Indian consumers are increasingly embracing healthier alternatives, particularly in the snacking segment. The rise of “Better-for-You” (BFY) brands is a testament to this shift, driven by health-conscious families—especially mothers—who are opting for products with better ingredients, such as maida-free bread, noodles made with millet, and snacks using healthier oils.
Kruti Modi, a Mumbai-based marketing professional, has replaced pantry staples like pasta and instant noodles with BFY options for her seven-year-old daughter. “She can still enjoy her favourite foods, but in healthier versions,” says Modi.
Health-Conscious Trends Drive Growth
New BFY brands are filling the gap by substituting refined flour with besan or millet, palm oil with groundnut oil, and sugar with natural sweeteners like jaggery or coconut sugar. These products strike a balance between traditional snacks and healthier versions, offering fewer preservatives and better nutritional value.
According to Revant Himatsingka, known on social media as @foodpharmer, “100% health brands cater to a niche segment, while BFY brands appeal to a broader 5-10% of the market.” Himatsingka emphasizes that BFY options are more practical and cost-effective than aiming for perfection.
Winning over Mothers
Mothers are a key demographic for BFY brands. Bhuman Dani, CEO of WickedGud, a company offering non-fried, Maida-free instant noodles, says, “If you can create a win-win where kids get their favourite foods and mothers feel confident serving them, you solve a real problem.” Similarly, Banter, a D2C brand offering sugar-free nut butters, focuses on mothers who want to instill healthy eating habits in their children.
Even celebrities are joining the trend. Former cricketer Yuvraj Singh’s brand, Twiddles, offers healthier spreads and snacks, aligning with the shift toward mindful eating.
Snacking Market Boom
A report by NielsenIQ, “Snacking Habits—From Mindless to Mindful,” ranks India second in the Asia-Pacific region for snacking market growth, driven by health benefits and ingredient-conscious consumers. Health-related snacks now account for one in five purchases, a trend spreading from metro cities to rural areas.
Challenges for BFY Brands
Despite growing demand, BFY brands face challenges in scaling their businesses and competing with established FMCG giants like ITC, Zydus Wellness, Marico, and Parle. These companies are expanding their healthier product lines, such as ITC’s Bingo! Popped Chips and Parle’s millet-based Nutricrunch biscuits.
Dr. Parmeet Kaur, Chief Dietitian at AIIMS Delhi, advises, “Snacking should focus on whole foods like chana, nuts, and fresh fruits. Reading labels and balancing oil intake is essential.”
Future Outlook
Experts believe BFY brands need to balance quality, cost, and taste to succeed. Aditi Handa of The Baker’s Dozen highlights the challenge: “Consumers will pay a small premium for healthy products, but only up to a point.”
Quick commerce platforms are also driving BFY growth. For example, The Health Factory, known for zero-maida bread, reports that 75% of its sales come from quick commerce channels.
As health-conscious snacking gains traction, the BFY segment is poised to reshape India’s snacking industry, provided brands can balance affordability, nutrition, and taste.