Consumer healthcare emerges as a lucrative market Vigorous efforts to push and update product offerings, combined with frequent weather changes and high pollution levels, as well as rising cases of seasonal infections and stressful lifestyles, all spurred the consumer healthcare industry in India. Demand for products like analgesics, cough and cold remedies and digestive remedies increased in rural areas in line with rising education levels and expanding distribution networks. Moreover, rising consumer sophistication and a growing awareness regarding both curative and preventative measures for minor health issues in urban areas created demand for lifestyle-related products, such as vitamins and dietary supplements, weight-loss supplements, sports nutrition and emergency contraception. The introduction of sophisticated formats for common ailments, such as sprays for topical pain management, acidity and nasal congestion also supported growth in consumer interest for consumer health care products throughout the year.

1. Consumer Health in India
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Report Details:
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Overview
Discover the latest market trends and uncover sources of future market growth for the Consumer
Health industry in India with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats
with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis
and growth projections.
If you're in the Consumer Health industry in India, our research will save you time and money while
empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from these category reports in
India for free:
Adult mouth care
Analgesics
Calming and sleeping
Cough, cold and allergy (hay fever) remedies
Digestive remedies
Ear care
Emergency contraception

2. Eye care
Herbal and traditional products
Medicated skin care
NRT smoking cessation aids
OTC obesity
OTC statins
OTC triptans
Slimming products
Sports nutrition
Vitamins and dietary supplements
Wound treatments
The Consumer Health in India market research report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Consumer Health in India?
What are the major brands in India?
What are the main trends in OTC Healthcare?
Why buy this report?
Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats

3. Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Consumer Health market research database.
Sample Analysis
EXECUTIVE SUMMARY
Consumer healthcare emerges as a lucrative market
Vigorous efforts to push and update product offerings, combined with frequent weather changes and
high pollution levels, as well as rising cases of seasonal infections and stressful lifestyles, all spurred the
consumer healthcare industry in India. Demand for products like analgesics, cough and cold remedies
and digestive remedies increased in rural areas in line with rising education levels and expanding
distribution networks. Moreover, rising consumer sophistication and a growing awareness regarding
both curative and preventative measures for minor health issues in urban areas created demand for
lifestyle-related products, such as vitamins and dietary supplements, weight-loss supplements, sports
nutrition and emergency contraception. The introduction of sophisticated formats for common
ailments, such as sprays for topical pain management, acidity and nasal congestion also supported
growth in consumer interest for consumer health care products throughout the year.
Private label making efforts but remains the underdog
Private label products continue to be in a nascent phase, with few major players operating in the field.
At present, OTC private label products have not generated confidence among consumers and have an
image of being a “me-too” version of established big names. Though private labels seek to offer quality
and innovation at an economical price, consumers have yet to accept such products because of low
awareness and limited availability in comparison to national brands. Apollo Hospitals Enterprises Ltd and
Guardian Nutrition & Health Supplements Pvt Ltd are two major players which offer private labels.
Chemists/pharmacies remain the largest source of business
Chemists/pharmacies continue to lead consumer health product sales in India. Interestingly enough,
direct sellers Amway and Herbalife are among the top three consumer health manufacturers and both
increased share in 2011. Other channels, like supermarkets/hypermarkets, grocery retailers, gyms, other
healthcare specialist retailers, internet retailing registered slow growth in the market, with the products
retailed through these outlets mainly being vitamins and dietary supplements, wound care and weight
management products. This is due to convenience, as consumers find it easier to shop for their
healthcare products whilst grocery shopping or working out in a sports centre or gym.
Competition remained fragmented
With a large number of companies operating in the consumer healthcare business in the country,
competition remained fragmented in 2011. While multinational companies have traditionally dominated

