Farmley conducted a nation-wide survey with over 6,000 people in India, revealing that makhanas, dry fruit, chocolate, and vanilla are top choices for a market that increasingly prioritises indulgence and health.
Farmley presented the findings at the first-ever Indian Healthy Snacking Summit held in New Delhi on 6 July, which was supported by the Agricultural and Processed Food Products Export Development Authority (APEDA), Ministry of Commerce, Government of India.
“Through the Healthy Snacking Report, the aim is to map the constantly evolving tastes and preferences cutting across age groups, regions, and professions. The future of snacking in India hinges on striking a balance. Consumers crave deliciousness, prioritise health and are increasingly mindful of the environment, too. India’s next big snacking revolution is fuelled by taste, health and a nation of discerning empowered snackers,” said Farmley’s co-founder Akash Sharma.
The summit explored India's snacking habits and trend drivers of the industry. Head of Swiggy Instamart Phani Kishan Addepalli were among the experts who shared insights at the event. He said that the trend of healthy eating is being driven by people being more mindful of their own health and their family’s health. This stands out in the snacking space because of the guilt associated with traditional snacks like chips and ice creams.
Millenials and Gen Zs biggest fans of makhanas
The younger generations seek variety and indulgence but are health conscious, which explains why 49 percent of Gen Zs chose makhanas as their go-to snack.
“Makhanas offer a balance between healthy and fun – it’s light, crunchy, and packed with nutrients, making it a perfect guilt-free indulgence. In fact, 59% of Millennials and a surprising 47% of Gen Xs also find themselves reaching for makhanas, proving its appeal goes beyond just Gen Z,” wrote the researchers in Healthy Snacking Report 2024.
Makhanas or fox nuts are often labelled the lesser-known cousin of popcorn. The popping process involves heat, which will remove the outer shell of makhanas and cause the nut to fluff up like popcorn. Makhanas are considered a superfood that is high in fibre, protein, and minerals. They are a traditional Indian snack that can be flavoured and roasted until crunchy.
Crunch and “wholesome indulgence” are two important factors that the survey respondents look for when addressing a snack craving, which led 67% of them to pick makhanas and dry fruits as their go-to snacks.
Additionally, the Report identified the top three qualities that consumers seek: low-calorie, natural and wholesome, and no artificial additives.
This is based on the findings that 60 percent of Indians are increasingly calorie-conscious; 58 percent of Indians would opt for natural wholesome ingredients like nuts, seeds, and whole grains; and 55 percent of Indians desire authentic flavours and unadulterated ingredients.
However, 58 percent stated high cost as the biggest obstacle to healthy snacking. For those who expressed desire to consume makhanas as a healthier snack, this might be a deterrent as these nuts are expensive. Due to the time-consuming and laborious nature of procuring fox nuts, 1kg of makhanas can cost up to Rs1,500 (USD 18).
Regardless of cost, nine in 10 consumers want to switch to healthier snacks. Since 73 percent of respondents feel that healthy snacks should not compromise on taste, the flavour surveys also offer crucial insights.
A preference for savoury snacks and a soft spot for classics
Sixty-eight percent prefer savoury to sweet snacks, with 44 percent of Millenials and Gen Zs seeking spicy, adventurous flavours like peri peri, and 38 percent of Boomers and Gen Xs preferring classics like black pepper.
“This classic spice [black pepper] might not be the flashiest of all the flavours on the shelf, but it holds a certain nostalgic charm. It’s the reliable sidekick, the dependable source of warmth, the flavour that brings back memories of childhood snacks. Black pepper isn’t flashy, but it gets the job done, satisfying those who appreciate tradition and comfort,” said the researchers.
For sweet treats, the trends lean towards comfort and nostalgia as well.
Chocolate is popular across all generations. It takes the top spot for Gen Zs (65 percent) and Millenials (63 percent). Forty-six percent of Gen X and 40 percent of Boomers picked chocolate as their favourite flavour.
Vanilla ranks third with 42 percent of Millennials who appreciate its versatility, while 38 percent of Gen Z finds its comforting sweetness a welcome indulgence. Gen X (35 percent) and Boomers (31 percent) value its familiarity, a flavour that’s been a staple in desserts for generations.
Mango, the king of Indian fruits, is favoured over vanilla. Its sweet-tart taste resonates with 50 percent of Millennials, while Gen X (41 percent), Gen Z (40 percent) and Boomers (30 percent) find its tropical flavour appealing.
While comforting indulgence is important to consumers, they are mindful of what they eat.
Reading labels the new norm
The main drivers of snacking are to satisfy a craving (59 percent), to satiate hunger (43 percent), and to replenish nutrients (40 percent).
Homemakers (59 percent), students (65 percent), and working adults (58 percent) are the top three groups who would snack just to satisfy cravings.
However, the Report found that people are no longer just grabbing whatever’s convenient or tasty. They are reading labels, making informed choices, and demanding better options.
“Seventy-three percent of people across all ages are scrutinising ingredient lists and nutritional values before tossing snacks into carts. This trend is particularly strong among boomers. Seventy-eight percent of those over 60 are decoding the fine print, likely prioritising health and well-being. Among those who do decipher the ingredient list, a staggering 93% yearn for healthier options,” said the researchers.
Only 69 percent of the Gen Zs read labels, the lowest across all generations. The researchers think this could be due to the Gen Zs being guided by online reviews or chasing the latest trends, and would rely less on reading labels.
Farmley’s findings were collated through a mixed-method research approach, in which qualitative research was done through interviews and observations, and the quantitative research was done using surveys and statistics to measure data. Pop-up stalls in offices and colleges were set up to physically engage people, and an online survey let the researchers reach a broad and diverse audience.
Farmley was founded in 2017 in Uttar Pradesh. It specialises in making snacks that combines wholesome ingredients like nuts and fruits with popular natural flavours.
