To be, or not to be was no longer a question for husband-wife duo Atul and Deeksha Rajani and Angela Toppo, it was rather a point to prove, when they entered India’s $42.97 Bn (around INR 37,000 Cr) thriving market for nutritional and dietary supplements.

Robust demand from youths, who seemed to have far shot past 371.4 Mn in count by 2021, rising disposable incomes in a $2.4 Tn consumer market, which is growing to be the world’s second largest at $4.3 Tn by 2030, and growing awareness in health and wellness across demographic divide have fuelled an exponential surge in nutritional supplements.  

They are everywhere – be it a pharmacy or a supermarket or an ecommerce marketplace – in snazzy packaging and attractive promises across the world, driving a $520 Bn market at 8-9% a year. 

The founders of Be Life chose to look at life at large when it joined the fray five months back. 

“We built the brand true to what we had desired – clinically sound, emotionally intelligent, and committed to longevity. Our products support a deeper wellness journey, better sleep, stronger hair, healthier skin, and more energy – not just for today, but for the long run,” Deeksha said.

The founders positioned Be Life – often called Be. – as a science-backed nutraceutical brand that offers clean, high-quality supplements designed for the modern-day lifestyle. They claimed that the products are formulated by pharmacists and health experts, and targets specific aspects like sleep, energy, beauty, and vitality. 

“What sets Be apart is its mix of quality and local manufacturing that ensures purity, safety, and effectiveness,” she said. The product portfolio includes Be. Alpha, Be. ON DND, Be. Sexy, and Be. Glossy. “All these are free from GMOs, preservatives, glutens, artificial sweeteners, or gelatins.” 

Similar claims are not unheard of in a market where more than 30 nutraceutical startups came up every year through the last 10 years, pushing the industry on an 8.1% annual growth track to reach $68.43 Bn (around INR 58,700 Cr) by 2030. 

“A core flaw in the nutraceutical space is that most products are either too basic, built around one trending ingredient, or simply ineffective. For example, sleep supplements often use melatonin as a cure-all, when in reality, melatonin alone doesn’t address the complexity of sleep. However, our sleep product was designed using a holistic, 360° formulation approach. It includes ingredients to calm the body, induce sleep, support deep sleep cycles, and crucially, enable recovery. Users wake up refreshed, not groggy,” Atul explained.

In less than six months, the bootstrapped startup has achieved an average order value (AOV) of INR 3,800 and boasts a returning customer rate of approximately 28%. It claims a month-on-month growth rate exceeding 25%.

How They Planned It To Be

The backstory of Be Life is a blend of a personal journey and a scientific mind. 

A green technologist and pharmaceutical veteran, Atul brought in over 25 years of experience in developing sustainable drug synthesis methods at Dalas Biotech, which is India’s largest and the world’s third-largest antibiotic manufacturer. 

The journey dates back to 2015 when the idea of Be. was born, but the turning point came when the Rajanis were plagued by some personal reasons. After years of pushing his body through intense fitness regimens and managing chronic stress with pharmaceuticals, Atul ended up in a hospital. “This was a wake-up call for me, and I vowed to never rely on synthetic solutions again and began crafting functional, natural formulations to support long-term health and recovery,” he said.

Around the same time, Deeksha was navigating her own health battle. After a challenging journey to conceive a baby, a tough pregnancy, and a deeply depleting postpartum period, she found herself hormonally imbalanced and nutritionally drained, despite prioritising wellness above all. “Solving something as basic as hairfall meant juggling multiple brands, products with little synergy, and zero education about long-term outcomes,” she said.

For Atul, who had been pursuing his interest in nutraceuticals by reading up more than 2,000 clinical papers, developing formulations, and exploring how natural compounds could bring in physiological results, Deeksha’s experience in brand strategy and understanding of consumer behaviour came handy.

“Our mission is to help people reach their maximum genetic potential through evidence-based formulations and real-world experience, shared with integrity,” Deeksha said.

Be Life was built around the expectations of the top 1% of the consumer class – not just in terms of economic status, but also in terms of awareness. The duo devoted most of their time to research until they registered the company in July 2024 and Angela joined them as a cofounder.

After 18 months, Be. came to life as a direct-to-consumer (D2C) brand in January this year. 

How Is It To Be In A Cluttered Market?

When Be. entered the nutraceuticals space, more than 400 brands were racing for a slice of the market pie. 

The brand aimed for the Tier I consumers at the time of launch. Within 40-50 days, however, orders began pouring in from tier II cities. “People from smaller towns weren’t just purchasing, they were deeply engaging, investing in the products, and sharing heartfelt testimonials,” Deeksha said. 

