India’s wellness industry is poised to touch Rs 1,00,000 crore by 2015 with a compounded annual growth rate of 15-17 per cent, from about Rs 70,000 crore in 2012. This will give rise to job opportunities in the industry that is becoming more technological, says CK Kumaravel

The beauty and wellness industry has gained a lot of momentum in the last decade and ever since we’ve seen a lot of creative entrepreneurial minds coming together making their career graphs sore high. A study jointly conducted by industry body, Federation of Indian Chambers of Commerce and Industry (FICCI) and global consulting firm Pricewaterhouse Coopers (PwC) revealed that India’s wellness industry is poised to touch Rs 1,00,000 crore by 2015, with a compounded annual growth rate of 15-17 per cent, from about Rs 70,000 crore in 2012.

Of the entire wellness industry, beauty care would continue to dominate with almost 50 per cent (about Rs 49,000 crore), followed by alternate therapy (about Rs 21,000 crore) and health and wellness food and beverages at about Rs 27,000 crore.

In India, the beauty care market is broadly divided into cosmetic products, salons and cosmetic treatment centres. It is estimated that over 85 per cent of the salon industry revenue comes from the women population though men’s interest to walk into salon has recently seen a major rise. Earlier only celebrities looked beautiful, today being well groomed has become a lifestyle. To look good, one not only has to be well dressed but pay equal attention to hair, maintain a healthy skin and take care of the most exposed skin such as face, hands and feet. Pollution, stress, imbalance lifestyle is an everyday word that effects ones skin and hair, be it a man or a woman. This has given the necessary boost to the salon industry as the generation is too busy to look at lengthy home remedies.

Earlier the understanding of a salon service which was just restricted to haircuts and facials, has now grown into providing complete wellness services right from hair care, beauty care, spa to cosmetic care. Keeping in mind today’s fast paced lifestyle, the response to such one-stop for all beauty needs has been received very well by the target customers.

One of the key factors that contribute to the ultimate experience in salons and spas are the employees in the forefront — from the receptionist who welcomes to the experts who suggest the regime and best look to the customer. Therefore, training each one of them to meet the expectations of the customer, the brand and the service is highly important. As a result, a lot of brands these days have established their own training academies where they educate on all aspects of a salon, be it managing or styling. It should not be just knowledge and skills pertaining to beauty and salon but also training in effective communication, efficient client servicing and salon management through internships in a salon that helps to easily fit into a working environment with absolute confidence.

Today, the market is flooded with International names besides the Indian beauty brands foraying into the salon business. There are around 2 lakh salons employing more than 10 lakh people where a deep-rooted gap of qualified professionals meeting the industry standards is evident. More often, well trained employees move from one organisation to the other that will not help in the long run in this fast developing industry. Given the phenomenal growth that lies ahead in the wellness and grooming sector, quality of talent will be the number one differentiating factor for a brand’s success. Nurturing fresh talent is the only way forward to make sure the industry grows abundantly.

Gone are the days when one would learn the basic techniques in a nearby beauty parlour and join a bigger name or start their own parlour. The salon concept is a much more technologically and experientially superior. Training a salon personal not only includes teaching the skills but how to use and care for the technologies involved, constantly informing them with new advancements in the market. Besides the techniques and technologies involved, they need to be educated on client behaviour and crisis management as well.

One of the reasons for the lack of talent could be that the organised beauty and wellness training is expensive. Unless each player takes active measures to create credible and accessible training infrastructure and contributes to training new professionals at a subsidised cost, salon brands will continue to face talent crunch.

To enhance such talent the National Skill Development Corporation (NSDC) conducts competitions in beauty across India. After few rounds, the final contenders go through a one-year of training by the national and international experts to represent India at the World skills International competition. Such competitions aren’t uncommon internationally but we need more such bodies to encourage people to join this industry.

Salon business is labour intensive and they are the most important recall value for a customer. For any brand, customer loyalty and client retention are the key objectives for the growth of their business. A salon customer relates to the pampering they receive during their visit. Beyond products and the specific services which are more or less the same in most outlets, it’s the people who attended to them that they remember and ask for in their next visit. Expert opinion is highly regarded to get the desired look or when one wants suggestions for the right hair and skin products and tips on skin, hair and body care. Hence, equipping the on-ground talent in tune with the latest trends and happenings in the beauty, wellness and fashion industry is a must to ensure meeting the International standards.

