Over the years, the global movement towards healthier lifestyles has placed significant emphasis on eating foods that are not only beneficial for our bodies, but also produced in ways that are sustainable and kind to the environment. This shift has brought terms like “natural” and “organic” to the forefront of consumer consciousness, both globally and in India.
Amidst this positive shift, however, confusion often clouds the understanding of these terms, underscoring the need for Indian organic brands to demystify them to increase their value perception in the minds of Indian consumers. To address this tricky challenge, this Report identifies four key factors that can enable organic brands to stand out in a marketplace crowded with “natural” claims.
Furthermore, this Report explores the food & drink categories within the organic sector poised for substantial growth.
Elevate organics' perceived value by highlighting purity, safety, health benefits and eco-friendliness; explore diverse food & drink categories to expand the choices available.
Tulsi Joshi, Senior Food & Drink Analyst, India
In this report, the term “organic food & drink” encompasses a wide range of sub-categories within the food and beverage sector that assert an “organic” claim on their packaging. This category encapsulates various food & drink items, including fruits and vegetables, seasonings, bakery ingredients, tea, coffee, staples, dairy, ready-to-drink beverages, snacks and ready-to-eat/cook foods. This classification excludes alcoholic beverages, specialised nutritional supplements and baby foods.
Similarly, “natural food & drink” is defined as those products claiming to be all-natural, herbal/botanical, or devoid of artificial preservatives, additives, colourings or genetically modified organisms (GMOs).
This report aims to understand Indian consumers’ attitudes towards organic food & drink in all sub-categories. It includes sub-categories like fruit and vegetables, seasonings, bakery ingredients, tea, dried legumes, grains, ghee , dairy, and some processed foods.
It excludes alcoholic beverages, specialised nutrition supplements and baby foods.
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