The trio realised that the demand for high-quality health solutions wasn’t limited to geographies or incomes since people were not looking for discounts, instead, they wanted products that delivered real value.

Be. shares the niche space in nutraceuticals with competitors like MuscleBlaze, Nutrabay, OZiva, Auric, and Setu Nutrition. The segment sees spiralling demand from an upwardly mobile, 560 Mn-strong middle class, earning between INR 6 Lakh and INR 36 Lakh a year. “We have designed our products for this segment where wellness is neither overlooked, nor unaffordable,” Atul said.  

Healthkart and Kapiva dominate the $1.79 Bn market for sports nutrition products, which is on course to hit $3.31 Bn by 2033, as more and more Indians change their dietary habits to stay fit.

According to Deeksha, most supplement brands focus only on single ingredients, instead of effective combinations. Even the quantum of those ingredients is often insufficient. “For post-partum hairfall, I had to supplement biotin and other vitamins through three to four different brands and products. There was no one-stop solution,” she recounted. “That was because such a solution didn’t exist earlier, the per-dose quantity was too low to show results for advanced conditions, and the ingredient quality was often subpar.”

With six SKUs, the brand’s core differentiator lies in its science-backed, outcome-oriented formulations that address real, everyday concerns with precision and efficacy. “We don’t create generic supplements. We build evidence-led solutions rooted in functional medicine, ingredient bioavailability, and clean-label integrity,” Deeksha claimed.

These SKUs are formulated with exact combinations of ingredients, and offered at the specific, clinically backed quantum for each ingredient, he said. “No other brand in India provides 500 mg of glutathione per serving along with 8,330 mg of Japanese marine peptides and approximately 7.9 grams of protein per serving. This isn’t just a vanity-driven consume-for-better-skin product.”

Be. Sexy, according to him, is specifically designed to deliver visible results not only for skin health, but also to support joint and cartilage restoration and overall wellness.

Its bestselling products include Be. Alpha, a testosterone booster for men, Be. Sexy, Japanese marine collagen with glutathione for both men and women, and Be. ON DND, a sleep support supplement formulated with melatonin, magnesium, ashwagandha, and chamomile. So far, the brand has acquired a little over 1,900 users through its D2C channel.

Will The Four-Point Blueprint Be A Success

“The industry is replete with misinformation, miseducation, and misnomers,” Angela said. Be Life drew up the blueprint for business on four pillars that they call the foundational philosophy. 

The first pillar is science. “While international figures like Andrew Huberman and Joe Rogan have made science more accessible to global audiences, India lacks a similar voice. Be aims to fill this gap by simplifying complex scientific ideas and making them easy to understand. Whether it’s through product packaging, labels, social media posts, our brand ensures that science is clear, relatable, and never overwhelming,” she explained. 

The commitment to deliver real results without the fluff makes the second pillar. Be claims that its products are designed to build real, lasting habits using transparent and purposeful formulations. She gave the example of Be.  Alpha, a plant-based testosterone booster and a multi-ingredient formulation.

“It doesn’t cause a habit and supports natural testosterone production. It contains Siberian ginseng, gokshura, ashwagandha, and genugreek in a four-tablet daily dose, formulated specifically for men to support energy, stamina, stress resilience, natural hormone balance, and mental clarity.” 

Third, instead of relying on complicated medical jargon, Be communicates in a tone that’s more friendly and fathomable. “Whether it’s social media reels, carousel posts, or YouTube videos – we ensure that messaging makes people feel included, empowered, and informed. Here, science isn’t a flex – it’s a tool to help.”

The fourth pillar is built on a health-conscious consumer mindset that questions conventional pharmaceuticals, and spots empty wellness promises. 

Unlike Wellbeing Nutrition, Power Gummies and HealthKart, Be doesn’t indulge in aggressive marketing. “We’re receiving incredible feedback within barely five months of existence,” Deeksha said. Users, including individuals with chronic insomnia or past reliance on prescription medication, have reported transformative results with Be. On DND. 

Be. On DND is the highest grosser in the Be Life bouquet, along with Be. Alpha and Be. Sexy. 

The brand follows a 50-50 approach, where the products are deeply rooted to clinical research and the communication is simple and engaging. The company claims to have achieved a 27.65% customer retention rate, despite minimal influencer marketing or large-scale distribution. In the D2C space, anything between 30% and 40% is considered a good retention rate. For a six-month-old brand, anything hovering on 30% is commendable. 

What’s Likely To Be Ahead

At least 71% Indian consumers take nutraceuticals on a regular basis, a LocalCircles study showed. Vitamins, minerals, fibres, omega-3 fatty acids and herbs have been found to be the highest grossers. 