The wellness industry in India has evolved rapidly in the last few years. Improved health awareness and exposure to global beauty and ­fashion trends are driving growth in the wellness space. The need to look and feel good has led to a growing demand for spa ­therapists. Spa therapy includes holistic therapies, beauty therapy, fitness and nutrition.

There has been immense growth in the spa ­industry during the past decade. It is, therefore, not ­surprising that spas are facing shortage of skilled and trained persons. According to the FICCI-PwC report on ‘Imperatives for growth – The wellness industry 2013,’ the wellness industry is expected to touch Rs. 1 trillion by 2015, growing at CAGR of 15%-17%, from the level of Rs. 700 billion in 2012. This represents a growth of more than 18% over the previous year.

Sarita Mehta, 45 (name changed), who sells saris door-to-door in Pune, saves money every three months to get a face job done. And no, we are no talking about a routine facial or eyebrow shaping here. Mehta visits celebrity doctor and dermatologist Rashmi Shetty in Mumbai to erase marionette lines (laugh lines) on her face or get a few shots of Botox to keep wrinkles at bay.

“It is not just people who are in showbiz who come for fillers and peels but ordinary individuals who are constantly propelled by the need to look good. People are getting fanatical about looks, like elsewhere across the globe,” says Shetty, who run a cosmetic clinic in Mumbai.

The number of patients coming for anti-ageing solutions, she says, has increased almost five-fold in the last decade, even though the costs remain high.

While Cleopatra may have dunked herself in ass’s milk to stay young, modern-day Cleopatras can find the best of beauty services at a dermatologist’s clinic, a specialised beauty salon and even products focusing on anti-ageing.

With the trend in skincare veering from fairness to anti-ageing, companies are looking to make both products and services more accessible, more result-oriented and are trying to demystify the business.

Besides new product launches, companies are taking brands to smaller towns, tweaking store sizes and even acquiring overseas firms to cater to the latest fad.

“It is no longer just about products but technology. Indian consumers in the metros particularly are as aware as anywhere globally. They know about peels, lasers and even minimally invasive procedures that are popular elsewhere. To us, this represents a huge shift in mindset,” Arvind R. P., Head - Marketing, Kaya Skincare points out.

Growing at a fast clip

According to a report by FICCI, the Rs 29,000-crore beauty care market has grown at a rate of 15 to 20 per cent in 2012 and is expected to grow approximately 40 per cent by 2015 (to touch Rs 49,000 crore).

Kaya Skin Clinic, which is a technology-led cosmetic firm said it has invested heavily in the latest technology. “Anti-ageing is a huge opportunity and we have invested in the latest technology to cater to the clients,” he adds.

Arvind says anti-ageing as a category was growing at 30- 35 per cent. “We are looking to strengthen the minimally invasive services portfolio with new products and services.”

According to various estimates, the anti-ageing market in India is a fraction of the global market.

Arvind quotes the FICCI report to say that the minimally invasive space has seen a 100 per cent growth in 2011-12.

He says that minimally invasive/non-invasive and surgical procedures constitute Rs 700-800 crore of the overall anti-ageing market. Out of this share, minimally invasive services account for 60 per cent as opposed to surgical treatments.

“This is an interesting trend that suggests that Indians are moving towards skin cure services that are convenient, cost and time-effective. Moreover, non-surgical or minimally invasive procedures which mainly fall in the anti-ageing category, have overtaken surgical procedures due to lower cost, shorter duration and lesser recovery time associated with the former,” he added.

Raghu Kumar, Managing Director, Allergan India, says, “In India, the anti-ageing market is not quite evaluated. There is no published data that will tell you about the size of the market. As per our estimate, the market is growing by 30-50 per cent year-on-year. Primarily, the growth is coming from increase in awareness of options. The anti-ageing market can be divided into two segments. One is the market for topical creams and ointments. This is different from the market for semi-invasive procedures like Botox and Juvederm.

Kumar adds that the market for the latter is smaller than the former but it is witnessing fast growth. “In some advanced countries procedures like Botox and fillers like Juvederm are among the leading anti-ageing treatments being availed of by people. In India the anti-ageing market has really taken off in the last 5-6 years and we are making efforts to create awareness in users about the doctor-administered procedures. The semi-invasive procedures are very simple but they have to be done with experts’ help,” he adds.

