Trends shaping the Indian consumer market | WARC | The Feed
The Feed
Daily effectiveness insights, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.

Trends shaping the Indian consumer market
The pandemic has challenged many habits and pushed Indian consumers towards new routines when it comes to wellbeing – a development that is leading to shifts in the food, drink, and beauty industries.
Why it matters
Mintel’s Indian Consumer 2022 report notes that the food & drink and beauty & personal care categories have seen a growing interest in holistic well-being. One aspect of this is that traditional Ayurvedic ingredients are increasingly finding their way into Indians’ modern and urban lifestyles. “These market trends are driving brands to embrace multi-functionality and address new occasions,” says Rushikesh Aravkar, associate director, food and drink research, South APAC at Mintel.
Food & drink
- High protein: Between November 2018 and October 2021, there has been a 25% increase in various food and drink product launches with high-protein claims. Plant-based claims among high- and added-protein food and drink launches in India are growing from a low base making it an opportune time to highlight plant-based protein in India.
- Meat substitutes: More than half of Indian consumers say vegetarian meat substitutes do not appeal to them, but dozens of start-ups are now offering a range of second-generation plant-based meat alternatives. The key is to drive trial and demonstrate how meat substitutes are getting very close to the ‘real thing’, Mintel suggests.
Beauty & personal care
- Skin health: The beauty conversation has shifted from simply taking care of the outer appearance. About half of Indians attribute skin problems to stress (51%), lack of sleep (50%), and unhealthy diet (47%) and consumers are expecting brands to respond to their new outlook towards beauty.
- Scalp care: Three quarters of Indian consumers have scalp-related issues yet only 26% of shampoo launches focus on dandruff or skin disorder claims. It’s a huge gap that brands can fill.
Soured from Mintel [Image: Unsplash]
Email this content