Indian Economy News

Health drives snacking choices for 72% of Indians: Consumer insights study

  • IBEF
  • July 21, 2025

India's snacking market is undergoing a significant shift towards healthier alternatives, with makhana leading this trend and encouraging innovation among brands, thereby paving the way for new entrants in the Indian food and beverage sector. A recent consumer insights study by Farmley, conducted at the Indian Healthy Snacking Summit 2025, surveyed approximately 6,000 individuals across various age groups. The study revealed that health is a primary factor in snacking decisions, with 72% of respondents actively seeking snacks that offer functional benefits such as improved energy, enhanced mood, and higher protein content. Taste remains paramount, with 94% of respondents desiring nutritious snacks without compromising on flavour. Furthermore, 55% of consumers are looking for snacks with natural, preservative-free ingredients, indicating that "clean labels are now the norm". Roasted and flavoured dry fruits are the most preferred snacks, chosen by 36% of respondents. In comparison, makhana has secured a significant 19% share of the health snack market. Classic chips and wafers still hold 14%. The popularity of makhana is further underscored by the fact that 65% of consumers regularly incorporate it into their diets. The study also highlighted that two in five surveyed individuals are willing to pay a 20% premium for healthier snack options.
The Indian healthy snack market is projected to be a Rs. 20,000 crore (US$ 2.32 billion) opportunity by 2030, according to estimates by Bain & Co. Beyond healthier lifestyles, the growth of quick commerce and the emergence of innovative flavours are driving the rise of new brands in the Indian food market, witnessing robust activity from insurgent firms. Analysis from the consulting firm indicates a 3.5 times growth in food and beverage insurgents compared to the overall market between 2019 and 2023. This trend is expected to accelerate due to increasing social media awareness and subsequent policy decisions, such as the Central Board of Secondary Education (CBSE) mandating sugar and oil boards in schools nationwide.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.

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