The superfood industry in India has observed a giant leap in the last few years due to rising awareness regarding health problems and the need to incorporate healthy foods in people’s diet. It is an emerging segment which is modifying the eating pattern and offering possibility in various segments of foods and beverages.
Here’s a look at the current landscape:
1. Market Expansion
The market for super foods in India is growing at a tremendous rate with the increasing awareness of health benefits of foods. This includes a rise in demand for both traditional and international superfoods, such as:
• Moringa (drumstick leaves): Local supplementary foods include Moringa or drumstick leaves and Amaranth or rajgira amongst others. Moringa is widely known as a ‘miracle tree’ for its nutritional value containing vitamin A, C and E, calcium and iron among others. In India, particularly, research using ICMR have confirmed its possibility to fight malnutrition.
• Amaranth (rajgira): One of the grains which have gained popularity in the market is the amaranth because of its gluten free nutrient facts and being a source of protein and other amino acids.
India’s superfood market has been identified to be increasing with going time. Their consumption is favorable due to the factors that include increasing health consciousness, improved disposable income, and the effect of digital media on the consumption of superfoods.
2. Local and Global Superfoods
The taste of local superfoods are also being adopted by the Indian consumers along with other products from across the world. The market features a variety of products, including:
• Chia seeds: Chia seeds originates from countries such as Mexico and Argentina is valued for omega 3 fatty acids, fiber and antioxidant. Chia seeds as reported by the Ministry of Commerce and Industry have registered an increased import value in India which portrays the trend of chia seeds.
• Flaxseeds: Flaxseeds which are rich in alpha-linolenic acid (ALA) are also another world famed super food. Currently, there are regulation set down by the Food Safety and Standards Authority of India (FSSAI) for flaxseeds imported into India.
• Organic turmeric (Haldi): Fresh turmeric from regional producers, with referred health benefits, is still used in Indian meals and folk medicine. According to the National Horticulture Board the production of turmeric has been fairly regular with an increased demand from local as well international markets.
• Holy Basil (Tulsi): In Ayurveda Tulsi is most commonly prescribed, it is adaptogenic in nature. According to Indian Institute of Spices Research, adoption of organic tulsi farming increased as per domestic and international demand. The use of such superfoods is not only due to their nutritional value but also because of their applicability in many recipes.
3. Product Innovation
Business entities are coming up with new and improved superfoods for consumption in the market to meet various customers’ demands. This includes:
• Superfood blends: They are available in easily usable forms such as powders also in capsules.
• Healthy snacks and beverages: This is true because some of the natural food ingredients referred to as superfoods do possess high levels of nutrition.
4. Challenges and Opportunities
A few of the challenges that the super food industry in India comprises, consists of the following:
• Educational initiatives: Superfoods are still unknown to many people and hence there is a gradual demand for educational programs about these health enhancing foods. This can also be the result of cooperation between industry participants and health-related bodies to reduce the consumption of unhealthy products.
• Sustainable sourcing and ethical practices: With the growth of consumer awareness of environmental issues, consumers seek natural and non-sustainability and non-ethically derived superfoods. Such values have been adopted by the companies to fit today’s consumers through practices that are in consonance with these values.
Government and different organizations are also involved with the promotion of the superfood production.
Conclusion
The future growth of the superfood industry in India is evident due to growing health awareness and continuously changing product portfolio. If this sector is supported with the proper strategies it should be able to continue expanding its growth and be an added asset to the well-being of the community.
