Many Indian consumers have made healthy living a priority since the COVID-19 pandemic. The most recent Mintel research shows that more than half (52%) of Indian consumers* said they included all necessary nutrients (eg vitamins, proteins) in their diets (52%) and ate more food and beverages containing potentially healthier ingredients (eg brown Rice, organic fruits) during the pandemic (20%) than before it (2019). 51% of respondents said they exercised more (eg, brisk walking, yoga) in 2020 than in 2019. 91% of 20 consumers said they were actively looking for ways to improve their sleep or reduce stress in (47%)
Nidhi Singha, Head Content, Mintel India Consumer said:
The pandemic has increased the demand for healthy living and prompted consumers to pay more attention to holistic solutions in diet, mental, and environmental health. Brands have the ability to tap into consumers’ changing habits and encourage them to make healthier choices. Due to the effects of the pandemic on almost every aspect of Indians’ lives, holistic well-being has become a common goal. A healthy lifestyle is now synonymous with good sleep. Brands of food and drinks can capitalize on this wellness trend by offering a variety of products that promote relaxation and stress-free sleeping.
According to our research, more than half of consumers are interested in boosting immunity. Brands can position supplements that target life-stage needs such as bone health or hormonal issues for women. Brands can tap into a new audience by incorporating immune-boosting ingredients in familiar foods and customizing by cohorts, such added protein for young people and vitamins for those who are interested in fitness.
Consumer profile determined by health goals
48 percent of Indian consumers consider themselves to be ‘influenced health consumers’. This refers to those who have been influenced by social media and advertisements to be healthier. 62% claim that they ate more healthy food in 2020 than the year before. One in five Indians (22%) are health seekers. They seek out products and services that will fit their lifestyle and help them to live a healthy life. 35% of these customers say that they have reduced their intake of unhealthy ingredients in food in 2020, compared with 2019. The ‘influenced health consumers’ are those who are motivated by ads that promote healthy eating, exercise, and relaxation such as pranayama and steam inhalation.
This group is a target audience for brands that want to promote healthy living, including relaxation products and services, using social media channels. They can also leverage celebrities and social media influencers to increase engagement. “Health seekers” believe that physical and mental well-being is essential. However, they also want fun, easy ways to reach their health goals. This includes eating foods with additional nutritional benefits. Food companies could use ingredients such as flax and millet to increase the health quotient in categories like bakery and snacks. This consumer group could benefit from de-stressing, emotional wellness, and paraben or sulphate free claims in categories such as body oils, creams, and bath products.
