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Consumer companies take to nutraceuticals as health consciousness rises

The pandemic made consumers more health-conscious than ever, which is why companies are selling nutraceuticals in the form of gummies and strips, making them more palatable than pills and leading to higher acceptance.

May 24, 2022 / 15:29 IST
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Representative image
Representative image

Rohan Mishra, a 30-year-old marketing professional, realised after a routine health check-up just before the pandemic that his triglycerides, a type of fat, were alarmingly high. A high level of triglycerides in the blood is often linked to higher chances of heart conditions and, hence, Mishra was worried.

He spent the next two years following a strict workout and diet regime to shed excess body weight and eat healthier. However, his diet was not able to fulfil the nutritional requirements.

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“I was trying to eat a diet rich in ‘Biotin’ as it helps in cutting down triglycerides, but how much tuna, sardine or salmon can you eat in a week?” Mishra asked. “Ultimately, I decided it was easier to supplement my diet with Biotin tablets to fulfil the nutritional requirement.”

The perception of nutraceuticals has changed of late, with consumers resolving to adopt a healthier lifestyle in the wake of the pandemic. Sample this: retail pharmacy chain Wellness Forever’s sales of nutraceuticals have almost doubled from pre-pandemic times.