Abstract
Proliferation of Small-Scale Participants Lowers Quality Standards in Indian Mineral
Fortification and Supplement Market
The Indian mineral fortification and supplement market is made up of a large number of small
participants that do not necessarily adhere to quality standards. This has led to the introduction
of low-value products that have greatly decreased prices and reduced profit margins. However, the
situation is expected to improve as suppliers consolidate in an effort to become more competitive.
In the long term, the quality standards of end-user companies are expected to improve.
This Frost & Sullivan research service analyzes the Indian mineral fortification and
supplement market. The study segments the iron and calcium market into animal feed, food and
beverages, and dietary supplement sectors. It discusses the various trends and opportunities in the
market while providing in-depth market share analysis, drivers, restraints, and revenue forecasts.
The study enables companies to align their positioning strategies to benefit from the changing
environment and obtain maximum return on investment.
Government Support and Increased Public Health Expenditure Urge Manufacturers to Lower Cost and
Streamline Production
The increasing shift in industrial activity from the West to Asian countries has fuelled economic
growth and stability. Living standards have improved, public awareness on health-related issues has
risen, and the per capita expenditure on health has significantly increased, providing a suitable
atmosphere for the development of the Indian mineral fortification and supplement market. With the
rapid industrialization and a growing domestic base, the future of the market looks promising.
The Indian Government and research centers are supporting mineral supplementation, dietary
diversification, food and feed fortification, as well as nutrition education programs. This support
will lead to growth in the mineral fortification and supplement market. "The economic
liberalization initiated by the Government has opened up diverse possibilities for foreign direct
investment," says the analyst. "Manufacturers are therefore reducing costs and developing
new ways to improve productivity and stay ahead of the competition." These incremental steps
that augment customer satisfaction are expected to stimulate stronger demand for minerals and
mineral mixes.
Increasing Consumer Awareness is Expected to Boost Mineral Fortification and Supplement Market
The participants in the market are utilizing the growing consumer awareness of the basic
principals of nutrition to promote growth in the industry. "Dietary supplements containing
high-quality mineral and multi-mineral mix products are now available, matching the rising income of
the Indians," notes the analyst. "In addition, several staple foods are being fortified
with minerals to combat deficiency, creating a lot of opportunities for market participants."
Indias livestock business, which is one of the largest in the world, offers immense scope for
the expansion. Over the years, feeding management in this industry has improved through education,
training, competition, and expansion, particularly in the more organized and modernized Indian
poultry industry. The Indian poultry industry has grown rapidly at a rate of approximately 15.0 to
20.0 percent during the last two decades. It has a potential for turning out several value-added
products both for the domestic and export markets and remains one of the major end users of
minerals. | 
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