Healthy Snacking Report 2024

Healthy Snacking Report 2024

Healthy Snacking Report 2024
 Foreword
In today’s India, snacking isn’t just about grabbing a quick bite – it’s about indulging in a delicious
experience. Taste remains paramount for consumers, who crave treats that tantalize their taste
buds. However, this desire for flavour doesn’t come at the expense of well-being. A growing health
consciousness is sweeping the nation, and Indians are demanding healthy snacking options that don’t
sacrifice the joy of a satisfying treat. This presents a golden opportunity for brands to innovate, creating
delicious and nutritious snacks that cater to this discerning and health-focused consumer.

At Farmley, we recognize this paradigm shift as an exciting opportunity. We are committed to being
a leader in this revolution and we try and make a difference through in-depth research and active
engagement with our audience. We aim to stay ahead of the curve by constantly understanding the
evolving consumer preferences. We believe that healthy snacking shouldn’t come at the expense of
taste. We focus on developing delicious and satisfying snacks that are also packed with wholesome
ingredients. Building trust with our consumers is paramount for which we prioritize transparency in our
ingredient sourcing and labeling practices, empowering individuals to make informed choices.

The future of snacking in India is undeniably bright. Consumers are seeking a win-win situation –
convenience that doesn’t compromise on health. This presents a vast landscape of possibilities for
innovative brands like Farmley. We envision a world where indulging in delicious treats is a mindful
experience, contributing to a healthy and active lifestyle. By becoming a partner in your healthy
snacking journey, Farmley aims to make every delicious bite a step towards a better tomorrow for a
healthier India.

Healthy Snacking Report 2024

 Demographics

Healthy Snacking Report 2024

 Key Highlights

Healthy Snacking Report 2024

Flavour’s Battlefield

A Battle Of Generations:
Peri Peri V/S Black Pepper
(Achaari Asks "Why Not Me?")

Healthy Snacking Report 2024

Flavour’s Battlefield

A Battle for India’s

Savoury Taste Buds
The research offered a fascinating glimpse
into the world of Indian snacking preferences,
revealing a battle for taste bud supremacy
between the globally-inspired and the tried-
and-true.

While both salty and spicy flavors reign

supreme across all ages, a closer look unveils
a generational divide in the quest for the
ultimate snack thrill.

Healthy Snacking Report 2024

Flavour’s Battlefield

Fiery Peri Peri

On one hand, we have the fiery reign of peri
peri, a piquant newcomer brought to India by
QSRs (Quick Service Restaurants).

This flavour has captured the hearts (and taste

buds) of 44% of Millennials & Gen Z. Perhaps
it’s the novelty, the global association, or the
sheer intensity of the flavour that makes peri
peri such a hit with the younger crowd.

They crave an adventure for their palates, a

flavour that awakens their senses and keeps
them coming back for more.

Healthy Snacking Report 2024

Flavour’s Battlefield

Legacy Driven
Black Pepper
On the other hand, we have the enduring
legacy of black pepper, a familiar friend to 38%
of Gen X and 39% of those over 60.

This classic spice might not be the flashiest

of all the flavours on the shelf, but it holds
a certain nostalgic charm. It’s the reliable
sidekick, the dependable source of warmth,
the flavour that brings back memories of
childhood snacks. Black pepper isn’t flashy,
but it gets the job done, satisfying those who
appreciate tradition and comfort.

Healthy Snacking Report 2024

Flavour’s Battlefield

Intriguing Case
Of Achaari
Now, let’s talk about the intriguing case of
Achaari, a flavour specifically designed to
tantalize the Indian palate. One might expect
it to be a clear winner, yet the data reveals a
surprising lack of enthusiasm across all age
groups. Only 13% of people over 60, 18% of Gen
X, 29% of Millennials, and 31% of Gen Z favour
Achaari.

This could be due to several reasons. Perhaps the

flavour profile is too specific, failing to cater to
the broader desire for either the fiery kick of peri
peri or the comforting warmth of black pepper.

It’s also possible that Achaari is seen as a more

“acquired” taste, something that hasn’t quite
captured the popular imagination yet.

Healthy Snacking Report 2024

Flavour’s Battlefield

Summary
Millennials & Gen Z showed a craving for bold
flavours, with 44% favouring the fiery peri peri
- the latest trend in quick service restaurants.
Meanwhile, older generations preferred to stick
with the timeless classic, black pepper.

The Achaari flavour, tailored for Indian taste

buds, surprisingly falls short of expectations
across all age groups. Are manufacturers
missing the mark with this cultural twist?

Transcending age barriers, salty and spicy

flavours reign supreme in India, winning hearts
across the board.

