The dietary supplement market in India has tripled in three years and is projected to grow at a compound annual growth rate of 13.9% from 2025 to 2030, according to the Ministry of Food Processing Industries. Behind this growth is a fundamental shift in who's buying.

For years, "supplements" in India meant protein powders, a category dominated by athletes, gym-goers, and bodybuilders chasing muscle mass and performance. That has changed, especially since the COVID-19 pandemic. Rising health awareness and the growing burden of chronic conditions like type 2 diabetes and cardiovascular disease have pushed a much broader set of buyers across age groups and genders toward preventive healthcare. Many who once limited themselves to medicinal purchases are now buying supplements to maintain energy, correct deficiencies, slow the premature effects of aging and reduce long-term health risk.