Small Bites, Big Shifts in Food Choices

Consumers are leaning towards immunity in their dietary choices and companies are fast cashing in:

Now with a debilitating second wave upon us, and talk of a third and a fourth wave, the urban-ites are clearly making self care a priority. We're seeing a shift from healthy eating to more holistic care - that includes healthier eating, and greater mindfulness of quality family time, emotional and mental wellbeing. Zooming in on the immunity craze, there is evidence in the sharp increase in sales of immunity category foods - recent reports of quarterly and full year results of different companies show a 50% to 300% revenue growth in amla juice, Chavyavanprash, honey, Haldi related products, etc. We've also seen a spate of new launches - immunity tea, Haldi drops, neem tulsi juice, tulsi drops, immunity bread, Haldi ice cream, kadha this and that... the F&B sector went crazy in the rush to take advantage of consumer anxiety.

However when it comes to food, consumer behaviour changes in small slow nibbles. And its change by 'addition' not substitution or subtraction from the existing repertoire.

We Indians are driven by taste - we don't allow healthier eating to come in the way of…