Consumer Health in India

CONSUMER HEALTH IN INDIA
Euromonitor International
February 2019
CONSUMER HEALTH IN INDIA Passport I
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
the Uptake of Preventative Products Benefits Consumer Health .............................................. 1
Consumers Continue To Demand Instant Relief ...................................................................... 1
Intense Competition and Evolving Distribution Shape the Competitive Landscape .................. 1
Chemists/pharmacies Remains the Leading Distribution Channel ........................................... 1
the Definition of OTC Products Will Positively Impact Consumer Health in the Future ............. 2
Market Indicators .......................................................................................................................... 2
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value
2013-2018 .................................................................................................... 2
Table 2 Life Expectancy at Birth 2013-2018 ............................................................. 2
Market Data .................................................................................................................................. 2
Table 3 Sales of Consumer Health by Category: Value 2013-2018 .......................... 2
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018 ......... 3
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018 ............... 3
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018 ..................... 4
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018 ................ 5
Table 8 Distribution of Consumer Health by Format and Category: % Value
2018 ............................................................................................................. 6
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023 ........... 8
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth
2018-2023 .................................................................................................... 8
Appendix ...................................................................................................................................... 9
OTC Registration and Classification ......................................................................................... 9
Vitamins and Dietary Supplements Registration and Classification ........................................ 10
Self-medication/self-care and Preventive Medicine ................................................................ 10
Switches ................................................................................................................................. 10
Summary 1 OTC: Switches ........................................................................................... 10
Sources ...................................................................................................................................... 11
Summary 2 Research Sources ...................................................................................... 11
© Euromonitor International
CONSUMER HEALTH IN INDIA Passport 1
CONSUMER HEALTH IN INDIA

EXECUTIVE SUMMARY
the Uptake of Preventative Products Benefits Consumer Health

Longer working hours and increased time spent looking at the screens of laptops and mobiles
have reduced consumers’ physical activity, leading to an increase in lifestyle disorders such as
diabetes. To make things worse, careless eating habits are leading to nutritional deficiencies;
also adding to health problems. To proactively address their health concerns, consumers are
increasingly purchasing preventative products such vitamins and dietary supplements and eye
care products; benefiting sales of consumer health products. At the same time, consumers are
looking to adopt a fitness regime as part of their daily routine. The growth of gyms, CrossFit
training centres, professional sports leagues and corporate sports events, which offer
consumers various options for working out, has influenced this trend.
Consumers Continue To Demand Instant Relief

Consumers in India are increasingly faced with high levels of stress, insufficient sleep and a
lack of physical activity, particularly amongst the working population. The sedentary lifestyles of
the working population, due to long commuting and working hours, has led to lifestyle-related
ailments such as neck, ankle, knee and joint pain and headaches. The lack of time to
recuperate due to busy schedules and hectic lifestyles has led to increasing demand for instant
or at least rapid solutions for various ailments, including coughs, colds, fever, digestive
problems and skin diseases. To tap into this trend, consumer healthcare companies are
launching products in newer formats and with different ingredients with claims of instant or rapid
relief.
Intense Competition and Evolving Distribution Shape the Competitive

Landscape
Consumer health in India is consolidated amongst large companies, with players such as
Emami, Amway India Enterprises, Sun Pharmaceutical Industries, Dabur India and The
Himalaya Drug Co holding major shares. However, there are also many smaller players trying to
capture share. To gain share, players have diversified their offerings and are now venturing into
Ayurvedic supplements or products containing natural ingredients. Also, companies are aiming
to leverage modern distribution channels such as e-commerce. Players such as Amway India
Enterprises are making huge investments in their digital infrastructure to leverage this medium
and capture considerable share.
Chemists/pharmacies Remains the Leading Distribution Channel