4. the consumer healthcare environment, GlaxoSmithKline, Reckitt Benckiser, Johnson & Johnson, Procter
& Gamble, Pfizer have found it difficult to penetrate into the herbal/traditional products market.
Domestic companies like Dabur India, Emami Ltd, Himalaya Drug Co, Baidyanath, Hamdard lead in the
herbal/traditional products category. The leading players benefit from the growing preference for self-
medication, with consumers tending to opt for well-known brands from trusted manufacturers. Many
small players operate in the herbal/traditional category, offering products to treat various health
problems. This has increased the level of competition in the market.
Weight management a star performer in the forecast period
An obsession with weight and general appearance will help weight management products drive the
consumer health market in India. Euromonitor forecasts a strong CAGR of 19.7% in the forecast period
for this sector. Similarly, Indian consumers are expected to become more accepting of self-remedy,
especially for minor ailments. This will drive OTC product performance, ensuring its position as the
largest contributor to the consumer healthcare market
Table of Contents
Consumer Health in India - Industry Overview
EXECUTIVE SUMMARY
Consumer healthcare emerges as a lucrative market
Private label making efforts but remains the underdog
Chemists/pharmacies remain the largest source of business
Competition remained fragmented
Weight management a star performer in the forecast period
KEY TRENDS AND DEVELOPMENTS
Large-scale eye-catching promotions increase brand awareness
Consumers turning to herbal/traditional product offerings
Smaller packs and fast-acting formulas characterise brand development
Rising trend towards self-treatment
More consumers believe in healthcare products
Chemists/pharmacies continues to be the main channel
TERRITORY KEY TRENDS AND DEVELOPMENTS
East and Northeast India
North India

5. South India
West India
RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Sales of Consumer Health by Region: Value 2006-2011
Table 6 Sales of Consumer Health by Region: % Value Growth 2006-2011
Table 7 Sales of Consumer Health by Rural-Urban % Value Analysis 2011
Table 8 Consumer Health Company Shares 2007-2011
Table 9 Consumer Health Brand Shares 2008-2011
Table 10 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 11 Sales of Consumer Health by Category and Distribution Format: % Analysis 2011
Table 12 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 13 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
Table 14 Forecast Sales of Consumer Health by Region: Value 2011-2016
Table 15 Forecast Sales of Consumer Health by Region: % Value Growth 2011-2016
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
DEFINITIONS
SOURCES
Summary 1 Research Sources
Consumer Health in India - Company Profiles
Amrutanjan Health Care Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS

6. COMPANY BACKGROUND
PRODUCTION
Summary 4 Amrutanjan Health Care Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 5 Amrutanjan Health Care Ltd: Competitive Position 2011
Dabur India Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 8 Dabur India Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 9 Dabur India Ltd: Competitive Position 2011
Emami Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Emami Ltd: Competitive Position 2011
Guardian Lifecare Pvt Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Himalaya Drug Co, The in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Himalaya Drug Co, The: Competitive Position 2011
Procter & Gamble Hygiene & Health Care Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS

7. COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Procter & Gamble Hygiene & Healthcare Ltd: Competitive Position 2011
Ranbaxy Laboratories Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 21 Ranbaxy Laboratories Ltd: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 22 Ranbaxy Laboratories Ltd: Competitive Position 2011
Shree Baidyanath Ayurved Bhawan Pvt Ltd in Consumer Health (India)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Shree Baidyanath Ayurved Bhawan Pvt Ltd: Competitive Position 2011
Adult Mouth Care in India - Category Analysis
HEADLINES
TRENDS
Adult mouth care is expected to remain dominated by doctors’ recommendations, due to a lack of
awareness among consumers. However, companies are making efforts to promote their products, which
will help boost sales of OTC adult mouth care products. High stress and fast moving lifestyles are
contributing to an increased incidence of mouth ulcers, attributable to a deficiency of vitamin B. Urban
consumption account for almost 85% of product sales.
SWITCHES
COMPETITIVE LANDSCAPE
Maneesh Pharmaceuticals Pvt Ltd continued to lead the adult mouth care category in 2011, with a value
share of 39%. Maneesh Pharmaceutical’s Smyle Mouth Ulcer Gel is well ahead of other brands such as
Zytee, Clohex and Betadine Gargle.
PROSPECTS

