INDIA MEDICAL NUTRITION MARKET ANALYSIS

Market Challenges And Opportunities

India Medical Nutrition Market– Drivers

• Increasing Prevalence of Chronic and Lifestyle Diseases: The growing incidence of chronic diseases and changing lifestyles have been major factors fueling growth of India medical nutrition market. Non-communicable diseases like diabetes, cardiovascular issues, and cancer have risen substantially over the past decade due to rapidly deteriorating dietary habits and rising levels of stress. As per the Indian Council of Medical Research (ICMR), prevalence of diabetes and pre-diabetes among adults increased from 9.3% in 2017 to 13.6% and 29.7%, respectively, in 2020. The WHO estimates that cardiovascular diseases now account for over 25% of all deaths in India each year. The latest data from the National Cancer Registry Programme also shows colorectal, breast and lung cancers growing at an annual rate of over 4% between 2020-2022.
• Rising Health Awareness and Focus on Preventive Care: There is growing consciousness among Indians regarding the importance of nutrition, diet, fitness, and overall well-being. Especially in the post-pandemic era, preventive healthcare has become a priority for a sizable population. This shift can be credited to constant health messaging by the government amid COVID-19 and the greater availability of medical information through digital platforms and social media influencers. As per a recent survey by the National Health Authority, over 80% of urban Indians and 60% of rural citizens now consider factors like diet, exercise, and periodic screenings important for long-term health protection. They are increasingly making lifestyle changes and seeking medical guidance in a bid to dodge illness risks in the future. Hence, this is expected to fuel the India medical nutrition market growth over the forecast period.

India Medical Nutrition Market: Restraint

High cost of specialized products, lack of awareness in some sections of society

• The India medical nutrition market is facing significant challenges to its growth due to some pressing issues. One of the major hurdles is the high cost of specialized medical nutrition products. These therapeutic products that are prescribed to manage diseases or medical conditions often have unique formulations tailored to the needs of patients. Developing such specialized formulas requires extensive research and testing, which drives up manufacturing costs. This makes these medical nutrition products exorbitantly expensive for a large section of the population to afford regularly.
• Further adding to the problem is a lack of adequate awareness among certain sections of society about the role of nutrition in healthcare. Medical nutrition is a relatively new concept in India compared to developed markets. Many people are still not fully informed about how specific nutrients and formulations can help treat ailments or enhance health outcomes. This issue is more prominent in rural and economically disadvantaged regions of the country. For instance, as per a study by United Nations International Children's Emergency Fund (UNICEF) in 2020, over 50% of children and women in Jharkhand suffer from anemia due to nutritional deficiencies. However, a major segment of this population and local healthcare workers have low comprehension of how customized diet plans or supplements can boost iron levels and combat anemia. This is expected to restrict the market growth over the forecast period.