It’s a good time to reflect as we celebrate World Health Day. Godrej Food Trends Report, 2024, predicted that consumer preferences would change significantly, with an increased focus on clean eating and ethical sourcing. These predictions, when viewed in retrospect, have not only become true but have also changed the way India consumes food today.
Consumers have become more selective, selecting ingredients that are healthy, sustainable, and in line with their values. Modern Indian families are more individualized in their food choices than ever before, reflecting a commitment to sustainable and healthful eating.
The Key Trends that Defined Consumer Choices in the Last Year
Cut back on ultra-processed foods (94.2%)– A shift that stuck
A year ago, experts predicted that consumers would actively reduce their consumption of ultra-processed food, realizing their health risks. This shift can be seen in the Indian household’s choice of fresher, minimally-processed alternatives. The focus on whole food over convenience-driven processed products has become a trend.
Supporting local farmers & producers (90.4%) – A Conscious Decision That Grew Stronger
In 2024, 90.4% of experts predicted that Indian consumers would support local farmers and producers. In the last year, consumers have made conscious decisions to purchase fresh, locally sourced, seasonal ingredients. Farmers’ markets and farm-to-table initiatives have become more popular, demonstrating a growing commitment to sustainability.
A rise in clean and safe food choices (78.8%). – A hygiene-driven evolution
According to 78.8% of experts, food hygiene and safety are now at the forefront of consumer decisions. Consumers are more aware of the sourcing of ingredients, the risks associated with contamination, and even about the quality of packaged foods. In the past year, there has been a noticeable increase in demand for products with clean labels. Brands have responded by providing more transparency regarding their ingredients, sourcing, and safety measures.
Climatarian Movement Gains Momentum (75%)– Eating for Planet
Seventy-five per cent of experts predicted that sustainability would influence food habits. They said consumers would adopt a climatearian approach, focusing on foods which have a smaller carbon footprint. This prediction was borne out as more people are choosing to eat plants, reduce food waste and focus on local, seasonal produce. The food industry has evolved in response to this shift towards sustainability, from alternative protein sources to packaging that is more sustainable.
Traditional Wisdom meets Modern Convenience.
In addition to these significant shifts in eating habits, we have also seen the resurgence of traditional Wisdom in dietary practices. Consumers have, as predicted, discovered local and ancestral foods, blending them with modern convenience. The shift to a holistic lifestyle is more than a trend. It’s now a lifestyle.
