White Paper

Augmentation of wellness trend is

boosting vitamins, minerals and
supplements category in India
ARUSHI SACHDEVA, ASSOCIATE SALES DIRECTOR
SHRINIDHI SHETTY, ACCOUNT LEADER
ARUNIMA MITRA, ACCOUNT MANAGER
Foreword
PRASANNA PITALE
Senior Vice-President, Global
IQVIA Consumer Health
First and foremost, all of us at
IQVIA hope you are as safe and
well as can be during these challenging times.
Over the past decade there has been an undeniable
shift in healthcare. People have moved away from only
treating symptoms when they occur and instead are
now aspiring to a pro-active approach to health and
wellness.
However, the fast-paced nature of today’s society
doesn’t always allow for people to meet their
healthcare aspirations, with busy schedules often
leading to poor dietary choices that can cause health
problems. In India, this has led to a high-level of
disease caused by nutrient deficiencies.
Vitamins, minerals and supplements (VMS) can provide
a fast and easy way for people to get what the body
needs as they strive to maintain their health – through
supplements that help maintain a healthy immune
system for example – and wellness with supplements
that offer cosmetic benefits such as better hair, skin
and nails.
Despite these benefits, only third of Indians use VMS
products which presents the consumer health industry
with a big opportunity in one of the world’s most
dynamic healthcare markets.
In this report, we look at the Indian VMS market in
detail, uncovering the growth drivers, market leaders
and opportunities, as well as how the COVID-19
pandemic has impacted the market.
Furthermore, we talk to a range of consumers from
all walks of life about how they use VMS products
in their day-to-day lives, asking them why they
use supplements, which ones they use and who
recommended taking VMS products to them.
The aim of this report is to give you a clearer picture
of the Indian VMS market and enable your business to
take the opportunities available in what is a growing
and rapidly evolving consumer health environment.
We hope you find this report an informative, enjoyable
read and if you would like more information on how
IQVIA Consumer Health can help drive your VMS
business in India, please reach out to your dedicated
IQVIA Consumer Health team.

B | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
Executive summary
AMIT MOOKIM
Managing Director,
IQVIA India
When it comes to health and wellness, Indian
consumers today, especially the millennials and young
adults, are on the cusp of revolutionizing the fitness
trend. While the overall Indian market is witnessing
a change with an increased focused towards health
and wellness in a much more holistic manner, 2020
has truly been the catalyst to this growing trend.
Most of the key OTC categories have been impacted
by this change in consumer behaviour. With antacids,
digestives, health and nutrition drinks already being
the part of the consumers reactive and preventive
health habits, Vitamins, Minerals and Supplements are
now becoming an addition to this wellness repertoire.
With more and more concerns revolving around the
Lifestyle Disorders and unhealthy eating practices
leading to gut health disorders, various vitamin and
mineral deficiency incidence rates have gone up
considerably. Some prominent health concerns today
is associated with deficiencies of Vitamin B, Vitamin
D, Vitamin C and Iron, and the changing lifestyle is
further fuelling these deficiencies. Consumers have
been traditionally seeking reactive treatments towards
addressing Lifestyle disorders. However, with increasing
awareness and digital content influence, consumers are
adopting more preventing and OTC solutions.
Additionally, increasing awareness around a healthy
gut flora leading to better health, better skin and
hair has increased the importance and relevance of
Vitamins, Mineral, Probiotics and other Need Based
Supplements. 2020 has reinforced the importance
of immunity in a way that the consumer base for
ARIJIT CHOUDHURY
Senior Director, Life Science &
Consumer Health IQVIA India
Vitamins, Minerals and Supplements which has
largely been HNI’s, Upper Middle Class and patients
undergoing treatments, has now expanded to include
all Sections, especially middle class and rural consumers
as well. However, the challenge remains on how well
consumers understand this need for added supplements
in their daily routine. The US today has a very well defined
and regulated Vitamin Mineral and Supplements market
and the adoption rates for these supplements are
considerably high as compared to Indian market. Hence,
the opportunity is huge as a large section of the market is
still exploring and experimenting.
The VMS opportunity landscape is wide, ranges from
single vitamins and minerals for targeted deficiencies to
multi-vitamins, probiotics, omega fatty acids and need
based supplements for better sleep, better skin, hair &
bone health. Many players today are entering the space
yet winning in this market remains largely determined
by the differentiation and reach of these brands. These
two major shifts in consumer behaviour and segment
dynamics is here to stay and hence makes this category
an interesting opportunity for consumer health
businesses in India. This white paper is an attempt to
share a broad understanding of the category dynamics
and consumer behaviour towards Vitamins, Minerals
and Supplements category and help provide some
clarity on the road of opportunities ahead.
We look forward to working with businesses end
-to-end in establishing and scaling in VMS segment
extensively, with support from our medical,
nutritionists and consulting experts onboard.
iqviaconsumerhealth.com | C
Table of contents
Introduction 3

