India shifts to holistic wellness and nutritional choices: HyugaLife

HyugaLife, the health and wellness platform was recently surveyed in India

In the dynamic landscape of India’s nutraceutical market, the trajectory from a modest $2 billion in 2010 to a staggering $16.3 billion in 2023 reveals a seismic shift in health perceptions. Against this backdrop, HyugaLife, the health and wellness platform backed by actress Katrina Kaif and cricketer KL Rahul, was recently surveyed in India. The survey aimed to unravel the prevalent attitudes and behaviours of Indians towards health and supplementation.

The age distribution of respondents, with 41.5 per cent below 30 years of age, paints a nuanced picture, highlighting the discerning interest and increasing awareness of health and fitness among the youth.

Approximately 53 per cent of respondents only recently embraced the world of supplements, reflecting a growing inclination among Indians to explore these products for enhancing their health. As the preferences & purchasing power of the Indian population evolve, there is a clear move away from basic needs like sustenance towards a heightened focus on health and nutrition.

Among those who include supplements in their routines, the majority of them consistently took essentials like multivitamins, Vitamin B, C, and D. The positive trajectory suggests a noteworthy shift – supplements are no longer viewed as merely medicinal but have become a regular part of daily nutritional intake.

Two prevalent categories in the supplement landscape are multivitamins and beauty supplements. The survey affirms that people prioritise both their inner and outer health. A significant 23.8 per cent chose beauty supplements to enhance hair and skin health, while 20 per cent embraced vitamin/mineral supplements.

Over 37 per cent expressed confusion on initiating their wellness journey, a sentiment indicative of the complexities individuals face in the realm of health. HyugaLife tapped into this audience with their Chatbot assistance and real-time nutritionist consultations that have so far clocked over 100 hours of free consultations in the last 12 months.

There also seems to be a paradigm shift toward healthier snacking. As per the Ministry of Food Processing Industries, the healthy snacking market in India is projected to grow at a CAGR of approximately 20 per cent between 2020 and 2025. Indians are also waking up to the reality of protein deficiency. Therefore, it’s unsurprising that 19 per cent of survey participants opted for healthier snack alternatives such as peanut butter, energy bars, and oats.

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