There has been a growing awareness in health and wellness among consumers particularly in the food and beverage industry where demands are rapidly evolving. Across global markets, consumers are becoming more conscious of what they eat. But what each group considers “healthy” differs in subtle ways.

With increase in awareness rises in the post-pandemic world, this blog explores what “healthy” truly means to consumers in India and the U.S and what it implies for brands to stay relevant in this dynamic environment.

Health Means Different Things to Different People

United States: Health is increasingly defined by personal well-being, including mental clarity, energy levels, and preventive care. A 2024 IFIC survey found 75% of Americans believe food impacts mental health, and two-thirds say well-being drives their food decisions.

India: Health is viewed through a holistic lens with consumers focussing on strength, wellness and immunity. The rich Ayurvedic and yoga-based traditions often contribute to the wellness trends. Consumers prefer foods that promote digestion and overall vitality. Ingredients like turmeric, ashwagandha, and herbal teas are believed to contribute to overall health and fitness. While mental and emotional well-being is growing in importance, it plays a less prominent role than it does in the U.S. perspective.

Clean Labels, Trusted Ingredients and Local Wisdom for the Right Balance

United States: Consumers are leaning toward clean, minimally processed foods made with natural ingredients, favouring labels like “no added sugar,” “organic,” “non-GMO” and “gluten free”. Fresh produce, plant-based protein, natural flavours are now preferred over heavily processed or products with artificial flavours and colours.

India: The growing demand for clean-label products is closely linked to a preference for natural, traditional, and functional foods. There is also a growing awareness and pride in local grains like millets, amaranth, and ragi, particularly after the Indian government’s Millet Mission and “International Year of Millets” by the UN in 2023. These millets have been consumed for centuries and finding their way back to the plates for their health benefits. These grains are popular for being nutrient-dense, climate-resilient alternatives to refined staples.

Sustainability Is Gaining Ground, but in its Own Pace

United States: Sustainability is firmly embedded in the concept of health. The preference is for plant-based, ethically sourced, and plastic-free food products. Responsible sourcing and ethical manufacturing practices are demanded by a growing set of consumers.

India: The awareness about sustainability is increasing in metro cities, while it has always been traditionally practiced in many rural areas of India for centuries. However, factors like price and accessibility are critical and sustainability often takes a back seat. Consumers prioritise factors like convenience, and affordability in purchasing decisions.

Snacks that Align with Health

United States: Snacking is now a part of a meal and hence integral to the health and wellness. Consumers often replace meals with functional snacks perceived as healthy such as high-protein bars, gut-friendly drinks, and energy-boosting foods. Packaged food is getting a health makeover with increasing demand for fortified cereals, plant-based yoghurts, and oats.

India: Urban consumers are moving away from fried or sugary snacks toward nutritious meals. High-protein breakfast options like oats, muesli, and traditional recipes like millet-based cereals are gaining popularity even in packaged food. A rising number of brands are tapping into this shift by repackaging traditional grains into modern convenience formats and offering air fried or baked versions of traditionally fried foods.

Willingness to Pay More for Genuine Products

United States: There is broad acceptance of premium pricing for genuinely healthy option. Consumers are willing to pay more for foods with reduced fat and wholegrains with additional fruit and vegetables. Labels like “low fat” “less sugar” command a premium especially when backed by science. However, deceptive health claims are a concern, leading to growing demand for honest labels.

India: Consumers, especially in Tier 1 cities, are showing more willingness to pay for health and sustainability but often face trust and availability issues. In smaller cities and towns, consumers are cautious of vague health claims and tend to trust products rooted in traditional wisdom, such as those with Ayurvedic ingredients.

Health is Universal, but the Journey is Personal

Consumers are well informed and make active choices when it comes to healthy foods. They favour brands which are open and honest. They inclination towards simpler, natural, and cleaner ingredients is not a passing trend but has long term implications for the food and beverage industry.

The choices may differ but the demand for healthy foods is loud and clear.