Sophisticated treatments

Newer players are entering the space. Pevonia International, a provider of anti-ageing solution to spas, is introducing a micro-retinol range of skin products. It says the company is introducing over 300 products for the Indian market.

“We have been present in India for the last seven-eight years. But the demand for anti-ageing products has made us introduce a range of skin solutions. These are not over-the-counter products but specialised treatments which will have to be availed of at a spa over multiple sittings,” says Ron Jean, Director of International Business Development, Pevonia International.

Jean notes that no more are anti-ageing products meant only for those aged 45 and above as some of its treatments can begin at the age of 30. Jean points that some of the treatments are priced at Rs 55,000, over multiple sessions.

Home-grown wellness and slimming firm VLCC recently bought a controlling stake of 80 per cent in Singapore-based Global Vantage Innovative Group (GVig). GVig provides wellness solutions through its subsidiaries BelleWave Cosmetics in the skin and haircare category, Celblos Dermal Research Centre, which offers dermatological solutions, and Enavose Life Science Research, which offers a range of Swiss-made skincare and body wellness solutions.

Mukesh Luthra, Chairman, VLCC Group, says, “The acquisition will give us a foothold in dermatological solutions. It will also help us gain access into GVig’s wellness products, research and development laboratory and manufacturing facilities.”

Consumer profiles are also changing. About five to six years ago, a typical client would be in her late thirties to mid-forties. But now patients as young as twenty come in for such treatments. Shetty says the need to look good has fuelled demand such that every major hospital has aesthetic and cosmetic wings.

Procedures such as Botox for crow’s feet, peels and micro-dermabrasion for skin resurfacing, Thermage for non-surgical facelifts, and Fraxel for scars and rejuvenation are among the popular procedures.

Companies such as GlaxoSmithKline, L’Oreal, Procter & Gamble and Unilever are investing heavily in R&D. It is not just cosmetic firms but even pharma firms which are placing orders for anti-ageing products.

Satyaki Ghosh, Director, Consumer Products Division, L’Oréal India, says, “The anti-ageing segment is roughly five per cent of the skincare market in India and is growing at five per cent (Ytd September 2010). Today, fairness is to India what anti-ageing is to the rest of the world. The skew is, however, changing gradually. At L’Oreal we have anti-ageing products across brands and price points.”

Ghosh notes that the reason the pricing has been kept premium was because “anti-ageing is a sophisticated category with a number of years of research behind it”. L’Oreal also sells an anti-ageing mass range, Garnier Wrinkle Lift.

He says: “Anti-ageing is a different category and we are targeting different consumer segments with specific propositions. In India, people usually look for moisturising with clean-looking skin from their fairness products. Anti-ageing is much more sophisticated, scientific and sharply targeted. It is a fast-growing market, with skin consciousness seeping in earlier thanks to global exposure, increase in spending power, the rise of parlours. The average consumer of anti-ageing products is 35 +, urban and from a higher socio-economic status. Preventive anti-ageing with Indian climate-friendly formulas such as serums are also popularising the category”.

“Wrinkle Lift was the first anti-ageing product launched in India in the price bracket of Rs 130-240. In fact, in 1995, when Garnier launched skincare under the Synergie brand name, it chose to enter with an anti-wrinkle cream instead of a fairness or a cold cream,” Ghosh notes.

Allergan’s Kumar says the younger generation is more receptive to and more aware of anti-ageing procedures than the older generation.

“People in their late 20s and 30s, especially those in customer-facing roles are more Internet-savvy, are more aware as well as willing. Today companies know the nature of this consumer and they are targeting the social media increasingly to target them. They are increasingly using the Internet as a medium. It requires a two-way communication. Campaigns are being run on Facebook, Twitter and other social media platforms apart from traditional methods of advertising.”

Ankur Bisen, Senior Vice-President - Retail, Technopak, says, “Certainly the growth is in double digits. Both products and services are complementary in the anti-ageing war. It is not an either-or situation as consumers are looking for a bouquet of services. Nobody knows whether there are fetching results but in the end companies have managed to convince consumers to open their purse-strings, which is resulting in double digit growth”.

Nivedita Ghosh (27) and her husband spend close to Rs 5,000 a month on fitness and beauty care. The Bangalore-based couple feels a “fit and groomed presence” at the workplace is as important as attire.