Consumers say! 9

The Future of the VMS market 11

Introduction
VMS (Vitamins, Minerals, and Supplements) is a category of over-the-counter
(OTC) healthcare products for adults and children that can be sold without a
prescription and are intended to supplement diet and nutrition.
In today’s fast-paced world, the need for maintaining
one’s health and wellness often takes a backseat. This
behavior leads to lifestyle diseases, fueled further by
lack of balanced meal and nutrition owing to hectic
schedules and reduced quality of food produce. As
a result, many households have started shifting
towards the consumption of vitamins, minerals, and
supplements (VMS) regularly, rather than relying solely
on their diet. In addition to those growing problems
for individual consumers, India is a country where
deficiency diseases are rampant, some of which are a
result of inadequate nutrition. According to a Mintel
Figure 1 - Quarterly Sales growth trends for Primary Segments Pre & Post COVID
Q417 Q118 Q218 Q318 Q418 Q119
Vitamin Supplements* Mineral Supplements
*Vitamin Supplements include Single and Multi Vitamin
Over last two year both Vitamins and Mineral
supplements have shown consistent growth with 2020
further boosting the category sales primarily driven by
increase in consumption for single and multivitamin.
report, only 37% of Indians use VMS. The traditional
Indian diet offers all nutrients in the correct proportion.
However, due to a lack of time and resources, very few
people are able to make such meals, and, in the case of
rural India, fewer can afford it.
Apart from health issues, the Indian market is
also driven by cosmetic concerns. As a result, VMS
products which promise better skin, hair, and nails
tend to fly off the shelves. The COVID-19 pandemic
has also caused changes in consumer buying behavior
as people are buying VMS products to strengthen
their immunity.
Q219 Q319 Q419 Q120 Q220 Q320
Supplements
Supplements have stayed steady with a marginal
increase over time. However, supplements also occupy
the lowest market share of the three segments.
iqviaconsumerhealth.com | 3
 SINGLE VITAMINS
Figure 2 - VMS Category Composition
The Single Vitamin segment was valued at 1486 crores
4% 1%
8% in March 2020, and it is the segment that has maximum
Minerals consumer awareness and support.
38% Vitamin
Multivitamin Vitamin D deficiencies are a major cause of osteoporosis
22%
Need based supplement and fatigue. Most lifestyles don’t allow for adequate
Other supplements outdoor time which is why many people opt for Vitamin
OMEGA fatty acids D tablets. It is often prescribed after fractures. As per
27% the recent monthly trend, Vitamin D has been on a
*() represents growth over MAT MAR’19 consistent rise, regardless of COVID’s impact on the
rising deficiency.

Figure 3 - Monthly Trend of Value Offtake – Single Vitamins

Vitamin B/B Complex Vitamin E Vitamin D

Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20

Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20

Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20
Vitamin C Vitamin A Vitamin K
Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20

Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20

Aug 19
Sep 19
Oct 19
Nov 19
Dec 19
Jan 20
Feb 20
Mar 20
Apr 20
May 20
Jun 20
Jul 20
Aug 20
The ongoing pandemic has made Vitamin C a popular revealed that there was a prevalence of vitamin B12
preventive for cough and cold, and it is becoming an deficiency in 47% of the North Indian population.
increasingly popular choice as an immunity booster. This is a concerning statistic as vitamin B is essential
Vitamin C offtake growth is largely a COVID-driven for proper neuronal functioning, along with
phenomena. Vitamin E has been prescribed for metabolism and hormone control. It is so crucial
glowing skin and accelerating hair growth by health that the Indian government restricted its export
professionals and laymen for quite a long time. While
towards the beginning of the COVID-19 pandemic.
these segments are niche, they are promising, as the
Becosule is a favored choice for vitamin B complex.
trend is expected to continue for the long-term.
People who have used Vitamin D and Vitamin B
Despite all these factors, Vitamin B/B Complex outsells capsules together have reported a significant rise
it’s counterparts by a massive margin, with 62% in energy levels. Most survey respondents who
contribution to the Vitamin segment sales at MAT were consumers of vitamins asserted that they “feel
Mar’20. In a study published by IJEM in 2019, it was better” and “more energetic”.