8. Adult mouth care products are expected to see growth in the forecast period, due to increasing
awareness about these products among consumers, and major players promoting their products
through television advertising and other media sources, expanding their distribution networks across
the country. The growth of this category will also be driven by doctors who prescribe these products.
CATEGORY DATA
Table 16 Sales of Adult Mouth Care: Value 2006-2011
Table 17 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 18 Adult Mouth Care Company Shares by Value 2007-2011
Table 19 Adult Mouth Care Brand Shares by Value 2008-2011
Table 20 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 21 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in India - Category Analysis
HEADLINES
TRENDS
Self-medication remained on the rise in 2011. Despite being informed regarding the dangers of overuse
of systemic analgesics, consumers continued to use OTC products for mild pains. Media promotions by
various companies, like GlaxoSmithKline and Piramal, have helped popularise systemic analgesics among
consumers, who use them for mild pain and fever.
SWITCHES
COMPETITIVE LANDSCAPE
In the systemic analgesics category, GlaxoSmithKline Consumer Healthcare’s Crocin and Calpol, Wyeth’s
Anacin, Reckitt Benckiser’s Disprin, and Piramal Healthcare’s Saridon continue to be the front runners,
while within topical analgesics, Zandu Balm leads with 18% of value, followed by Iodex, with 16%, and
Moov, with 12%.
PROSPECTS
The analgesics category will grow positively in the forecast period, due to consumers requiring the quick
pain relief offered by analgesics, and penetration of these products into rural areas. Consumers are
looking for rapid relief from headaches, back ache and other pain, which will drive the growth of
analgesics in the forecast period. Improved affordability and increased penetration of
chemists/pharmacies across rural areas will also help drive the analgesics category in the forecast
period.
CATEGORY DATA

9. Table 22 Sales of Analgesics by Category: Value 2006-2011
Table 23 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 24 Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2006-2011
Table 25 Analgesics Company Shares by Value 2007-2011
Table 26 Analgesics Brand Shares by Value 2008-2011
Table 27 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 28 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in India - Category Analysis
TRENDS
OTC calming and sleeping product sales remained negligible in India in the review period. The majority
of calming and sleeping products are classified as prescription drugs. This category is expected to remain
prescription based, as consumers prefer to consult a doctor, thus the prospects for OTC brands will
continue to remain poor in the forecast period.
Cough, Cold and Allergy (Hay Fever) Remedies in India - Category Analysis
HEADLINES
TRENDS
Seasonal weather changes, rapid temperature changes due to prolonged winters, and direct exposure to
atmospheric pollutants were the major factors which supported the performance of cough, cold and
allergy remedies in India during the review period. Not surprisingly, demand for these products peaks
during the winter.
SWITCHES
COMPETITIVE LANDSCAPE
Procter & Gamble Hygiene & Healthcare Ltd continued to lead category sales in 2011, with a value share
of 38%. The company was able to sustain its position due to the strong performance of its Vicks brand,
which continued to perform well in 2011. Johnson & Johnson (India) Ltd held second place with a value
share of 10% in 2011, followed by Cadbury India Ltd with a value share of 7%.
PROSPECTS
In the forecast period, consumers are expected to gain more awareness of the OTC cough, cold and
allergy remedy brands available on the market shelves. Consumers in India are slowly increasing their
reliance on self-medication, which will push demand for OTC cough and cold products in the market.
This category is expected to witness growth in the future due to improved rural penetration of cough
remedies and inhalant decongestants.

10. CATEGORY DATA
Table 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2006-2011
Table 31 Sales of Decongestants by Category: Value 2006-2011
Table 32 Sales of Decongestants by Category: % Value Growth 2006-2011
Table 33 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2007-2011
Table 34 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2008-2011
Table 35 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016
Table 36 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth
2011-2016
Digestive Remedies in India - Category Analysis
HEADLINES
TRENDS
With disposable incomes increasing and the changing lifestyles of people in India, consumers prefer to
eat outside more, and greater consumption of “junk” food led to growth in digestive remedies in 2011.
People in India prefer spicy and rich food, which can lead to stomach disorders, and with increasing
awareness of digestive remedies brands and their benefits, consumers are opting for OTC products
instead of visiting a doctor.
SWITCHES
COMPETITIVE LANDSCAPE
Dabur India Ltd continued to lead sales of digestive remedies in 2011, with a value share of 35%,
followed by Abbott India Ltd, with a 14% value share. Dabur is an established name in the ayurvedic
market, and Indian consumers’ inclination towards natural remedies is supporting the company’s
growth.
PROSPECTS
Increased consumption of “junk” food and irregular eating habits in the forecast period will drive
demand for digestive remedies, such as indigestion and heartburn remedies. Antacids will see the
second fastest growth in the forecast period, slower only to digestive enzymes due their availability
across Tier II cities and rural areas.
CATEGORY DATA
Table 37 Sales of Digestive Remedies by Category: Value 2006-2011
Table 38 Sales of Digestive Remedies by Category: % Value Growth 2006-2011

