Consumers are turning to vitamins and supplements for targeted health benefits, seeking products that fit their lifestyles and wellness goals.<h4 dir="ltr" style="margin-bottom: 0pt;">Leading brands in focus - </h4>Top 4 brands hold 50% of the market. Plix leads the category with 21% of the share, followed by HK Vitals 12%, Wellbeing Nutrition 11% and Oziva 6%.<img data-attachment="[object Object]" data-id="27059561478" height="160" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27059561478/original/uQ_RS73Ox8uu56ic8Vw_OQkr0iyXPmvngA.png?1738843817" style="" width="591"/> <h4 dir="ltr" style="margin-bottom: 0pt;">What drives consumer choices?</h4>Immunity boosting is the top concern, driving 48% of demand, followed by weight management 26% and bone health 15%.<img data-attachment="[object Object]" data-id="27059561499" height="291" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27059561499/original/LOsk7eWV96_n7bWkL6Z36Aow4Nqie1z81A.png?1738843852" style="" width="497"/> <h4 dir="ltr" style="margin-bottom: 0pt;">Role of ingredients - </h4>Biotin dominates with a 39% share, widely favoured for hair and skin health. Apple cider 21%, beetroot and folic acid 12% also play a key role in consumer choices.<img data-attachment="[object Object]" data-id="27059561512" height="136" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27059561512/original/oG7E3PS25RZFsyxJWvGvixgz_cAmO12mPw.png?1738843882" style="" width="621"/> <h4 dir="ltr" style="margin-bottom: 0pt;">Preferred formats - </h4>Tablets 37% and powders 26% lead in popularity, catering to convenience and personalized intake, while gummies 11% continue to gain traction.<img data-attachment="[object Object]" data-id="27059561688" height="297" src="https://imgcdn.shortlyst.com/?u=https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/27059561688/original/ZZXrxy9AukxjL3IgmSea7VUdJCuBivDXxQ.png?1738844161" style="" width="479"/> With wellness goals becoming more personalized, the supplement space is set for exciting changes. By aligning with consumer needs, brands can optimize offerings and build stronger engagement in this growing segment.

vitamins, minerals & supplements

From immunity to strength: The surprising shifts in vitamins, minerals & supplements

<div> Harpic's shelf space in the Bathroom Cleaners category is nothing short of remarkable, outpacing the average by a staggering 3 times. The brand's commanding presence has left its closest competition Vooki, trailing behind by an impressive 58 times in terms of its share of shelf. These figures are a testament to the unwavering popularity and success of Harpic in the Bathroom Cleaners market. </div>

Brands share of shelf w.r.t category avg.

bathroom cleaners

Harpic dominates shelf space as best-selling Bathroom Cleaners brand

<div>The home care industry is constantly evolving, with new brands and products emerging every day.However, the laundry detergents category is dominated by the top 3 brands: Surf Excel, Ariel and Tide.These powerhouses hold more than 50% of the market share and maintain this dominance consistently across leading merchants such as Amazon and Blinkit.This high market share is a testament to the quality and popularity of their products, making them the go-to choice for consumers. With their impressive market share, it's clear that these brands are here to stay.</div>

Top brands market share

laundry detergents

Surf Excel, Ariel & Tide: The powerhouses of the laundry detergents market with 50 % market dominance

<div> Harpic drain openers category has been steadily growing, as indicated by its rising shelf share on prominent online retailers. During the five-month period from Feb'25 to Jun'25, the brands shelf space saw a significant increase of 92%, with the most notable jump of 53% observed between Apr'25 to May'25. This growth showcases the growing popularity and demand for Harpic drain openers </div>

Share of shelf(%) growth from Feb'25 - Jun'25

share of shelf

drain openers

Harpic unwavering growth: A steady increase in sales since February 2025  

<div> And enters the Body Care market for the first time, establishing itself after having no market presence for the last 5 months. With support from Flipkart, the brand is gaining early momentum and building a strong foundation for future growth. And's entry suggests potential to draw consumer attention. This adds a fresh choice for consumers in the competitive Body Care market. </div>

From immunity to strength: The surprising shifts in vitamins, minerals & supplements

Jun '25

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