As many as 22 percent of adults are concerned about the tiredness and fatigue they are experiencing due to longer working hours. To combat exhaustion, consumers in India are turning to food and drink for energy. Twenty-eight percent of the population are snacking to get an energy boost.
The market research shows that there has been a 100 percent increase in recent food and drink product launches labelled “energising” or “energetic”.
Consumers said sleep is being given the utmost priority when it comes to leading a healthy lifestyle, according to more than half the population. The next two important factors in leading a healthy lifestyle are following a nutritious diet and maintaining their weight in the healthy range.
“With so many consumers in India concerned about their tiredness levels, the time is ripe for energy-enhancing food and drink innovation. Evening is tapped as a new occasion for functional food and drink formulations. There is potential for night-time products that help consumers of all ages calm down before bedtime, sleep better and restore the body while they rest,” said Neha Nayak, innovation consultant at Mintel.
The general consensus in India is that they believe leading a healthy lifestyle is important. A third of the population said they are motivated to lead healthy lifestyles to reduce stress levels, but few are taking actual steps to achieve this.
The study demonstrated that there is a potential in the market to help consumers relax and unwind after a long day at work. While the number of products launched globally featuring “relax” grew nine percent between 2015 and 2016, the number of these launches in India grew by a staggering 34 percent in the same time period. Fourteen percent were in the tea category as certain types of tea such as chamomile, valerian and lavender promote sleep and relaxation.
A higher number of consumers are seeking products that provide comfort or relaxation. Some have turned to food and drink to fulfil their emotional needs, which is evident by the increase in popularity of energy and chocolate drinks. Brands looking to provide relaxation products might want to explore the tea category for inspiration on the kinds of ingredients to use and product communication to their target consumers.