India Postbiotic Food Supplement Market - 2024-2031

Overview

The India Postbiotic Food Supplement market recorded a value of US$ 127.02 thousand in 2023 and is expected to reach a value of US$ 191.20 thousand in 2031, growing at a CAGR of 12.40% during the forecast period (2024-2031).

The postbiotic food supplement market in India is gaining momentum, supported by a growing awareness of gut health, immunity enhancement and preventive healthcare practices. This segment is still in its developing stage, but rapid urbanization, a rise in disposable income and changing consumer preferences toward natural and functional foods are key drivers.

For instance, India is urbanizing rapidly. By 2036, its towns and cities will be home to 600 million people or 40 percent of the population, up from 31 percent in 2011, with urban areas contributing almost 70 percent to GDP. How well India manages this urban transformation will play a critical role in realizing its ambition of becoming a developed country by 2047, the 100th year of independence.

Additionally, domestic nutraceutical companies are entering the postbiotic segment, recognizing the potential to offer specialized gut health solutions. Eskag Pharma Pvt. Ltd, one of the key Indian players in dietary supplements, has shown interest in postbiotics, aligning with the rising demand for advanced digestive health products.

With the rise of e-commerce platforms like Amazon India, Healthkart and 1mg, postbiotic supplements are now reaching a broader audience, especially in metro and Tier-2 cities. Online channels allow brands to educate consumers on postbiotics' unique benefits, thereby driving demand. The Indian postbiotic food supplement market is anticipated to grow steadily as consumer awareness deepens and more players enter the market.

Drivers

Rising Health Awareness and Focus on Gut Health

Rising health awareness and a growing focus on gut health are major drivers for the India postbiotic food supplement market, as consumers increasingly recognize the link between digestive health and overall wellness. For instance, in 2022, Alniche Lifesciences, one of the leading and fastest growing pharma companies in India launched the awareness campaign on #GutHealthAwareness across various hospitals in cooperation with KOLs to spread awareness and improve the understanding of the patients related to gastrointestinal issues like Constipation.

Additionally, in 2022, Lil'Goodness, the health-focused food and snacking brand, had firmed up plans to develop deeper brand engagement with health-conscious youngsters and teenagers. As a part of this initiative, it launched its social media campaign - Love Thy Gut aimed at the upcoming Valentine's Day to spread awareness on gut health.

Furthermore, recent public health challenges, such as the COVID-19 pandemic, have underscored the importance of immunity, driving awareness that a healthy gut is foundational to a strong immune response. With studies linking gut health to immune function, mental well-being and even metabolic health, educated consumers are now looking to postbiotics as a stable, effective way to support their gut without the refrigeration constraints of probiotics.

This aligns with India's broader shift toward natural and science-backed preventive health measures, encouraging consumers to explore functional supplements like postbiotics. Thus, the above factors help to boost the market growth.

Strategies Adopted by the Companies

Strategies such as product launches and partnerships are pivotal in driving the India postbiotic food supplement market, as companies leverage these approaches to expand their reach, educate consumers and meet the growing demand for innovative gut health solutions. Recognizing the unique preferences of Indian consumers, companies are introducing diverse postbiotic products, including capsules, powders and sachets, which appeal to different age groups and lifestyle needs. Thus rise of product launches and company partnerships helps to boost the market.

For instance, in 2024, Postbiotics, Inc. and Sabinsa Corporation established a multinational distribution agreement (including the USA, Canada, European Union and other significant markets such as India and Japan) for the dietary supplement and functional food ingredient PoZibio for age-related digestive health conditions, including leaky gut syndrome (LGS).

Additionally, in 2023, Kyowa Hakko Bio, a subsidiary firm of Kirin, said its postbiotics are approved for use in general foods and health supplements in India. The company received approval from the Food Safety and Standards Authority of India (FSSAI) in August that IMMUSE, its proprietary Lactococcus lactis strain Plasma (LC-Plasma) postbiotic, could be used in general foods and health supplements.

By combining new product launches with strategic partnerships, companies are not only broadening the availability of postbiotics but also setting industry standards and driving sustained growth in the Indian postbiotic supplement market.

Restraints

High Product Costs and Limited Affordability

High product costs and limited affordability present significant challenges to the growth of the Indian postbiotic food supplement market. Postbiotic supplements are typically priced higher than traditional digestive health products, mainly due to the specialized research, production and quality control processes involved.

For instance, the product called Complete Biotic Care l Advanced Pre, Pro & PostBiotic Blend l 60 capsules costs about INR 2,500, which is often beyond the budget of many Indian consumers who may be accustomed to paying much less for conventional health supplements or natural remedies like curd or buttermilk for gut health.

This premium pricing structure limits accessibility, especially among lower-income and price-sensitive consumer segments, which form a significant portion of the Indian market. For instance, compared to probiotics like yogurt-based Yakult or Danone, which can be purchased for INR 50-100 per serving, postbiotics are positioned as a more costly option. While probiotic drinks and supplements are widely available and affordable, the high cost of postbiotic supplements creates a barrier to adoption, as many consumers may hesitate to spend significantly more on a relatively new and unfamiliar supplement type.