Chemists/pharmacies continued to dominate sales of consumer health products in 2018.
Pharmaceutical companies focused on enhancing sales through this channel, as its reach
continued to increase across rural areas. However, internet retailing is also witnessing a strong
increase, as consumers find it convenient to order products online due to the option of making
comparisons with alternative products, obtaining feedback through consumer reviews and
receiving discounts.
the Definition of OTC Products Will Positively Impact Consumer Health

in the Future
The government is anticipated to introduce a definition for OTC (over-the-counter) products
during the forecast period, which would cause certain medicines that were previously Rx to
switch to OTC. This move will incentivise pharmaceutical companies to enhance their presence
within the country. Consumers are increasingly self-medicating with the help of online websites
and forums, which is anticipated to boost sales of OTC products in the future. In addition, the
growing health and wellness trend in the country has led consumers to pay more attention to
their health. Hence, prevention will take centre stage, encouraging consumers to increase their
expenditure on consumer health products.
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2013-
2018
INR bn
2013 2014 2015 2016 2017 2018
Pharmaceuticals, 1,188.3 1,430.9 1,662.7 1,895.7 2,115.9 2,399.9

medical appliances/
equipment
Outpatient services 862.2 1,044.2 1,218.5 1,394.4 1,559.9 1,773.3
Hospital services 437.8 529.3 616.9 705.3 789.5 898.1
Total 2,488.3 3,004.4 3,498.2 3,995.3 4,465.3 5,071.3
Source: Euromonitor International from official statistics, trade associations, trade interviews
Table 2 Life Expectancy at Birth 2013-2018
years
2013 2014 2015 2016 2017 2018
Males 66.4 66.6 66.9 67.1 67.3 67.5

Females 69.2 69.6 69.9 70.2 70.4 70.7
Source: Euromonitor International from official statistics
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
OTC 77,379.1 84,933.6 93,474.0 101,194.3 109,627.1 118,525.4

Sports Nutrition 5,257.9 6,291.7 7,488.9 9,272.9 11,274.8 13,766.0
Vitamins and Dietary 59,549.1 65,257.0 72,617.5 81,380.7 88,475.6 96,220.4
Supplements
Weight Management and 21,804.8 26,583.1 30,883.4 35,280.9 39,154.8 43,649.7
Wellbeing
Herbal/Traditional 51,549.0 57,176.3 63,070.7 68,262.0 73,373.2 79,081.5
Products
Allergy Care - - - - - -
Paediatric Consumer 3,896.6 4,281.5 4,674.1 4,983.9 5,250.4 5,533.2
Health
Consumer Health 163,990.9 183,065.4 204,463.8 227,128.9 248,532.3 272,161.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Consumer health total is the sum of OTC, sports nutrition, vitamins and dietary supplements and weight
management and wellbeing.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric consumer health is an
aggregate of paediatric categories in OTC and vitamins and dietary supplements; and herbal/traditional
products is an aggregate of herbal/traditional categories in OTC and vitamins and dietary supplements.
Note 3: 2018 data is provisional and based on part-year estimates.
Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
OTC 8.1 8.9 53.2

Sports Nutrition 22.1 21.2 161.8
Vitamins and Dietary Supplements 8.8 10.1 61.6
Weight Management and Wellbeing 11.5 14.9 100.2
Herbal/Traditional Products 7.8 8.9 53.4
Allergy Care - - -
Paediatric Consumer Health 5.4 7.3 42.0
Consumer Health 9.5 10.7 66.0
Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Dabur India Ltd 7.5 7.6 7.2 7.1 7.1

Emami Ltd 5.6 5.7 5.5 5.6 5.6
Heinz India Pvt Ltd 5.3 5.4 5.1 5.2 5.3
GlaxoSmithKline 4.2 4.0 5.3 5.3 5.3
Consumer Healthcare Ltd
Herbalife International 5.0 5.1 4.6 4.6 4.6
India Pvt Ltd
Amway India Enterprises 4.9 4.7 4.3 4.3 4.2
Pvt Ltd
PGT Healthcare 4.1 4.1 3.9 3.8 3.8
Ranbaxy Laboratories Ltd 2.8 3.0 2.9 2.9 3.0
Glanbia Performance - - 1.7 2.1 2.4
Nutrition (India) Pty Ltd
Reckitt Benckiser 2.2 2.2 2.1 2.2 2.1
(India) Ltd
Himalaya Drug Co, The 2.1 2.1 2.1 2.0 2.0
Johnson & Johnson 1.9 1.8 1.7 1.7 1.7

