.3 0.3
Glenseng Glenmark 0.2 0.2 0.2 0.2
Pharmaceuticals
Ltd
Ossopan TTK
Healthcare Ltd 0.2 0.2 0.2 0.2
Protinules Alembic
Ltd 0.2 0.2 0.2 0.2
Protinex Dumex
India Pvt Ltd 1.6 - - -
Others 30.7 29.7 28.1 26.7
Total 100.0 100.0 100.0 100.0
Source: Trade
associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Rs million
2008 2009 2010 2011 2012 2013
Vitamins and dietary 25,562.4 27,269.5 28,979.4 30,683.8 32,367.6 34,012.4
supplements
Vitamins 4,691.4 4,941.7 5,187.4 5,427.2 5,658.0 5,877.7
- Multivitamins 2,898.2 3,102.2 3,305.3 3,505.6 3,700.8 3,888.9
- Single vitamins 1,793.2 1,839.5 1,882.1 1,921.6 1,957.2 1,988.9
-- Vitamin A - - - - - -
-- Vitamin B 968.4 1,000.6 1,031.1 1,060.3 1,087.3 1,112.6
-- Vitamin C 573.3 583.5 592.2 599.7 606.0 610.7
-- Vitamin D - - - - - -
-- Vitamin E 251.6 255.5 258.8 261.6 263.9 265.5
-- Other single vitamins - - - - - -
Dietary supplements 20,470.5 21,897.0 23,330.7 24,765.1 26,188.1 27,584.2
- Herbal dietary 6,687.1 7,131.8 7,587.8 8,031.8 8,465.9 8,885.3
supplements
-- Garlic 317.0 332.1 346.8 361.4 375.4 388.9
-- Ginseng 1,628.0 1,749.4 1,871.2 1,992.3 2,111.6 2,227.6
-- Ginkgo biloba 5.1 5.6 6.1 6.6 7.1 7.5
-- Evening primrose oil - - - - - -
-- Echinacea - - - - - -
-- St John's wort - - - - - -
-- Other herbal dietary 3,711.6 3,975.2 4,237.3 4,495.8 4,747.8 4,990.8
supplements
- Non-herbal dietary 13,783.3 14,765.3 15,742.9 16,733.3 17,722.2 18,698.9
supplements
-- Calcium supplements 963.5 1,054.3 1,147.2 1,241.1 1,337.3 1,434.4
-- Mineral supplements 5,766.7 6,197.1 6,629.3 7,059.1 7,482.2 7,893.9
-- Fish oils 106.4 113.3 120.2 127.0 133.7 140.2
-- Protein powder 4,258.3 4,466.6 4,671.9 4,877.4 5,080.8 5,279.4
-- Probiotic supplements - - - - - -
-- Eye health supplements - - - - - -
-- Royal jelly - - - - - -
-- Co-enzyme Q10 - - - - - -
-- Glucosamine - - - - - -
-- Sam-E - - - - - -
-- Other non-herbal 2,415.9 2,649.6 2,892.7 3,143.8 3,401.1 3,662.6
dietary supplements
- Combination dietary 1,298.0 1,353.8 1,408.0 1,460.6 1,511.2 1,558.9
supplements
Tonics and bottled 400.5 430.8 461.3 491.6 521.5 550.5
nutritive drinks
Child-specific vitamins - - - - - -
and dietary supplements
Source: Official
statistics, Trade associations, Trade press, Company research, Trade
interviews, Euromonitor International estimates
% constant value growth
2008-13
CAGR 2008/13
TOTAL
Vitamins and dietary supplements 5.9 33.1
Vitamins 4.6 25.3
- Multivitamins 6.1 34.2
- Single vitamins 2.1 10.9
-- Vitamin A - -
-- Vitamin B 2.8 14.9
-- Vitamin C 1.3 6.5
-- Vitamin D - -
-- Vitamin E 1.1 5.6
-- Other single vitamins - -
Dietary supplements 6.1 34.8
- Herbal dietary supplements 5.8 32.9
-- Garlic 4.2 22.7
-- Ginseng 6.5 36.8
-- Ginkgo biloba 8.2 48.5
-- Evening primrose oil - -
-- Echinacea - -
-- St John's wort - -
-- Other herbal dietary supplements 6.1 34.5
- Non-herbal dietary supplements 6.3 35.7
-- Calcium supplements 8.3 48.9
-- Mineral supplements 6.5 36.9
-- Fish oils 5.7 31.8
-- Protein powder 4.4 24.0
-- Probiotic supplements - -
-- Eye health supplements - -
-- Royal jelly - -
-- Co-enzyme Q10 - -
-- Glucosamine - -
-- Sam-E - -
-- Other non-herbal dietary supplements 8.7 51.6
- Combination dietary supplements 3.7 20.1
Tonics and bottled nutritive drinks 6.6 37.5
Child-specific vitamins and dietary
supplements - -
Source: Official
statistics, Trade associations, Trade press, Company research, Trade
interviews, Euromonitor International estimates
|
Positioning
|
Brand ranking
|
Brand
|
|
General health
|
1
|
Nutrilite
|
|
|
2
|
Revital
|
|
|
3
|
Dexorange
|
|
Immune system
|
1
|
Dabur Chyawanprash
|
|
|
2
|
Liv 52
|
|
|
3
|
Himami Sona Chandi Chyawanprash
|
|
Sports/energy/weight loss support
|
1
|
Glucon D
|
|
|
2
|
Glucose-D
|
|
|
3
|
Glucovita
|
|
Mental
|
1
|
Bilovas
|
|
|
2
|
Ginkocer
|
|
|
3
|
Ginkoba
|
|
Bone
|
1
|
Shelcal
|
|
|
2
|
Calcium Sandoz
|
|
|
3
|
Nutrilite Bone Health with
Ipriflavone
|
|
Others
|
1
|
Himalaya Pure Herbs
|
Source: Trade
press (The Economic Times. Hindu Business Line, Business Standard), company
research, store checks, trade interviews, Euromonitor International estimates
