Scope for expansion: Digestive health still centre stage in India’s probiotic market –Lumina Intelligence

By Tingmin Koe

- Last updated on GMT

According to Lumina Intelligence, Hyperbiotics has received the highest number of online consumers' reviews in India. ©Hyperbiotics Facebook
According to Lumina Intelligence, Hyperbiotics has received the highest number of online consumers' reviews in India. ©Hyperbiotics Facebook

Related tags Digestion India Probiotic

The Indian probiotics market is still largely focused on digestive and immune health, meaning there is huge scope to drive sales by educating consumers of their multiple benefits.

New data from Lumina Intelligence, a market insights platform operated by William Reed, the publisher of NutraIngredients-Asia, ​assessed a total of 113 probiotic brands sold in the country.

Findings from online consumer reviews showed that digestive health was the most prevalent health claim, with 95 out of 113 brands reviewed claiming to provide digestion benefits.

In terms of reviews, the US brands topped the chart for the number of consumer reviews.

Brands which made it into the top five most reviewed list include US brands Hyperbiotics, NewRhythm, Renew Life, Nature Made, and Carbamide Forte from Mumbai-based company Novus Life Sciences.

Notably, Hyperbiotics, which took the top spot, had about three times more reviews received as compared to the second-placed NewRhythm.  

“Hyperbiotics Pro 15, captured in India, is well positioned as ‘The Perfect Probiotic’ on front of pack on their label and claims to be ‘15X more survivability than standard capsules’ with their patented delivery technology.

“Looking at the brand development perspective India is still in the earlier stages of develop with key focus on digestion and immunity,”​ Emer Mackle, market analyst at Lumina Intelligence said.

Other than India, the platform also evaluated the online reviews of 21 other countries, including China, South Korea, the US, and Germany etc.

Other findings

In general, the Indian probiotic market has a 50:50 mix of imported and locally produced products.

As for dosage forms, probiotics capsule was the most prevalent format in India.

Out of the 113 brands studied, 92% were probiotic supplements, 6% were probiotic drinks and 2% were probiotic cosmetics.

Indian probiotics

In a bid to drive local innovation, Indian entrepreneur incubation hub Biovalley Incubation Council has announced five start-up products which it would fund, amongst which was a probiotic technology that speeds up fermentation​.

International JVs are also expanding its market expansion within India.

Yakult Danone India last year said it was surveying Panjab and Madhya Pradesh for market expansion.

MD of the firm, Minoru Shimada, commented that​ probiotic consumption in India was growing, but there was still a big challenge in increasing consumers’ awareness of probiotics benefits.

As such, the firm has been conducting outreach programs to reach out to the local Indian communities.

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