Growth opportunities in India for snacks with functional benefits

Mintel Trend ‘Total Wellbeing’ highlights how consumers all over the world are on the lookout for solutions that complement their personal health—an opportunity for India’s snacking industry, especially as Indian consumers snack almost constantly, according to Mintel research.

Consumer awareness of health has led to healthier snacking habits and is opening up opportunities for brands to address the taste-health paradox by combining indulgence with nutrition to cater to functional benefits. In fact, while snacks are often seen as an indulgence and something to have to treat oneself, over half of Indians wish to see more healthy snack options.

Using Mintel Global New Products Database (GNPD), we identify some of the key functional health benefits trending in the Indian snacking marketplace that companies, brands and manufacturers can tap into.

Antioxidant-rich

Consumers are on the lookout for a one-stop solution in food and drinks that can potentially improve multiple health conditions. In this light, brands have started to offer wholesome and complete all-in-one solutions that are rich in antioxidants.

Happilo’s Californian Premium Sweet Dried Whole Cranberries
This product is said to be perfect for snacking, baking, and mixing into cereal, muffins and smoothies. It claims to be high in antioxidants to slow down the ageing process and keep diseases away, and also contains anti-cancer properties. Furthermore, it claims to improve the cardiovascular system, immunity, digestion and mental health, cure urinary tract infections, gum disease and ulcers, and to be good for consumers living an active lifestyle.

M P Gold’s Premium Roasted Fox Nuts
This product is known for its easy digestibility and high nutritional content, and claims to be good for the heart, help cure anaemia and strengthen spleen and kidneys. It has antioxidant properties, helps in digestion, rejuvenates the respiratory system, prevents frequent urination, and is used as a treatment for arthritis and rheumatic pain.

Heart-healthy

It is well-known that heart disease has remained the leading cause of death in India for more than two decades, fuelled by unhealthy diets. As a result, brands are differentiating from their competitors by launching snacks that are meant to aid cardiovascular health. Mintel GNPD shows that product claims with such heart-related benefits saw an increase in India in the past couple of years.

Everyday BFour’s Roasted Sunflower Seeds
These seeds are said to be an excellent source of vital nutrients and rich in omega 3, antioxidants and fibre. This product claims to reduce the risk of heart diseases and cholesterol as well as boost the immune system.

Cherry’s Walnut Kernels
This product is described as a 100% natural memory enhancer and brain tonic. The cholesterol-free product claims to lower LDL cholesterol, diminish the extent of heart damage after heart attacks, maintain blood pressure and cure skin diseases.

Stress-relieving

Stress and fatigue are now commonplace among Indian consumers. Mintel research indicates that around 30% of Indian consumers snack to relax and de-stress. In light of this, there is potential for snacks in India to be positioned as a means to tackle stress.

RiteBite’s Eazy Calm Nutrition Bar
This product contains herbal extracts including ashwagandha, passionflower and tulsi. According to the manufacturer, ashwagandha is a restorative and rejuvenating herb that supports the balance of body and mind, and passionflower combats stress and supports a sense of relaxation and well-being. Meanwhile, tulsi, also known as holy basil, has a wide range of healing properties and is a powerful adaptogen and stress reliever.

Tastebudz’s Spicy Indian Gooseberry Candy
This product is made from amla, a fruit that is a natural health booster. It is said to have numerous beneficial properties, which are retained even in its processed form. The candy is high in fibre and vitamins, promoting healthier hair, glowing skin and enhanced eyesight, and is rich in many nutrients and vitamin C. The amla ingredient is also a natural antioxidant and has anti-ageing and anti-stress properties.