More and more young Indians and middle-aged professionals are increasingly spending on wellness. This is prompting both domestic and global players to expand their footprint in the country.

According to a FICCI-PwC report titled Imperatives for growth: The wellness industry released in August, the wellness industry (both products and services) in India stood at Rs 70,000 crore in 2012. The report projected that the industry should reach a size of Rs 1 lakh crore in 2015, close to 43 per cent growth.

Increased investments in employee welfare and fitness by corporates is also boosting the industry, Dr Vikram B. M. of Snap Fitness India said.

“Currently, we have 40 fitness clubs across the country. We are planning to raise $5-6 million as equity funding to add 260 clubs over the next five years,” he told Business Line. Each centre of Snap Fitness roughly makes Rs 1.2 crore a year, Vikram added.

Beauty care

Meanwhile, the report had pegged the beauty care market at approximately Rs 29,000 crore in 2012. “The Indian skin care market offers tremendous opportunity in fast-evolving categories of specialised skin care like anti-ageing or pigmentation and male grooming,” Arvind R P, Head, Marketing, Kaya Skin Clinic.

VLCC, another wellness brand specialising in weight loss and body shaping arena, is chalking out plans to introduce new formats. While it plans to enter the gym and salon domains, expansion of product portfolio and distribution network is also on the cards.

Sandeep Ahuja, MD, VLCC Health Care Ltd, said, “We have a detailed plan for organic growth till 2017. More than Rs 200 crore will be invested across verticals in India and overseas.”

More than 50 per cent of the store additions for some wellness players have been in smaller citiesduring 2012-2013, the report noted. This trend has been attributed to rising income, increasing awareness among consumers in smaller cities.

Low rental and manpower costs have also made smaller cities attractive for wellness industry players.

The wellness industry in India is poised to touch Rs 1,00,000 crore (Rs 1 trillion) by 2015, with a compounded annual growth rate of 15-17%, from about Rs 70,000 crore in 2012.

This was revealed, on Monday, by a study jointly conducted by industry body Federation of Indian Chambers of Commerce and Industry (FICCI) and global consulting firm PricewaterhouseCoopers (PwC).

Of the entire wellness industry, beauty care would continue to dominate with almost 50% (about Rs 49,000 crore), followed by alternate therapy (about Rs 21,000 crore) and health and wellness food and beverages at about Rs 27,000 crore, according to the study.

The size of the beauty care industry is estimated at Rs 29,000 crore in 2012 estimate, while fitness and slimming market was estimated at Rs 60,000 crore in 2012. About 60% of the market is dominated by products.

However, the industry is facing issues in getting standard skilled manpower, and no standard is followed across the industry.

“The sector lacks skilled manpower, and there is an urgent need to skill the workforce. Retaining skilled human capital is another hurdle for the industry,” Sandeep Ahuja, chairman, FICCI (National Wellness Committee) and MD of VLCC Healthcare, said at a programme organised by FICCI, on Monday.

Wellness services in India are projected to generate more than three million jobs by 2015. “The need for skill development, training centers, accredited and certified courses, consistency in quality of products and services became vital for the wellness industry to meet these growth projections,” said FICCI president and HSBC country head Naina Lal Kidwai.

Meanwhile, the industry has seen good interest from private equity and venture capital firms since March 2009. Enrich Hair and Skin Solutions, YLG, VLCC, Four Fountain Spa, trichology chain Richfeel, Healthkart.com and Guardian Lifecare are the key players who have already received investments from venture capital and private equity firms.

The Indian health and wellness industry is all set to double by 2015 if the current growth is maintained, a joint report by industry body FICCI and advisory firm PricewaterhouseCoopers (PwC) said. At present, the sector is estimated at Rs 59,000 crore and is growing at a CAGR of 18-20 per cent.

The wellness market comprises beauty and cosmetic products, healthy food and beverage, slimming products, fitness services, dietary supplements and spas and salons. These are roughly divided into three categories such as hygiene, curative and enhancement needs of the consumer.

Though traditional products continue to dominate the market at 60 per cent, consumers are aware of new forms of wellness products and services such as fortified foods, dietary supplements, cosmetic treatments and rejuvenation therapies.

Increasing health awareness among Indian consumers due to rising media penetration is also helping the sector to grow. Given the high disposable incomes, consumers are taking into account health considerations as part of their purchasing decisions, with preventive care gaining more prominence over a curative approach to disease management, said Sandeep Ahuja, Chairman, FICCI National Wellness Committee.

