India’s healthcare consumption patterns went through a shift, with preventive care emerging as a central theme in 2025, as per a PharmEasy report.
Vitamins and supplements became the health care platform’s most ordered category of the year, especially Vitamin B supplements, making it the most purchased health product of the year. Following closely, Calcium supplements and Vitamin D rank among the top purchases nationwide. This also highlights a growing awareness around nutritional deficiencies, bone and joint health.
In terms of diagnostic data from across the country, Vitamin D tests were the most booked in the category. The report also mentioned that CBC and lipid profiles had increasingly become a part of regular health tracking rather than illness-led testing. Thyroid panels and HbA1c tests saw a rise in takers, especially in Tier-2 cities.
City-wise trends
While national trends remained consistent, city-level data had interesting insights. Mumbai led demand for multivitamins, supplements, and preventive care, and showed strong demand for calcium, protein powders, fitness supplements and stress-related wellness products. Meanwhile, Delhi showcased a strong uptake of gut-care and sexual wellness products alongside seasonal spikes in cough, cold, and allergy medication.
Bengaluru recorded high adoption of diagnostics, gut health, and skin health products, while Hyderabad emerged as a major centre for gut-health consumption, driven by antacids and probiotics. Kolkata saw strong demand for digestive enzymes and electrolytes, alongside rising protein and fitness purchases. Chennai stood out for progressive purchasing patterns, particularly in contraceptives and reproductive health products.
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Data also showed that every second household purchased a digestive product at least once during the year. "Interestingly, antacid orders spiked during weekends, pointing to changing food habits and indulgent eating patterns," the report mentioned.
Chronic conditions continue to dominate medicine demand
Blood pressure and diabetes-related medications accounted for 93 per cent of chronic orders. Although thyroid medicines remained stable in volume, diagnostic data indicated that women accounted for nearly 60 per cent of thyroid testing, led by Delhi NCR and Bengaluru.
Tier-2 and Tier-3 cities in focus
The report detailed the acceleration of health adoption beyond metros. As per the data, Tier-2 and Tier-3 cities recorded faster growth across vitamins, sexual wellness, diagnostics, and fitness categories. Tier-2 cities placed 22 per cent more SOS-style orders.
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Regarding the GLP-1 usage trends, a consistent average month-on-month growth of approximately 12 per cent was observed. Nearly half of the users are in the 25–45 age group, with a notable share in the 25–35 age group.
The health care platform mentioned that the key takeaway from the report is not what people bought when they fell sick, but how much they bought to stay healthy.
