Cultural factors and eating habits make Indians prone to weight issues, and with consumers now judging themselves on international body-image parameters, the general consensus is that a concerted effort on health and wellness is imperative.
Indian consumers consider fortified foods with incremental nutrients like protein, fibre, vitamins, calcium and minerals, an important consideration while making a purchase. When asked what tips the scales in favour of certain packaged foods over others, respondents of our survey picked the promise of all-natural ingredients, high protein and high fibre content as favourites. The message in this for brands is to call out auxiliary health benefits rather than merely tagging products as ‘healthy’.
Apart from specific ingredients that pique consumer interest, certain variants of foods too command a much higher rate of premium on the back of their health and wellness attributes. Healthy variants of noodles and tea top the list with premium rates of above 70%.
Health and wellness foods is an INR 10,352 crore market. With a growth rate of about 10%, it is a promising segment for manufacturers to tap into. Categories that are in vogue like oats noodles and green tea promise to drive growth.
The fast growth of milk food drinks and cereals demonstrate that the most important meal of the day may well provide the next impetus to growth. Consumers are moving away from traditional breakfast options like ‘parathas’ to a wider and healthier assortment of cereals, oats and fortified milk food drinks.
Indian shoppers mostly turn to traditional trade stores for their provisions, with health and wellness foods being no exception. While this holds true across most categories, instant noodles and cereals buck the trend with healthy sales in modern trade outlets.
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