Ahmedabad: Gujarat’s health story is quietly shifting from hospital wards to home cabinets. With diabetes, hypertension and cardiovascular risks rising, many adults are taking preventive control of their health. From protein powders to omega-3 capsules, nutraceuticals are turning into monthly essentials. Market data reveals a 42.7% jump in sales between Jan 2022 and Jan 2026. Mineral supplements alone grew 80.2%.
However, medical experts say supplementation without diagnosis can blur the line between prevention and risk.
At 39, Charvi Salil treats health like a long-term investment, not a crisis response. The Ahmedabad-based product designer has spent more than five years taking protein, omega-3 and multivitamin supplements, after consulting nutritionists and reviewing her annual health reports.
“I get a full body check-up every year. I may not have a genetic history of lifestyle diseases, but that is no guarantee. Staying fit is a choice,” she says. “Supplements help me address deficiencies before they affect my daily wellness or long-term health.”
Charvi is part of a growing group in Gujarat that is rethinking healthcare as prevention rather than cure. With lifestyle diseases such as diabetes, hypertension and cardiovascular conditions rising steadily over the decades, more adults are proactively investing in nutritional supplements. What was once occasional spending is now a recurring monthly budget item for many professionals.
A Pronto Consult study of 192 stakeholders across Gujarat shows that 44% identify as preventive users who actively rely on nutraceuticals. More than half, or 53%, spend over Rs 2,000 a month on supplements, while 22% spend above Rs 3,000. Only 26% keep their monthly outlay below Rs 1,000.
“What we are witnessing in Gujarat is not merely increased consumption but a structural shift in health perception,” said Karishma Shah, founder and managing partner of Pronto Consult. “When over two-thirds of consumers see nutraceuticals as essential or as an extension of healthcare, the category stops being discretionary and becomes embedded in future planning.”
The numbers back this shift. Pharmarack data shows that in four years, sales of nutraceuticals rose 42.7% — from Rs 192.22 crore in Jan 2022 to Rs 274.30 crore in Jan 2026. Mineral supplements registered the sharpest jump at 80.2%, increasing from Rs 17.46 crore to Rs 31.46 crore. Even traditional vitamins, already a large segment, expanded 29.4% — from Rs 326.30 crore in Jan 2022 to Rs 422.34 crore in Jan 2026.
The post-Covid years marked a clear behavioural pivot. Awareness around immunity and overall fitness surged, and supplementation increasingly moved beyond doctor prescriptions into over-the-counter self-care.
Yet doctors warn against indiscriminate consumption. Dr RC Damani, a senior physician, said deficiencies in vitamins B12 and D3 are common. “For elderly patients, we prescribe nutraceuticals based on diagnosed deficiencies. But now patients often demand them or take them over the counter. It is always better to get nutrients from food and plan the diet accordingly. Still, prescriptions and consumption have both increased,” he said.
Dr Dhiren Mehta, former president of the Ahmedabad Medical Association, echoed the caution. “Supplements should be specific and taken after medical consultation. If a patient lacks folic acid or vitamins like C or E, we prescribe targeted tablets. Taking multivitamins without advice may not address the actual deficiency and can have implications,” he said.
The Pronto Consult study underscores how deeply entrenched supplements have become. “As many as 67% now see nutraceuticals either as a personal health necessity or a modern extension of healthcare. Only 7% consider them a temporary phase,” it states.
About 71% expect their supplement use to rise as they age, while 65% anticipate greater dependence over the next five years. Nearly 78% believe the rise of nutraceuticals is irreversible, states the study.
Immunity remains the most recognised category at 67%, followed by vitamins and minerals at 54%, protein and fitness at 41%, heart health at 27%, and cognitive supplements at 22%. The data suggests that consumers are thinking not just about short-term wellness but about ageing management.
As Shah puts it, “Consumers are integrating nutraceuticals into their ageing narrative.”>
