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It is a known fact that today, majority of millennials in India prefer wholesome foods to high-calorie junk food. Though the demand for natural and organic products was growing steadily even before the pandemic, Covid-19 has had a drastic and lifelong impact on the eating patterns of urban Indians. This in turn has helped artisanal food brands grow at a rapid rate all through the country, which indicates a significant change in the future eating patterns of people as well. Additionally, increasing awareness about health foods, globalisation and inclination towards fitness have also led to a shift in dietary patterns of people at large. Urban customers are now increasingly seeking out healthier food and drink options wherein neither health nor taste needs to be compromised. These factors clubbed with easy access to a variety of organic food and goods produced by organic agricultural methods has proved to be a total game changer in terms of what a well-exposed individual is buying and consuming everyday. Let’s take a closer look at a few 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 witness a quantum increase in “vegan exclusive” companies. Across the nation, a large number of SMEs have emerged in the product arena, promoting goods made from plant-based foods. Since a large portion of Indian cuisine is already vegan-friendly, adjusting to this is almost natural for most Indians. Plant-based foods, which have been progressively gaining popularity, are poised to reach new heights due to the changing times and a sharper attention on the effects of one’s daily eating habits.
According to FICCI-PwC Report, ‘The Changing Landscape of the Retail Food Service Industry’, the growing disposable income coupled with internet penetration and smartphone usage has increased the demand for specialised and gourmet foods in India. As a result, we have witnessed a growth in the number of gourmet food businesses in the organised market that offer delicious nutritious packaged and unpackaged options, accompanied by great taste and health-checks in place.
Artisanal foods including hand-crafted breads, pastries, chocolate, and cheese are typically characterised as having real, natural attributes that combine quality and fresh ingredients with the artisan’s passion. As the demand for organic, vegan, and sourdough loaves rises daily, many people are choosing these fresh, healthy breads that are made without preservatives, to enjoy them without any inhibition
The consumption of non-alcoholic beverages by young Indians is steadily rising. These beverages include teas that are ready to drink, yoghurt and dairy drinks, sports and performance drinks, functional milk, enhanced water, energy drinks, and enhanced fruit drinks, juices and kombuchas. Everything from elegant sparkling water that may be used as a mocktail to alcohol-free spirits have gained popularity. Young Indians now have a healthier alternative to carbonated beverages or juices that are loaded with sugar and preservatives. These functional beverages help in boosting immunity and digestive health, while also being a treat to the taste buds.
Indian customers are therefore growing more health conscious and choosing organic products because of their assured health benefits. There is a greater awareness of how vulnerable our food sources are to disease and climate change. The positive diet practices that resulted from lockdown included an increase in the consumption of fresh produce, mostly fruit and vegetables, and an increase in home cooking. These factors are resulting in the emergence of more brands that offer naturally sourced, non-synthetic organic products that can nourish the body as well as boost overall health and immunity.
Disclaimer
Views expressed above are the author’s own.
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