4 | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
 It just seems to make
me feel less drowsy
and more active. It
gives me the feeling
that I’m healthy and
am completing my
body’s needs
31-year-old Maharashtra resident
who has been using B12 for less
than 2 months
Vitamin B and D
deficiency causes
fatigue; these
supplements help me
keep my energy levels up
30-year-old working professional
from Karnataka who has been using
these vitamins for a year or more
Had a few allergies. The
doctor then prescribed it.
My allergies have
reduced drastically
compared to before
19-year-old Tamil Nadu resident
who has been using vitamin C for
less than 2 months

MINERALS According to the Global Nutrition Report 2017,

just over half (51 per cent) of Indian women of
Mineral segment is pegged at 2082 crores in March
the reproductive age (15 to 49 years) are anemic.
2020, with 38% contribution; it can be safely assumed
This can be caused by menstruation, malnutrition,
that minerals have a strong foothold in the Indian
market, irrespective of individual pricing, which tends or inadequate iron content in food. Since low

to be higher than the Vitamin segment. Post the hemoglobin levels are a widespread problem, iron

COVID-19 lockdown, the consumption of Minerals has supplements may be more reasonably priced. In the

gone down slightly as the market opened up in the zonal analysis of pack sizes, it was seen that iron has

month of July’20-Aug’20 but Vitamins - both Single and
Multivitamins-continue to grow.
Calcium is important for bone health and may also
protect against cancer and blood pressure issues.
The sharp decrease of estrogen in menopausal
women leads to bone loss and osteoporosis. Low
bone density is a prevalent problem among women,
which is why, in May 2018, Lupin launched its calcium
supplement ‘Corcal Bone and Beauty’ with a key focus
on women’s health. It was subsequently observed
that the value offtake in calcium sales grew rapidly in
2018 and 2019. Most users of calcium supplements
were unable to assess the impact it had on them.
the highest pack size across all zones.
Zinc is a mineral that is frequently glossed over and
shows a higher incidence of usage in urban areas.
Zinc deficiency is characterized by growth retardation,
loss of appetite, and impaired immune function.
Severe deficiency may cause hair loss, diarrhea, and
hypogonadism in males. Since these symptoms are
not immediately visible, consumers tend to ignore
their zinc requirement, which is why its market share
is negligible. Several studies in the past have stated
that zinc has a broad-spectrum antiviral activity
against a variety of viruses, and it may have increased
relevance during COVID times.

