Around 1 in 2 working women in India consumes VMS: Mintel

Bone and digestive health, and immunity are the top three benefits they want from VMS.

Nearly half of 48% of working women in India buy vitamins, minerals, and supplements (VMW) for their holistic well-being, higher than 33% of working men, according to a report by Mintel.

Treatment of health issues is amongst the key factor that drove the use of VMS amongst 42% of working women. Amongst the health issue they experience include hair loss, sleep disorder, and recurring colds or flu.

In using the products, bone health, digestive health and immunity are the top three health benefits they seek. Around 45% of the working women consuming VMS self-medicate when they have health issues. 

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“Using VMS to prevent health issues is lower among working women as they are more likely to use VMS for treatment. This highlights the need for VMS brands to position the value of VMS in preventive healthcare to increase usage,” said Anamika BAnerji, food and drink research analyst, India at Mintel.

With women concerned about mental health, respiratory diseases, and thyroid concerns in the future, Banerji added that brands can explain how certain products help in maintaining health whilst also reducing the chances of developing health issues later.