Nutritionals market to deepen its transition toward a consumer-influenced, multi-channel ecosystem: Pharmarack Technologies

As per Pharmarack’s PHARMATRAC MAT December 2025, the Nutritionals segment reached Rs 21,288 crore, registering 6 per cent value growth

The Indian Nutritionals market is entering a phase of consolidation after the COVID-led surge of FY21–22, with December 2025 data highlighting a clear shift in growth drivers and consumption patterns. As per Pharmarack’s PHARMATRAC MAT December 2025, the nutritionals segment reached Rs 21,288 crore, registering 6 per cent value growth, largely supported by 6 per cent price growth despite a 3 per cent decline in volumes, indicating premiumisation and evolving consumer preferences. Demand is increasingly moving away from traditional prescription-led vitamins toward OTC, nutraceutical, and D2C wellness formats, reflecting a broader transformation in how health and preventive care products are consumed.

Vitamins continued to dominate the category with a 44 per cent contribution and Rs 9,374 crore in value, growing 6 per cent, though the segment showed signs of maturity as Rx-driven demand slowed. Nutraceuticals, accounting for 27 per cent (Rs 5,684 crore), emerged as the key growth engine with 7 per cent value growth, driven by rising lifestyle disorders, preventive health awareness, and strong consumer engagement beyond the doctor’s clinic. Calcium products contributed 17 per cent (Rs 3,665 crore) but recorded a modest 3 per cent growth, impacted by volume pressure and pricing challenges, while smaller segments such as mineral supplements and biotin combinations, each with a 2 per cent share, delivered robust 10 per cent value growth on a lower base.

Commenting on the evolving landscape about the Indian Pharma Market – Highlights of 2025 and what 2026 has in store, Sheetal Sapale, Vice President – Commercial, Pharmarack Technologies, said, “While self-care demand remains strong, growth in Nutritionals is no longer limited to doctor-driven prescriptions. Social media and wider digital channels are increasingly influencing consumption, leading to a shift toward OTC, nutraceutical, and D2C brands. At the same time, medical nutrition continues to provide baseline stability to the category.”

Looking ahead to 2026, the nutritionals market is expected to deepen its transition toward a consumer-influenced, multi-channel ecosystem, where brand credibility, responsible communication, and format-led innovation will play
a critical role in sustaining growth.