The Rise of Conscious Eating
In recent years (post-COVID), a gradual shift has been underway in India as more individuals embrace the philosophy of 'conscious eating.' This trend is driven by an increased awareness of the impact of dietary choices on health and wellness—a testament to the broader embrace of self-care and holistic well-being. Consumers are becoming more mindful not only of what they consume but also of where their food originates and its nutritional value.
This is the need of the hour, as India now accounts for a quarter of all global diabetes cases. The estimated number of individuals with diabetes in India was 32 million in 2000, rising to 63 million by 2012, 74 million in 2021, and now 101 million, according to the ICMR–INDIAB Study. Also, data from the National Family Health Survey (NFHS-5) reveals that nearly 24% of women and 22.9% of men are now classified as overweight or obese—a sharp jump from 2015-16 figures.
As per the Indian Council of Medical Research-National Institute of Nutrition (ICMR-NIN), 56.4% of the country’s total disease burden is attributed to poor diets. And the recent ICMR–INDIAB survey (covering over 18,000 adults across 30 states and union territories) noted that carbs dominate Indian plates mainly in the form of white rice in the South, East, and Northeast, and wheat flour in the North and Central regions. Sugar intake is also alarmingly high, with 19 states and union territories exceeding safe limits. Researchers link high carbohydrate intake to a 15–30 per cent higher risk of type 2 diabetes, prediabetes, general obesity, and abdominal obesity and more.
It's no wonder that for Indians, diabetes, heart disease, and obesity have been consistently in the Top 5 biggest health problems facing people in the country today, as per the recent Ipsos Health Service Monitor 2025.
In this context, the shift towards “mindful eating” can be viewed from multiple angles- consumer awareness and consciousness of its impact on Health (60% consider eating right important for good health as per Ipsos Self Care Survey 2024), mushrooming start-ups in F&B space educating consumers and offering “guilt free and healthy” snacking, and the Government Regulatory authorities taking action towards promoting public health through packaging labels. New guidelines regarding the clear display of nutritional information related to Total Sugar, Salt, and Saturated Fat to be displayed on the front-of-pack labels of packaged food products are in the works by the Food Safety and Standards Authority of India (FSSAI).
Who will win in this changing scenario? Yes, the consumers, of course, if India can reverse the growing numbers of Diabetes and Obesity patients. And those in the Food and Beverage industry who stay ahead of this curve and are prepared to meet the shifting demand, with better transparency in its packaging and communication, authenticity in its ingredients and overall focus on consumer health. Some brands have already initiated efforts in this direction – the recent announcement from Pepsi to remove artificial flavours and colours from its products is part of the broader trend towards healthier food options. Major food companies, including ITC, Adani Wilmar, Tata Consumer and Emami Agrotech, are prioritising functional foods tailored for health-conscious consumers.
Consumers are actively looking for foods that include high-value components like protein as well as foods that are free from components such as gluten or sugar. From now on, the brands most likely to succeed are those that understand the health impacts of their ingredients well and communicate them through authentic, transparent messaging.
Sources:
Ipsos Health Service Report 2025
Food factors, why India is “The Diabetes Capital”
How India became the diabetes capital of the world
Top FMCG brands bet big on functional food market - The Economic Times
