Ahmedabad: Gujarat’s market for vitamins, minerals, and nutraceuticals has exceeded Rs 1,000 crore, marking a 38.3% growth over four years as consumers increasingly seek supplements for nutrition, fitness, and preventive health. According to Pharmarack data, the market expanded from Rs 756.3 crore in August 2022 to Rs 1,046 crore in August 2026.

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Vitamins are the primary driver of this growth, with sales increasing 37.2% from Rs 332.1 crore to Rs 455.6 crore. This segment contributed an additional Rs 123.5 crore in annualized sales and continued to grow by 10.6% in the latest year, indicating sustained demand rather than just initial growth.

Sheetal Sapale, vice president (commercial) of Pharmarack, stated that awareness of nutrition and preventive health has significantly increased. Protein consumption is now common beyond just fitness enthusiasts, while multivitamins are regularly prescribed for routine health management. The prevalence of B12 and D3 deficiencies has further encouraged proactive consumption of supplements.

Pharmarack’s data indicates that the vitamin market's growth is diversifying. While traditional multivitamins and mineral combinations remain the largest sub-category at Rs 103.4 crore, more targeted formulations are expanding rapidly.

Demographic changes are also influencing this market. An increasing share of the population is aging, and millennials are becoming more aware of lifestyle-related health risks, motivating them to focus on nutrition and supplements before health issues arise, according to Sapale.

Protein supplements are following the broader trend in nutritional products, growing from Rs 57.4 crore in August 2022 to Rs 70.3 crore in August 2026, representing a 22.5% increase. The category has added nearly Rs 13 crore in sales and recorded a 2.4% growth in the most recent year.

Hari Natarajan, co-founder of Pronto Consult, highlighted that the OTC protein supplement market is expanding rapidly, driven by increased awareness about muscle building, addressing deficiencies, weight management, and maintaining overall nutritional balance. He estimated that the OTC protein supplement market in Gujarat alone could reach between Rs 800 crore and Rs 1,000 crore, influenced by gym culture, rising health awareness, and the convenience of purchasing through social media and quick commerce.