In this fast paced world, consumers are unable to follow a proper diet pattern. As a result, most people are suffering from various diseases. Nutritionists and dieticians are striving to introduce various diets that are rich in proteins and vitamins. However, only a few consumers follow such stringent diets. Food and beverage (F&B) companies have also noticed that the demand for sugary, fried and salty food products continue to be on the rise at the home turf.

Most consumers are aware that sugary or fried food items can lead to obesity, heart diseases, cholesterol problems or diabetes. Despite being aware about the hazardous effects of such food items, consumers still prefer to consume these over healthy food items. “The demand for junk food is rapidly growing among young people in the domestic market. As a result, the demand for authentic Indian dishes is fading away,” says Vijay Gupta, director of Honest Restaurant Pvt Ltd, a small-sized fast food outlet in Ahmedabad. Most youngsters relish pizzas over a nutritious balanced diet.

With consumers still opting for unhealthy food products, F&B companies have not cut down on products such as colas and pizzas. However, a number of F&B companies have also started introducing health drinks and nutritious food products. “Owners of confectioneries and sweet shops have started preparing a variety of sugar-free cakes and sweets for consumers with a sweet tooth. However, it has been noted that the demand for such sugar-free items is minimal. As a result, owners of such confectionaries and sweet shops continue to display sugar-free as well as regular delicacies,” says Vikas Rathore, a dealer of Monginis Food Limited, a mid-sized cake shop in Kolkata.

Some nutritionists are of the opinion that food products with no sugar or low sugar content have always remained the second option for most consumers. However, of late domestic consumers are gradually focusing on health and wellness.

Initiatives to promote healthy products

During scorching summer consumers are seen to opt for instant juices from various brands, which are readily available in the domestic market at economical sizes. These health drinks have high nutritional value, provide energy and protect consumers against dehydration during summer. Companies like PepsiCo are planning to launch new health products in order to change its portfolio to ‘good for you’ products. Therefore, it has taken the decision to stop promoting sugary drinks in schools. This will safeguard school students from tooth decay and obesity.

Snacks, wafers and chips are highly favoured by children. However, young children are unaware about the adverse affects of such food items on their health. Parle Agro has introduced a new snack named ‘Hippo’, which is a wheat-based product healthy for children who require high carbohydrates and nutrients for their growth.  

Proper marketing strategies should be implemented to promote healthy food products. Companies that are launching healthy food products should advertise the same effectively to help consumers gauge the nutritional value of these products. This will further bolster consumer sentiments towards healthy and nutritious food items.  

Sabrina Mitchell