The COVID-19 pandemic has changed life in many aspects, and our focus on health is one of them. The startup space has taken notice of the change and D2C (direct-to-consumer) nutrition startups, catering to the needs of children and adults alike, have gained traction. Thus, over the last few years, changing food consumption patterns have caused a trend of lifestyle changes giving nutrition startups a chance to tap into ‘Nutrition at Home’.

What was initially a market that was limited to home practices and word of mouth recommendations, is slowly turning into a business sector in itself. With a wide range of nutrition products, these nutrition startups are evolving to understand people’s needs and serve them on an everyday basis. The working population around the globe is struggling to fulfill the dairy nutrient requirements owing to hectic work schedules and changing lifestyles.

Dietary supplement manufacturers benefit from increasing consumer spending power and more access to a variety of brands. Furthermore, the expansion of supplements is aided by increased online dietary supplement sales. In comparison to the rural population, the urban population has a faster-paced lifestyle. This is a significant influence on their preference for dietary supplements. Hence, a growing number of fitness centers, health clubs, and gymnasiums coupled with growing awareness about fitness among the youngsters is expected to increase the demand for energy and weight management. As a whole, with the increasing consciousness on health and well being, today, the customers are turning towards dietary supplements. The Indian dietary supplement market is expected to reach Rs.847.9 Billion by 2027, exhibiting a CAGR of 14 percent during 2022-2027, reports Imarc, a market research and consulting services company.

As a result, India is estimated to have contributed 490 billion and services of 40 percent in the health and wellness market, according to the global health market.