A recent survey by Farmley highlights a significant shift in snacking habits among Indians, with a growing preference for healthier options such as makhanas and dry fruits. The survey, conducted across various age groups and involving over 6,000 participants, reveals that 67% of Indians now favour makhana as their snack of choice. This trend is especially prominent among millennials, Gen Z, and Gen X, who often pair these snacks with their evening tea or coffee.
Despite the enthusiasm for healthier snacks, cost remains a barrier for many, with 58% of respondents indicating that high retail prices deter them from making the switch. The study found that 59% of millennials, 49% of Gen Z, and 47% of Gen X consider makhanas their trusted snack. Overall, 70% of respondents prefer to snack during their evening tea or coffee, according to the report released on Saturday.
Akash Sharma, Co-Founder of Farmley, commented on this trend, stating, “The future of snacking in India hinges on striking a balance. Consumers crave deliciousness, prioritize health, and are increasingly mindful of the environment. India’s next big snacking revolution is fuelled by taste, health, and a nation of discerning, empowered snackers.”
The report also highlights a growing trend towards conscious consumption, with 73% of people surveyed reading labels for ingredients and nutritional value before purchasing. Among these label readers, 93% expressed a desire to switch to healthier options, driven by rising concerns over food adulteration and the scrutiny of food products for potentially harmful substances.
Cost is another significant factor affecting the switch to healthier snacks. Despite the desire to opt for healthier choices, 58% of respondents find retail prices a hurdle. This financial barrier contrasts sharply with the high level of interest in healthier options indicated in other parts of the survey.
Another notable finding from Farmley’s report is the emphasis on natural, additive-free products. Almost 60% of respondents prefer snacks made from nuts, seeds, and whole grains, signifying a broad move towards more wholesome and nutritious eating habits.
The survey also noted a change in snacking frequency over the week, with 39% of people snacking twice as much on weekends compared to weekdays. This increase reflects a more relaxed approach to eating habits during leisure days.
The study shows that nine out of ten people desire to switch to healthier snacking options, marking a pivotal change in India’s snacking culture. While taste remains a significant factor, there is a growing emphasis on nutritionally rich snacks over traditional, often less healthy, options.
Consumers are not just seeking healthy and tasty snacks but are also becoming more conscious of the environmental impact of their choices. This trend places additional pressure on the market to meet these multi-faceted consumer demands, according to the report.