India has a long history of using food as medicine. Ancient Ayurvedic practices have always emphasised the healing powers of everyday ingredients. In recent years, this concept has been rediscovered and commercialised in the form of food pharmacies and nutraceuticals. Food pharmacies are retail outlets that sell functional foods, fortified foods, and dietary supplements aimed at preventing disease and promoting health.
The nutraceutical industry in India has grown exponentially over the past five years due to rising health consciousness and increased spending power. Valued at $8 billion in 2023, the industry is expected to reach $15 billion by 2025. This rapid growth has fuelled the emergence of food pharmacies across the country. They provide nutraceutical products developed using locally sourced ingredients that are tailored to meet the nutritional needs of Indian consumers.
Targeting Urban Consumers
Food pharmacies have gained popularity primarily in major cities and towns, targeting health-conscious consumers and those with higher disposable incomes. Food pharmacies offer nutraceutical products in an easily accessible retail format with knowledgeable staff to help customers make informed choices. They also provide nutrition counselling and education on the benefits of functional foods and supplements.
Catering to Health Needs
The products available at food pharmacies are tailored to meet specific health and wellness needs. They include:
Functional foods: Fortified with nutrients like omega-3 fatty acids, antioxidants or probiotics. These include millets, nuts, dairy products, and juices.
Dietary supplements: Nutraceutical pills, capsules and powders providing nutrients like vitamin D, turmeric or ashwagandha.
Organic and natural foods: Minimally processed foods without artificial additives. These include grains, oils, sweeteners and packaged snacks.
Gluten-free and vegan foods: For consumers with dietary restrictions or preferences. These include pasta, bread, plant-based meat alternatives and dairy substitutes.
Food pharmacies aim to provide nutraceutical solutions for common health conditions like diabetes, obesity, digestive issues and nutritional deficiencies. They are working to strengthen India’s food-based approach to wellness and make functional foods more accessible.
Regulating Nutraceuticals
The nutraceutical industry in India is regulated by the Food Safety and Standards Authority of India (FSSAI). FSSAI introduced specific regulations for nutraceuticals in 2016 to ensure safety, quality and efficacy of products. The regulations cover areas such as product standards, manufacturing, packaging, labelling and licensing.
While the regulations have brought more accountability, concerns remain over the claims and marketing of some nutraceutical products. There have also been calls for greater transparency regarding the scientific evidence behind certain supplements and stricter enforcement of regulations. The industry hopes that new draft regulations proposed by FSSAI in 2023 will address these issues and facilitate further growth.
The Future of Food Pharmacies
Food pharmacies have significant growth potential in India given rising incomes, urbanisation and health consciousness among consumers. Some trends that are likely to shape the industry in the coming years include:
Personalised nutrition: Food pharmacies will offer customised products and meal plans tailored to individual health needs and biomarkers. Nutrigenomics will allow for nutrition plans targeted to a person's genetic profile.
Subscription models: Monthly subscription services that provide a curated selection of functional foods, supplements and nutraceuticals are gaining popularity. These models allow for greater customer retention and loyalty.
Digital integration: Food pharmacies will strengthen their digital presence through online stores, nutrition apps, virtual consultations and home delivery options. Digital tools will help provide personalised guidance and increase accessibility.
New product development: There will be continuous innovation in the functional food and nutraceutical space to meet emerging health and wellness trends. New product categories like nootropics, adaptogens and CBD are gaining interest.
Strategic partnerships: Food pharmacies may partner with fitness and wellness brands, healthcare providers or food companies to provide comprehensive nutrition and lifestyle solutions. Partnerships can help raise awareness and reach new customers.
Sustainability: There will be a greater focus on sustainability, organic ingredients and environmentally-friendly practices. Consumers are becoming more conscious of the impact of their food choices and will support brands aligned with these values.
Medical nutrition: Food pharmacies may work more closely with the medical community to provide nutrition for disease management and prevention. There is growing recognition of the role of diet and supplements in treating conditions like diabetes, obesity and heart disease. Prescription-based nutraceuticals and medically tailored meal plans may become more common.
Global expansion: Major Indian nutraceutical and functional food brands are looking to expand internationally, targeting markets like the Middle East, Southeast Asia, Europe and North America. Cross-border e-commerce and strategic partnerships will enable growth in foreign markets.
Food pharmacies are well-positioned to promote nutrition, health and wellness in India. By providing functional foods and nutraceuticals backed by scientific evidence, they can help address the high burden of diet-related diseases in the country. With strong growth drivers and a supportive regulatory environment, food pharmacies are poised to transform India’s food and pharmaceutical landscape. Overall, the industry’s goal is to make nutritious and health-promoting foods accessible to all Indians so they can take greater control of their well-being through the power of food.