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[India] Embracing Health, Wellness, and Beauty: Trends Among Indian Consumer

In recent years, there has been a noticeable shift in consumer attitudes towards health and wellness. As incomes rise and lifestyles become more sedentary, Indians are increasingly recognizing the importance of adopting healthier habits.

Note: This article highlights the emerging trends and growing awareness related to health, wellness, and beauty among urban Indian consumers.

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Changing Consumer Attitudes Towards Health

Over the past decade, Indian consumers have undergone a remarkable transformation in their perceptions and priorities regarding health and wellness. Driven by a growing awareness of the risks associated with unhealthy lifestyles such as obesity, diabetes, and heart ailments, Indian consumers are now placing a greater emphasis on preventative care and proactive health management. This shift is driven by a range of factors, including increased access to information, rising affluence, and a greater understanding of the long-term benefits of a healthy lifestyle.
Millennials and younger generations, particularly in urban areas, are leading this charge, actively seeking out information and resources to support their health goals. Social media and digital platforms have played a pivotal role in disseminating health-related content and influencing consumer behavior.

1.    Key Drivers of Change: Increasing incidence of lifestyle diseases, growing health consciousness, and greater access to information have been the primary drivers behind the changing consumer attitudes in India.
2.    Emerging Trends: The healthy lifestyle movement in India has given rise to trends such as organic food consumption, home-based fitness routines, and a focus on mental well-being.
3.    Demographic Shifts: Younger consumers, particularly in urban areas, are leading the charge towards healthier lifestyles, with a growing emphasis on preventative care and holistic wellness.

Dietary Habits and Nutritional Awareness

Dietary habits and nutritional awareness have become critical components of the healthy lifestyle movement in India. Consumers are increasingly seeking out wholesome, nutrient-rich foods to support their overall well-being. There is a growing trend towards plant-based diets, with a focus on incorporating more fruits, vegetables, and whole grains into their daily meals instead of processed foods, fast foods, and intake of meat, especially in urban areas. In recent years we have seen a growing awareness of the health benefits associated with plant-based diets due to reduced risk of chronic diseases, improved digestion, and better weight management. Hence, the demand for organic and locally sourced produce has also risen, as consumers seek to reduce their exposure to synthetic additives and pesticides. Consumers are increasingly choosing organic products as they are considered more environmentally friendly and sustainable. Indian government is also promoting organic farming through various initiatives and subsidies, encouraging farmers to switch to organic methods. This has contributed to the increased availability and affordability of organic products. Younger generations are more inclined towards organic foods due to their interest in health and sustainability. This demographic shift is influencing market trends significantly. In addition to that, the ethical treatment of animals has become a more prominent issue, encouraging people to reduce or eliminate animal products from their diets and go vegan, especially among health freaks. Fresh India Organics, Healthy Buddha, Zama Organics, AsmitA Organic Farm, Orgpick are some of the online stores that offer a wide range of organic produce.

Additionally, there is a greater emphasis on understanding the nutritional content of the foods they consume. Consumers are reading labels, researching the benefits of various nutrients, and making more informed choices to support their overall health and well-being.
There has been an increased demand for foods and supplements with added health benefits, such as probiotics, omega-3s, and antioxidants, to support overall well-being. Plant-based diets are also gaining popularity due to sustainability, animal welfare, and health benefits.

Fitness and Exercise Patterns

There has been a notable shift in fitness and exercise patterns across the country. Traditionally, physical activity was primarily centered around outdoor sports, but the modern lifestyle has led to a growing emphasis on structured exercise routines and gym-based fitness programs. Many urban residents join gyms for structured workouts as gyms offer a range of equipment and classes that cater to different fitness levels and preferences. Parks are common spots for jogging and running. This is a popular choice due to the benefits of fresh air and social interaction.

Yoga, a centuries-old Indian practice, has experienced a resurgence in popularity, with both traditional and contemporary forms gaining widespread recognition for their physical and mental health benefits and now has become an integral part of the healthy lifestyle movement in India . In India, people practice yoga in a variety of settings, catering to different preferences and lifestyles. Most of the urban areas have dedicated yoga studios and gyms that offer specialized classes. Also, a significant number of people practice yoga at home, using online tutorials and classes available on platforms like YouTube. Practicing yoga in parks and open spaces is also very popular, especially in the mornings. Many residential communities and clubs organize regular yoga sessions for their members. Even these days educational institutions often include yoga in their curriculum or offer it as an extracurricular activity, promoting physical and mental well-being among students. Some companies also offer yoga sessions as part of their employee wellness programs. These sessions are usually conducted in office spaces or designated wellness areas.

Additionally, the rise of home-based workouts such as online workout classes, fitness apps, and virtual personal training sessions also becoming popular among Indians.

Health Tech Adoption

Indian consumers are increasingly embracing health tech, including smartwatches, health management apps, and diet management apps , driven by growing awareness of health and wellness. Smartwatches and fitness trackers are very popular among urban health-conscious consumers for monitoring physical activity, heart rate, sleep patterns, and calorie intake. Diet management apps are also gaining popularity specially among females to track nutritional intake, set dietary goals, and receive personalized meal plans.

