‘Health’ as a topic of discussion, has never been at the center stage like this before. The Covid-19 Pandemic has changed the worldview on health and its aspects.
People have been pushed to the boundaries of their houses and the whole concept of immunity and superfoods is being reimagined in a new light. This has caused a change in consumer behavior.
Recent research by analysts at ICICI Securities supports the claim of such trends.
The team of analysts that has been carefully observing the market and looking for trends that are likely to stick around in a post covid world concluded that the covid-19 pandemic has brought about long-lasting shifts in consumer behavior, including greater adoption of packaged and healthy foods among Indian households.
Consumers have started to realize that the easiest way to stay safe during the pandemic is to improve their immunity and take care of themselves. They have started looking beyond the taste of the product and started focusing on labeling products to understand what is good for them and what isn’t. It is believed that this trend will continue and has been just accelerated due to the pandemic.
We all remember our parents during the initial months of the pandemic; running after us with a glass of ‘healthy’ turmeric milk or the immunity booster kadha with ashwagandha, aajwain, and all other sorts of superfoods. Green tea became the new morning coffee and with that superfoods became the new snacks. Foods that were limited to the cabinets of the Indian kitchen for centuries were now reimagined and reused. This was the beginning of a new normal and perhaps a new consumer trend.
Superfoods like oats, fennel seeds, chia seeds, turmeric etc have a very high nutritional density. This means that they provide a substantial amount of nutrients and very few calories. They contain a high volume of minerals, vitamins, and antioxidants. These foods help to boost our immunity system and it’s something that we are now forced to inculcate in our daily lives.
Oats for example, have always been a part of our childhood. Growing up, they were an usual part of our breakfast. Today, however, Oats are marketed as superfood (as they should be!) and there’s such a huge variety to choose from. Oats are salty and an integral ingredient of a protein bar simultaneously. It has become much easier to consume. It’s literally in the palm of your hand.
The momentum behind the movement to eat more whole foods and fewer processed foods is stronger in the ongoing pandemic scenario. However, to fit in kadha in a fast-moving busy lifestyle is not really a genZ thing to do and hence, enters Packaged healthy food!
Packaged healthy food like protein bars, oats, kombucha, makhanas, sprouted seeds, etc has found its place in our daily lives. They are easy to find, easy to carry, and convenient to consume but most importantly, they fit our pandemic lifestyles. Protein bars have literally evolved with time. They fit perfectly as an energy bar during our home work out sessions while flawlessly serving as a nutritious snack during our ‘Netflix and chill’ mood. That’s some snack we can binge eat guilty free! Superfoods, with their super qualities, are here to stay and we don’t mind it all.
Views expressed above are the author’s own.
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