Ahmedabad: Gujarat’s market for vitamins, minerals and nutraceuticals has crossed the Rs 1,000-crore mark, growing 38.3% in four years as consumers increasingly turn to supplements for nutrition, fitness and preventive health.
Pharmarack data shows the market grew from Rs 756.3 crore in Aug 2022 MAT to Rs 1,046 crore in Aug 2026 MAT. Vitamins remained the biggest contributor, with sales rising 37.2% from Rs 332.1 crore to Rs 455.6 crore. The segment added Rs 123.5 crore in annualised sales and grew 10.6% in the latest year, indicating that the expansion has continued rather than being driven only by the initial years of the period. The market size of OTC protein supplement consumption in Gujarat alone would be Rs 800 crore to Rs 1,000 crore, according to conservative estimates.
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Sheetal Sapale, vice president (commercial) of Pharmarack, said, “Awareness around nutrition and preventive health has grown significantly. B12 and D3 deficiencies are also fairly common, which is driving more proactive consumption of supplements. ” “The OTC protein supplement market is also growing fast, driven by greater awareness about muscle building, making up for deficiencies, losing weight and maintaining an overall nutritional balance for better quality of health over time. Social media and quick commerce along with OTC product availability, further fuel these purchase decisions,” said Hari Natarajan, co-founder of Pronto Consult.
Protein consumption is no longer limited to a fitness-focused audience, while multivitamins are increasingly being prescribed as part of routine health management. This is not only driven by the gym culture but also by rising awareness among people about health, longevity and nutrition needs. Download the TOI App.
Traditional multivitamins and mineral combinations remain the largest vitamin sub-category at Rs 103.4 crore, but several more targeted formulations have expanded much faster. The category grew from Rs 57.4 crore in Aug 2022 MAT to Rs 70.3 crore in Aug 2026 MAT, an increase of 22.5%. It added nearly Rs 13 crore in sales value over the period and recorded 2.4% growth in the latest year.
The growth in vitamins is also changing in composition, according to Pharmarack data. There is a growing motivation to remain active, fit and mobile in the later years of life, which is encouraging consumers to think about nutrition and supplementation proactively, rather than only after a health problem emerges,” said Sapale added. “At the same time, the demographic profile is changing. A significant share of the population is moving into higher age groups, and millennials are also getting older and becoming more conscious of lifestyle-related health risks. Protein supplements have followed the broader expansion in nutritional products.