The FICCI-PwC report further added that the per capita spend on wellness has jumped from Rs 300 in 2008 to over Rs 480 a year last year.

“Consumers are increasingly placing a high premium on their time, so wellness players have started bundling convenience along with health and beauty benefits,” the report added.

It forecasts that while wellness concepts in India are dominated by mainstream and generic benefits, emerging niche categories are likely to result in new opportunities for players. Online channels are expected to become increasingly relevant as a channel of interaction with consumers.

The domestic wellness industry that includes spas, and grooming and fitness products among others, is set to touch Rs 95,000 crore in the next two years, according to a report. Currently the market is estimated at Rs 59,000 crore and cosmetic products contribute to nearly 60% of the segment, a PwC report, which was unveiled at a FICCI event on the industry here today, said.

The report says companies are looking at expanding their presence to tier II and III cities as real estate prices work in their favour. The wellness industry, growing at a compounded annual growth rate of 18-20%, accounts for nearly 4% of the overall consumer expenditure in the country, the report claims. "The scope in the wellness market is immense. Even a 1% increase in consumer expenditure can potentially generate an additional opportunity of Rs 600 crore for wellness players," VLCC managing director Sandeep Ahuja said.

The beauty segment, largely dominated by the hair and skincare products, currently stands at Rs 23,000-24,500 crore is set to touch Rs 40,000-41,000 crore by 2014, according to the PwC report. The report also notes that of the Rs 5,000-crore fitness and slimming market, 90% is dominated by slimming and fitness services and equipments and the rest by slimming products. The segment is expected to double in two years, it says.

With continued focus on health foods and fortified products, the report says the estimated health and wellness food and beverages segment that is growing at 12% annually will be Rs 21,000 crore by 2014. On the distribution model for this segment, the report notes that with limited reach across the country, e-commerce will become the most preferred method to interact with the customers.

About the growth drivers of the sector, the report says the 40-plus age group will be the largest potential customer base for the wellness industry. The 40-plus age group constitutes nearly 29 percent of the population and it is expected to touch 500 million by 2025, it adds.

The domestic wellness industry that includes spas, and grooming and fitness products among others, is set to touch Rs 95,000 crore in the next two years, according to a report.

Currently the market is estimated at Rs 59,000 crore and cosmetic products contribute to nearly 60 per cent of the segment, a PwC report, which was unveiled at a Ficci event on the industry here today, said.

The report says companies are looking at expanding their presence to tier II and III cities as real estate prices work in their favour.

The wellness industry, growing at a compounded annual growth rate of 18-20 per cent, accounts for nearly 4 per cent of the overall consumer expenditure in the country, the report claims.

"The scope in the wellness market is immense. Even a 1 per cent increase in consumer expenditure can potentially generate an additional opportunity of Rs 600 crore for wellness players," VLCC managing director Sandeep Ahuja said.

The beauty segment, largely dominated by the hair and skincare products, currently stands at Rs 23,000-24,500 crore is set to touch Rs 40,000-41,000 crore by 2014, according to the PwC report.

The report also notes that of the Rs 5,000-crore fitness and slimming market, 90 per cent is dominated by slimming and fitness services and equipments and the rest by slimming products. The segment is expected to double in two years, it says.

With continued focus on health foods and fortified products, the report says the estimated health and wellness food and beverages segment that is growing at 12 per cent annually will be Rs 21,000 crore by 2014.

On the distribution model for this segment, the report notes that with limited reach across the country, e-commerce will become the most preferred method to interact with the customers.

About the growth drivers of the sector, the report says the 40-plus age group will be the largest potential customer base for the wellness industry. The 40-plus age group constitutes nearly 29 per cent of the population and it is expected to touch 500 million by 2025, it adds.

The domestic wellness industry that includes spas, and grooming and fitness products among others, is set to touch Rs 95,000 crore in the next two years, according to a report.

Currently the market is estimated at Rs 59,000 crore and cosmetic products contribute to nearly 60 percent of the segment, a PwC report, which was unveiled at a FICCI event on the industry here today, said.

The report says companies are looking at expanding their presence to tier II and III cities as real estate prices work in their favour.

The wellness industry, growing at a compounded annual growth rate of 18-20 percent, accounts for nearly 4 percent of the overall consumer expenditure in the country, the report claims.

