Delhi witnesses highest demand in immunity juices followed by Mumbai: Kapiva study

Indians are now proactively seeking good health, incorporate Ayurveda in daily life, according to the statistics

Kapiva, a Mumbai-based D2C brand, has released statistics on the consumption patterns of immunity juices in India. The statistics throw light on how Indians took to immunity-boosting products, with juices being the focus, in the first half of 2021.

 

In the same period, Maharashtra (31 per cent), Karnataka (10 per cent), and Delhi(10 per cent) became the major contributors to the category. Non-metro cities registered a 22 per cent growth in demand (50 per cent in April 2020 to 72 per cent in April 2021) further showcasing increased interest.

 

As per the data, while March and April 2021 saw major traction for immunity, healthy foods as a category have been growing tremendously as people seek to actively be healthy rather than treat illnesses later.

 

While Delhi registered maximum growth in sales of immunity juices (2X), Mumbai and Bengaluru followed close with 1.3X and 1.2X growth, respectively. In the same months, Tier 2 cities registered a 3X average monthly growth in demand.

 

The cities were namely – Lucknow, Thane, Jaipur, Nagpur, Kanpur, Indore, Guwahati, Vadodara, Ludhiana, Patna, Dehradun, Ranchi, Varanasi, Meerut, Raipur, Agra, Jamshedpur, Mohali, and Allahabad.

 

Elaborating further, Ameve Sharma, Co-Founder, Kapiva, said, “Young India’s inclination towards a conscious lifestyle and the demand for Ayurveda from smaller cities further reinstates our belief in the potential of the industry in India.”

 

The data also showcased how young India is leaning towards Ayurveda. Millennials in the age group 25-34 bought maximum immunity juices (39 per cent). This was followed by the age group 35-44 (24 per cent). The data suggests that approximately 1.5L searches per month were made for Ayurveda ingredients like Amla, Giloy, Tulsi Drops, and Chyawanprash. The gender-wise comparison showed that 61 per cent of males over 39 per cent of Females bought immunity juices.