(India) Ltd
Pfizer Ltd 2.3 2.2 2.1 1.7 1.6
Abbott India Ltd 1.4 1.4 1.3 1.3 1.2
Danone France SA 0.9 1.0 1.1 1.1 1.2
Elder Pharmaceuticals Ltd 1.0 1.0 1.0 1.0 1.0
Amrutanjan Health Care 0.8 0.8 0.8 0.9 0.9
Ltd
Mondelez India Foods 0.9 0.8 0.8 0.8 0.8
Pvt Ltd
Piramal Enterprises Ltd 1.0 1.0 0.9 0.8 0.8
Merck (India) Ltd 0.7 0.6 0.6 0.6 0.7
Franco-Indian 0.8 0.7 0.7 0.7 0.6
Pharmaceuticals Pvt Ltd
Plethico 0.7 0.6 0.5 0.6 0.6
Pharmaceuticals Ltd
Cipla Ltd 0.2 0.2 0.3 0.4 0.5
Forever Living Products 0.6 0.6 0.5 0.5 0.5
India Pvt Ltd
Cadila Pharmaceuticals 0.6 0.5 0.5 0.5 0.5
Ltd
British Biologicals Ltd 0.5 0.5 0.5 0.5 0.5
Mankind Pharma Ltd 0.5 0.5 0.5 0.5 0.5
Cadila Healthcare Ltd 0.5 0.5 0.5 0.5 0.5
Guardian Lifecare Pvt Ltd 0.3 0.4 0.4 0.4 0.4
GlaxoSmithKline 0.5 0.5 0.4 0.4 0.4
Pharmaceuticals Ltd
Novartis India Ltd 0.5 0.3 0.3 - -
Neulife Nutrition Systems 1.3 1.5 - - -
Others 38.5 38.5 39.7 40.2 40.0
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Nutrilite (Amway Amway India Enterprises 4.7 4.3 4.3 4.2

Corp) Pvt Ltd
Vicks (Procter & PGT Healthcare 4.1 3.9 3.8 3.8
Gamble Co, The)
Eno GlaxoSmithKline 2.3 3.7 3.8 3.8
(GlaxoSmithKline Plc) Consumer Healthcare Ltd
Herbalife Nutrition Herbalife International - - - 3.5
(Herbalife India Pvt Ltd
Nutrition Ltd)
Himani Emami Ltd 3.4 3.2 3.2 3.2
Dabur Dabur India Ltd 3.2 3.1 3.1 3.1
Complan (Kraft Heinz India Pvt Ltd 3.0 2.8 2.8 2.8
Heinz Co)
Glucon D (Kraft Heinz India Pvt Ltd 2.4 2.3 2.4 2.4
Heinz Co)
Optimum Nutrition Glanbia Performance - 1.6 1.9 2.3
(Glanbia Plc) Nutrition (India) Pty Ltd
Zandu Emami Ltd 1.6 1.6 1.7 1.7
Revital (Sun Ranbaxy Laboratories Ltd 1.4 1.4 1.4 1.5
Pharmaceutical
Industries Ltd)
Hajmola Dabur India Ltd 1.7 1.6 1.5 1.5
Glucose-D Dabur India Ltd 1.5 1.4 1.4 1.4
Liv 52 Himalaya Drug Co, The 1.5 1.4 1.3 1.3
Moov (Reckitt Reckitt Benckiser 1.2 1.2 1.3 1.3
Benckiser Group Plc (India) Ltd
(RB))
Volini (Sun Ranbaxy Laboratories Ltd 1.3 1.3 1.3 1.3
Pharmaceutical
Industries Ltd)
Protinex (Danone, Danone France SA 1.0 1.1 1.1 1.2
Groupe)
Herbalife Herbalife International - - - 1.0
Personalised India Pvt Ltd
Protein Powder
(Herbalife
Nutrition Ltd)
Shelcal Elder Pharmaceuticals Ltd 0.9 0.9 0.9 1.0
Iodex GlaxoSmithKline 1.0 1.0 0.9 0.9
(GlaxoSmithKline Plc) Consumer Healthcare Ltd
Amrutanjan Amrutanjan Health Care Ltd 0.8 0.8 0.8 0.8
Halls (Mondelez Mondelez India Foods 0.8 0.8 0.8 0.8
International Inc) Pvt Ltd
Benadryl (Johnson & Johnson & Johnson 0.8 0.8 0.8 0.7
Johnson Inc) (India) Ltd
Pudin Hara Dabur India Ltd 0.8 0.8 0.8 0.7
Becosules (Pfizer Pfizer Ltd 0.8 0.7 0.7 0.7
Inc)
Band-Aid (Johnson & Johnson & Johnson 0.7 0.7 0.7 0.7
Johnson Inc) (India) Ltd
Dexorange Franco-Indian 0.7 0.7 0.7 0.6
Pharmaceuticals Pvt Ltd
Digene (Abbott Abbott India Ltd 0.7 0.7 0.7 0.6
Laboratories Inc)
Gelusil (Johnson & Pfizer Ltd 0.7 0.7 0.6 0.6
Johnson Inc)
Emami Emami Ltd 0.6 0.6 0.6 0.6
Herbalife Nutrition Herbalife International 3.9 3.5 3.5 -
(Herbalife Ltd) India Pvt Ltd
Herbalife Herbalife International 1.1 1.1 1.1 -
Personalised India Pvt Ltd
Protein Powder
(Herbalife Ltd)
Optimum Nutrition Neulife Nutrition Systems 1.4 - - -
(Glanbia Plc)
Others Others 49.7 50.3 50.1 49.9
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Consumer Health by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing 86.3 86.1 85.6 84.8 84.5 84.2