iqviaconsumerhealth.com | 5

Low hemoglobin levels
have increased
22-year-old student from Gujarat
Calcirol has really helped me with
bone pain. Also, at some point, iron
and folic acid corrected anaemia
23-year-old student from West Bengal
Figure 4 - Value Crs – Monthly Trend
Jan-20 Feb-20 Mar-20 Apr-20
Multivitamins
The increasing preference towards Multivitamins is
reflected in the sales trend for last year (figure 4),
with substantial traction during COVID-19 period.
Multivitamins can be further segmented into
three sub-segments based on the formulation and
composition of Vitamins, Minerals and Plant extracts.
They are: Multivitamin in combination of Minerals,
Multivitamin with Minerals + Plant Extract/Herbs and
Multivitamin without Minerals, which are generally
a combination of multiple Vitamins. Multivitamin
in combination of Minerals and Multivitamin with
6 | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
MULTIVITAMINS
The average or typical Indian consumer’s propensity
to buy products which provide an “all-in-one”
solution can be observed in the buying patterns
for multivitamins. Individual minerals and vitamins
are more expensive compared to a package which
combines multiple options. The general perception is
that the combination would thereby increase the
spectrum of benefits provided. Hence, the average
consumer would prefer a pack of multivitamins
over anything else.
May-20 Jun-20 Jul-20 Aug-20
Single Vitamins
Minerals + Plant Extract/Herbs comprises almost
98% of the category, indicating that for self-
consumption, consumers prefer a combination
of Vitamin and Mineral over pure vitamins, which
is largely driven by doctor recommendation.
Multivitamin with Minerals + Plant Extract is recently
being explored by many players. Sun Pharma’s
Revital is promoting a Ginseng variant and many
companies, including Alkem Laboratories, Wellman
and Antex Pharma, have launched Multivitamins
with Ginseng.
 Results from friends finally
convinced me to take Multi-Vitamin
& Iron Supplements. I take AMWAY
supplements. Feel more energetic
& my iron deficiency has reduced.
Helping me in my menopause
phase as well
47-year-old working professional from Haryana
To deal with the COVID situation, the
government is asking people to
increase their immunity and stay fit.
Moreover, doctors are prescribing
multivitamins to COVID patients
27-year-old student from Maharashtra who has
been using multivitamins for less than 2 months
I am an avid follower of fitness vlogs
on YouTube. I can see a clear
difference in my life when I consume
them as compared to when I don’t
31-year-old working professional from UAE who has
been consuming multivitamins for a year or more
OMEGA FATTY ACIDS
The fatty acids segment is much smaller compared
to the ones discussed previously. However, its
deficiency in diet may lead to cardiovascular,
vision, and neurological problems. Fatty acids are
an essential component of cell membranes and
are used for the synthesis of lipid mediators. The
consumption of fatty acid supplements helps in
reducing fatigue and maintaining healthy skin.
Hence the Flaxseed and Omega-3 fatty acids are
the highest selling segments in this space. Cod liver
and fish oil have relatively lower sales which can
be attributed to a predominantly vegetarian diet
followed in India.
iqviaconsumerhealth.com | 7
 I have a vitamin D
deficiency, so I have had
Being a doctor helped
times when I consumed
me take evidence-based
Better cognitive tablets of cod liver oil. It
supplements. [It] made
performance, mental has helped with my back
me mentally secure. Also,
stamina. Less tiredness and my general well
I haven’t fallen ill since I
being so I will use it
started them
again if my levels drop
below normal

52-year-old working medical

21-year-old student from Karnataka
who has been consuming fatty
acids for a year or more
20-year-old student from
professional from West Bengal who
Maharashtra who was a previous
has been using fatty acids for the
user of cod liver oil
past 2 to 6 months

Figure 5 - Composition of Need Based Supplement

43%

30%

11%
8%
4% 3%

Appetite Stimulant Digestive & Probiotics Immunity & Growth Reproductive General Nutrition & Sports & Wellness
Builder Health

NEED-BASED SUPPLEMENTS This suggests that consumers are progressively

With value contributions greater than 5-6% and becoming more conscious about their gut health and

valued at 350-400 Cr +, the need-based supplements food consumption. Immunity and growth boosters

category as a whole has seen a high percentage of have the third-highest market spot in terms of

growth over the past year and has a lot of scope value. Given the current pandemic climate with no

for innovation, with a significant possibility for end date in sight, one can expect this subsegment

expanding its consumer base in various ways. Within to move upwards. Reproductive supplements that

this category Appetite Stimulant is the largest are used to improve sexual performance and health

contributor and East zone contributes highest to by enhancing vigor, vitality and stamina are also

the Appetite Stimulants sales, owing to the region’s popular. The sports and wellness supplements

dietary lifestyle. Digestives and Probiotics is the next subsegment easily ropes in new users through

lucrative segment witnessing robust growth. Last recommendations via gym-goers and fitness

year has seen multiple new launched and innovation instructors. Some users of menopause supplements

in this space with likes of Abbott launching Pre- are unable to assess any change while others have

probiotic gummies for Children as well. noticed significant effects.

