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India’s healthy eating revolution, online orders for nutritional products surge 60%
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Monday, 17 March, 2025, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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The Indian consumer’s shift towards healthier food choices is driving a remarkable 60% year-on-year (YoY) increase in online orders for nutritional products. A study by Unicommerce, a leading e-commerce and retail enablement SaaS platform, analyzed over 20 million order items processed by organic and healthy food brands via its flagship platform, Uniware, over the past six months (September 2024 – February 2025).
Organic pulses, stone-ground spices, wood-pressed edible oils, A2 Ghee, free-range eggs, organic milk products, multigrain pasta, oats, plant-based cookies, protein bars, and healthy snacks like makhanas, nuts, ragi, and jowar chips are flying off online shelves.E-commerce order volumes in Tier-3 cities surged by 90% YoY, with Kolar, Rohtak, Sonipat, and Gandhinagar among the fastest-growing markets. Demand also rose significantly in Tier-2 cities like Jaipur, Lucknow, Coimbatore, Nagpur, and Indore. D2C brands like Marico, SriSri Tattva, The Whole Truth Foods, WickedGud, Amala Earth, Alpino Foods, Yogabars, and GirOrganic are capitalizing on this boom, offering innovative and healthier snacking options. The Indian Council of Medical Research (ICMR) dietary guidelines published in April 2024 revealed that 56.4% of India’s disease burden is linked to unhealthy diets. PM Narendra Modi also emphasized the need for a healthier nation in his Mann Ki Baat address, highlighting the urgency of tackling obesity and reducing oil intake. India’s organic food industry is projected to expand from $2.07 billion in 2024 to $10.32 billion by 2032, at an impressive CAGR of 22.20%.
Yash Sanghvi, head of supply chain, The Whole Truth Foods (TWT), remarked, “India has a rich tradition of healthy foods. Increasing awareness and technology are helping brands connect with modern consumers seeking better food choices.”
Kapil Makhija, managing director & chief executive officer of Unicommerce, added, “The rapid evolution of demand patterns is allowing tech-enabled brands to respond faster, manage multi-channel sales, optimize logistics, and create seamless shopping experiences.”
With e-commerce driving accessibility, rising consumer consciousness, and policy support, India’s shift towards healthier eating habits is accelerating. The rise of new-age D2C brands, increased social media promotions, and growing investments from platforms like Shark Tank India further solidify the “Healthy India” movement.
As the market gears up for a decade of transformative growth, businesses investing in sustainable, nutritious, and innovative food solutions stand to gain significantly in India’s evolving health-conscious landscape.
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