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1. Protein Supplements Market – India
January 2017
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2. 2
Introduction
Market Overview
Drivers and Challenges
Key Trends
Competitive Landscape
Consumer Insights
Trade Analysis

3. Protein Supplements Market in India 2016 3
X
X
Nutraceuticals
X
X
X
X
Amino acids and proteins
X
Dietary Supplements – Definition and Structure
• A dietary supplement is defined as a substance intended to provide nutrients that may otherwise not be consumed in sufficient quantities
• There are different types of dietary, or nutritional, supplements:
• Vitamin and mineral supplements are types of dietary supplements containing micronutrients meant to help a body function smoothly and improve mental health
 For example, vitamin A supports vision and bone growth, whereas vitamin E strengthens the immune system and helps repair DNA
 Vitamin and mineral deficiency can impair the body’s ability to heal and protect itself
 Micronutrients can also have an effect on mental health
• Herbal supplements, also known as botanicals, are different from vitamin and mineral supplements in that they are considered to have medicinal value
• Amino acids are biologically important organic compounds which bond together to make long chains, also called proteins, and are essential for the structure, function, and regulation of the
body's tissues and organs
• Essential fatty acids, or EFAs, are fatty acids that humans and other animals must ingest because the body requires them for good health but cannot synthesize them
• Others include dietary supplements commonly used by those involved in bodybuilding and athletics to replace meals, enhance weight gain, promote weight loss or improve athletic
performance
X
X
X
X
X
X
X
X%X%

4. Protein Supplements Market in India 2016 4
Market Overview
Global Nutraceutical Market Overview
• Global Nutraceutical Market is expected to reach ~INR x tn growing at a CAGR of x% during
2015-2020
• Aging Population (60+ years) is forecasted to touch x bn by 2020, out of which, developed
nations are expected to contribute 70%. This will increase the product visibility for ‘anti-
ageing and anti-defying products
• Rising healthcare costs has led to the increasing adoption of preventive care, self diagnosis
and self medication, which provide growth opportunities for the nutraceutical segment
• US has the highest share (x%) in the global nutraceutical pie followed by Asia Pacific (30%)
and European Union
• xx
20
15
10
5
0
INR tn
X%
2020e
x
2019e
x
2018e
x
2017e
x
2016e
x
2015
x
Global Nutraceutical Market Size and Growth
Global Nutraceutical Market Region-wise Split
Others
European Union
Asia Pacific
US
Key Industry Trends:
• Rising demand of herbal nutraceuticals in the Asian region
• xx

5. Protein Supplements Market in India 2016 5
Market Overview (Contd.)
India Nutraceutical Market Overview
• Nutraceutical Market in India is expected to reach ~INR x bn growing at a CAGR of x%
during 2015-2020
• India currently accounts for x% of the global nutraceutical market and is expected to
increase its share to x% by 2020
• Though the Indian nutraceutical market is at a nascent stage, but it is considered to be
exhibiting annual double digit growth on the back of country’s large population base,
economic growth, increasing urban belt and consumer awareness
• xx
0
100
200
300
400
2017e2016e
x
x
2015
x
x
2018e
x
2019e
X%
2020e
INR bn
x
India Nutraceutical Market Size and Growth
India Nutraceutical Market Segmentation
Functional Foods & Beverages
Dietary Supplements

6. Protein Supplements Market in India 2016 6
India Protein Supplements Market Overview
• Dietary Supplements Market in India is expected to reach ~INR x bn growing at a CAGR of
x% during 2015-2020
• Vitamins and minerals account for a lion's share of about x% in the Indian dietary
supplements market, followed by herbal supplements (x%), probiotic (x%), omega-
3 fatty acids (x%), and proteins, amino acids and other essential elements together
account for the remaining share of x%
• Protein Supplements are predominantly consumed by urban population in India residing in
metro cities as recommended by physicians, nutritionists, and health instructors
• Online purchase of such products through e-commerce sites like Amazon, Healthkart,
Indian Bodybuilding Supplements, India Proteins, eSupplements Store, Musclemantra
among others, is prevalent among the urban consumers
• However, rural population still prefer to consume natural products (milk, vegetables, fruits
etc.) which is easily available in rural/town areas
• Average distributor and retailer margin varies across companies based on import and trade
regulations, ranging between x-x%
0
50
100
150
200
250
INR bn
+x%
2020e
x
2019e
x
2018e
x
2017e
x
2016e
x
2015
x
India Dietary Supplements Market Size and Growth
0
10
20
30
40
INR bn
+x%
2020e
x
2019e
x
2018e
x
2017e
x
2016e
x
2015
x
India Protein Supplements Market Size and GrowthProtein Supplements Consumption Split
Others (Mostly Tier II and III cities)
Metro Cities
Market Overview (Contd.)