Overall, unless product costs decrease through local production efficiencies or increased competition, the high price of postbiotics will continue to limit market expansion in India by confining the target audience to a small, higher-income segment.

Segment Analysis

The India postbiotic food supplement market is segmented based on product, application, distribution channel and type.

Rising Focus on Gut Health

The digestive health segment holds the largest share of the Indian postbiotic food supplements market. As consumers become more aware of the importance of gut health, the postbiotic food supplements market in India is seeing a significant shift towards digestive health products. Postbiotics, which are beneficial compounds produced by probiotics during fermentation, are gaining recognition for their role in supporting a healthy gut microbiome. This growing awareness is a major factor in the dominance of the digestive health segment within the market.

The prevalence of digestive issues such as irritable bowel syndrome (IBS), constipation and acid reflux is increasing in India. As more consumers seek solutions to manage these conditions, the market for digestive health postbiotics is expanding. Postbiotic supplements are perceived as a natural way to enhance gut health and alleviate digestive problems, further boosting their popularity in the market.

According to a recent survey by Country Delight and the Indian Dietetic Association in Mumbai, 70% of urban Indians report experiencing gut health issues. Among them, nearly 60% suffer from digestive problems every week, while 12% face these issues daily. The survey also reveals a notable link between digestive health and mental well-being. Around 60% of urban dwellers who experience weekly gut issues also report higher instances of mental health challenges, such as anxiety, poor memory, mood swings and fatigue, compared to those who experience digestive problems less frequently.

Sustainability Analysis

The postbiotic food supplements market is seeing an increasing emphasis on reducing the carbon footprint associated with the production of these supplements. Companies are adopting environmentally friendly practices, such as using sustainable sourcing of raw materials and eco-friendly packaging. The market's shift towards sustainability also includes the use of renewable energy and reducing waste during manufacturing processes.

Sustainable sourcing of ingredients for postbiotics is a critical factor for the market's growth. Companies are increasingly prioritizing organic and ethically sourced ingredients. This not only helps reduce environmental degradation but also appeals to consumers who are more environmentally conscious. The market is witnessing a rise in plant-based, cruelty-free ingredients that contribute to its sustainability.

Government regulations play a significant role in the market's sustainability. Increasingly stringent regulations regarding food safety, sustainability certifications and environmental guidelines are pushing companies to innovate and adopt greener technologies. This regulatory pressure is expected to drive the postbiotic food supplements market toward greater environmental responsibility.

Unmet Needs

Despite the growing popularity of gut health and immunity supplements, there remains a significant lack of awareness among Indian consumers about postbiotics and their specific health benefits. Many consumers confuse postbiotics with probiotics, not fully understanding that postbiotics are non-living byproducts that can offer health benefits without the need for live bacteria.

While the demand for postbiotics is rising, many premium postbiotic supplements in India remain priced relatively high, which limits accessibility for price-sensitive consumers, especially in Tier II and Tier III cities. This pricing barrier means that postbiotics are often seen as products for the upper-middle class and urban populations.

The range of postbiotic products available in India is still somewhat limited, especially when it comes to customization for specific health needs. While postbiotics are largely marketed for digestive health and immunity, there is an increasing demand for more targeted formulations that address diverse health concerns.

The Indian market for food supplements, including postbiotics, faces challenges with unclear regulatory frameworks. While the Food Safety and Standards Authority of India (FSSAI) has set some guidelines, there is still a lack of clear, standardized regulations for postbiotics, particularly regarding claims about their benefits. This leads to consumer skepticism, especially as some brands make unsubstantiated claims. While postbiotics are gaining popularity, many consumers remain skeptical due to the lack of robust clinical trials and scientific evidence demonstrating their long-term benefits.

Competitive Landscape

The major players in the market include Sova Health (Wednesday Health India Pvt. Ltd), FM Nutrition and Autoimmunity Care.

By Product

• Powder Postbiotics
• Capsule/Tablet Postbiotics
• Others

By Application

• Digestive Health
• Immune Support
• Skin Health
• Weight Management
• Others

By Distribution Channel

• Supermarkets/Hypermarkets
• Pharmacies and Drug Stores
• Convenience Stores
• Online Retailers
• Others

By Type

• Short-Chain Fatty Acids
• Tributyrin
• Others

Key Developments

• On October 3, 2023, Kirin's subsidiary, Kyowa Hakko Bio, announced that its postbiotics ingredient has been approved for use in general foods and health supplements in India.

Why Purchase the Report?

• To visualize the India postbiotic food supplement market segmentation based on product, application, distribution channel and type as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of India's postbiotic food supplement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The India postbiotic food supplement report would provide approximately 21 tables, 27 figures and 181 pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies