Report

India’s preference for organic and unprocessed foods is rising rapidly, with 12 million online orders worth $35 million placed between September 2024 and February 2025. Consumers are actively seeking healthier, chemical-free alternatives, reflecting a strong shift in eating habits.

Healthier Choices on the Rise

According to Unicommerce, an e-commerce enablement platform, demand for nutritious staples and snacks grew 60% year-over-year. Consumers are opting for:

• Nutrient-rich snacks: Nuts, makhanas, ragi and jowar chips
• Unprocessed staples: Organic pulses, stone-ground spices, wood-pressed oils
• Safer protein sources: Organic dairy, free-range eggs
• Natural alternatives: Multigrain pasta, oats, plant-based cookies, protein bars

Smaller Cities Drive Growth

While metro cities remain key markets, Tier-III cities recorded a 90% increase in demand, indicating that healthier food choices are expanding beyond urban centres.

• Highest growth cities: Kolar, Rohtak, Sonipat, Gandhinagar
• Strong demand in Tier-II cities: Jaipur, Lucknow, Coimbatore, Nagpur, Indore

Brands & Investors Fuel the Shift

Both legacy food brands and new-age D2C (direct-to-consumer) companies are expanding their offerings to cater to growing demand.

• Established brands: Marico, SriSri Tattva, The Whole Truth Foods, Yogabars, GirOrganic
• Emerging brands: EatBetter, Confect, Namhya Foods, HoneyVeda, First Bud Organics
• Investor confidence: Several startups have secured funding through Shark Tank India

Tech-Driven Brands Reshape Food Shopping

Technology is revolutionizing the health food industry. Brands are using tech-driven solutions to:

• Offer personalized promotions
• Manage multi-channel sales
• Optimize logistics & inventory
• Ensure a seamless shopping experience

Health Risks Drive Safer Food Choices

Unhealthy diets contribute to 56.4% of India’s disease burden, according to ICMR’s 2024 report. In his ‘Mann Ki Baat’ address, Prime Minister Narendra Modi urged people to reduce excessive oil consumption and combat obesity for a healthier nation.

Obesity: A Growing Concern

Despite rising awareness, obesity remains a major health issue in India.

• 135 million Indians are obese (National Family Health Survey-5, 2019-21)
• Higher prevalence among women (24%) than men (22.9%)
• Childhood obesity rose from 2.1% in 2015-16 to 3.4% in 2019-21
• A Lancet study predicts that by 2050, over 3.8 billion adults globally will be overweight or obese, with India’s share rising significantly

India’s Organic Market Set for Growth

The demand for pesticide-free, unadulterated food is driving the organic food market’s expansion.

• Market size in 2024: $2.07 billion
• Projected growth by 2032: $10.32 billion
• Compound Annual Growth Rate: 22.2% over 8 years

The Future of Healthy Eating

India’s food industry is transforming as organic and natural foods move beyond trend status to become a necessity. This shift opens huge opportunities for brands focused on food safety and nutrition, ensuring consumers have access to healthier, safer choices.

Source: Business Standard