Be. and its peer startups in the nutraceuticals space are riding on this wave. Many of them such as Wellbeing Nutrition, OZiva, and Kapiva have even surpassed the INR 100 Cr mark in revenue. Be. claims to have sold over 3,000 products through its website in six months and is now aiming at a revenue of INR 5–6 Cr in FY26 and INR 25 Cr by the end of the next fiscal. 

Upbeat on an impressive retention rate, the brand aims to launch 15 products in one year to make deeper inroads into the market. “These launches will span core wellness needs and emerging lifestyle concerns, keeping longevity, bio-optimisation, and efficacy at the centre,” Atul said. 

Its products feature in the premium price range, which invites higher scrutiny. “Trust isn’t something you can demand – it has to be earned. We are completely transparent and disclose every ingredient and explain every function and keep on listening to the consumer. It helps customers understand what goes into a formulation and what to choose,” Atul said.

It’s still early for the bootstrapped D2C wellness brand to carve out a meaningful presence in this cluttered and largely fragmented market, but the way the founders have positioned Be Life, it has the leverage of growing awareness among consumers. 

The tailwinds are strong. But the headwinds too are gathering strength with more and more players making similar claims of science-backed, clean-label, or performance-driven credentials in the booming market for nutraceuticals.

[Edited by Kumar Chatterjee]

It’s the latest beverage du jour — and for people needing their morning pick-me-up, matcha tea increasingly beats espresso as their caffeine fix of choice.

“I worked on the bar a few weeks ago and I think past a certain point, you don’t just skim milk, you don’t pull shots. Everything you do is matcha,” said Nadiia Semenichenko, regional manager at 10 Dean, a café and bar in Toronto.

Demand for the finely powdered tea — usually sourced from Japan and unmistakable for its vivid green colour and earthy taste — has gone supernova since the fall, mostly thanks to the legions of influencers swearing by it on social media and viral videos that are racking up millions of views, say experts who spoke to CBC News.

But that fervour has shaken up matcha’s delicate supply chain, ultimately leading to a global shortage that is putting pressure on Japan’s tea industry to ramp up production of the scarce commodity.

Semenichenko’s cafe has sought out new suppliers to keep up with the demand, noting that one of them has put a cap on how much matcha the café could buy each month.

“By the end of this year, we’ll feel substantial price increases in matcha, for sure,” she said, referring to the café’s costs.

And those who follow the Japanese tea industry say it’s only a matter of time before customers who love the foamy, verdant drink get hit by a serious price hike.

WATCH | How a matcha frenzy upended a delicate supply chain: 

A sudden shortage

Matcha is made from ground tencha, a type of green tea leaf that is shade-grown — giving it a more intense flavour and a deeper colour — before being steamed, dried, destemmed and passed through a milling machine to produce a powder.

The highest-grade version of matcha, used for Japanese tea ceremonies, is harvested in spring. It’s passed through a stone mill, making it a time and resource-consuming process that produces only a small quantity of the final product.

Semenichenko says using ceremonial matcha as a baking ingredient or in lattes is like “if you buy really expensive whiskey and put it in whisky and Coke.”

But when demand for matcha ticked sharply upward last fall, people were suddenly rushing to buy the high-grade version of the product. “Even tea ceremony schools in Japan suddenly couldn’t find the matcha they would usually buy,” said Anna Poian, a co-founder of the Global Japanese Tea Association.

Some of the most popular matcha brands in Japan — including Ippodo Tea, Yamasan and Marukyu Koyamaen — published apology notes to their customers and announced they would have to put limits on how much and what kind of matcha products they would sell to their buyers.

At that time, matcha producers “were not really facing a real shortage, but they didn’t expect so much demand,” explained Poian.

But the onslaught of matcha-related viral videos combined with record-high tourism to Japan — induced by a weak yen — had people clamouring for the tea, ultimately leading to a run on existing supply and a production shortage.

Now, the craze has spurred major coffee shops and restaurant chains to step up their matcha offerings so they can cash in, too.

Most Starbucks locations have served matcha drinks for years, but the coffee giant added a whole suite of specialty matcha drinks last summer. Matcha is on the menu at Booster Juice, Tim Hortons and McDonalds, too, though the companies didn’t respond when asked when they added it.

Big retailers aren’t immune to the shortage, either. Second Cup, which added another matcha latte to its menu in April, has recently dealt with delays in receiving its matcha supply, a spokesperson told CBC News.

Changing tides in Japan’s tea-farming industry

The shortage is also a product of changes in Japan’s domestic tea industry over the last two decades.