Healthy Snacking Report 2024

Flavour’s Battlefield
battlefield

Chocolate Rules!
But Mango Steals The Show
India’s Sweet Tooth Craves Comfort (& A Tropical Twist)

Healthy Snacking Report 2024

India’s Sweet Tooth

Soft Spot For

The Classics
Forget salty and spicy for a second, because
when it comes to sweet treats, India has a
clear soft spot for the classics. Chocolate, that
timeless champion of confections, reigns
supreme across all generations. A whopping
65% of Gen Z, 63% of Millennials, a 46% of Gen
X, and even 40% of Boomers can’t resist its rich,
decadent allure.

It seems chocolate’s ability to transport us back

to childhood memories of birthday cakes and
happy moments is a universal language, no
matter your age.

Healthy Snacking Report 2024

India’s Sweet Tooth

Mango Bags
The Runner Up Trophy
Mango, the king of Indian fruits, takes the
runner-up spot. Its sweet-tart flavour resonates
with 50% of Millennials, capturing their
adventurous palates. Gen X (41%) and Gen Z
(40%) find its tropical touch appealing, while
even the more cautious Boomers enjoy it (30%).

Perhaps it’s the taste of summer or a connection

to home, but mango’s unique appeal cuts across
demographics.

Healthy Snacking Report 2024

India’s Sweet Tooth

Everyone Likes
Vanilla Once In A While
Vanilla, the dependable friend of the baking
world, nabs the third spot. Millennials (42%)
appreciate its versatility, while Gen Z (38%)
finds its comforting sweetness a welcome
indulgence. Gen X (35%) and Boomers (31%) value
its familiarity, a flavour that’s been a staple in
desserts for generations.

Indians Are Sweet-Hearts!

This paints a fascinating picture of India’s
sweet tooth. While chocolate’s dominance is
undeniable, the love for mango and vanilla
highlights a nuanced preference for familiar
flavours with a touch of tropical flair.

Healthy Snacking Report 2024

India’s Sweet Tooth

Summary
• Chocolate emerges victorious: from 65% of
Gen Z to 40% of Boomers, everyone agrees
it’s the ultimate sweet escape!

• Mango mania is evident: from 50% of

Millennials to 30% of Boomers, there’s an
irresistible allure for the flavour that the king
of Indian fruits offers!

• Vanilla emerges as a timeless comfort:

from 42% of Millennials to 31% of Boomers,
proving that some classics never go out of
style.

Healthy Snacking Report 2024

Timeless Traditions

A Gen Z Twist To
An Age Old Indian Tradition
India’s Timeless Tea/Coffee Ritual Meets Gen Z’s All-Day Munching!

Healthy Snacking Report 2024

Timeless Traditions

“Chai - Nashta, Please”,

Says Every Indian
Tea/coffee time is India’s official snacking ritual!
A whopping 63% of Boomers, 61% of Gen X, and
51% of Millennials reach for a bite alongside their
cuppa. Even Gen Z enjoys this ritual, with 58%
indulging alongside their cup of tea or coffee.

The comfort of a familiar routine reigns supreme

for some. Over 60% of homemakers, non-
working individuals, and salaried professionals
find solace in a tea/coffee and snack combo.

Healthy Snacking Report 2024

Timeless Traditions

Snacking Compliments
Moments
But millennials and Gen Z take snacking
to a whole new level. They see snacking as
an extension of their activities. Over 40% of
Millennials munch while hanging out with
friends, hitting the road, or getting lost in a show
marathon.

Gen Z isn’t far behind, with over 33% enjoying

snacks at parties, with friends, or while glued
to the screen – and yes, even during their tea/
coffee break!

Healthy Snacking Report 2024

Flavour’s battlefield
Snacking On Weekends

India’s Snacking Habits Double

On Saturdays & Sundays!
Home Alone, Not Snack Alone:
Homemakers Join India’s Weekend Snacking

Healthy Snacking Report 2024

Snacking On Weekends

Snack Ends
Snacking in India is not just about convenience
or hunger pangs; it’s a way to unwind, connect
with loved ones, and celebrate the freedom of
a weekend. So, the next time you hear laughter
and the rustle of snack packets coming from
a house in India on a Saturday afternoon, you’ll
know exactly what’s going on – it’s just another
“Snackend” in progress!

39% people snack twice as much on weekends

as compared to the weekdays.

Maybe it’s the relaxed atmosphere, the extra

time for indulging, or simply the joy of having the
family around. Whatever the reason, weekends
in India are a designated time to loosen the belt
and enjoy some guilt-free snacking.

