The herbal and ayurvedic OTC industry is reported to be growing at an unprecedented rate. According to latest research, it has made a robust entry in more than 70 per cent of Indian households. This insight comes from the latest industry analysis by MedIQ, the Healthcare Intelligence research wing of 1Lattice, which highlights a fundamental shift in consumer behaviour, with a strong shift in preference for natural, chemical-free wellness products across all age groups.
The study reveals that the driving factor behind the rapid growth is due to the widespread consumption of popular categories, such as Chyawanprash, Ashwagandha supplements, Ayurvedic personal care, functional food, and youth-targeted products -- like gummies and effervescent tablets.