Within the country, both the consumption and production of tea have declined, and its tea-farming population is aging with few successors to take over.

“They don’t see much of a future because the Japanese tea industry has been in decline for the past 15 to 20 years, due to the decrease in local consumption,” explained Poian, whose organization publishes monthly reports on the industry.

Conversely, exports of Japanese tea to other countries are on the rise. In April 2025, total exports of Japanese tea were up 85.7 per cent from the same month the previous year, according to data from an industry group.

Canada’s own intake of green tea from Japan has increased by 118 per cent since 2015, a spokesperson for Global Affairs told CBC News.

Compounding the problem is the fact that matcha makes up just six per cent of Japan’s total tea production, according to Poian. “More farmers are shifting and focusing their production to matcha, but this unfortunately is not an easy switch,” she said.

Countries like China and Vietnam produce matcha, too, but the Japanese version is considered premium. The Japanese government’s farming ministry, in an effort to ramp up matcha production for the export market, is reportedly recommending that farmers replace their sencha — another type of green tea leaf — with tencha.

That shift isn’t easy, even for the industry’s experienced workforce, says Jason Eng, head of business development and partnerships at Kametani Tea, a tea production company based in Nara, Japan.

“Many of these farmers don’t have the resources to do that — to upgrade all the machines or just change the machines altogether. So the investment costs a lot,” he said.

Kametani Tea, which exports about 25 to 30 per cent of its product to international beverage companies, suppliers and wholesalers, will have to raise prices once the next harvest is ready. And those price shocks will eventually trickle down to matcha-loving consumers at cafés.

“It’s gonna be really hard to digest, I think, for the consumers at the end with this huge surge of demand,” he said.

‘It just gets sold out’

After developing a taste for matcha, Cheena Lerum started posting recipe videos on her TikTok account. But the Toronto content creator noticed earlier this year that she got more views when she offered recommendations for where to buy and source matcha.

“You know when bubble tea became really famous a few years ago?” she said, referring to the Taiwanese tea drink that exploded in popularity during the mid-2010s. “Matcha’s becoming that now.”

Lerum, who has almost 30,000 followers on the platform, said she thinks “all the time” about whether she’s contributing to the matcha shortage. She posts about the tea less frequently on social media now, partly because she hasn’t been able to find her favourite products.

“They say don’t gate-keep, but sometimes there are brands that you like and then it becomes too popular and it just gets sold out,” Lerum explained. She’s also noticed prices creeping up: a 30-gram tin of matcha powder that she used to buy online for $35 now costs almost $50, she said.

Back at the café, a few customers are sipping on matcha lattes. “I just find that it’s a much better alternative to coffee,” said Danielle Pineda, who says matcha energizes her without giving her coffee-like jitters. She has her own matcha whisk and often makes the drink at home.

Tommy Tanga, another customer at the cafe, said he finds the current price of matcha reasonable — a café order usually costs about $5 to $7, depending on the type of drink. It’s been his go-to order ever since he tried it during a trip to Japan.

“I’m worried that it’s going to get more expensive,” he said.

The global heart health supplements market has emerged as a vital segment within the broader nutraceutical industry, reflecting consumers’ growing awareness of preventive healthcare and proactive wellness. In recent years, sedentary lifestyles, rising stress levels, and dietary imbalances have collectively led to a surge in cardiovascular-related ailments. As individuals increasingly seek natural ways to support heart health, dietary supplements have gained significant traction as a complementary preventive approach. According to market projections, the heart health supplements market is expected to grow at a steady value CAGR of 4.5% during the forecast period (2023 to 2033), expanding from a value of US$ 10,765.80 million in 2023 to approximately US$ 16,718.95 million by 2033.

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The leading segment within the market is the liquid form of heart health supplements, gaining momentum due to growing consumer aversion to pill-based formats and ease of consumption. Meanwhile, North America dominates the global landscape, with a market share of 44.9% in 2022. The region’s supremacy is attributed to heightened consumer awareness, a well-established supplement industry, and a rising prevalence of lifestyle-related cardiovascular diseases.

Key Highlights from the Report:

➤ The heart health supplements market reached US$ 10,765.80 million in 2023 and is projected to grow to US$ 16,718.95 million by 2033.

➤ North America held the largest share (44.9%) of the global market in 2022, driven by consumer awareness and lifestyle disorders.

➤ Online retail is the fastest-growing sales channel, forecasted to grow at a CAGR of 6.6%.

➤ Liquid supplements are expected to expand at a CAGR of 4.8%, outpacing traditional pill-based formats.

➤ Rising demand for non-GMO and naturally sourced supplements is shaping purchasing trends.

