It is a known fact that today, most of the millennials in India prefer healthy food over high calorie junk food. Although the demand for natural and organic products was growing steadily even before the pandemic, covid-19 has had a drastic and lasting impact on the eating patterns of urban Indians. This, in turn, has helped artisan food brands grow at a rapid rate across the country, also signaling a significant shift in people’s future eating patterns. In addition, the increased awareness of healthy foods, globalization and the inclination towards fitness have also led to a change in the dietary patterns of people in general. Urban customers are now increasingly looking for healthier food and beverage options where there is no need to compromise on health or taste. These factors combined with easy access to a variety of organic foods and products produced by organic farming methods have proven to be a game changer in terms of what a well exposed person buys and consumes every day. Let’s take a closer look at some trends shaping the new eating habits of urban Indians:
2020 saw a significant shift towards vegan and organic eating. People have become more aware of what they put into their bodies, and this market will see a quantum increase in “vegan-only” companies. Throughout the country, a large number of SMEs have emerged in the field of products, promoting products made from plant-based foods. Since a large part of Indian cuisine is already vegan-friendly, adapting to this is almost natural for most Indians. Plant-based foods, which have been steadily gaining in popularity, are poised to reach new heights due to changing times and increased attention to the effects of daily eating habits.
According to the FICCI-PwC Report, ‘The changing landscape of the retail foodservice industry‘, rising disposable income coupled with internet penetration and smartphone usage has increased the demand for specialty and gourmet foods in India. As a result, we have seen a growth in the number of gourmet food businesses in the organized marketplace that offer delicious, nutritious packaged and unpackaged options, accompanied by great taste and on-site health checks.
Artisanal foods, including handmade breads, pastries, chocolate and cheese, are typically characterized as having real natural attributes that combine quality and fresh ingredients with the passion of the artisan. With the demand for organic, vegan and sourdough breads increasing daily, many people choose these fresh, healthy and preservative-free breads to enjoy without inhibitions.
The consumption of non-alcoholic beverages by young Indians is constantly increasing. These beverages include ready-to-drink teas, yogurt and milk beverages, sports and performance drinks, functional milk, fortified water, energy drinks and fortified fruit drinks, juices and kombuchas. Everything from fancy sparkling water that can be used as a mocktail to non-alcoholic liqueurs has gained popularity. Young Indians now have a healthier alternative to carbonated drinks or juices that are loaded with sugar and preservatives. These functional beverages help boost immunity and digestive health, while also pleasing the taste buds.
Therefore, Indian customers are becoming more health conscious and choosing organic products due to its guaranteed health benefits. There is an increased awareness of how vulnerable our food sources are to disease and climate change. Positive dietary practices resulting from the lockdown included an increase in the consumption of fresh produce, mainly fruits and vegetables, and an increase in home cooking. These factors are resulting in the emergence of more brands that offer organic, non-synthetic, naturally-derived products that can nourish the body and improve overall health and immunity.
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Source: timesofindia.indiatimes.com