- Grocery Retailers 13.4 14.1 14.1 14.0 14.0 13.9
-- Modern Grocery 6.2 6.8 6.9 7.0 7.1 7.1
Retailers
--- Convenience Stores - - - - - -

--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 4.1 4.5 4.6 4.7 4.8 4.9
--- Supermarkets 2.1 2.3 2.3 2.3 2.2 2.2
-- Traditional Grocery 7.3 7.3 7.2 7.0 6.9 6.8
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 5.7 5.8 5.7 5.5 5.5 5.4
Grocers
--- Other Grocery 1.6 1.6 1.6 1.5 1.4 1.4
Retailers
---- Healthfood shops - - - - - -
---- Other Other 1.6 1.6 1.6 1.5 1.4 1.4
Grocery Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 72.8 71.9 71.5 70.7 70.5 70.3
-- Health and Beauty 51.8 51.7 51.3 50.5 49.7 49.6
Specialist Retailers
--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.1
Retailers
--- Chemists/Pharmacies 50.2 49.7 49.1 48.4 47.6 47.5
--- Optical Goods Stores - - - - - -
--- Drugstores/ - - - - - -
parapharmacies
--- Other Healthcare 1.6 1.9 2.1 2.1 2.0 2.1
-- Other Non-Grocery 21.0 20.3 20.3 20.2 20.9 20.7
Specialists
Non-Store Retailing 13.7 13.9 14.4 15.2 15.5 15.8
- Vending - - - - - -
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.0 1.1 1.2 1.8 2.0 2.3
- Direct Selling 12.7 12.8 13.1 13.4 13.5 13.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Consumer Health by Format and Category: % Value 2018
% retail value rsp

OTC SN VDS WMW HTP AC
Store-Based Retailing 98.4 76.1 73.5 71.8 88.2 0.0

- Grocery Retailers 17.0 0.0 5.8 27.7 12.9 0.0
-- Modern Grocery 3.5 0.0 3.2 27.7 3.6 0.0
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 2.1 0.0 2.8 18.3 2.5 0.0
--- Supermarkets 1.4 0.0 0.4 9.4 1.1 0.0
-- Traditional Grocery 13.5 0.0 2.6 0.0 9.3 0.0
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0