8 | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
 Trying to start muscle building so
maybe I’ll use whey supplements
21-year-old student from Madhya
Pradesh when asked if he would use VMS
I used it when I was working out. I
may restart if I start working out again
45-year-old stay-at-home person from Delhi on
the usage of supplements
Consumers say!
While the market data has a considerable positive
story for the VMS category in terms of consumption,
it is equally important to understand how these
trends reflect consumer behavior and acceptance.
This led us to conduct a short survey with a
respondent base of 250 across key markets, such as
Karnataka, West Bengal, Maharashtra, and NCR with
a male and female composition of 1:1.
At the time of the survey, 45.2% of the respondents
confirmed their consumption of VMS, which is 8.2%
higher than the national average of 37%.
Figure 6 - Gender Breakup amongst Users
58.0% 42.0%
Female Male
Figure 7 - Occupation of Consumer Base
36.6% 42.9%
Working
Professionals
Student
14.3% 6.3%
Business
Stay-at-home owners
Recommended by the coach to have
as part of mixed martial arts (MMA)
training. Provides the required energy
boost for rigorous training and laso
helps in relaxation post workout
34-year-old working professional from Maharashtra
who has been using need-based supplements for
less than 2 months
50.9% of users started using VMS because it was
prescribed by their doctor, 26.3% consumed it
on the recommendations of friends and family,
and 9.8% began using them when the pandemic
started. In an urban setting, although there is a
high dependency on doctors’ prescriptions, the VMS
segment also appears to be driven by a “tried-and-
tested” approach among the close circles of a user.
In the age group comprising people dependent
on their parents, it was observed that they were
more likely to take it if enforced by a senior family
member, mainly their mothers. Vitamin deficiencies
were a major cause of consumption, followed by iron
deficiencies. Menopause supplements and protein
supplements were also popular. Among the users,
the approximate duration of usage is shown below:
Figure 8 - Duration of VMS Usage
16.1%
A year or more
6.3% 2 to 6 months
45.5% Less than a year
12.5% Less than 30 days
Less than 2 months
19.6%
It is also observed that Iron and calcium had the
highest consumption, followed by the vitamin
segment. This trend is in line with the proportion of
mineral and vitamin sales trends.
iqviaconsumerhealth.com | 9
 Consumption of VMS is proportional to the level of
Figure 9 - Consumption
awareness, as most non-users are not completely
7.2% Calcium aware of the need for supplements or their
10.8% 24.3%
Fatty acids underlying benefits.
Iron
Multivitamins
9.9% Other minerals
3.6% Probiotics Figure 11 - Awareness Level of VMS among Non-Users
8.1% Herbal Supplements
Vitamin B 22.6%
3.6%
0.9% 25.2% Vitamin C
6.3% Vitamin D Very aware

7.3% Not aware at all

Perception among non-users: 70.1% Somewhat aware

Among the respondents, roughly 52% were non-

users, the majority of which were male.
QUOTES FROM THE SURVEY

Figure 10 - Occupation of Non-users

I’ve heard they have side effects

50.8% 10.1% associated with it
Working
Student
Professionals
While they may be necessary, I don’t see
their need given a balanced diet and routine
is followed. Unless required by a medical
35.5% 3.6% professional, I wouldn’t opt for them”
Business
Stay-at-home owners
I get prescribed Vitamin B supplements or
something similar whenever I fall terribly ill.
In the survey conducted, we tried to capture a few
So I will need it again in the future, I guess
of the reasons why people don’t use VMS. There was
a mild fear of side effects, coupled with a prevalent 1. It’s hard for consumers to be convinced
to spend money on VMS alone, unless it
belief that a balanced diet was sufficient for one’s
also revolves around inconclusive medicinal
nutrition needs. People who don’t want to use VMS drugs such as the area of Nootropics
in the future expressed confidence in their current
2. Mixed supplements, such as Soylent, which
fitness levels and dietary intake. They are also not had been advertised a while back, could
keen on “popping pills” when there are “organic” seem like something much more worth it
substitutes already available. A few were also open
3. I could take direct tablets or supplements
to consuming VMS if it was a medical requirement or if there is some medical advice stern or
if they had a nutritional deficiency. Some people had otherwise attached with it. Else it’s hard to
see why I would go the extra mile for this
consumed VMS in the past when it was required.

