With onslaught of pandemic consumer shifted towards more snacking and along with that there is a growing consciousness about reducing the guilt of snacking.
According to a Mintel study ‘No additives or preservatives’ is a top claim connected with clean label in the Indian snacking space, which has grown from 11% of total snack launches in the 12 months to January 2017, to 19% between February 2020 and January 2021.
The study on snacking attitudes of Indian consumers said that as products with free-from claims on packs raise consumer awareness about specific ingredients to avoid, the demand for such formulations will rise.
Consumers are looking at snacking more often and are also replacing meal occasions with snacking occasions. While 42% look for nutrition on packs while purchasing, taste remains an important factor. But consumers are increasingly looking at what’s there in the pack — whether it’s healthy or not. The concept of clean eating is evolving
Today snacking is for comfort and stress-busting benefits that consumers look for. That’s a clear behavioral shift. With most staying at home, four in 10 Indian consumers say their snack consumption has increased. While 7 in 10 consumers say the taste is more important than how healthy the snack is, 85% of consumers also feel the need for healthy snack options. The study, conducted among 3,000 Indian adults aged 18 and above, highlights how brands can emphasize naturalness and no ‘nasties’ as a means to justify snacking and remove guilt as these claims are being increasingly sought by health-conscious consumers.
Consumers are getting more health-conscious, but in the case of snacking taste remains Numero Uno. But a good progress over the last few years is that consumers are looking at labels more and are avoiding preservatives and additives.
Balancing the taste and health conundrum can be challenging for new product development, plus not all consumers trust on-pack claims. Hence, it is also important to educate them on the food technology being used to achieve naturalness.
The growing prevalence of lifestyle diseases in India and the accelerated momentum of health consciousness caused by Covid has opened up opportunities for snacks that are both healthy and indulgent. Mintel has predicted that in 12 months, as consumers transition into the next normal, foods that support their emotional wellbeing will continue to be in demand.