Indians are embracing functional foods. Offer multifunctionality, mental health and science-backed claims; innovate with fruit-, vegetable- and protein-based ingredients.
Anamika Banerji, Research Analyst – Food and Drink, India
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Graph 1: ingredients of interest in foods with added health benefits, 2023
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KEY TRENDS AND MARKET FACTORS
- Consumers seek healthy food & drink for holistic wellbeing
- Graph 2: agreement with select statements about nutraceuticals, 2022
- Graph 3: top 10 markets with food launches carrying functional claims, 2021-23
- Graph 4: functional claims as a share of total food launches, 2018-23
- Consumers exercise caution when choosing food & drink
- Affordability is key to promoting healthy eating
- Graph 5: top three factors considered when choosing food and drink with added health benefits, 2022
- Graph 6: average price of select food and drink categories, with and without functional claims, 2022-23
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WHAT CONSUMERS WANT AND WHY
- The emergence of functional foods
- Graph 7: consumption of foods with added nutrients/health benefits (functional foods), by category, 2023
- Graph 8: functional claims as a share of total food launches, 2018-23
- Graph 9: consumption of foods with added nutrients/health benefits (functional foods), by category, by city tier, 2023
- Graph 10: consumption of foods with added nutrients/health benefits (functional foods), by category, by age, 2023
- Graph 11: agreement with select statements about foods with added health benefits, by consumers of functional foods, 2023
- Graph 12: agreement with select statements about foods with added health benefits, 2023
- Graph 13: consumer willingness to pay more for foods with added health benefits, by age and gender, 2023
- Health and wellness behaviours
- Graph 14: key factors driving consumer behaviour around health*, 2023
- Graph 15: activities to manage health and wellbeing, by age of High Wellness Achievers, 2023
- Graph 16: consumption of foods with added nutrients/health benefits (functional foods), by category, 2023
- Multifunctionality is the route to growth
- Graph 17: select factors that would motivate consumers to choose a packaged food product with added health benefits, 2023
- Graph 18: 'multiple health benefits' as a factor that would motivate consumers to choose a packaged food product with added health benefits, 2023
- Graph 19: health benefits of interest in food products, 2023
- Graph 20: functional claims in food launches, 2021-23
- Graph 21: 'added benefits that align with consumer health goals' as a motivating factor for packaged food products with added health benefits, 2023
- Graph 22: select factors that would motivate consumers to choose a packaged food product with added health benefits, 2023
- Graph 23: health benefits of interest in food products, 2023
- Graph 24: repertoire of health benefits of interest in food products, 2023
- Ingredients of interest
- Graph 25: ingredients of interest in foods with added health benefits, 2023
- Graph 26: perceived health benefits of fruits or vegetables*, 2023
- Graph 27: interest in select ingredients in foods with added health benefits , by employment and gender, 2023
- Graph 28: agreement with select statements about protein, 2023
- Graph 29: interest in protein as an ingredient in foods with added health benefits, 2023
- Graph 30: share of plant and milk protein in food launches with a high/added protein claim, 2021-23
- Graph 31: % of functional food launches with a high/added protein claim, 2018-23
- Graph 32: average protein content of foods with high/added protein claim, by category, 2021-23
- Graph 33: agreement with select statements about protein source, 2023
- Graph 34: select ingredients of interest in foods with added health benefits, 2023
- Graph 35: share of functional food launches with millet, herbs and spices and herbal extracts as ingredients, 2020-23
- Graph 36: select ingredients of interest in foods with added health benefits, 2023
- Graph 37: select ingredients of interest in foods with added health benefits, by city tier, 2023
- Opportunities to expand consumption across different food categories
- Graph 38: consumption of regular and functional versions of different food categories, 2023
- Graph 39: consumption of functional versions (with added nutrients/health benefits) as a share of the total consumption, by category, 2023
- Graph 40: consumption of regular and functional versions of packaged staples, 2023
- Graph 41: functional claims as a share of total launches, by select sub-categories, 2021-23
- Graph 42: consumption of foods with added nutrients/health benefits (functional foods), by category, by socioeconomic group, 2023
- Graph 43: functional claims as a share of total launches, by food category, 2021-23
- Routes to communicate value
- Graph 44: consumer agreement that they would include foods with added health benefits in their diet if they were convinced about their effect, 2023
- Graph 45: factors that would motivate consumers to choose a packaged food product with added health benefits, 2023
- Graph 46: select factors that would motivate consumers to choose a packaged food product with added health benefits, 2023
- Graph 47: agreement that foods with added health benefits help to make up for the imbalance/deficiency in my diet, 2023
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APPENDIX
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