Peptide, collagen supplements surge in India as experts flag thin evidence behind the hype
Brands like OZiva, HK Vitals and Isopure ride a booming nutraceuticals wave, but experts warn marketing outpaces proof. FMCG players reformulate for clean-label nutrition while regulators face calls to tighten labelling and quality oversight.
Peptide and collagen supplements are surging in India across brands like OZiva, HK Vitals and Isopure, but experts warn evidence lags marketing hype. FMCG players reformulate for clean-label nutrition; regulators urged to tighten labelling and quality oversight for the growing nutraceuticals category.
Why this matters
OZiva's push comes after HUL absorbed parent Zywie Ventures as a wholly owned subsidiary and named ex-Marico, Flipkart exec Koteshwar LN as CEO to lead its wellness expansion into supplements.
Retail-brand signals accelerating at +325500% QoQ as wellness supplement activity intensifies.