Nutraceuticals: Empowering the Health and Wellness
The global healthcare landscape is experiencing a significant transformation, increasingly prioritizing “preventive measures” over “reactive treatments”. Nutraceuticals, known for their health-enhancing properties, align seamlessly with this proactive approach to healthcare.
With the increasing health and wellness awareness, nutraceuticals have garnered significant attention globally, particularly in India. The Indian market, known for its rich heritage in Ayurveda and natural remedies, is rapidly embracing nutraceuticals as a means to enhance immunity, health, and wellness.
The pan-India urban population is becoming health-conscious like never before. The growing interest in sports and gym activities, coupled with the impact of digital marketing, has significantly heightened awareness of the health benefits of nutraceutical products and their role in preventive healthcare. The nutraceutical market is expanding both vertically and horizontally, with many new categories being launched and embraced by consumers. This brings a massive growth opportunity for the nutraceutical industry.
Growing Market Trends
The Indian nutraceutical market is experiencing robust growth, driven by several key factors. The rising disposable income, urbanization, and increasing health consciousness among consumers are primary drivers. Additionally, the COVID-19 pandemic has heightened the focus on immunity and overall health, further propelling the demand for nutraceutical products. According to a research paper published in the Journal of Pharmacy and Bioallied Sciences, the Indian nutraceutical business is growing, with projections indicating that it will reach USD 18 billion by the end of 2025, up from USD 4 billion by the end of 2020.
According to several market research reports and articles, sport-active youngsters increasingly seek palatable performance-increasing products to support their active lifestyle. These include functional drinks, functional food, and protein and vitamin supplements. Functional beverages include energy drinks, amino drinks, protein water, protein powders, gainers, whey protein isolate, whey protein concentrates, plant proteins, and fiber supplements. According to a leading market research platform the functional drink market is currently dominated by flavours like Orange, Lemon, Red Apple, Berry, Lime-Lemon, Chocolate, Mango, Strawberry, and Watermelon. These flavours cater to diverse preferences while enhancing the appeal and acceptance of performance-enhancing nutraceutical products among health-conscious consumers.
Functional foods encompass a variety of products, including breakfast cereals, granola, snack bars, nut butter, protein cookies, and protein bars. Protein bars, favoured by athletes for their convenience and nutritional value, are available in flavors such as Chocolate, Almonds, Fruits, Cranberry, Cocoa, Cashew Nuts, and Cookies and Cream. High-energy bars are becoming increasingly popular among urban professionals and health-conscious individuals due to their convenient, on-the-go features that effectively satisfy hunger. These products cater to diverse tastes and nutritional needs, making them an integral part of the functional food market.
In the emerging supplement gummies, chewable tablets, and effervescent tablets market, the leading flavours include Orange, Lemon, Green Apple, Cola, Mint, Watermelon, Kiwi, Lime-Lemon, and Mango. This diverse range of flavours caters to the varied tastes of consumers, ensuring there is something for everyone. The variety enhances the appeal and palatability of these supplements, making it easier for individuals to incorporate them into their daily routines and support their active lifestyles.
Localization of Taste Palate
For nutraceuticals to succeed in the Indian market, localization of the taste palate is paramount. Indian consumers have a distinct preference for bold and diverse flavours, influenced by regional cuisines and traditional ingredients. Therefore, nutraceutical manufacturers must tailor their products to align with these preferences.
Localization involves incorporating familiar flavours that evoke a sense of nostalgia and comfort. For example, flavours like Saffron, Kulfi, Thandai, Guava, Banana, Mango, Coconut, Orange, Kesar Pista, and Kesar Elaichi can significantly enhance the appeal of nutraceutical products. These flavours not only cater to the taste preferences but also highlight the cultural and traditional connections, making the products more relatable and acceptable.
Moreover, the regional diversity in India necessitates a nuanced approach to flavour localization. A flavour profile that works in the northern part of India might not resonate with consumers in the south. Hence, understanding regional preferences and customizing products accordingly is crucial for market penetration and acceptance.
Growth Potential
The growth potential of nutraceutical flavours in India is immense. The increasing consumer inclination towards preventive healthcare and natural remedies provides a fertile ground for innovation and expansion. The young and dynamic population, coupled with rising health awareness, is driving the demand for functional foods and dietary supplements. The sports nutrition segment, in particular, sees high demand for flavourful protein drinks, bars, and supplements. The innovative integration of global and ethnic flavours, combined with strategic localization, is key to capturing the diverse and discerning Indian consumer base.
Keva As A Growth Partner
Keva Flavours is committed to providing exceptional solutions, including a vast variety of flavours and supplementary value-added services to the nutraceutical industry. We provide a range of flavour solutions—natural, nature-identical, and artificial—in liquid, encapsulated, and dry mix. Our expertly crafted flavours are designed to elevate your products’ taste without compromising their nutritional integrity, ensuring a perfect balance between flavour and health benefits.
Keva Flavours is a co-creation partner and application technology specialist committed to driving new product development in the nutraceutical industry. We provide comprehensive support, including sensory evaluation and valuable marketing insights, to ensure the success and appeal of innovative nutraceutical products. Our expertise helps clients stay ahead in the competitive landscape and meet the evolving needs of health-conscious consumers.
Are you ready to empower your customer’s wellness?
Click here to download our brochure and explore a wide range of flavours. Write us at connect.flavours@keva.co.in to learn more about our products.
ArrayKeva has an extensive flavour shop for various food and beverage applications, besides a team of expert flavourists and food technologists for creating custom flavours and matches. To partner with us, contact Keva today.
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