India Malt, Protein and Herbal Supplement Market Outlook, 2027-28

Over the past decade, there has been a drastic change in the lifestyles of Indians. Adoption of fast foods and packaged foods and a sedentary lifestyle has led to an increase in the incidence of lifestyle diseases such as diabetes, cardiovascular diseases and obesity. As a result, Indian consumers, predominantly the higher socio-economic and upper middle class, are perceiving nutraceuticals as alternatives to prescription drugs. The usage of dietary supplements is not limited to fulfilment of the daily requirement of particular required nutrients, but consumers are also considering the functional health benefits of these supplements for the prevention of diseases. The nutraceutical industry is one of the fastest growing markets in India.

According to the report, India Malt, Protein & Herbal Supplements Market Outlook, 2027-28 the market is anticipated to grow at more than 10% CAGR during the forecast period. Changes in eating habits, lack of physical activity, and rising sedentary lifestyles have all contributed to an increase in the occurrence of various lifestyle diseases such as diabetes, blood pressure, obesity, cardiovascular problems, and so on. Moreover, improving awareness levels have also made consumers more aware of their nutritional requirements. With consumers unable to fulfil their nutritional requirements through their regular diets, they are now recognising the importance of nutritional supplements to fill their nutritional gaps. Other factors driving this market include rising disposable incomes, up-gradation of the healthcare infrastructure, improving distribution networks, etc.

Health drinks are mainly divided into two types, including White and Brown Powder. Brown malt powder is the leading category in the malt drinks market. Adoption of these malt drinks is increasing acceptance in urban and rural areas. These are widely used as enhancers to encourage the drinking of milk among children. GSK, Mondelez, Kraft Heinz, Patanjali, Abbott, Danone, and GCMMF are the major players in the market. GSK is the market leader in the malt health drink market, with more than half of the market share led by GSK in the total malt health drink market. The protein supplement market is mainly divided into protein powder, protein bars, and other protein supplements.

In which protein powder has a market share of more than 35%, followed by protein bars. Companies like Venky's, Brightlife Care, and Medinn Belle are the largest players in this segment. Herbal supplements are non-pharmaceutical, non-food substances marketed to improve health. Herbalife and Amway are the largest players in this segment.

Further, consumption of protein powder in India is increasing because of the increasing young population, western influence on diets, increasing frequency of exercise, and growing focus on leading active and healthy lifestyles has increased the adoption of protein supplements. Fitness is rapidly gaining popularity in India. People have become more health-conscious and image-sensitive, and so has the pursuit of fitness and bodybuilding. Fitness enthusiasts today are mostly in the age group of 20 to 35 years, and are mostly students and professionals. This young India is more health-conscious and is constantly looking for ways to stay fit and healthy.

The consumption of protein powder is higher in the southern region of the country, which is higher compared to total consumption in the country. Venky's, Brightlifecare, Medinn Belle, and MuscleBlaze are some of the largest players in the protein powder market. Casein, soy protein, and whey protein are the main forms of protein powder. A lot of factories have come up in areas like Dharavi, where they are making whey protein containers with soya powder and cocoa. But excess soya interferes with hormone function and it is also bad for the kidneys. Transformations in food habits, less physical work, and more desk jobs have made Indians more vulnerable to lifestyle ailments. The average urban and semi-urban Indian is becoming more conscious about health and fitness. This is providing a massive growth opportunity for the malt products market in India.

India Consumers are becoming more aware of their fundamental needs for nutrition and the proactive steps they can take to prevent chronic ailments and attain higher well-being. India has a significantly younger population and the younger generation is vigorously pursuing a more active lifestyle to enjoy fitness, to guard against obesity, diabetes, cardio vascular problems etc. The Indian dietary supplement market is composed of over 460 participants. The vitamin and mineral supplement market is the most competitive with over 100 participants. Further, India is opening up its market to foreign players. This could lead to healthy competition in this sector. Dietary supplement companies are focusing their energies on developing new products and innovative formulations and using proper advertising techniques to help consumers choose the right products. For instance, Shri Sadananda Gowda recently launched eight nutraceutical-immunity boosting products under the Pradhan Mantri Bhartiya Janaushadhi Priyojana (PMBJP) for sale through Janaushadhi Kendras.

In addition to that, home-grown food brand Veeba has launched a new health food drink (HFD) brand for kids - Provee. Built on the feedback from young Indian mothers and with 21 essential nutrients at its core, Provee aims to offer wholesome nutrition to kids that supports an active mind, better immunity and complete growth for growing children. Provee’s formula includes plant-based protein and is made with jaggery. It has no added maltodextrin, artificial flavours, or colours, which are common ingredients in several available options on the market. With Provee, Veeba aims to bring the Indian superfood to the mainstream. With a starting price of Rs 109, Provee is available in 2 variants - Choco Malt (200g & 500g) and Ragi Badam (200g) and is available across Delhi/NCR, Kolkata and Karnataka.

COVID-19 Impacts:

The sudden outbreak of the COVID-19 pandemic has led to the increasing consumption of malt, herbal and dietary supplements for improving the immune system to combat coronavirus infection, thereby augmenting the market growth in India. Also, a change in consumer behaviour and an increasing focus on the health benefits provided by such supplements are boosting the demand in India. Based on these factors, the overall market is projected to witness an impressive growth rate during the upcoming timeframe.

Covered in the Report:

• India Malt heath Drink market
• India Protein supplement market
• India Herbal supplements market.

India Malt, Protein and Herbal Supplement Market Outlook, 2027-28 discusses the following aspects of India Malt, Protein and Herbal Supplement Market in India:

How it will help solving your strategic decision making process?

The report gives an in-depth understanding of the Malt, Protein and Herbal Supplement Market in India:

• India Malt health drinks Market Size By Value & Forecast
• India Malt health drinks Market Size By Volume& Forecast
• India Malt health drink Market Segmental Analysis: By company, By brand, By region, By segment, By product Type, By sales Channel, By product offered in each age group, By product offered based on benefits promised
• India white powder malt health drinks Market Size By Value & Forecast
• India white powder malt health drinks Market Size By Volume& Forecast
• India white powder malt health drinks Market By Brand
• India brown powder malt health drinks Market Size By Value & Forecast
• India brown powder malt health drinks Market Size By Volume& Forecast
• India brown powder malt health drinks Market By Brand
• India Nutraceutical Market Size By Value& Forecast
• India Nutraceutical Market Share By Segment
• India Dietary Supplement Market Size By Value & Forecast
• India Dietary Supplement Market Share By Segment
• India Protein Supplement Market Size By Value & Forecast
• India Protein Supplement Market Share By Segment & By Company
• India Protein Powder Market Size By Value & Forecast
• India Protein Powder Market Size By Volume& Forecast
• India Protein Bars Market Size By Value & Forecast
• India Other Protein Supplement Market Size By Value & Forecast
• India Herbal Supplement Market Size By Value & Forecast
• India Herbal Supplement Market Share By Company
• Product, Variant & Pricing Analysis
• Key Vendors in this market space

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report Methodology

The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of India Malt, Protein and Herbal Supplement in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.