Entry of several new players, introduction of new flavors and variants in the market, increase in health consciousness & product awareness, growth in the number of women consumers, extended product visibility as a result of mammoth spending on marketing & promotional activities by major market player and rise in fitness conscious non-gym going population has led to growth in India non whey mass gain market.
According to Ken Research report titled “India Non Whey Mass Gain Market By Product (Granules and Tablets & Others), By Metro & Non Metro Cities, By Online & Offline Sales Channels and By Flavors (Chocolate, Banana, Vanilla & Others)-Outlook To 2023” demand is expected to be highest in Mumbai, Delhi, Punjab and Bangalore with Endura Mass and Nutrigain Granules being the best selling products in FY’18.
In the review period, rise in demand for vegan protein in the country has been a major growth driver for the market. Large demand for soy, pea and potato based mass gainers has been the prime source of plant proteins in the country. The demand for soy protein has been increasing at an exceptional growth rate, with major non whey mass gain product manufacturing companies in India supplying soy based products. This has been associated with an increased usage of soy isolate, concentrates, and vegetable proteins on the large base. Moreover, the introduction of new flavors such as banana, vanilla, kesar-pista, coffee, Café Mocha has expanded horizons beyond chocolate flavor. This has helped companies to gather higher attention & to cater larger sets of audience. In parallel, growth & popularity in ready to drink and performance boosting products and advancement in technologies giving rise to naïve and improved supplements for health benefits, has shown tremendous effects especially on the population living in metro-cities of India. Higher number of women participation in the fitness world has been another major growth factor.
Body building, weight-lifting, cricket, football, karate are the major sports which require mass gaining and hence, drive the market further ahead. General awareness regarding difference between whey and non whey mass gainers fueled by the rising popularity of benefits of non whey mass gainers has led to a rise in demand especially by the population under 18-40 years of age group. Branding and Promotion of the product has been the most crucial aspect of a well selling product in the market. For a product to sell, it is necessary that it has high visibility through mass media channels such as TV advertisement and association with various big celebrities/sports stars. Promotion of Nutrigain in Big Boss and Juhi Chawla promoting Endura mass has been the reason for a higher market share of these companies in the market.
For more information on the research report, refer to below link:
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The report is useful for nutraceuticals companies, functional food and dietary supplement companies and other stakeholders to align their market centric strategies according to ongoing and expected trends in the future.
The organized players in the India fitness services dominated the market. Large players in the India fitness market have started rolling out franchisees which has led to an increase in the share of organized players in the market.
The report is useful for nutraceuticals companies, functional food and dietary supplement companies and other stakeholders to align their market centric strategies according to ongoing and expected trends in the future.
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