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Understanding supplement trends in India

Sixty percent of Indian consumers are interested in branded supplements with many preferring smaller pack sizes, according to a global survey.

In its newly-published 2025 Consumer Supplement Survey, US-based trade association Industry Transparency Center (ITC) sought to understand the evolving supplements space.

India emerged as a clear category leader after ITC surveyed over 4,000 supplement consumers across seven countries in North America, Europe, Asia-Pacific. Speaking with supplement buyers from the US, UK, Germany, Italy, South Korea, Australia, and India, ITC asked one key question: Why do people actually take supplements?.

India spurs supplement success

In India, supplements are more commonly referred to as nutraceuticals, indicating that their association with health and wellbeing may contribute to their popularity.

“We are seeing the emergence of a huge middle class in a single generation, and that group has an interest in food and dietary supplements,” Len Monheit, CEO of Industry Transparency Center (ITC), told Ingredients Network.

Push for premiumisation

Alongside the rise of India’s affluent market, ITC’s survey found that these consumers are closely tracking Western markets and products, including premium offerings. Importantly, for the premiumisation trend, these shoppers are willing and able to pay for them.

The majority of consumers in India said they want branded supplement products. In ITC’s findings, 60% of India’s respondents said they always look for branded ingredients, double the amount of the next brand-hungry group of consumers, which were in the US and the UK.

Branded supplements are proving popular globally, with the 2025 survey results marking the first year that consumers in all countries said they were willing to pay a premium.

The data also shows there is a very high premium available for branded ingredients as well as familiarity and a high level of perceived effectiveness for most ingredients.

“There is a solid belief in the premise of nutraceuticals as a category,” Monheit said.

This consumer group also said they generally prefer smaller pack sizes.

Focus on health and nutrition

From a trend standpoint, the Indian user group shares similar concerns to those in other regions, ITC found. Digestive complaints, general health and nutrition, hair loss, immunity concerns and healthy ageing are all prominent concerns. These follow global patterns that indicate microbiome, resilience, and active ageing are major themes.

Stress and mental wellness are less of a relative concern in India than in other markets, but they are still present. ITC has seen the most positive usage change among several ingredients, including iron, protein powder, ashwagandha, turmeric, and omega-3s. These five ingredients are also among the highest in perceived effectiveness in India. Multivitamins and individual vitamins (A, B, C, D, E, and K) have also grown significantly in popularity.

As in most countries, recommendations from healthcare professionals are a purchase driver and an attribute consumers look for to build trust, and online is the primary channel used by those we surveyed.

Amid tighter budgets and spending cuts, ITC asked consumers how they prioritise their shopping spend. Indian respondents ranked core vitamins and minerals as the most essential of eight categories of spending, including mental health support. Specialty supplements ranked third, behind the purchase of natural and organic foods in India.

Sizing up global market opportunities

India’s innovations and positive consumer engagement can inspire niche and mainstream brands, drive new research and development (R&D) pipelines, and shape global market direction. Global brands are a captive audience, interested in tapping into opportunities for supplement growth.

The data from India bodes well for the global nutraceutical and supplement market. “The products are considered essential, [with] familiarity and trust high,” said Monheit. Microbiome, active ageing, and mental wellbeing are poised to be long-standing growth areas.

“The power and potential of healthcare professional engagement, referral and recommendation is huge,” Monheit added. The industry can continue this dialogue and outreach across all categories and specialties to drive supplement growth.