7. Protein Supplements Market in India 2017
Export : 210610
7
Export (Value)
0
500
1,000
1,500
2,000
INR mn
+x%
FY 2016
x
FY 2015
x
FY 2014
x
FY 2013
x
0
5
10
15
20
25
mn kgs
FY 2013
x
FY 2014
x
FY 2015
x
FY 2016
x
+x%
Export (Volume)
HS Code 210610 refers to protein concentrates and textured protein substances

8. Protein Supplements Market in India 2017
Export Segmentation based on Country : 210610
8
Value-Wise Segmentation
FY2015 FY2016
Country 5
Country 6
Country 3
Country 4
Country 1
Country 2
Others
Country 5
Others
Country 6
Country 2
Country 1
Country 3
Country 4
Volume-Wise Segmentation
Country 4
Country 2
Country 1
Country 6
Country 5
Country 3
Others
Others
Country 6
Country 5
Country 3
Country 4
Country 1
Country 2
FY2015 FY2016

9. Protein Supplements Market in India 2017
Drivers and Challenges
MarketDriversMarketChallenges
Health-consciousness
Driving Demand for Protein-
based Sports Nutrition
XX
XHigh Product Prices
Hamper Market Growth
X
16
X X
X

10. Protein Supplements Market in India 2016 10
Drivers – X
Whey protein appears to be able to halt a host of pathologies including cancer and HIV
• New studies show whey to be a powerful cancer inhibitor, which makes it both a preventive agent and a supplement that profoundly affects the growth rate of cancerous cells
 Interestingly, whey protein has the ability to temper free radical bioactivity of cancer cells – as proven by its ability to behave like a chemotherapy agent
• Whey protein is designed to support a healthy immune system – Lactoferrin, is an immune-boosting protein found in vast quantities in whey protein
 Lactoferrin is a scavenger of iron before it has a chance to become oxidized
 Cancer cells need more iron than normal cells to sustain their abnormally rapid growth
 By binding iron, it reduces the chances of the formation of free-radicals, prevents cell damage and can stop cancer from taking hold
• xx
New cancer cases or its incidence in India is estimated to grow by x% by 2020
0
500,000
1,000,000
1,500,000
2,000,000
2020e
+x%
2016
x
x
x
2010
Year-wise Evaluation of Cancer Incidences in India
As whey protein can be considered as
preventive agent for cancer growth, the
increasing incidences of cancer in the
coming years indicates significant
opportunity for the whey protein
manufacturers to capitalize upon

11. Protein Supplements Market in India 2016 11
Private: Foreign Company – Company 1
Company Information Key People
Products and Services
Category Products
Protein Products
Strength and Recovery
Products
Health and Wellness
Products
Name Designation
Person 1 Co-Founder
Person 2 Co-Founder
Corporate Address
Tel. No.
Fax No.
Website
Year of Incorporation
Importers and Distributors
Company Name Head Office
Mumbai, Maharashtra
Kutch, Gujarat
Mumbai, Maharashtra
Mumbai, Maharashtra

12. Protein Supplements Market in India 2016 12
Description Details
Overview • xx
Distribution • xx
Business Highlights
Description Details
Strategies • xx
Brand Positioning
Private: Foreign Company – Company 1 (Contd.)

13. Protein Supplements Market in India 2016 13
Product Portfolio – Protein
Private: Foreign Company – Company 1 (Contd.)
Product Name Protein Type
Delivery
Method
Flavors Pack Sizes Price (INR)
Whey Powders
Banana Cream, Birthday Cake, Cake Batter, Cake Donut, Chocolate
Coconut, Chocolate Malt, Chocolate Mint, Chocolate Peanut Butter,
Cinnamon Graham Cracker, Coffee, Cookies and Cream, Double Rich
Chocolate, Extreme Milk Chocolate, French Vanilla Crème, Key Lime
Pie, Mocha Cappuccino, Rocky Road, Salted Caramel, Strawberry,
Strawberry Banana, Vanilla Ice Cream, White Chocolate
Whey Powders
Colossal Chocolate, Cinnamon Bun, Cookies and Cream, Vanilla Ice
Cream
Whey Powders Complete Pack
Whey Powders Chocolate, Strawberry, Vanilla
Whey Powders Milk Chocolate, Vanilla Bean
Whey Powders
Chocolate Mint, Chocolate Peanut Butter, Cookies & Cream
Overdrive, Red Velvet Cake, Supercharged Strawberry, Turbo
Chocolate, Velocity Vanilla
Whey Powders Chocolate Shake, Smores, Snickerdoodle, Vanilla Softserve
Whey Powders Chocolate, Vanilla
Whey Bars
Chocolate Chip Cookie Dough, Chocolate Brownie, Cookies 'N Cream,
White Chocolate Raspberry, Cinnamon Pecan
Whey
RTD (Ready-to-
drink)
Icy Blue Raspberry, Orange Freeze, Tropical Fruit Punch

14. Protein Supplements Market in India 2017 14
Consumer Insights (Contd.)
X%
X%
X%
X%
X% Increase in body size
and strength
Hunger reduction
Muscle building
Loss of fat
Stress reduction and
improvement in immune system
Factors influencing purchase decision when buying a protein
supplement
0 1 2 3 4 5 6 7 8 9
Technical knowledge
x
x
x
Imported
Endorsements by
reputed sportspersons
Availability
x
Taste x
Brand
Solubility
(in water or milk)
x
x
x
In-house sourcing
(vs. commodity sourcing)
Certifications
(like ISI, FAI, etc.)
Quality
Price x
x
x
Rating Average
based on Response Count
Key concern regarding the protein supplement currently consumed
X%
X%
X%
X%
X%
X%
X%
X%
X%
X%
Is too expensive
Does not taste so good
Does not dissolve (in water or milk)
Has not helped in gaining weight
Results in reduced appetite
No concerns
Has not helped in building muscle
Results in feeling fatigued
Results in stomach pains/ cramps
Has not helped in losing weight
Respondents’ opinion as to the best feature of a protein
supplement, which compels them towards it

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