India’s snacking habits are undergoing a significant transformation as healthy choices gain momentum. According to a recent Nielsen IQ survey, 63% of Indian consumers now prioritize healthier snack options, with half of them scrutinizing ingredient labels to assess nutritional value.
The growing awareness around wellness has fuelled the demand for “smart snacks,” a category that includes superfoods, multigrain bites, no-added-sugar treats, and baked alternatives. This segment is expanding 1.2 times faster than traditional snacks, positioning India as the second-fastest-growing snacking market in the Asia-Pacific region.
Metropolitan areas, particularly in southern and eastern India, account for 60% of the market for health-focused snacks. This shift is also spurring growth in related sectors, with fitness wearables seeing a 59% surge in demand and kitchen gadgets like air fryers witnessing over 100% growth.
With lifestyle diseases on the rise, consumers are turning to snacks that promote bone health, immunity, heart health, and gut health. Natural ingredients and nutrient-rich options are in high demand, while small, single-serve packs designed for on-the-go lifestyles are growing 60% faster than traditional snack formats.
The trend is reshaping strategies in the consumer goods sector. One in five snacks in India is now marketed with a health-centric appeal, reflecting a marked departure from the dominance of chips and sugary biscuits on store shelves.
This shift signals a broader change in urban food culture as health-conscious Indians increasingly align their snacking habits with their wellness goals. The evolution of India’s snacking landscape underscores a growing preference for mindful and nutritious consumption.