Healthy Snacking Report 2024

Flavour’sCravings
Beyond battlefield

Beyond Cravings, India’s Snacking

Culture Is Surprisingly Complex
India Ditches Resolutions & Surrenders To Cravings

Healthy Snacking Report 2024

Beyond Cravings

Can’t Fight
Them Cravings
When those cravings hit, Indians listen! A
massive 59% of homemakers, 58% of salaried
people, and even 65% of students readily admit
to buying snacks based on pure craving.

It seems resisting those irresistible pakoras or

that melt-in-your-mouth barfi is a challenge
across professions and age groups.

Millennials and Gen Z, the champions of

indulgence, take the cake (quite literally,
perhaps?) with 60% and 58% succumbing to
cravings respectively.

Healthy Snacking Report 2024

Beyond Cravings

Diverse India With Diverse

Snacking Cultures
India’s vibrant snacking culture is a delicious
mix between indulgence, habit, and even
health-consciousness. So, the next time you see
someone grabbing a snack in India, don’t judge
– you just might be witnessing the irresistible
power of a craving in action!

It was found that cravings led the pack at 59%,

closely followed by hunger at 43%, and the desire
to replenish nutrients at 40%, showcasing the
varied motivations driving snack purchases.

Healthy Snacking Report 2024

Dry Fruits Supremacy

Gen Z Embraces Makhana:

The New Snacking Sensation!
Dry Fruits & Makhanas Dominate as India Snacks Smarter!

Healthy Snacking Report 2024

Dry Fruits Supremacy

When Moms Said - Eat Dry

Fruits, Indians Listened
India’s snacking scene is undergoing a surprising
transformation, with two heroes leading the
charge: Makhanas & Dry Fruits. Dry fruits are
the undisputed champions, with a majority 67%
of the respondents reaching for snacks that
have the goodness of these nutrient-packed
powerhouses. This proves that healthy choices
can also be perceived to be truly delicious across
generations.

Respondents shared that a satisfying crunch

and a wholesome indulgence, are perfect for
addressing the snack craving.

Healthy Snacking Report 2024

Dry Fruits Supremacy

Makhana - An Age Old

Snack In Innovative Avatars
But Gen Z throws a twist into the mix! While they
appreciate the goodness of dry fruits, they’re also
a generation that craves variety. Enters Makhana,
a popcorn-like superfood native to India.

This little powerhouse takes center stage for Gen

Z with 49% choosing it as a top snack. Makhana
offers a balance between healthy and fun -
it’s light, crunchy, and packed with nutrients,
making it a perfect guilt-free indulgence. In fact,
59% of Millennials and a surprising 47% of Gen
X also find themselves reaching for Makhana,
proving its appeal goes beyond just Gen Z.

Healthy Snacking Report 2024

Flavour’sPrioritize
Indians battlefield

Health Takes A Bite

Into Snacking!
Ditch The Guilt, Keep The Taste

Healthy Snacking Report 2024

Indians Prioritize

Health & Taste - Why Choose

One, When Can Have Both?
Indians are prioritizing health without sacrificing
taste. Our data reveals the top three qualities
Indians seek in a healthy snack:

Firstly, Indians are becoming increasingly calorie

conscious (60%). Gone are the days of mindless
munching.

Secondly, what’s in your snack matters! 58% of

Indians prioritize the “goodness of ingredients”.
This means opting for natural, wholesome
ingredients like nuts, seeds, and whole grains.

Thirdly, artificial flavours and preservatives

are getting the boot! A strong 55% of Indians
actively seek snacks free from these additives.
This focus on clean eating reflects a growing
desire for authentic flavours and unadulterated
ingredients.

Healthy Snacking Report 2024

Indians Prioritize

India Prioritizing Health

Without Sacrificing On Flavour
The top two factors influencing buying decisions
for healthy snacks were taste and financial
accessibility.

While 73% of respondents said taste was the

most influential factor, 58% of people revealed
that high cost is the biggest challenge when
switching to healthy options.

This creates a fascinating challenge and

opportunity for brands.

Healthy Snacking Report 2024

Curiosity Fuels

Beyond Convenience:
Label Reading Fuels Desire For Wholesome Snacks In India

Healthy Snacking Report 2024

Curiosity Fuels

Reading Labels
Is The New Normal
India’s snackers are becoming label conscious!
73% people, across all ages, are scrutinizing
ingredient lists and nutritional values before
tossing a snack in carts. This trend is particularly
strong among boomers. A staggering 78% of
those over 60 are decoding the fine print, likely
prioritizing health and well-being.

