More Indians go for healthier diets

The COVID-19 pandemic has made healthy living the prime focus of consumers in India. New research from Mintel revealed that more Indian consumers are adding essential nutrients to their meals. Findings also showed that 52% of respondents included nutrients such as proteins and vitamins. Meanwhile, 50% consumed more food and drinks containing potentially healthier ingredients such as brown rice and organic fruits during the pandemic (2020) than before the pandemic (2019).

Nidhi Sinha, Head of Content, Mintel India Consumer, said:
"The pandemic has amplified the need for healthy living, driving greater consumer focus on holistic health solutions across diet, physical, mental and environmental health."
She said this presents opportunities for brands to tap into the changing habits of consumers. They can help nudge consumers towards making healthier choices by offering innovations such as added functional benefits in foods and drinks.

Influenced by ads and social media

Another exciting find – the majority of Indian consumers (48%) are 'influenced health consumers', influenced by advertisements and social media campaigns to live more healthily. According to research, 62% of these consumers claim to have eaten more healthy foods in 2020 compared to the year prior.
Sinha said: "Brands looking to target this majority group should consider streamlining healthy living, including mental wellness and relaxation products and services using social media and other digital channels, and leveraging social media influencers, celebrities, and online videos to drive engagement."
She concluded that food brands could innovate with ingredients like millet and flax seeds that add fibre to the diet to enhance the health quotient of categories like snacks and bakery. (Image from Unsplash)