PTI

Posted: Sun, May 3 2009. 11:39 AM IST

Vitamins, dietsupplements market totouch Rs3,400 cr by2013

Amway has 16.9% market share, Dabur11.8%, followed in the third spot by HeinzIndia. Ranbaxy Laboratories and Pfizer werein fourth position with 4.6% each

New Delhi: As increasing number of consumers become health conscious,sales of vitamins and dietary supplements in India are expected to grow by33% in the next five years to over Rs3,400 crore by 2013.According to a report by global market research firm EuromonitorInternational, the Indian vitamins and dietary supplements market, whichwas valued just over Rs2,556 crore last year, is increasingly witnessingtough competition between direct sales player Amway and FMCG playerDabur. “Growth will be driven mainly by urban consumers, who are becomingincreasingly aware of health needs. More stressful lifestyle, pollution anddigestive complains will further contribute to growth,” the report said.As per the latest data by the market research firm, in value terms Amwayhas 16.9% market share, while Dabur has 11.8%, followed in the third spotby Heinz India. Ranbaxy Laboratories and Pfizer were in fourth positionwith 4.6% each.Among the supplement brands, the study rated Amway’s protein powderNutrilite, which had a sales of Rs330 crore last year, as the most popularbrand followed by Dabur Chyawanprash from Dabur India valued at Rs230crore.In combination dietary supplements, Himalaya Drug’s Liv 52 has been ratedas a top brand with sales of Rs64.9 crore.The report pointed out that the chyawanprash segment would witness arobust growth during 2008-2013 period due to aggressive marketing andpromotional activities by Dabur and Emami.