, India
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Nearly half of Indian consumers want multifunctional benefits in food, drinks

They seek products that will boost their energy and immunity, amongst other benefits.

A survey by Mintel showed that 45% of Indian consumers sought multifunctionality benefits in food and beverage, higher than the 18% that preferred products that offer a single benefit.

In a statement, Mintel said that consumers sought energy (53%) and immunity (52%) benefits the most, followed by benefits associated with sleep, digestive health and mood.

“The growing focus on health is likely to give impetus to the interest in functional foods as a means to achieve holistic well-being,” said Anamika Banerji, Food and Drink Analyst, Mintel Reports India.

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“Indian consumers expect functional food and drink products to deliver all-round health benefits, addressing both the physical and mental or emotional aspects of well-being. Also, functional food consumers trust these products to help them fulfil their nutritional requirements,” Banerji added.

Mintel added that on-pack functional claims on food launches in India rose from 12% to 16% in the five years up to August 2023, making the country more advanced compared to other markets such as the US, China and the UK in terms of functional food launches.

Banerji also said that Indian consumers want to be more aware and more in control of their food choices. The more they read the on-pack ingredients and health claims, the more they will be keen to try a product.

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