Some of the drivers behind the growing demand of dietary supplements include increasing cost of healthcare, increasing awareness of dietary supplement products, high population of baby boomers, and increasing urbanization. The lifestyle of urban population is fast-paced as compared to that of the rural population. The urban population is more health conscious, which is a major factor for their inclination towards dietary supplements. According to the United Nations Department of Economic and Social Affairs (UN DESA), the largest growth in urban population took place in the Asian countries, such as India and China, in 2013. India is expected to have 404 million urban dwellers, while China 292 million by 2050.
