India’s growing health and hygiene conscious market

Health-conscious Indians are becoming more mindful of their sugar and calorie intake

The COVID-19 pandemic has sparked a heightened focus on food safety and hygiene among consumers worldwide. In India, this trend, coupled with concerns about short shelf-life, is projected to create significant growth opportunities for packaged street-selling juices. According to GlobalData, a leading data and analytics company, the Indian juice market is expected to expand at a volume compound annual growth rate (CAGR) of 10.9 per cent from 2022 to 2027.

The pandemic’s impact on consumer behavior has led to a strong preference for hygienic features in purchase decisions. GlobalData’s survey revealed that 52 per cent of Indian respondents considered hygiene to be essential when making purchases. This shift in consumer mindset has influenced beverage choices, particularly in the juice segment. Consumers are now more cautious about consuming unpackaged juices due to concerns about compromised quality and safety resulting from inadequate sanitation and cleaning processes.

Indian consumers, driven by health consciousness, are increasingly turning to locally produced beverages like sugarcane juice and coconut water that are packaged in facilities following stringent sanitation practices. The short shelf life of unpackaged juices and the associated risks of contamination and foodborne illnesses have propelled the demand for packaged formats in this market.

According to Francis Godad, Business Development Manager at GlobalData India, health-conscious Indians are becoming more mindful of their sugar and calorie intake. Excessive sugar consumption has been linked to negative health impacts, such as an increased risk of diabetes and obesity. As a result, consumers in India are favouring 100 per cent real juices that are free from preservatives and added sugar. GlobalData’s survey supports this preference, with 49 per cent of Indian respondents emphasizing the importance of sugar content when evaluating the healthiness of a product.

Priyanka Jain, Consumer Analyst at GlobalData, emphasizes that launching 100 per cent juice variants with no added sugar and preservative-free claims aligns perfectly with the current market situation in India. Furthermore, the increasing mobility of consumers is expected to drive demand for small-pack formats due to their convenience. Strong presence in modern retail formats and e-commerce platforms like Amazon, Bigbasket, Blinkit, and Zepto will further fuel the demand for natural juices.

However, Jain also notes that limited awareness about the potential risks associated with consuming unpackaged juice may hinder growth momentum in the immediate future. Educating consumers about the importance of hygiene and safety in food and beverage choices will be crucial to fully leverage the market opportunities presented by the growing health and hygiene consciousness in India.



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