Among those who do decipher the ingredient

list, a staggering 93% yearn for healthier options.
People are not just grabbing whatever’s
convenient – they’re reading labels, making
informed choices, and demanding better
options. So, brands take note! The future of
snacking is all about transparency, health, and
deliciousness, and India’s waiting for its next
healthy snack revolution.

Healthy Snacking Report 2024

Curiosity Fuels

Gen Z Seems
Less Involved In Labels
But here’s a surprising twist: Gen Z, the digital
natives, seem less fazed by the back of the
package. Only 69% of them crack the ingredient
code, the lowest across all generations. Maybe
it’s the lure of trendy snacks or trusting those
online reviews, but something’s keeping them
from becoming label conscious.

And the message is clear: India wants more

healthy alternatives! Over 94% of all respondents
are urging brands to hop on the health wagon.

Healthy Snacking Report 2024

Curiosity Fuels

Summary
73% of Indians meticulously scrutinize product
labels, with boomers setting the pace for
informed consumption.

Gen Z lags behind with only 69% of them

reading the labels, marking the lowest among all
generations in their label scrutiny habits.

93% of label readers express a desire to transition

to healthier options, highlighting a strong
correlation between label reading and health-
conscious choices.

Healthy Snacking Report 2024

 Research Methodology
To capture a well-rounded perspective on India’s evolving snacking habits, we employed a mixed-
method research approach. This involved gathering data through both online surveys and offline
interactions. The online survey allowed us to reach a broad and geographically diverse audience. To
complement this, we set up pop-ups in various corporate offices & colleges. This offline approach
enabled us to directly engage with potential snackers in their everyday environment, providing valuable
insights into their snacking preferences and behaviors within their busy routines. By combining these
online and offline data collection methods, we were able to obtain a comprehensive understanding of
consumer trends in the Indian snacking market.

Limitations
Our survey on India’s snacking habits offers valuable insights, but it’s important to acknowledge some
factors that may affect its accuracy. Firstly, the data might not represent in entirety a clear division
in terms of genders. Secondly, distribution of respondents from each generation (Boomers, Gen X,
Millennials, and Gen Z) isn’t equitable, which could lead to results tilting towards the generation with
maximum participation. Finally, the sample doesn’t take into account factors such as socio-economic
background and urban/rural divide, leaving scope for more detailed analysis on a pan-India level.

Healthy Snacking Report 2024

 Conclusion
A fascinating transformation is sweeping India’s snack scene. While taste remains the king, a wave
of health consciousness is washing over the nation. Consumers are no longer satisfied with mindless
munching – they crave a delicious and healthy snacking experience.

This survey revealed that consumers are becoming increasingly label-conscious, scrutinizing
ingredients and prioritizing healthy options. Even Gen Z, along with their digital-first approach, show an
innate desire for healthy choices.

Consumers are willing to invest in well-being, with a significant portion happy to pay a premium for
healthy snacks, but affordability remains a key concern. Eco-consciousness is extending to snacking
habits, with many prioritizing sustainable packaging, even if it means paying extra.

The future of Indian snacking hinges on striking a balance. Consumers crave deliciousness, prioritize
health, and are increasingly mindful of the environment. Brands that can deliver innovative, healthy,
and sustainable snack options at a competitive price point will lead India’s next big snacking revolution.
This revolution is fueled by taste, health, and a nation of discerning empowered snackers!

Healthy Snacking Report 2024

 ABOUT FARMLEY
Farmley is centered around the idea of making snacking more wholesome, healthy and indulgent,
based on the goodness of dry fruits. In today’s world, customers are caught in the conflict of choosing
between boring, bland healthy snacks, and guilt ridden unhealthy tasty options. We aim to evolve
consumers’ relationship with snacking, allowing them to indulge freely in delicious snacking options,
minus the guilt. Farmley is reimagining dry fruits and nuts in lip-smacking flavours and innovative
snacking formats. Our roasted peri peri makhanas, thai chilli cashews and delightful date bites are
winning hearts as well as taste buds across the country. Our deep sourcing mechanisms, in-house
production facilities and an innovative RnD team helps us come up with unique products that have the
best of health & taste in every bite. Endorsed by former Indian cricket captain, Rahul Dravid, Farmley is
emerging as the most loved new age wholesome snacking brand.

Healthy Snacking Report 2024

 ABOUT IHSS
The inaugural Indian Healthy Snacking Summit, an unforgettable gathering set to revolutionize the
way India snacks! Imagine a vibrant mix of influencers, community leaders, startup co-founders, and
industry experts all under one roof, ready to sow the seeds to a better tomorrow of a healthier India. This
event promises to be a one-of-a-kind experience that will leave you inspired and hungry for more.

Healthy Snacking Report 2024

Healthy Snacking Report 2024