Mumbai: Deep-diving into India’s millet consumption and adoption patterns, Wholsum Food, a health food startup conducted a Pan-India survey. The brand conducted a survey with 550 consumers across the country to understand their awareness and willingness to include millet in their everyday life. The survey saw the highest participation by millennials (58.9 per cent) and overall 54.5 per cent of respondents were females while 45.5 per cent were men.
Dissecting the insights derived from the survey below are the key highlights on India’s Millet consumption and adoption habits:
India switching to a healthier diet
Based on the survey findings, 40.9 per cent of the respondents already follow or are in the process of switching to a healthier diet. However, 34.2 per cent of respondents were still considering adopting a healthier lifestyle, suggesting an opportunity for promoting healthier eating habits
The top reasons for switching to a healthier diet were wanting a better lifestyle (38.5 per cent) and improving the weight loss journey (35.3 per cent).
Understanding India’s Millennials vs Gen Z:
Basis the survey data, 59 per cent of millennials and a significant 41 per cent of Gen Z individuals are motivated to follow or switch to a healthier diet to maintain a better lifestyle
Additionally, 69.01 per cent of millennial respondents are driven by their weight loss goal, while only 30.98 per cent of the Gen Z respondents prioritize weight management as their reason for adopting a healthier diet
Understanding India’s preferences:
The survey revealed that 73.1 per cent of respondents are endeavouring to incorporate more fibre into their diet. This aligns with the growing awareness of the health benefits associated with a high-fibre diet
Furthermore, 58 per cent of respondents expressed a desire for nutrient-rich food, while 52.2 per cent emphasised the importance of increasing protein intake. These preferences indicate a strong inclination towards a nutritious, high-fibre diet
India’s rising sources of Protein:
The survey indicates a clear shift towards plant-based protein sources as 54.5 per cent of respondents opted for vegetarian options
Additionally, 44.4 per cent of respondents mentioned including more lentils, which are a nutritious plant-based protein source. In contrast, only 26.7 per cent of respondents preferred animal-based protein sources /meat.
Regional Awareness of Grains:
The survey results indicate a high level of awareness regarding grains, with oats (49.8 per cent) and bajra (46.7 per cent) being the most recognised among respondents in Delhi and Mumbai
India’s Millet Awareness and Consumption:
The survey revealed a relatively high level of awareness about millets, with 87.3 per cent of respondents having heard about them. This indicates a considerable level of knowledge about millets and their benefits among the surveyed population.
Among those aware of millets, a significant portion (74.6 per cent) became familiar with them during their childhood, suggesting the influence of early exposure to millets as a staple food, and the influence of this on dietary choices.
More recent awareness of millets has been primarily driven by news channels and government advertisements
83.5 per cent of respondents have tried millets, indicating a relatively high adoption rate.
38.8 per cent of respondents used millet as a rice supplement, showcasing its potential as an alternative to traditional rice
Key Factors Influencing Millet Adoption in the Country:
Based on the survey findings, taste plays a key role in millet adoption with 31.3 per cent of respondents expressing a willingness to include millets in their diet
if they taste better. Pricing remains a significant factor, with 22.9 per cent of respondents looking at affordability when making purchasing decisions related to millets.
As awareness about millets continues to grow, factors such as taste and affordability have emerged as significant considerations hindering millet adoption.
This survey is undertaken by Wholsum Foods, a company with a vision to bring millets back to the centre of plates. Wholsum Foods launched Slurrp Farm in 2016, an award-winning children’s food brand offering healthy, delicious, millet-based food options for families. Wholsum Foods recently introduced its second brand, Millé, offering a wide range of millet-based health foods, combining the goodness of millet and protein-rich lentils and legumes offering high plant protein, and high-fibre food options to customers of all ages.
