38% customers in Bengaluru and 34% in Hyderabad are concerned about their health and are willing to pay a premium for healthier food options
Bengaluru: Customers in Bengaluru and Hyderabad are increasingly concerned about their health ad aspire to shop for healthy food options, according to a study conducted by food and vegetables omnichannel retail chain Simpli Namdhari’s.
Around 38% customers in Bengaluru and 34% in Hyderabad are genuinely concerned about their health and are willing to pay a premium for healthier food options. However, a lack of awareness about nutrition-rich foods is impeding them from achieving their health goals, the report said.
64% of customers are oblivious to an array of exotic fruits and vegetables and their associated nutritional advantages. While 35% of customers in Bengaluru and 30% in Hyderabad perceive exotic foods as healthy. Additionally, nearly 40% of customers in Bengaluru and 27% in Hyderabad express a desire to opt for exotic produce in 2024.
The study titled ‘Choose Goodness: A Comprehensive Analysis of Health- Conscious Grocery Choices in Bengaluru and Hyderabad’, surveyed 34,000 customers in Bengaluru and Hyderabad in December 2023. It reveals how customers intend to shop in 2024 and their perception of healthy food choices.
Customers in Bengaluru and Hyderabad are increasingly choosing A2 milk (a variety of cows’ milk that mostly lacks a form of β-casein proteins) in both cities, since traditional milk consumption leads to digestive discomfort. 70% of customers in Hyderabad and 55% in Bengaluru display a strong inclination towards buying A2 dairy products owing to its purported health benefits.
Also, there is a gradual rise in the preference of plant-based foods, with a 10% adoption rate in Bengaluru and 4% in Hyderabad.
In the aftermath of the pandemic, customer awareness and interest towards immunity-boosting food has dwindled – 65% customers in Bengaluru and Hyderabad say they don’t buy immunity-boosting foods. Despite customers growing concerned about their health, only 13% choose millets and whole grains, the report added.
The survey results also uncovered an openness to global culinary influences, with 52% of consumers in Bengaluru expressing a preference for imported and premium ingredients like cheese, sourdough, spreads, etc., in contrast to Hyderabad’s 39%.
Today, Simpli Namdhari’s has a footprint spanning over 30 strategically located stores across Bengaluru and Hyderabad and it serves a customer base exceeding 600,000.
