The pursuit of a healthier lifestyle is a nationwide obsession in India as healthy living tops the list of consumers’ goals and aspirations. Research from global market intelligence agency Mintel reveals that 48 percent of consumers in India aim to live a healthier lifestyle. This is followed by 30 percent of consumers aspiring for better time management, 25 percent who want to improve relationships with family and friends, and 24 percent listed travelling as a priority.
Close to three in four (72 percent) Indian consumers report increased happiness as their motivation for leading a healthy lifestyle, while over half say that they aim to live healthily in order to look better (56 percent) and to feel better (53 percent). Additionally, two in five (41 percent) say they aim to lead a healthy lifestyle in order to live longer, while just 10 percent want to do so to manage their health conditions. Currently, 52 percent of Indian adults say they eat a healthy diet as part of their healthy living habits.
“With healthy living and better time management on consumers’ radars, the time is ripe for brands to innovate within this space,” said Ranjana Sundaresan, senior research analyst. “This is particularly true within the food and drink space, since over half of Indian adults say they eat a healthy diet as part of their healthy living habits.”
While healthy living tops the list of consumers’ aspirations, it seems few are taking steps towards living a healthier life. Just one in three (34 percent) say they are always trying new things to improve their health, while one in four (26 percent) say they research health concerns and 10 percent say they research or think about health a lot but rarely make changes. This opens up opportunities for companies to offer consumers convenient solutions that could encourage making that change.
The research indicated that the food industry has already taken steps to appeal to consumers changing demands. The ‘natural’ label was the second largest claim carried on food launches in India last year, behind ‘suitable for’ claims, accounting for 28 percent of all food product launches in 2016, up from 22 percent in 2012.
Between 2012 and 2016, India had the highest number of food product launches carrying a natural claim in Asia and was the fifth largest market for these launches globally, accounting for six percent of the world’s food launches labelled as ‘natural’.
One in five (19 percent) Indian consumers said they would like to see a wider variety of natural snacks. Furthermore, 47 percent of those who snack think it is important for snacks to be healthy. Consumers in India are willing to pay more for healthier snack options as 39 percent of Indians who snack are willing to pay extra for fruit or vegetable snacks, while 25 percent would pay more for snacks with added nutrition.