“Dietary supplements are defined as products (other than tobacco) that include one or more of the dietary ingredients like a vitamin, a mineral, a herb or other botanical, an amino acid, or any other substance used to supplement the diet by increasing total dietary intake, metabolite, constituent, extract, or combination of any of the above”. In 2019, Food Safety and Standards Authority of India (FSSAI) announced that dietary supplements for sports management will be categorised under foods for special dietary usages (FSDU). Manufacturers will need to operate as per the rules applicable on foods for special dietary usages.

In general, a dietary supplement is a product intended to supplement the diet in the form of capsules, powders, liquids, chewable and gel forms. Besides, dietary supplements are used to compensate for nutritional requirements. Dietary supplements are mostly used by people who are dealing with deficiencies that do not fulfil by their regular diet. It is important to keep in mind that the main purpose of dietary supplements is to fulfil deficiency in the body, and they are not meant for curing diseases. Moreover, dietary supplements cannot be replaced by healthy food. If one is not taking a healthy diet, only taking dietary supplements is not advisable. Increasing marketing strategies by market players is making consumers believe that everybody needs them in today’s modern lifestyle.

Major players in the Indian dietary supplement market include Abbott India Limited, Dabur India Limited, Amway India Enterprises Pvt. Ltd, Patanjali Ayurved Ltd, Danone Nutricia International Pvt. Ltd., The Himalaya Drug Company, Herbalife International India Pvt. Ltd, GlaxoSmithKline Consumer Healthcare Ltd, Cadila Healthcare Limited, Kraft Heinz India Pvt. Ltd, Pfizer Limited and Merck Bayer.

Over recent years, an increasing trend for dietary supplements has been witnessed in India. The growth drivers are increasing younger population and their fast-moving lifestyle, and rising consumption of unhealthy food including fast food which is not providing sufficient nutrition. Also, lack of exercise routine and increasing prevalence of stress are boosting demand for dietary supplements.

Moreover, the availability of a variety of dietary supplements by trusted manufacturers is attracting consumers towards such products. Furthermore, increasing industrialisation, corporate culture and desk jobs with less or no physical work are increasing the demand for dietary supplements in India. Increasing awareness about dietary supplements is expected to continue attracting new customers in the coming years. Also, with increasingly busy lifestyles and less time to cook at home, demand for dietary supplements to maintain their nutritional levels is growing in the country.

Economic factors such as increasing disposable income, better standard of living and rising instances of lifestyle diseases like diabetes, obesity and cardiovascular diseases are other important factors driving consumption of dietary supplements in India. There are many reasons due to which people are preferring dietary supplements in the modern and sedentary lifestyle. First, due to lack of strength, especially when it comes to the women consumers. Also, inadequate sleep is another major concern due to changing lifestyle or wok routine and stickiness with gadgets such as mobile & computers. Lack of adequate physical activity is yet another factor due to increasing desk jobs and a busy lifestyle. Stress and inadequate nutrition are other important reasons that are attracting consumers to buy dietary supplements.

•    Supplements have some incredible advantages such as Vitamin E, promote skin and hair health, Vitamin D along with the calcium is recommended for strong bones, iron helps fight against anaemia and so on.

It is the need of the hour to educate consumers with the usage of dietary supplements, which if taken correctly can offer huge advantages. It is important to understand that dietary supplements complement food and not substitute food. Also, manufacturers must be more focussed towards research and development in dietary supplements and their claims.  It is important to understand that dietary supplements come up with multiple benefits. If one is skeptical about their usage, it is always advised to ask the doctors. Instead of treating dietary supplements as a medicine, one should always use them for preventive care. Maintaining a good lifestyle with healthy food should always be the case even while taking dietary supplements. Especially in today’s modern lifestyle, it is advisable to keep up the balance between effective lifestyle and dietary supplements. Research has proved that dietary supplements are effective, but it is also important to educate consumers about their benefits and which supplement one should opt for. Consumer should always opt for dietary supplements from trusted manufacturers to avoid false claims, side effects and no results.