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]