specialists
--- Independent Small 10.3 0.0 2.6 0.0 7.0 0.0
Grocers
--- Other Grocery 3.2 0.0 0.0 0.0 2.4 0.0
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0
---- Other Other 3.2 0.0 0.0 0.0 2.4 0.0
Grocery Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Specialists 81.4 76.1 67.7 44.1 75.3 0.0
-- Health and Beauty 81.4 28.2 16.8 42.6 54.9 0.0
--- Beauty Specialist 0.0 1.0 0.0 0.0 0.0 0.0
Retailers
--- Chemists/Pharmacies 81.3 22.1 16.8 31.3 54.9 0.0
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Drugstores/ 0.0 0.0 0.0 0.0 0.0 0.0
parapharmacies
--- Other Healthcare 0.0 5.1 0.0 11.3 0.0 0.0
-- Other Non-Grocery 0.0 47.9 50.9 1.5 20.4 0.0
Specialists
Non-Store Retailing 1.6 23.9 26.5 28.2 11.8 0.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.5 0.0 0.0 0.0 0.0
- Internet Retailing 1.5 20.9 1.8 0.0 1.8 0.0
- Direct Selling 0.1 2.5 24.7 28.2 10.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 0.0
PCH
Store-Based Retailing 79.8

- Grocery Retailers 9.4
-- Modern Grocery 3.1
Retailers
--- Convenience Stores 0.0
--- Discounters 0.0
--- Forecourt Retailers 0.0
--- Hypermarkets 2.6
--- Supermarkets 0.6
-- Traditional Grocery 6.2
Retailers
--- Food/drink/tobacco 0.0
specialists
--- Independent Small 5.5
Grocers
--- Other Grocery 0.7
Retailers
---- Healthfood shops 0.0
---- Other Other 0.7
Grocery Retailers
- Mixed Retailers 0.0
-- Department Stores 0.0
-- Mass Merchandisers 0.0
-- Variety Stores 0.0
-- Warehouse Clubs 0.0
- Non-Grocery Specialists 70.4

-- Health and Beauty 31.9
--- Beauty Specialist 0.0
Retailers
--- Chemists/Pharmacies 31.9
--- Optical Goods Stores 0.0
--- Drugstores/ 0.0
parapharmacies
--- Other Healthcare 0.0
-- Other Non-Grocery 38.5
Specialists
Non-Store Retailing 20.2
- Vending 0.0
- Homeshopping 0.0
- Internet Retailing 1.5
- Direct Selling 18.7
Total 100.0
Key: OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WMW = weight
management and wellbeing; HTP = herbal/traditional products; AC = Allergy Care; PCH = paediatric
consumer health
Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
OTC 118,525.4 122,083.0 125,436.5 128,555.6 131,449.6 134,092.6

Sports Nutrition 13,766.0 16,119.1 18,815.1 22,011.7 25,836.4 30,410.4
Vitamins and Dietary 96,220.4 99,874.4 103,833.6 108,131.9 112,772.5 117,862.9
Supplements
Weight Management and 43,649.7 46,537.6 49,677.4 53,080.8 56,768.5 60,864.9
Wellbeing
Herbal/Traditional 79,081.5 81,097.5 83,032.6 85,484.0 87,861.8 90,080.3
Products
Allergy Care - - - - - -
Paediatric Consumer 5,533.2 5,571.7 5,589.2 5,610.5 5,637.8 5,665.8
Health
Consumer Health 272,161.5 284,614.0 297,762.7 311,779.9 326,827.0 343,230.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total
OTC 3.0 2.5 13.1

Sports Nutrition 17.1 17.2 120.9
Vitamins and Dietary Supplements 3.8 4.1 22.5

Weight Management and Wellbeing 6.6 6.9 39.4
Herbal/Traditional Products 2.5 2.6 13.9
Allergy Care - - -
Paediatric Consumer Health 0.7 0.5 2.4
Consumer Health 4.6 4.7 26.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
APPENDIX
OTC Registration and Classification