How Indians Perceive Health and Wellness

Traditionally, health was often associated with the absence of disease. However, there has been a noticeable transition towards a more holistic view of health, encompassing physical, mental, and social well-being. Indian consumers are increasingly prioritizing preventive healthcare, healthy eating habits, regular exercise, and mental wellness.
Factors such as rising healthcare costs, lifestyle diseases, and increased access to health information through the internet and social media have contributed to this heightened awareness. Consumers are seeking out organic and natural products, adopting fitness routines, and showing interest in alternative therapies like yoga and Ayurveda.

Overall, the evolving understanding of health among Indian consumers is moving towards a proactive approach focused on overall wellness rather than just treating illnesses. This shift indicates a growing consciousness about the importance of maintaining a healthy lifestyle to prevent diseases and improve quality of life, especially after the pandemic.

These days, Indians are taking proactive measures to avoid potential health issues. This includes actions such as maintaining a healthy diet, regular exercise, getting vaccinations, practicing good hygiene, and avoiding harmful habits like smoking and limiting alcohol consumption. On the other hand, to improve health condition they are incorporating nutritious foods, engaging in physical activity, managing stress, getting adequate sleep, and seeking medical treatment when necessary.

Compared to males, females are more concerned about their health and weight management. They believe health and beauty is closely linked with each other, with health often considered a fundamental prerequisite for beauty. When an individual is healthy, it tends to reflect positively on their physical appearance.

Good health can contribute to radiant skin, strong hair, a fit body, and overall attractiveness. Factors like proper nutrition, hydration, regular exercise, adequate sleep, and stress management play significant roles in both health and beauty outcomes. A healthy lifestyle not only enhances physical health but can also boost self-confidence and overall attractiveness.

Females are increasingly turning to food supplements like collagen and biotin to enhance their beauty and overall well-being. Here's how they typically incorporate these supplements into their beauty routines:

Access to Healthcare and Medical Services in India

In India, the medical situation involves a mix of challenges and opportunities:

1.    Access to Medical Care: Access to healthcare varies widely across India. Urban areas generally have better healthcare infrastructure compared to rural areas. Public healthcare facilities are often overburdened    since they cater to a large segment of the population, including the poor and underprivileged, leading many to seek private healthcare services. 
2.    Medical Costs: Medical costs in India varies significantly. While public healthcare is subsidized, private healthcare services is expensive.    For example the consultation fee of doctor in private hospitals costs around INR 1200 – 2000. Many individuals face financial hardships due to high medical expenses, leading to out-of-pocket payments. Government schemes are available to aim to provide financial protection to vulnerable populations.
3.    Insurance System: Health insurance coverage in India is increasing, but a large portion of the population remains uninsured. Private health insurance companies offer a range of plans, and government schemes like Pradhan Mantri Jan Arogya Yojana (PMJAY) provide insurance coverage to eligible individuals for secondary and tertiary care.
4.    Medical Checkups: Routine medical checkups are essential for preventive healthcare. While many urban Indians have access to regular checkups, rural populations face challenges in accessing these services. Government initiatives and public-private partnerships aim to increase awareness and accessibility to preventive healthcare services.

Overall, India's healthcare landscape is evolving, with efforts to improve access, affordability, and quality of medical care. Initiatives focusing on preventive healthcare, insurance coverage, and telemedicine are helping address some of the challenges faced by the diverse population in India.

Traditional Health Practices in India: Ayurveda

In India, Ayurveda is a centuries-old holistic healing system that emphasizes the harmony between mind, body, and spirit. It recently gained popularity worldwide, influencing holistic health practices and wellness trends.

Ayurveda, originally a system of medicine, now extends to skincare and haircare products. Ayurveda has significant contribution to the growth of the skincare and hair industry in India by offering natural and time-tested solutions. The Ayurvedic beauty and wellness market in India witnessed a significant growth in recent years, indicating a shift towards herbal and natural products. Ayurvedic concepts are gaining importance in the anti-aging and cosmeceuticals sector. Consumers are willing to pay a premium for products labelled as natural and based on ayurvedic formulations.

The “go green” trend has gained momentum in India, especially in beauty and personal care. Consumers prioritize products labelled as “natural,” and “chemical-free.” Many Indian beauty and personal care companies have capitalized on this trend by developing brands that highlight herbal and ayurvedic ingredients. Brands incorporate ancient Ayurvedic remedies, traditional herbs, and botanical extracts into their formulations. Social media and beauty influencers also play a pivotal role in shaping consumer preferences and driving interest in holistic and sustainable skincare.

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  Author profile

  Moumita Saha

  An Indian qualitative researcher with a decade of experience. She enjoys analysing data, exploring cultures through travel, experimenting with cooking, and cherishing moments with her eight-year-old daughter.

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  Intage Inc.

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• Jun 12, 2024
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