➤ Manufacturers are increasingly focusing on mergers, acquisitions, and innovations to expand product portfolios and regional reach.

Market Segmentation

The heart health supplements market is categorized based on form, ingredients, and sales channels. In terms of form, the market is segmented into powders, liquids, soft gels, and pills. Liquid forms are gaining preference due to increasing pill fatigue among consumers and a demand for more palatable and easily absorbed formats.

By ingredients, the market includes vitamins and minerals, botanical supplements, amino acids, and others, such as Coenzyme Q10 and omega-3 fatty acids. These compounds are widely recognized for their cardiovascular benefits, including improved cholesterol levels, arterial function, and overall heart performance.

Regarding distribution, the market is segmented into hypermarkets/supermarkets, drug and specialty stores, online retail, and other retail formats. Online retail is forecasted to grow at the fastest pace, as consumers seek convenience, compare pricing, and explore global supplement options with ease.

Regional Insights

North America continues to lead the global heart health supplements market due to a combination of consumer awareness, technological advancement, and the widespread presence of established supplement brands. The U.S. particularly benefits from a strong healthcare infrastructure, preventive wellness programs, and increasing elderly population concerned with cardiovascular health.

In contrast, emerging markets such as China, India, Brazil, and Indonesia are witnessing a rapid surge in demand, fueled by rising disposable income, growing urbanization, and an increasing incidence of heart-related ailments. Additionally, these regions have seen a boost in e-commerce platforms, making supplements more accessible to a broader consumer base.

Europe holds a steady share of the market, driven by rising demand for natural and botanical supplements. Countries like Germany, France, and the U.K. are seeing an uptick in cardiovascular disease prevention initiatives, further encouraging the use of dietary supplements.

Market Drivers

One of the primary factors driving growth in the heart health supplements market is the increasing global awareness surrounding cardiovascular health. Sedentary lifestyles, poor diets, and rising obesity rates have contributed to a higher prevalence of cardiovascular diseases, prompting consumers to adopt preventive measures such as dietary supplementation.

The growing preference for non-GMO and natural ingredients further supports market expansion. Consumers are increasingly skeptical of genetically modified organisms and synthetic ingredients, opting for clean-label products that align with holistic health values.

Technological advancements in supplement delivery formats and formulations also boost the market. Innovations such as liquid shots, and chewables have improved consumer compliance and product accessibility.

Market Restraints

Despite the promising outlook, the heart health supplements market faces challenges that could hinder its growth trajectory. The increasing penetration of synthetic dietary supplements poses a concern, especially among consumers seeking natural, plant-based alternatives. Synthetic supplements may not offer the same efficacy or bioavailability as natural ingredients, and in some cases, they may lead to side effects if consumed in excess.

Moreover, regulatory inconsistencies and quality control issues in some developing regions can affect consumer trust. The lack of standardization in supplement labeling, dosages, and ingredient transparency may also lead to skepticism, limiting adoption among cautious buyers.

Market Opportunities

The rising global inclination toward personalized nutrition offers ample growth opportunities for the heart health supplements market. As consumers seek tailored health solutions, manufacturers can leverage AI-driven diagnostics and DNA-based assessments to create customized heart health regimens.

E-commerce and direct-to-consumer models provide significant potential for growth, especially in underpenetrated regions. Digital platforms not only facilitate consumer education but also allow brands to offer subscription-based services and loyalty programs to enhance retention.

Additionally, collaborations between nutraceutical companies and pharmaceutical giants open doors for innovative product development and wider market access. This cross-industry approach supports the creation of science-backed, clinically tested formulations that inspire consumer confidence.

Frequently Asked Questions (FAQs):

◆ How big is the heart health supplements market globally?

◆ What is the projected growth rate of the heart health supplements market from 2023 to 2033?

◆ Which region is estimated to dominate the heart health supplements industry through the forecast period?

◆ What is the market forecast for heart health supplements by 2033?

◆ Who are the key players in the global heart health supplements market?

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Company Insights

• Bayer AG

• USANA Health Sciences, Inc.

• Sanofi

• Koninklijke DSM N.V.

• Pfizer Inc.

• Abbott Laboratories

• Herbalife Nutrition Ltd.

• GNC Holdings Inc.

• Chr. Hansen Holding A/S

• BASF SE

• Amway

• NOW Health Group, INC.

• Nutramax Laboratories, INC.

• The Nature’s Bounty Co.

• Nature’s Way Products, LLC.

• Viva Naturals

• NutraMarks, Inc.

• Vitabiotics Ltd

• Vitamin Shopee, Inc.

• Pure Encapsulations, LLC

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About Persistence Market Research:

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