India’s Healthy Eating Trend Surges: Online Orders for Nutritional Products Soar 60%

The shift towards healthier eating habits in India is gaining momentum, with a notable 60% year-on-year (YoY) surge in online orders for organic and nutritional products. This trend is fueled by increasing health awareness and the widespread availability of nutritious food options.

E-commerce Sales Indicate Strong Demand for Healthy Foods

A recent analysis by Unicommerce, a leading SaaS platform for e-commerce and retail enablement, examined over 20 million online orders processed by organic and health-focused food brands via its flagship platform, Uniware. The study compared data from September 2024 to February 2025 with the same period in the previous year (September 2023 to February 2024), revealing a significant spike in consumer demand.

The findings indicate a sharp rise in the consumption of organic pulses, stone-ground spices, cold-pressed edible oils, A2 Ghee, organic dairy products, free-range eggs, multigrain pasta, oats, plant-based cookies, protein bars, and healthy snacks such as nuts, makhana, and millet-based chips.

Tier-3 Cities Drive Growth in Nutritional Food Consumption

The highest growth in e-commerce order volumes for healthy foods came from Tier-3 cities, where demand surged by 90% YoY. Notable cities leading this trend include Kolar, Rohtak, Sonipat, and Gandhinagar. Meanwhile, Tier-2 cities such as Jaipur, Lucknow, Coimbatore, Nagpur, and Indore also recorded substantial increases in healthy food orders.

Legacy Brands and Startups Capitalize on Market Growth

As the demand for nutritious snacks rises, legacy food companies and emerging Direct-to-Consumer (D2C) brands are expanding their product offerings to cater to evolving consumer preferences. Some of the prominent players leveraging this growth include Marico, SriSri Tattva, The Whole Truth Foods, WickedGud, Amala Earth, Alpino Foods, Yogabars, and GirOrganic.

The surge in health-conscious eating has also been reflected in mainstream media, with numerous healthy food startups gaining recognition on Shark Tank India. Brands like EatBetter, Confect, Namhya Foods, The Naturik Co, HoneyVeda, and First Bud Organics have secured funding, further fueling innovation in the sector.

Also Read: Jowar Bhel Recipe: A Healthy and Delicious Twist on the Classic Indian Snack

Government and Industry Leaders Advocate for Healthier Lifestyles

The growing emphasis on healthy diets aligns with recent dietary guidelines from the Indian Council of Medical Research (ICMR), which highlighted that 56.4% of India’s total disease burden is linked to unhealthy eating habits. This issue gained further national attention when Prime Minister Narendra Modi, in a recent episode of Mann Ki Baat, urged citizens to prioritize fitness and reduce excessive oil consumption.

Industry leaders also emphasize the role of technology in making nutritious food accessible. Yash Sanghvi, Head of Supply Chain at The Whole Truth Foods, stated, “India has a deep-rooted tradition of healthy eating, and with increasing awareness and digital expansion, we can now connect modern consumers with better food choices.”

Kapil Makhija, MD & CEO of Unicommerce, added, “The demand for healthy food is evolving rapidly. Tech-enabled brands can respond swiftly by leveraging data analytics, offering personalized promotions, streamlining logistics, and ensuring efficient inventory management to enhance the consumer shopping experience.”

Future Outlook: India’s Organic Food Market Poised for Growth

The rise of e-commerce-driven D2C brands is reshaping the health food industry, providing consumers with greater access to nutritious snack options. India’s organic food market is projected to grow from USD 2.07 billion in 2024 to USD 10.32 billion by 2032, reflecting a robust compound annual growth rate (CAGR) of 22.20%.

As consumers continue to embrace healthier lifestyles, the sector presents lucrative opportunities for both established brands and emerging startups looking to meet the rising demand for organic and nutritional products.

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