Pharma's strategic path to growth in the nutra maze

The nutraceutical market is a thriving ecosystem of opportunities. For pharma companies, it's a space where the allure of a $11.55 billion pie by 2030 is tempered by a maze of regulatory grey zones, stiff competition, and trust-eroding marketing practices.

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Still, with research expertise and consumer trust, they can thrive—if they play their cards right

Ethical marketing focuses on education rather than exaggeration, empowering consumers with accurate information about product benefits. By staying true to their reputation for reliability and putting consumer well-being first, pharma companies can build lasting credibility in the nutra space

Nandini Piramal
Chairperson, Piramal Pharma

The strategy should focus on two aspects: understanding market dynamics and innovating according to consumer needs, while executing these competencies through the core principles of the 4Ps of marketing—Product, Price, Place, and Promotion

Kalka Prasad
AVP - Marketing, Crius Life, Crius Group

With increased awareness among consumers about health benefits, pharma industry involvement in nutra will help redefine rules and regulations

Antony Prashant
Partner, Deloitte India

The nutraceutical market is expanding rapidly, valued at $6.11 billion in 2024 and projected to reach $11.55 billion by 2030, according to a GlobeNewsWire report. However, pharma companies eager to tap into this growth, face a complex road ahead. Regulatory ambiguity, for instance, serves as a double-edged sword. On the one hand, relatively less regulatory control eases market entry; on the other, they expose pharma players to intense competition from both established FMCG brands and agile start-ups, quick to respond to shifting consumer preferences.