UNFOLDING THE PRESENT

The country has experienced a cultural shift with the advent of social media and has grown as fond of the virtual world as it has been of Bollywood and cricket. With health influencers on social media emphasising on the significance of being fit and healthy, India has witnessed a radical shift in the way health, fitness and nutrition are being perceived by the consumers. Despite the desire to adopt a healthier lifestyle, there isn’t enough awareness regarding the availability of nutritional products in the market.

In the first quarter of 2020, the pandemic shook the country in unthinkable ways. People realised how important it is to have a strong immune system if they’re to remain healthy and fit. This has also led to an increase in consumption of dietary supplements, sports drinks and fitness bands. Thus, eating healthy and in moderation, regular workout, regulating stress levels and making nutritional supplements a part of the routine have become indispensable norms of the new normal.

To understand the post-pandemic behavioural shifts, we conducted a survey across the country, which included respondents from metro and non-metro cities and understood the consumers’ perspective on health, fitness and nutrition. The report intends to give thorough and authentic consumer insights that will enable the nutritional brands to unleash the underlying potential of the markets as also the upcoming trends, and unfold the next chapter in the realm of health, fitness and nutrition.