 In India, the import, manufacture, distribution and sale of drugs is regulated by the Drugs and
Cosmetics Act and its subordinate legislation, the Drugs and Cosmetics Rules. The legislation
is enforced by the central government (Ministry of Health and Family Welfare) in New Delhi.
The regulation of drugs in India is based on their positioning on the list of drugs included in
Schedules G, H, K and X, which are appended to the Drugs and Cosmetics Act. OTC
products in India have no official definition. Instead, all the drugs that are not listed by the Act
as “prescription-only drugs” are considered non-prescription or OTC drugs. However, the
Central Drugs Standard Control Organisation (CDSCO) is soon expected to amend the rules
on drugs and cosmetics to include a separate schedule for OTC medicines.
 The Drugs and Magic Remedies (Objectionable Advertisement) Act details a list of ailments
for which the advertising of remedies is not permitted. It also prohibits misleading
advertisements which, directly or indirectly, give false impressions regarding the true
character of the drug, make false claims, or are otherwise false or misleading in any respect.
As of 2017, there was no specific law which prohibited the advertising of prescription drugs;
however, drugs falling under Schedules G, H and X are not advertised to the public under a
voluntary commitment by the pharmaceutical industry in India.
 Products registered as Ayurvedic medicines can be sold by non-drug-licensed stores. Some
of the top consumer healthcare brands in India, including Vicks, Eno and Amrutanjan Pain
Balm, are registered as Ayurvedic Proprietary Medicines because of their plant-based natural
active ingredients. Unlike the prices of other drugs and supplements, which are closely
controlled by the National Pharmaceutical Pricing Authority, there are no price controls on
Ayurvedic medicines. The Drugs (Prices Control) Order 1995 restricts the prices of 74 bulk
drugs and their formulations (estimated to cover 40% of the total pharmaceuticals market in
India); implemented by the National Pharmaceutical Pricing Authority. There are no separate
labelling requirements for OTC drugs. Under the Standards of Weights and Measures Rules,
most packaged consumer products are required to have the maximum retail price printed on
the label.
 Most products are only permitted to be sold via licensed pharmacies; thus,
chemists/pharmacies is the leading sales channel for consumer health products, whilst
drugstores/parapharmacies records a negligible share. This limited distribution inevitably
results in narrow access to consumer health products. It also results in a lack of price
competition. Many in the government want to make consumer health products more widely
available to the population, and to allow larger chained grocery outlets to enter the market,
thus driving down the prices of many products through their greater economies of scale. In
response, representatives of chemists/pharmacies point to concerns regarding the dangers of
self-medication and the damage that this increased competition would cause to the pharmacy
retail infrastructure in the country. E-retailing of consumer health products, including OTC
products, remained small but rose strongly towards the end of the review period. Online
pharmacies are directed to strictly adhere to the Drugs and Cosmetics Act and Rules,
prohibiting sales of “sensitive” medicines or Schedule X medicines such as sleeping pills,
drugs falling under narcotics, MTP kits or erectile dysfunction medicines.
Vitamins and Dietary Supplements Registration and Classification

 India’s food regulator the FSSAI (Food Safety and Standards Authority of India) has made an
announcement of the development of a stronger regulatory ecosystem, for which it will include
cross-border collaboration and implement global best practices.
 Through this new announcement, eight categories of foods will be affected, including health
supplements, nutraceuticals, foods for special dietary use, foods for special medical
purposes, speciality foods containing plants or botanicals, foods containing probiotics, foods
containing prebiotics and novel foods. These food categories will now be required to display
detailed information about their composition, claims, labels, etc.
 Also, the manufacturing and selling of these foods can be in the form of tablets, capsules and
syrups, and should comply with the quality requirements and standards of the Indian
Pharmacopoeia and should not contain hormones, steroids or psychotropic ingredients.
Self-medication/self-care and Preventive Medicine

 Consumer health continues to witness growth, riding on a wave of increasing self-medication
amongst consumers. Indians continue to show greater interest in OTC products for the self-
treatment of various health ailments, due to rising doctors’ fees, in addition to saving time.
 Demand for OTC drugs such as analgesics and cough, cold and allergy remedies remains
strong in the country, despite the fear of the possible health hazards associated with these
products. Digestive remedies remains strongly influenced by the self-treatment trend, and
these products are used for handling gastrointestinal and other stomach-related problems.
Switches
There were no prominent switches in 2017 and 2018.
Summary 1 OTC: Switches

Brand name Manufacturer Ingredient/dosage Switch date
Softovac Lupin Isabgol (2.00g), 2018
Sonamukhi (0.75g),
Harad (0.50g),
Amaltas (0.50g),
Mulethi (0.25g),
Gulab Jal (0.25g),
Saunf (0.25g), Saunf
Taila (0.05g),
Sharkara, Sodium
Benzoate
Source: Euromonitor International from official statistics, trade associations, trade press, trade interviews
SOURCES
Sources used during the research included the following:
Summary 2 Research Sources

