Post Covid-19, healthcare, and nutrition have been at the forefront of consumer preferences, propelling India's wellness market to new heights. Wellness gummies are the new and easier way to go about living a healthy lifestyle, hence, this market will be growing in India. According to research, India's nutraceutical industry is forecasted to hold a market share to the tune of $18 billion by the end of 2025.

Gummies feel less intimidating to consumers as compared to pills, and at the same time, the delicious taste encourages habit formation. In this way, gummies present a unique opportunity to grow market penetration for multivitamins and nutraceuticals overall.

“The current nutraceutical gummies market in India is about Rs 200 crore, and it ought to grow to about Rs 9,000 crore in the next four years,” said Divij Bajaj, CEO and Founder, Power Gummies.

“Worldwide, the gummy market is around $6 billion, and India is projected to emerge as the second largest consumer of nutraceuticals,” added Vinti Rijhwani, Founder of Vi & Ash.

Why Opt for Gummies?

Vitamin intake in the form of gummies is an emerging category, as they are chewable, delicious, and a convenient way to meet the nutritional requirements of people with a busy lifestyle and who are always on the go.

Nyumi is working with experts for creating gummies in three different ways. First, it partners with various experts on its R&D to ensure it is building more effective vitamins. Next, the brand works with experts to educate consumers on general wellness and nutraceutical information. And then, it has many top dermatologists and experts from around the country who reach out to it to stock its products at their clinics.

Similarly, all of Vi & Ash’s proprietary blends are made using a stellar formulation and best-in-class ingredients. Its dosage is safe for OTC consumption and doesn't really require a doctor's prescription. However, it is working with nutritionists and other experts to help educate people about these supplements and their benefits.

Power Gummies, too, has a panel of about 25 doctors and six onboarded scientists, as part of its R&D team. These panelists give their own inputs, and then that is translated into products by the R&D team. “So from formulation development to how it'll be perceived, to how we make it safe so that there's no side effect is what these doctors and scientists come on board for and take care of,” Bajaj explained.

“Our specified range of gummies caters to fulfilling diverse needs for people. Enriched with the goodness of Vitamin C, Vitamin E, and Zinc, along with special extracts, the range caters to every individual’s needs. For instance, the five Miracle Gummies variants offered by Colorbar Cosmetics include Gorgeous (for glowing skin), Wow Skin (for cleansed skin), Love is in the Hair (for hair), Love your body (for the lean body), and Blissful Body (for the probiotic body),” stated Samir Kumaar Modi, Founder and Managing Director of Colorbar Cosmetics.

Do People Require Prescription Before Consuming Gummies?

Brands claim that there is no prescription required from doctors before consuming gummies. The correct usage and information regarding the gummies are mentioned on the packaging.

“Nutraceuticals are often treated as a medicine; however, it is not a medicine. It is for consumers’ general consumption. It is preventive healthcare, and hence, not classified as a medicine,” Bajaj of Power Gummies noted. He further said that consumers don't need to ask or prescribe a doctor; they just need to select the kind of goal that they are chasing and then they can just opt for gummies.

Vi & Ash’s Rijhwani said that the brand’s gummies can be used daily or sporadically to achieve one's health goals without a doctor’s prescription.

“However, for anyone with a prior medical condition, or pregnant and lactating mothers, it is always advised to check with their doctor before consuming any supplements,” added Ananya Agarwal, Founder, Nyumi.

Market Penetration

Vi & Ash started with an online first model. Apart from its website, it is using various other channels like Amazon, Flipkart, Healthkart, Tata 1mg, etc. to sell its products. “We are also looking at exploring partnerships with health & wellness retail outlets, pharmacies, and modern trade and export channels in the near future. We intend on expanding our offerings to more health gummies and also adjacent categories like skincare containing actives and other multi-use products,” asserted Rijhwani.

Meanwhile, 70 percent of Power Gummies’ sales come from online channels while the rest is contributed by offline. In the offline retail market, the brand is present in modern trade stores like Modern Bazaar, Lulu, Food Hall, etc. Additionally, it is present in pharmacy chains such as 1mg, Apollo Pharmacy, wellness Forever, and Garden Pharmacy stores. In terms of General Trade, Power Gummies is now penetrating into A+ pharmacy chains. “The current expansion targets for us are India and Dubai. But from July onwards, we plan to launch gummies in New Zealand, Australia, Singapore, and other countries,” Bajaj said.

Colorbar’s Miracle Gummies are available at the brand’s Exclusive Beauty Outlets (EBOs), on its website, 24SEVEN stores, and on partner websites that include Nykaa, Amazon, Myntra, Purplle, Flipkart, etc. “We are targeting consumers in the age group of 18 - 35 years,” informed Modi.

Similarly, Nyumi multivitamins are available on its website, key marketplaces, niche specialty portals, dermatologist clinics, and offline pharmacies and supermarkets. “Our website accounts for 70 percent of sales, key marketplaces 25 percent, and other channels 5 percent,” Agarwal mentioned.

What Does the Future Hold?

Given the current market scenario, gummies have a lot of potential to grow as a segment among consumers. With more and more people accepting these nutrient-rich supplements as an add-on in their daily lives, it is soon expected that the average consumer to switch to consuming gummies for their nutritional requirements.

“This industry is experiencing strong double-digit growth. While the market in India is still nascent and restricted to only a few pockets but over time as awareness grows nutraceutical gummies will be a booming category under health & wellness in India,” stated Agarwal.

“Consumers in India are just starting to discover the importance of supplements, and with time, they will become more aware and educated on the fine print within this industry. This will help clean up the supplement space, where there will be a larger focus on efficacy and clinical trials,” Rijhwani concluded.