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Indian snacker becoming more informed and intentional
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Tuesday, 07 July, 2026, 12 : 00 PM [IST]
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Our Bureau, New Delhi
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Farmley unveiled its third Healthy Snacking Report at the India Healthy Snacking Summit (IHSS), 2026 in New Delhi. Based on insights from over 6,000 respondents across generations, professions and cities, the report reveals the emergence of a more informed and intentional Indian snacker, one who increasingly seeks nutrition, functionality, convenience and purpose in every bite.
The report points to a significant shift in consumer priorities, with protein moving beyond the fitness category to become an everyday nutritional expectation. Nearly 86% of respondents said protein is an important consideration while choosing snacks, while 32% said they are willing to pay a premium for protein-rich products. Consumers are also paying closer attention to ingredients, with 61% preferring snacks sweetened with jaggery or dates over refined sugar, highlighting a growing preference for natural ingredients and cleaner labels.
This growing awareness is also redefining how brands earn consumer trust. The report found that 62% of respondents consider ingredient transparency the most important factor while choosing a snack brand, significantly outweighing celebrity endorsements and influencer recommendations. Consumers increasingly expect brands to communicate clearly about ingredients, sourcing and nutritional value before making a purchase.
Beyond everyday healthy snacking, the report identifies emerging opportunities across specialised nutrition segments. More than half of the women surveyed expressed interest in snacks formulated to support nutritional needs during different phases of the menstrual cycle, indicating growing demand for products tailored to women's health.
Similarly, parents are rethinking what constitutes a healthy snack for children. Nearly 60% of parents surveyed said they would be willing to pay more for healthier snack alternatives for their children, signalling the growing premiumisation of kids' nutrition. Indian consumers are also becoming increasingly discerning about ingredients and what goes into their food. More than six in ten respondents said they would choose snacks made with dates and jaggery over refined sugar, reflecting a growing preference for cleaner labels and mindful indulgence.
The report also reveals changing purchase patterns, with 31% of respondents preferring Blinkit for snack purchases, followed by Zepto (16%) and Instamart (15%), highlighting the growing role of quick commerce in driving impulse and convenience-led consumption. Offline retail, however, continues to remain relevant, with 35% of consumers saying shelf visibility influences their purchase decisions the most. Packaging has also emerged as a key differentiator, with 30% preferring resealable packs and 25% favouring eco-friendly packaging, underscoring the increasing importance of convenience and sustainability in purchase decisions. Together, these trends indicate that consumers are evaluating not just the product, but the entire buying and consumption experience.
Akash Sharma, co-founder, Farmley, said, "The future of snacking in India is being shaped by consumers who are making far more intentional choices than ever before. They are seeking snacks that offer functionality, transparency and convenience, while also catering to the evolving taste profiles. At Farmley, we believe this evolution presents an opportunity to create products that deliver both nourishment and indulgence, without compromise."
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