83 per cent of urban consumers read nutrition labels before purchasing food, emphasising the behavioural trend of healthier eating in India
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Wonderful Pistachios, grower and processor of pistachios and distributor of California Pistachios in India, released the findings of a new global study that sheds light on the snacking habits of urban Indians. The study, commissioned with Material, a global research consultancy, which included 10 countries and over 12,400 respondents, revealed a new behavioural trend that urban Indian consumers prioritise nutrition over taste when it comes to snacking. This growing preference for healthy snacking emphasises the importance of good nutrition for overall well-being.
For the Indian market specifically, the study delved into the snacking habits of 2,415 shoppers across six Indian cities, which represented a population of approximately 35.9 million consumers. Remarkably, a majority of urban Indians (58 per cent) reported basing their food purchasing decisions on nutritional benefits more than taste, exceeding the global average of 52 per cent. Delhi and Ahmedabad lead with over 60 per cent of urban shoppers preferring nutrition in their food. Bengaluru and Chennai follow closely, indicating a nationwide shift towards smarter snacking preferences. In India, Millennials and Gen Z are leading the charge in health-conscious purchasing decisions, with more than 83 per cent of consumers in these age groups reading nutritional labels before buying.
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Indian consumers prioritise four key factors when shopping for nutritional snacks: natural (free of artificial colours and preservatives), heart-healthy, protein-rich, and provides energy. Nine out of 10 urban shoppers consciously seek protein-rich food options, compared to the global average of seven out of 10. The focus on nutrition has fueled the rise of nuts as a preferred snack choice, becoming essential to daily eating habits. The study found a staggering consumption of nuts, with 86 per cent of Indian shoppers reporting purchasing them in six months, compared to just 75 per cent globally.
Shail Pancholi, Country Director, India, Wonderful Pistachios, commented on the study, saying, “Nuts were traditionally used as garnishes and consumed during festivals, but have now become a popular snack in India, indicating a notable shift in dietary habits. Pistachio consumption in India has doubled in the last six years, as consumer awareness of the nutritional benefits that pistachios offer has grown. Consumers are discovering that pistachios are naturally cholesterol-free, rich in plant-based protein and dietary fibre, and provide over 30 different vitamins and minerals.”
Interestingly, the study found that nuts are the second most preferred snack among urban Indian consumers, with 64 per cent of Baby Boomers and 59 per cent of Gen Z prioritising nutrition over taste when selecting food. This indicates a growing focus on health across generations, with Baby Boomers focusing on senior wellness and Gen Z reflecting the rise of mindful purchasing. Though on opposite ends of the age spectrum, these two generations take the lead in seeking protein-rich options, as well as preferring natural snacks.
Mumbai tops most of the consideration sets when choosing a snack. Residents opt for natural ingredients, heart-healthy options, and protein. Chennai residents look for energy-boosting snacks.
The fact that 69 per cent of urban Indians surveyed have the opinion that plant-based protein is just as good as meat-based protein reflects a positive shift towards varied dietary preferences. As consumers increasingly seek natural, heart-healthy, protein-rich, and energy-boosting snacks, the future of Indian snacking appears to be firmly rooted in nutrition and well-being.
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