9 months ago
‘Natural Ozempic’ Trend Boosts Demand for Indian Psyllium Husk
Imagine a common fiber powder from India called isabgol, which people have used for a long time to help with digestion.
Now, people in the US and other Western countries are calling it a 'natural Ozempic' because they think it helps them lose weight.
They believe it makes them feel full, so they eat less, like a secret trick for feeling healthy and slim.
However, doctors say it's not exactly like the medicine Ozempic, which works differently in the body.
Psyllium mainly helps with tummy troubles and feeling satisfied after eating.
Because of this new trend, people are paying more for isabgol, even though it's an old remedy from India that is still very important for their own health.
Psyllium husk, known as isabgol in India, is trending globally as a ‘natural Ozempic’ for weight loss and gut health.
India dominates global psyllium production with 80% of the market share and exports worth approximately USD 400 million annually.
The demand surge is fueled by Western wellness trends and social media influencers promoting its satiety benefits.
While perceived as a natural appetite suppressant, experts state psyllium does not replicate Ozempic's hormonal mechanisms for weight loss.
Psyllium's traditional uses in India for digestion are now being repackaged and sold at premium prices in trendy formats in Western markets.
- Who
- Indian farmers and processors, Western wellness influencers and consumers, and medical consultants.
- What
- A global trend has rebranded Indian psyllium husk (isabgol) as a ‘natural Ozempic’ for weight loss and gut health, significantly increasing its demand and price.
- Where
- The trend originated in the West, particularly the US, impacting global demand for psyllium primarily produced and processed in India.
- When
- Currently, with a resurgence driven by social media and wellness trends in the past year.
- Why
- Psyllium is being marketed as a natural alternative to weight loss drugs like Ozempic due to its ability to promote satiety, although experts clarify it does not mimic Ozempic's hormonal mechanisms and its primary benefits are digestive.
Key facts
- Global Psyllium Production
- India accounts for 80% of the global produce.
- Annual Exports from India
- Approximately USD 400 million worth of isabgol (psyllium).
- Primary Processing Hub
- Gujarat, India (90% of psyllium processing).
- Main Export Market
- USA (nearly 70% of India's psyllium exports).
- Other Export Markets
- Germany, Italy, and the UK.
- Wellness Startup Funding
- One California-based startup raised $45 million in 2023.
- Traditional Use
- Digestive aid and remedy for over 5,000 years in India.
Quotes
Sarthak Ahuja
Investment banker
“A California-based digital health startup raised $45 million in 2023 to scale an algorithm-driven fiber subscription business. They’re now serving over 150,000 monthly users across North America and Europe. The trend is only getting stronger. Maybe it’s time I pull out that green-colored telephone brand carton from my pantry and try it again myself.”
businesstoday.in
“The reason it’s in such high demand in the US is because fiber supplements have become the new form of gut health. People believe that since isabgol turns jelly-like and expands in their stomach, it keeps them feeling full longer — so they end up eating less. It’s perceived as a natural GLP-1 drug. It isn’t, but that’s the belief.”
businesstoday.in
Sources
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