India's $4 Billion Nutraceutical Boom: How Prevention is Driving Consumer Health

• India's nutraceutical market exceeds $4 billion, growing rapidly, driven by urban consumers and e-commerce.
• Consumer attitudes are shifting from reactive diagnosis to intentional, preventive health spending integrated into monthly budgets.
• The pandemic accelerated awareness of health markers; supplements offer immediate, measurable benefits for lifestyle diseases.
• Products like protein powders, gut-health items, and adaptogens are now mainstream, with consumers scrutinizing ingredients and clinical references.
• Despite investor interest, concerns remain about credibility, FSSAI regulations, and supplements not replacing balanced diets, as stated by WHO and Harvard T.H. Chan School of Public Health.