Indian Consumers Increasingly Demand Clean-Label Snacks

June 7, 2021: 12:00 AM EST

“No additives or preservatives” is a number one claim associated with clean-label snacks in India. Clean-label snacks have grown from 11 percent of total snack launches in the 12 months to January 2017, to 19 percent between February 2020 and January 2021, according to Mintel. Moreover, as products with “free-from” claims on packages raise consumer awareness about specific ingredients to avoid, the demand for such formulations is likely will rise. Prior to the pandemic, hunger and energy were the key drivers of snacking, but not anymore. Today it's the search for comfort, stress-reduction, health benefits, and clean ingredients that moves consumers. The study conducted among 3,000 Indian adults shows how brands can emphasize naturalness and no “nasties” as a means to justify snacking and remove guilt.

Namrata Singh, "Demand spikes for 'clean-label' snacks", The Times of India, June 07, 2021, © Bennett, Coleman & Co. Ltd.

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