India's $1B nutraceutical market hits trust test as HUL-OZiva deal signals consolidation
Direct-to-consumer nutraceutical category at $1B faces credibility crisis from influencer misinformation and weak scientific validation, even as FSSAI formalises rules. HUL's ₹824 cr OZiva buyout for 49% stake marks institutional consolidation. Sector growing 10.5-13% YoY in FY26, with $23-85B potential by 2034 against under-2 products per person vs Japan's 350.
India's $1B nutraceutical market faces credibility test from influencer misinformation and weak scientific validation. FSSAI rules formalised the category; HUL's ₹824 cr OZiva buyout signals institutional consolidation. Sector growing 10-13% with $23-85B potential by 2034.