The evolving health and wellness industry: Simplifying the complex nutrition equation

The health and wellness industry continues to gain momentum owing to increasing awareness around health, nutrition, and immunity, which is the primary growth driver for the industry. Prioritizing a healthy lifestyle with balanced nutrition picked up pace right after the pandemic hit the world. Since then, there has been no looking back, as consumers’ approach towards their overall well-being has become more proactive, with the loyalties now shifting toward the holistic idea of ​​a healthier lifestyle with supplementation. This has led brands to constantly innovate to stay ahead in the game and appeal to their consumers by introducing more engaging and exciting formats largely to meet the evolving demands of the millennials and to make the supplementation experience cool, effective as well as convenient.

For young millennials and tech-savvy Gen Z consumers, health and nutrition are part of the choices they make every day. In today’s time, it becomes strenuous to take time out to visit gyms, follow heath trends or have complex dietary patterns. They are also well aware and conscious of the fact that their regular diet is not enough to meet the nutritional requirements. Hence, there is a huge onus on nutrition brands to come out with products that are easy to understand and consume, help in addressing the nutritional gap and effortlessly fit into their day-to-day consumption. With this view, leading global health and wellness brands such as Amway are going the extra mile to provide more relatable, engaging, and customized solutions that work best for today’s consumers.

Addressing targeted supplement needs, one can today choose from the wide range of products that are available in the market including chewable gummies, tablets and capsules, powders, and liquids. In this context, companies like Amway are constantly leading the way through product innovation to meet the evolving needs of modern consumers. Continuing to solidify its leadership in the health and wellness space, Amway India recently took a huge leap in innovation and for the first time ever introduced a range of nutrition supplements in trendy, tasty, convenient, and simplified formats like flavorful gummies and mouth-dissolving jelly strips under its flagship brand Nutrilite.


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Understanding the busy lifestyles of the millennials today, Amway formulated on-the-go nutrition supplements to meet their everyday nutrition needs. The brand introduced three innovative nutrition products in interesting formats – Seize the Day, strawberry-flavored gummies containing vitamins and minerals to support overall health and immunity, D-fence – mouth dissolving jelly strips containing Vitamin D3 to support bone health and immunity, and I Candy gummies containing Lutein & Zeaxanthin to support eye health.

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Giving impetus to Amway’s focus on personalized and simplified nutrition, especially keeping in mind the youth, this innovative range of supplements is formulated and developed to address the everyday nutrition needs of the health-conscious consumers of today.

Mr. Ajay Khanna, Chief Marketing Officer, Amway India, said,
“Product quality and innovation are the key growth drivers for Amway. And we will continue to aggressively drive innovation, exploring adjacent and expanded spaces around the nutrition segment, to strengthen the existing portfolio and develop new product solutions. Towards this, we have invested in multiple state-of-the-art R&D labs in India to drive innovation and advance distinctive capabilities in science-led product development across portfolios. With stringent quality checks and simplified labeling, we are making nutrition fun, simple and convenient for our young consumers.”

While there has been an uptick in demand for simplified health supplements, there is also a bent for quality, responsible sourcing, and a transparent production journey of these nutritional products. People now seek information about the Purity, Safety, and Potency of the ingredients in the products they buy and consume. In this regard, Nutrilite, from Amway, backed by the legacy of over 80 years has championed the plant-based approach to supplementation offering the highest levels of transparency adding to the efficacy of the products, which is the key product differentiator.

Each ingredient that goes into the making of the nutrition supplements at Amway

is sourced from high-end suppliers who would have to mandatorily pass Amway’s demanding, yet transparent, global quality standards. Similarly, we also work closely with product manufacturers, who have passed our quality standards, to ensure that the product will perform to its specifications till the end of shelf life by putting the products through stringent stability testing conditions. In addition, we work together with the manufacturers of these products to ensure that they are meeting the Indian regulatory guidelines as laid out by FSSAI”, added Dr. Shyam Ramakrishnan, PhD, Head of Emerging Markets, Innovation, and Science, Amway.

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Consumer mood is constantly evolving towards food purchases due to the social and environmental movement. Today healthier lifestyles have become a global movement with awareness coming from social media and online sources. With deeper internet penetration, people are more aware of the daily choices they make like buying food, consuming food in a restaurant, buying organic groceries, etc. They have the option to research online and talk about dietary needs and how to incorporate a sustainable healthy lifestyle. With the world health movement constantly evolving, brands are becoming more stringent with food labeling and marketing practices. Today’s young consumers are ready to pay a premium price if they find the right nutrition for their bodies. This gives nutrition brands and food manufacturers tremendous opportunities to make customized products for their clientele.

In the wake of the demands of the current generation, Amway is going an extra mile to constantly innovate in the nutrition segment through products that resonate with the lifestyle of millennials and Gen Z. With a philosophy to make nutrition fun and on the go, Amway is constantly bringing tenable nutritious solutions for the masses which are easy to consume, tasty and fulfill the nutrition needs. Amway believes a healthy diet should consist of an abundance of fruits and vegetables. Currently, there are very few products in the market which provide phytonutrients and Nutrilite uniquely fills that gap. With the use of multivitamins and other mineral supplements, one can fill nutrition gaps that regular food is unable to provide. Nutrilite, by Amway, is the only global dietary supplement brand to grow, harvest, and process plants on its certified organic farms. This gives Amway control in terms of quality checks right from the seeding of the plant to further processing it into a supplement. With stringent quality checks at multiple levels involving scientists and health experts, Amway is simplifying the ultra-complex nutrition equation for consumers worldwide. To explore Amway’s range of products, click here.

Disclaimer: The article has been produced on behalf of Amway by the Times Internet’s Spotlight team.


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