"The scope in the wellness market is immense. Even a 1 percent increase in consumer expenditure can potentially generate an additional opportunity of Rs 600 crore for wellness players," VLCC managing director Sandeep Ahuja said.

The beauty segment, largely dominated by the hair and skincare products, currently stands at Rs 23,000-24,500 crore is set to touch Rs 40,000-41,000 crore by 2014, according to the PwC report.

The report also notes that of the Rs 5,000-crore fitness and slimming market, 90 percent is dominated by slimming and fitness services and equipments and the rest by slimming products. The segment is expected to double in two years, it says.

With continued focus on health foods and fortified products, the report says the estimated health and wellness food and beverages segment that is growing at 12 percent annually will be Rs 21,000 crore by 2014.

On the distribution model for this segment, the report notes that with limited reach across the country, e-commerce will become the most preferred method to interact with the customers.

About the growth drivers of the sector, the report says the 40-plus age group will be the largest potential customer base for the wellness industry. The 40-plus age group constitutes nearly 29 percent of the population and it is expected to touch 500 million by 2025, it adds.

The domestic wellness industry that includes spas, and grooming and fitness products among others, is set to touch Rs 95,000 crore in the next two years, according to a report.

Currently the market is estimated at Rs 59,000 crore and cosmetic products contribute to nearly 60 percent of the segment, a PwC report, which was unveiled at a FICCI event on the industry here today, said.

The report says companies are looking at expanding their presence to tier II and III cities as real estate prices work in their favour.

The wellness industry, growing at a compounded annual growth rate of 18-20 percent, accounts for nearly 4 percent of the overall consumer expenditure in the country, the report claims.

"The scope in the wellness market is immense. Even a 1 percent increase in consumer expenditure can potentially generate an additional opportunity of Rs 600 crore for wellness players," VLCC managing director Sandeep Ahuja said.

The beauty segment, largely dominated by the hair and skincare products, currently stands at Rs 23,000-24,500 crore is set to touch Rs 40,000-41,000 crore by 2014, according to the PwC report.

The report also notes that of the Rs 5,000-crore fitness and slimming market, 90 percent is dominated by slimming and fitness services and equipments and the rest by slimming products. The segment is expected to double in two years, it says.

With continued focus on health foods and fortified products, the report says the estimated health and wellness food and beverages segment that is growing at 12 percent annually will be Rs 21,000 crore by 2014.

On the distribution model for this segment, the report notes that with limited reach across the country, e-commerce will become the most preferred method to interact with the customers.

About the growth drivers of the sector, the report says the 40-plus age group will be the largest potential customer base for the wellness industry. The 40-plus age group constitutes nearly 29 percent of the population and it is expected to touch 500 million by 2025, it adds.

Hair and skincare products continue to dominate the Indian wellness market according to a report released by PWC and FICCI.

However, colour cosmetics and fragrances are outpacing growth in hair and skincare by 25 to 35%. Increased presence across smaller cities and availability of extensive range of products at various price points has spurred overall category growth. "While premium products are growing, they continue to be a small fraction of the market.

Increased preference for branded professional beauty care providers who provide consistent consumer experience is boosting the organised segment," said the PWC report released on Friday.

Organised players have also started exploring incremental revenue streams, extending into branded products (e.g. Jawed Habib) or adding additional wellness services into their portfolio (e.g. Naturals, VLCC and Lakme offering spa services).

Topline growth for most players continues to be driven by the addition of new outlets. New entrants include UK-based Saks Hair & Beauty chain of salons, the report said. The salon category saw value growth slow down since last year as consumers showed an increased preference for relatively inexpensive non-surgical treatments over more expensive surgical cosmetic treatments.

The number of non-surgical treatments has grown at over 100% during the last year.

The fitness and slimming market has grown at a robust. 25 to 30% with growth being registered across services This sector continues to be fragmented with a large number of players.

Most leading fitness chains have grown aggressively and have doubled their number of centres. Expansion has been mostly driven by entry into Tier 2 and Tier 3 cities and towns.

In order to attract new customers and retain interest levels, organised fitness service providers are looking beyond plain-vanilla services and adding new service offerings like pilates, spinning, zumba and power yoga to boost revenues. Nutrition foods, beverages and supplements grew at 10 to 12% annually, according to the report.