New Delhi:
Owing to the experience of the COVID19 pandemic, Indian consumers have started considering hygiene products more significant than before, found a Nielsen survey.
The survey was carried out by BASES, a NielsenIQ business, in the run up to declare winners of the highly-anticipated ‘BASES Top Breakthrough Innovations 2021’ awards.
According to the survey, 9 out of 10 Indian respondents interviewed in the BASES survey express concern about COVID-19 and 80% of Indians consider hygiene products to be more important today versus pre-pandemic.
The survey found that Indians put premium on organic, which has emerged as a popular choice, compared to other markets. Clean ingredient lines and locally grown ingredients are among the common top two choices which drive impact on trust, innovation and the premium aspect for Indian consumers.
Additionally, consumers now want greater transparency when it comes to their food, especially in understanding which ingredients go into these products, as well as where and how the food is grown or made: 90% of Indian consumers place greater emphasis on transparency, because of the impact that their food choices will have on their personal health.
BASES research found that Indians want their beverages to be healthy (56%), nutritious (68%) and have a great taste (83%). As Indian consumers are looking more and more for holistic health benefits, they claim to favour sophisticated ingredients such as Plant-based protein, Magnesium, Collagen, Electrolytes and Creatine to create fortified beverages.
“Consumers perceive the current offerings to be falling short on nutrition. They offer taste and convenience but there’s scope for them to improve on their health quotient. Energy boosting and immunity enhancing beverages find favour in India. From an ingredient angle, probiotics, plant based, and organic ingredients are desired by Indian consumers. While innovating within the health space, brands should keep sight of taste & affordability,” said said Vidya Sen, South Asia Lead, NielsenIQ BASES.
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