11. Table 39 Digestive Remedies Company Shares by Value 2007-2011
Table 40 Digestive Remedies Brand Shares by Value 2008-2011
Table 41 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 42 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in India - Category Analysis
HEADLINES
TRENDS
The ear being a sensitive organ, consumers prefer to consult a doctor for treating ear problems rather
than self-medicating, to avoid the risk of hearing impairment or even hearing loss. Consumers buy UTC
products which they are familiar with, or buy products recommended by a pharmacist. Even the OTC
brands rely significantly on suggestions of a doctor or chemist. Consumers who are aware of these
products buy them with doctors’ recommendation, but many other consumers do not treat ear
problems unless the pain is very severe.
SWITCHES
COMPETITIVE LANDSCAPE
Nulife Pharmaceuticals Ltd, with its flagship brand Soliwax, continued to lead the ear care category in
2011, with a 48% value share. It was followed by Bell Pharma Pvt Ltd with a 38% value share. There are
other herbal and ayurvedic brands which hold very small shares in ear care.
PROSPECTS
Ear care is a static product category in India, and the lack of an inclination among consumers to self-
treat minor ear problems and a general absence of company activity will lead to a weak performance of
this product category over the forecast period.
CATEGORY DATA
Table 43 Sales of Ear Care: Value 2006-2011
Table 44 Sales of Ear Care: % Value Growth 2006-2011
Table 45 Ear Care Company Shares by Value 2007-2011
Table 46 Ear Care Brand Shares by Value 2008-2011
Table 47 Forecast Sales of Ear Care: Value 2011-2016
Table 48 Forecast Sales of Ear Care: % Value Growth 2011-2016
Emergency Contraception in India - Category Analysis
HEADLINES

12. TRENDS
Emergency contraception is gaining in popularity among modern women, who are turning to these
products to reduce the chances of an unwanted pregnancy in an easy manner. Major cities, including
Delhi NCR, Jaipur, Chandigarh, Kanpur and Lucknow are the major sources of demand for emergency
contraceptive brands in North India as the population of educated women is greater in these areas, and
they are using the product after unprotected intercourse to avoid pregnancy. Emergency contraception
is mostly used by young women aged 18-30. Elsewhere, contraception is gaining traction thanks to
greater focus on education.
SWITCHES
COMPETITIVE LANDSCAPE
Piramal Healthcare Ltd, with its flagship brand i-pill, continued to lead the emergency contraception
category in 2011. Piramal accounted for 35% of value in 2011, followed by Mankind Pharma with a value
share of 32%, with its band Unwanted 72.
PROSPECTS
With changing lifestyles and attitudes among women, especially in the urban areas, it is expected that
this category has strong growth prospects over the forecast period, as it is seen as easy and convenient
option to avoid unwanted pregnancy. The players in this category will have to look for new options for
promoting their products, as the government has imposed a ban on advertising.
CATEGORY DATA
Table 49 Sales of Emergency Contraception: Value 2008-2011
Table 50 Sales of Emergency Contraception: % Value Growth 2008-2011
Table 51 Emergency Contraception Company Shares by Value 2007-2011
Table 52 Emergency Contraception Brand Shares by Value 2008-2011
Table 53 Forecast Sales of Emergency Contraception: Value 2011-2016
Table 54 Forecast Sales of Emergency Contraception: % Value Growth 2011-2016
Eye Care in India - Category Analysis
HEADLINES
TRENDS
There are very few OTC eye care brands available in India. The only notable brand during 2011 was
herbal product, I-Tone, from Dey’s Medical Stores (Mfg) Ltd. There are, however, many players which
come and go.