10 | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
The Future of the VMS market market with much uncertainty and a severe lack of
information to identify the best strategy to handle the
brands in the categories they operate in.
The Indian VMS market is more reactive than
proactive. People are more likely to consume VMS
This has created a need to spend more on research
products if they show any visible symptoms of illness
and consulting for data-based decision-making to
rather than as a preventive measure. This applies
better address the fluctuating consumer behavior
specifically to single vitamins and combinations of
and attitude towards health. There is currently a
pure Multivitamins. Doctors prescribe VMS products in
focus to reposition existing VMS brands under the
addition to allopathic medicines for various ailments.
‘immunity boosters,’ and to highlight their ability to
However, patients are never made aware of why the
directly promote immunity-boosting ingredients, such
supplement has been prescribed and if the same can
as Vitamins C, D, and E, in addition to a host of other
be self-consumed on a regular basis as a preventive
immunity-strengthening ingredients. Launching new
measure or to maintain general health. This touchpoint
brands in the Vitamins and Dietary Supplements domain
can be leveraged by companies manufacturing VMS
is a major opportunity that COVID-19 has brought to
products to emphasize why they should be used as a
light. Almost all key VMS brands during COVID have
preventive measure. There should be a targeted focus
grown five times the IPM (Indian Pharma Market)
on elderly people through explanations of why the
with few representatives doing rounds with doctors,
consumption of VMS will improve their quality of life.
indicating a rise in VMS. How much of your sales are
Strategic marketing techniques are required to get
prescription-dependent VMS? Do reps really matter
the below-23 age group to become active users. As
for big VMS brands? Are there opportunities for sales-
mentioned earlier, they are more likely to consume pills
force optimization for VMS-dominant CH businesses?
of any kind when enforced by a senior. The widespread
How do doctors want to be engaged? Categories
misconception of VMS products having severe side-
like hygiene and mask-wearing are here to stay. VMS
effects also needs to be debunked. Food fortification
provides consumers with an ‘internal mask’ that
measures by the government are necessary to
protects them from diseases.
provide adequate nutrition at the grassroots level.
VMS manufacturers may find a niche in agriculture or
The rise of digital technology, e-commerce, innovative
biotech while simultaneously improving their rapport
distribution channels, digital prescription methods,
with the government if they were to take part in an
and telemedicine are some of the various focus
advisory capacity for food fortification.
areas where research, consulting, and marketing
expenditure can support greatly to help expand and
Additionally, in the current scenario, COVID-19 has led
scale the current potential of the VMS market.
to tectonic shifts in Consumer behavior and attitudes
towards health. The inability of representatives, the
– IQVIA Consumer Health Expert View
reluctance of doctors to physically connect, the rise of
digital and e-commerce have left the consumer health

iqviaconsumerhealth.com | 11
About the authors
ARUSHI SACHDEVA SHRINIDHI SHETTY
Associate Director at IQVIA Account Leader at IQVIA

IQVIA Consumer health leading Consumer health is responsible

the south Asia region with
extensive experience across
FMCG and consumer insights. She
has a 10+ years of experience on brand positioning
and execution strategies. Her core expertise is on
leveraging consumer insights for developing brand
strategy, identifying innovation opportunities,
relaunching existing brands, optimizing marketing
investments and building successful new product
launches. She holds a strong competency in
understanding marketer’s diverse business needs,
assist clients to sharpen a research brief and
conceptualising the appropriate research design.
for supporting client brands
with strategic decision making
through research, marketing
and sales solutions. With her 12+years of experience
across research, marketing and strategy for diverse
clientele in consumer health care, FMCG, liquor and
logistics, she is an expert in business planning, multi-
channel retail strategy, market research, marketing
and competitive intelligence. She is a trusted advisor
on identifying relevant solutions for building and
growing brand presence and equity in online and
offline market space.

ARUNIMA MITRA
Account Manager at IQVIA

Arunima manages the consumer

health vertical for IQVIA clients.
A seasoned consultative sales
professional, she also has
expertise in marketing and market research. She has
previously worked with Abbott Nutrition International
and has 3 years of experience in OTC Market. She has
worked in different Indian markets, and managed
& executed the transition of a Rx brand to OTC.
She has proficiency in the space of VMS & Diabetes
Management. Based on long term relationship
with client, acted as advisor on Marketing, Market
Research, Sales Management, industry issues, trends &
Consumer health product and consulting capabilities.
Her experience in management of KOLs, HCPs and
distribution of Nutrition products, makes her an
accomplished consultant of VMS.

12 | Augmentation of wellness trend is boosting vitamins, minerals and supplements category in India
References
1. https://www.mintel.com/blog/indian-consumer/whats-shaping-indias-vms-category

2. https://www.business-standard.com/article/current-affairs/50-indian-women-are-anaemic-why-it-
persists-after-70-yrs-of-freedom-117112100219_1.html

3. https://www.ijem.in/article.asp?issn=2230-8210;year=2019;volume=23;issue=2;spage=211;epage=214;aulas
t=Singla

4. Data Source: IQVIA OTC Consumer Health Retail Data

5. Consumer Say: Online syndicated survey conducted with 250 consumers

iqviaconsumerhealth.com | 13
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