Study says 58% of urban Indians prioritise nutrition over taste

The study focused on the snacking habits of 2,415 shoppers across six Indian cities

Wonderful Pistachios recently released the findings of a new global study on the snacking habits of urban Indians, coinciding with World Nutrition Day. The study, conducted in partnership with Material, a global research consultancy, included 10 countries and over 12,400 respondents. It revealed a new trend where urban Indian consumers prioritise nutrition over taste when it comes to snacking, emphasising the importance of good nutrition for overall well-being.

The study focused on the snacking habits of 2,415 shoppers across six Indian cities, representing a population of approximately 35.9 million consumers. It found that a majority of urban Indians (58 per cent) base their food purchasing decisions on nutritional benefits more than taste, exceeding the global average of 52 per cent.

Delhi and Ahmedabad lead with over 60 per cent of urban shoppers preferring nutrition in their food, with Bengaluru and Chennai following closely, indicating a nationwide shift towards smarter snacking preferences. Millennials and Gen Z are leading the health-conscious purchasing decisions, with more than 83 per cent of consumers in these age groups reading nutritional labels before buying.

When shopping for nutritional snacks, Indian consumers prioritise four key factors: natural (free of artificial colours and preservatives), heart-healthy, protein-rich, and providing energy. Nine out of 10 urban shoppers consciously seek protein-rich food options, compared to the global average of seven out of 10. The focus on nutrition has led to the rise of nuts as a preferred snack choice, becoming essential to daily eating habits.

The study found a significant consumption of nuts, with 86 per cent of Indian shoppers reporting purchasing them in 6 months, compared to just 75 per cent globally. California Pistachios are highlighted as a smart snack choice, providing 6g of protein in a 28g serving, offering benefits without sacrificing taste.