Ayurvedic supplements or nutraceuticals are mainly used by the urban population for immunity, vitality, and strength. There is also increased preference and usage for ayurvedic supplements for boosting immunity post covid. There is also increasing use of ayurvedic supplements for chronic diseases like diabetes, cholesterol, digestive problems, etc. Over-the-counter ayurvedic medicines are also being used for some acute illness, cough (dry and allergic) and acidity being the major applications.
A deep understanding of consumer insights, consumer choices, and consumer decision-making journeys is very important for companies who are vying for increasing market share in the highly competitive market of ayurvedic supplements. The top ayurvedic supplements and nutraceuticals brands in India are Patanjali, Dabur, Himalaya Wellness, Zandu, Dr. Vaidya’s, Hamdard, Sri Sri, Baidyananth, Organic India, and Cureveda. The consumers can be broadly segmented by the city tiers like Metro/ Tier 1/ Tier 2, age group, annual household income (AHHI), and gender.
