PTI

Posted: Sun, May 3 2009. 11:39 AM IST

Vitamins, dietsupplements market totouch Rs3,400 cr by2013Amway has 16.9% market share, Dabur

11.8%, followed in the third spot by Heinz

India. Ranbaxy Laboratories and Pfizer were

in fourth position with 4.6% each

Print

New Delhi: As increasing number of consumers become health conscious,

sales of vitamins and dietary supplements in India are expected to grow by

33% in the next five years to over Rs3,400 crore by 2013.

According to a report by global market research firm Euromonitor

International, the Indian vitamins and dietary supplements market, which

was valued just over Rs2,556 crore last year, is increasingly witnessing

tough competition between direct sales player Amway and FMCG player

Dabur.

“Growth will be driven mainly by urban consumers, who are becoming

increasingly aware of health needs. More stressful lifestyle, pollution and

digestive complains will further contribute to growth,” the report said.

As per the latest data by the market research firm, in value terms Amway

has 16.9% market share, while Dabur has 11.8%, followed in the third spot

by Heinz India. Ranbaxy Laboratories and Pfizer were in fourth position

with 4.6% each.

Among the supplement brands, the study rated Amway’s protein powder

Nutrilite, which had a sales of Rs330 crore last year, as the most popular

brand followed by Dabur Chyawanprash from Dabur India valued at Rs230

crore.

In combination dietary supplements, Himalaya Drug’s Liv 52 has been rated

as a top brand with sales of Rs64.9 crore.

The report pointed out that the chyawanprash segment would witness a

robust growth during 2008-2013 period due to aggressive marketing and

promotional activities by Dabur and Emami.

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