13. SWITCHES
COMPETITIVE LANDSCAPE
The OTC eye care category is dominated by three players: Dey’s Medical (I-Tone brand), Ozone
Ayurvedic (Itis) and Diamond eye drops. There are many small players – mostly ayurvedic – present in
the market but they do not have a significant impact on the eye care category.
PROSPECTS
It is predicted that there will be steady growth in the eye care category, as no major change is
anticipated in consumers’ behaviour towards the OTC eye care products present in the market. With
Bausch & Lomb planning to launch two or three OTC eye care products in early 2012, the standard eye
care category is expected to see growth in the forecast period.
Herbal/Traditional Products in India - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products are seeing a rise in demand in India, as these products are considered safe
and healthy, with less potential for side effects than standard products. Herbal/traditional products are
popular across various categories, ranging from cough medicines, dietary supplements and digestive
remedies to topical analgesics.
COMPETITIVE LANDSCAPE
Emami Ltd continued to lead in herbal/traditional products in 2011, with a 19% value share. The
company became number after acquiring Zandu Balm in 2009. It offers a wide variety of
herbal/products, including Emami Mentho Plus, Boroplus and Himani Chyawanprash. Dabur India Ltd is
the second largest player in herbal/traditional products with a value share of 16% in 2011. Dabur has
popular herbal brands such as Hajmola, Dabur Honitus and Pudin Hara. The third largest player is
Procter & Gamble Hygiene & Health Care Ltd, with a value share of 12% in 2011. Its most popular brand
is Vicks, which is available in different formats.
PROSPECTS
Herbal/traditional products is expected to post a stronger performance over the forecast period, as
consumers are tending to prefer such products due to their natural ingredients and safer options with
no side effects. With increasing consumer awareness and health consciousness, due to government and
manufacturers’ educational and advertising campaigns, more consumers will start consuming
herbal/traditional products over the forecast period.

14. CATEGORY DATA
Table 55 Sales of Herbal/Traditional Products: Value 2006-2011
Table 56 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 57 Herbal/Traditional Products Company Shares 2007-2011
Table 58 Herbal/Traditional Products Brand Shares 2008-2011
Table 59 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 60 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in India - Category Analysis
HEADLINES
TRENDS
Topical germicidals/antiseptics are mainly used in the winter, but are not liked by many consumers due
to the stickiness of the creams. Topical antifungals and antiparasitics register the strongest demand in
the summer. Increased consumption of antiparasitics, hair loss treatments and medicated shampoo
products among lower middle class households is enhancing sales of such products across India.
SWITCHES
COMPETITIVE LANDSCAPE
Emami Ltd continues to lead in medicated skin care, with its flagship brand Himani Boroplus. It had a
value share of 42% in 2011, followed by GD Pharmaceuticals Pvt Ltd with a value share of 9% and
Johnson & Johnson with a value share of 8%.
PROSPECTS
Medicated skin care will continue to see growth in the forecast period, driven by factors including the
increasing preference of consumers to self-medicate for minor skin problems, and more stressful
lifestyles. Private label brands such as Boro Life from Apollo Pharmacy are expanding, which will put
pressure on the existing brands.
CATEGORY DATA
Table 61 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 62 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 63 Medicated Skin Care Company Shares by Value 2007-2011
Table 64 Medicated Skin Care Brand Shares by Value 2008-2011
Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016

15. NRT Smoking Cessation Aids in India - Category Analysis
HEADLINES
TRENDS
India is the second largest tobacco consuming market in the world, with more than 120 million smokers,
and growth is not showing any signs of slowing down. The government’s anti-smoking efforts, like a
complete ban on smoking in public places and campaigns/activities to show the ill effects of smoking,
are expected to have a positive impact on NRT smoking cessation aids.
SWITCHES
COMPETITIVE LANDSCAPE
There were only two companies offering NRT smoking cessation products in 2011. Johnson & Johnson’s
Nicorette was the most prominent brand, followed by Nulife Chewettes by Ceejay Healthcare Ltd.
PROSPECTS
With Johnson & Johnson India Ltd investing substantial amounts in its advertising and promotional
activities, NRT products are expected to see an increase in value sales in the forecast period. Greater
awareness among urban households and the health conscious consumer base will enhance sales of NRT
products in the forecast period.
Sports Nutrition in India - Category Analysis
HEADLINES
TRENDS
The customer base for sports nutrition products in India remains very small, with awareness of these
products limited to hard core gym-goers, personal trainers, athletes and body builders. The high prices
of these products made it even harder to go mainstream and attract other consumers towards using
these products during the most part of the review period. Most sports nutrition products are sold in
unorganised channels; for example, some products like mass gainer supplements are sold by gym
trainers directly to the end customer.
COMPETITIVE LANDSCAPE
Coach’s Formula, by Plethico India Ltd, and Endura Mass, by Medinn Belle Herbal Care Pvt Ltd, were
amongst the leading brands in 2011.
PROSPECTS

