Healthy lifestyles fuel natural ingredient demand in India

Health is number one​

Living a healthier lifestyle has topped the list of goals and aspirations for Indian consumers. Mintel revealed that 48% strive towards this aim, with 30% seeking better time management.

Of the 3,029 adults asked, aged between 18-64 years old, 72% stated that happiness was the main motivator for wanting to lead a healthier lifestyle. Of those asked, 56% emphasised the importance of looking better through healthy living and 53% want to feel better through improving their health.

“Many Indians believe leading a healthy lifestyle will have a knock-off effect on their personal happiness,”​ said Ranjana Sundaresan, Senior Research Analyst at Mintel.

“There has been quite a bit of publicity regarding the rise in lifestyle diseases among Indians, and, thus, growing awareness of the importance of being healthy,”​ Sundaresan went on to say.

Rising natural sector​

With these demands high on consumer’s priority lists, natural brands within the cosmetics and personal care sphere should explore cutting-edge innovations that will answer Indian consumers’ needs.

Brands need to market these products and their benefits proactively, as currently, Indian consumers are taking minimal steps towards achieving a healthier lifestyle, despite their preferences. 

Mintel's data revealed that 34% said they are always trying new things to improve their health, while 26% announced research health concerns. Importantly too, 10% stated they research or think about health a lot but rarely update their cosmetics routines.

Efficient, active and convenient beauty and personal care solutions, therefore, that enable consumers to make small changes via active beauty to achieve a healthier lifestyle should present a core opportunity for brands throughout India, APAC and the wider global beauty market.

Indian marketplace​

Natural and herbal beauty and personal care products have received increasing interest since 2015, Euromonitor International reported.

This has largely been as a result of leading multinational brands including Hindustan Unilever, Colgate-Palmolive India releasing items belonging to the natural niche and launching well-thought-out promotional campaigns to support these.

“Awareness of natural products has grown in India and consumers are increasingly demanding cleaner labels and organic attributes,”​ Sundaresan elaborated.

“Powered by higher disposable income and increasing health consciousness, India’s growing middle-class urban population is now more willing to pay the additional cost for healthier options,”​ concluded Sundaresan .