Official Sources Aden Health Care
Ashoka Lifescience Ltd
Century Distributors
Department of Chemicals & Petrochemicals
Department of Family Welfare, India
Government
Draft National Policy on Indian System of
Medicines
Eskag Pharma Pvt Ltd
KPMG
M S Life Drug House Pvt Ltd
Ministry of Health, Government of India
National Pharmaceutical Pricing Authority
Press Information Bureau
Skyways Health Care Pvt Ltd
Trade Associations Association of the European Self-Medication
Industry (AESGP)
Confederation of Indian Industry (CII)
Health & Dietary Supplement Association of
India
IBEF
Indian Drug Manufacturers Association
Organisation of Pharmaceutical Producers of
India (OPPI)
World Self-Medication Industry (WSMI)
Trade Press Advertising & Marketing
AFAQS!
Asian Age, The
Bloomberg
Business India
Business Line
Business Standard
Business Today
Business Week
Business World
Chemical Weekly
City News
Daily News & Analysis
Domain-b
Drug Today
Eastern Pharmacist
Economic Times
Economic Times, The
e-pharmabiz.com
Equity Master
Express Pharma Pulse
Financial Express, The
Forbes Media LLC
Guardian News & Media Ltd
Hindu Business Line
Hindustan Times
IBN Live
India Health News
India PRWire
India Today
Indiabiz News
Indian Express
MedGuide India
MyIris
Newspolitan.com
Outlook India
Pharma News
Pharmabiz
Pharmabiz.com
Press Trust of India
Rediff India Business News
Talk Delhi
Thomson Reuters
Time World
Times of India
Times, The
Source: Euromonitor International

Consumer Health in India

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Consumer Health in India

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CONSUMER HEALTH IN INDIA

LIST OF CONTENTS AND TABLES

CONSUMER HEALTH IN INDIA

the Uptake of Preventative Products Benefits Consumer Health

Consumers Continue To Demand Instant Relief

Intense Competition and Evolving Distribution Shape the Competitive

Chemists/pharmacies Remains the Leading Distribution Channel

the Definition of OTC Products Will Positively Impact Consumer Health

Pharmaceuticals, 1,188.3 1,430.9 1,662.7 1,895.7 2,115.9 2,399.9

Table 2 Life Expectancy at Birth 2013-2018

Males 66.4 66.6 66.9 67.1 67.3 67.5

OTC 77,379.1 84,933.6 93,474.0 101,194.3 109,627.1 118,525.4

Table 4 Sales of Consumer Health by Category: % Value Growth 2013-2018

% current value growth

OTC 8.1 8.9 53.2

Table 5 NBO Company Shares of Consumer Health: % Value 2014-2018

% retail value rsp

Dabur India Ltd 7.5 7.6 7.2 7.1 7.1

Johnson & Johnson 1.9 1.8 1.7 1.7 1.7

Table 6 LBN Brand Shares of Consumer Health: % Value 2015-2018

% retail value rsp

Nutrilite (Amway Amway India Enterprises 4.7 4.3 4.3 4.2

Table 7 Distribution of Consumer Health by Format: % Value 2013-2018

% retail value rsp

Store-Based Retailing 86.3 86.1 85.6 84.8 84.5 84.2

--- Convenience Stores - - - - - -

Table 8 Distribution of Consumer Health by Format and Category: % Value 2018

% retail value rsp

Store-Based Retailing 98.4 76.1 73.5 71.8 88.2 0.0

--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0

Store-Based Retailing 79.8

- Non-Grocery Specialists 70.4

Table 9 Forecast Sales of Consumer Health by Category: Value 2018-2023

OTC 118,525.4 122,083.0 125,436.5 128,555.6 131,449.6 134,092.6

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2018-2023

% constant value growth

OTC 3.0 2.5 13.1

Vitamins and Dietary Supplements 3.8 4.1 22.5

OTC Registration and Classification

Vitamins and Dietary Supplements Registration and Classification

Self-medication/self-care and Preventive Medicine

Summary 1 OTC: Switches

Summary 2 Research Sources

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