16. As the number of health conscious people is increasing in India, demand for sports nutrition products is
expected to emerge as a key growth area in the forecast period. However, these products are
considered expensive and are not affordable for the majority of middle class consumers, which is
expected to impede full potential demand in the short-term.
Vitamins and Dietary Supplements in India - Category Analysis
HEADLINES
TRENDS
Consumers in India are becoming more aware of health and wellness, which is driving demand for
vitamins and dietary supplements. Consumers are prepared to pay premium prices for health and
wellness products.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
Amway India Enterprises is the market leader in vitamins and dietary supplements, with a value share of
24% in 2011. The company owes its position to its flagship brand Nutrilite, which has a strong presence
in all the major categories, including protein powder, child-specific vitamins and dietary supplements,
multivitamins and combination dietary supplements. The company extended its brand portfolio with the
launch of the child-specific Nutrilite range, which helped to increase its value share in 2011. Dabur India
was the second largest company in this category with a value share of 11% in 2011.
PROSPECTS
With changing dietary habits and the increasing popularity of food options deficient in vital nutrients, it
is expected that there will be a significant rise in demand for vitamins and dietary supplement products
in India. Consumers will start paying more attention to their general health and wellbeing by
supplementing their diets. Key players enhancing their promotional activities will increase awareness
among consumers, which will help drive demand for vitamins and dietary supplement products in the
forecast period.
CATEGORY DATA
Table 67 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 68 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 69 Dietary Supplements by Positioning 2006-2011
Table 70 Vitamins and Dietary Supplements Company Shares by Value 2007-2011
Table 71 Vitamins and Dietary Supplements Brand Shares by Value 2008-2011

17. Table 72 Vitamins Brand Shares by Value 2008-2011
Table 73 Dietary Supplements Brand Shares by Value 2008-2011
Table 74 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 75 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016
Weight Management in India - Category Analysis
HEADLINES
TRENDS
The Diabetes Foundation of India and the National Diabetes, Obesity and Cholesterol Foundation (N-
DOC) conducted a survey involving school students, which revealed that at least 32.6% students
studying in private schools and 9.6% in government schools are obese. The particularly high figures in
Delhi, Mumbai, Kolkata, Lucknow and Bangalore are due to irregular eating habits, unbalanced diets and
a lack of exercise. Demand for weight management products will continue to rise due to escalating
obesity rates and the rise of image consciousness among Indians.
COMPETITIVE LANDSCAPE
Herbalife International India Pvt Ltd led sales in 2011. The company’s flagship brand Shapeworks
recorded a value share of 74% in 2011, putting the company some way ahead of the second largest
player. Amway India Enterprises was in second position with a value share of 6%, with its brand Positrim
in 2011. The third largest player in this category was Himalaya Drug Co, with a value share of 3%, with its
brand Ayurslim. The other major players include Sanat Products, with its brand Sunova Bioslim, and
Goodcare Pharma Pvt Ltd, with its brand Ezi Slim.
PROSPECTS
Weight management products will see growth in the future, driven by sedentary lifestyles, rich eating
habits and longer working hours, which will lead to an increase in the obese population in the forecast
period.
CATEGORY DATA
Table 76 Sales of Weight Management: Value 2006-2011
Table 77 Sales of Weight Management: % Value Growth 2006-2011
Table 78 Weight Management Company Shares 2007-2011
Table 79 Weight Management Brand Shares 2008-2011
Table 80 Forecast Sales of Weight Management: Value 2011-2016
Table 81 Forecast Sales of Weight Management: % Value Growth 2011-2016
Wound Care in India - Category Analysis

18. HEADLINES
TRENDS
2011 value growth was lower than the review period CAGR of 7%. The low growth was predominantly
due to a return of traditional habits in Tier II and Tier III cities, where consumers tend to leave cuts open
to heal quickly and on their own, even if these leave scars.
COMPETITIVE LANDSCAPE
Johnson & Johnson India Ltd continued to be the category leader in 2011, with a value share of 71%,
followed by Beiersdorf India Ltd with a 21% value share. Johnson & Johnson’s brands Band-Aid and
Dynacrepe are available across all distribution channels, including in rural areas, which helped it retain
the number one position in 2011.
PROSPECTS
The ease of using wound care products and the increasing need to be “on the go” for daily routines
without hindrance from cuts and bruises are two major factors which are expected to escalate demand
for wound care in the forecast period. Manufacturers are likely to segment their offer, for example with
products specifically for children, in order to increase sales and market penetration.
CATEGORY DATA
Table 82 Sales of Wound Care by Category: Value 2006-2011
Table 83 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 84 Wound Care Company Shares by Value 2007-2011
Table 85 Wound Care Brand Shares by Value 2008-2011
Table 86 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 87 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016
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