Popular food delivery app Zomato has launched a ‘Healthy Mode’ in which every dish comes with a ‘score’, from ‘low’ to ‘super’, based on its nutrients profile, including protein, complex carbs, fibre and micronutrients, and not just calories.
Essentially, it provides a “clear explanation of what makes a dish healthy, and why,” Deepinder Goyal, founder-CEO, Zomato, tweeted on X.
As more consumers become health-conscious, they are not shying away from paying a small premium for better food. No longer a niche segment, health has become a part of everyday consumer consciousness. People are not waiting to fall sick before adopting a healthier lifestyle; they are adopting a prevention-led lifestyle instead. So, it is not just households managing health conditions around diabetes and hypertension that are buying healthier products, but even disease-free consumers.
No surprise then that health-oriented food and beverage (F&B) products now have a market size of Rs 63,093 crore in value, growing at a compound annual growth rate (CAGR) of 11.7% over the past four years, according to Worldpanel India’s Mainstreaming Health 2025 study. And the brands are listening. Amul’s managing director Jayen Mehta says they are set to launch over a dozen new high-protein products, ranging from cheese cubes to paneer parathas, protein water, kulchas, sandwiches and even high-protein malai kulfi, taking the count of its protein range to over 25 products by next year. To meet growing demand, the firm doubled its production capacity of high-protein products last month and plans to double it again next month. Monthly sales have already quadrupled from last year.
Hemant Malik, executive director, ITC, says they have witnessed a substantial rise in demand for health-focused packaged food, leading them to increase the range of product offerings. “We have implemented the nutrition-first strategy framework ‘Help India Eat Better’ to develop innovative products that offer nutritional value and can be seamlessly added to the daily diet,” says Malik. Their recently launched ITC Aashirvaad Protein Atta, alongside their existing range of moringa atta, khapli atta, ragi flour and gluten-free flour, are cases in point. Last year, ITC also introduced the brand Right Shift, specifically designed for individuals aged 40+ with unique health requirements.
This is, of course, driven by consumers. The Worldpanel India’s report found that 87.9% of Indian households purchased a health product in the past year. Urban penetration is nearly universal at 96%, while rural adoption is accelerating with a 6.2% CAGR, signalling the democratisation of health across India. In fact, the growth is coming from the basics, essentially the staple categories, with 80% of households buying healthier variants of atta, salt and oil/ghee. Moreover, these are not one-time purchases. Consumers who start buying healthier variants stick to them. Repeat purchases for healthier variants are extremely strong at 91% nationally, peaking at 96% in urban households.
The report also reveals that shoppers are willing to pay a 22% premium for health products, with even lower socio-economic classes (SEC D/E) paying 17% more.
K. Ramakrishnan, managing director, South Asia, Worldpanel by Numerator, says the opportunity for brands lies in making health a mainstream growth driver. “They need to show clear value, accelerate adoption in emerging categories, and position health as an everyday lifestyle choice rather than a medical necessity,” he adds.
Another report, PwC India’s Voice of the Consumer 2025, released in September, which surveyed 1,031 participants, found that 29% of consumers cited “health benefits” among the top three reasons they would switch brands, while 21% identified it as the key driver behind their decision.