NBTY nutraceutical brands target India’s young and rich

By Ankush Chibber

- Last updated on GMT

Related tags Nutrition

NBTY nutraceutical brands target India’s young and rich
Rising incomes among an increasingly aware ‘youth’ segment in India is what My Nutrition Supplements (MNS) is banking on for sales of its newly launched bars and ready-to-drink (RTD) beverages.

MNS is the sole representative and distributor of US-based dietary supplements giant, NBTY, in India for product ranges that include Nature's Bounty, Osteo-Bi-Flex, Ester C, Met-Rx, Pure Protein and Worldwide Sports Nutrition.

Last week, the company launched MetRX Pure Protein bars & RTD beverages, which add to company’s current portfolio of health products such as Your Life Adult Gummies from the Nature’s Bounty range.

“The products are targeted at all age groups and fitness and sports enthusiasts. Our consumers are those who have disposable income and do not mind spending a little extra for high-quality products,”​ MNS CEO Rahul Anand told FoodNavigator-Asia.

Fitter, better groomed

Anand said the company had taken note of a huge growth in the Indian nutraceutical market over the past decade, and the combination of people, income, awareness and lifestyle that brought about the change in the market.

“The increased emphasis in maintaining a healthy lifestyle, and urge to look fitter and well groomed has made nutritional supplements popular with certain sections of the society,”​ he added.

The newly affluent are becoming more aware of the benefits of nutritional supplements and are keen on spending money on quality products that will provide them with better results.

“The rise in health-consciousness explains the huge increase of 203.5% on health goods and medical services expenditures from 1995-2007. The growth is expected to continue at a rate of 63.3% through 2015,”​ Anand stated.

The young

Going forward, he said, the market for nutraceuticals is expected to grow in line with India's population, which is expected to reach 1.3 billion by 2015, a majority of who will fall into their target segment – the young.

“With more than half of the population young and single, the processed food, eating out, leisure, and health and fitness sectors have experienced high consumer spending,”​ she explained.

Anand pointed out that there has been a shift toward preventative therapies in India to avoid any deficiency-related issues with ageingand that “the emerging health-conscious, time-starved working population does not mind spending extra money to keep themselves healthy.”

“We see a bright road ahead for protein bars and RTDs in India as health and fitness related products will form an important part of people’s discretionary spending due to increased health consciousness,”​ he said.

Perhaps in order to reach the young population by speaking their language, MNS is also using a more modern method of selling its products – via www.mynutrition.in, which the company claims is India’s first-of-its-kind wellness portal.

“The consumer can select any product on the website and we will have it delivered to their doorstep. Our website also provides nutritional value, price, and health benefits alongside the products which help the consumer to choose wisely,”​ he said.

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