The report, based on insights from over 6,000 respondents across generations, professions and cities, points to a shift in consumer priorities, with protein moving beyond the fitness category to become an everyday nutritional expectation. Nearly 86% of respondents said protein is an important consideration while choosing snacks, while 32% said they are willing to pay a premium for protein-rich products. Consumers are also paying closer attention to ingredients, with 61% preferring snacks sweetened with jaggery or dates over refined sugar, highlighting a growing preference for natural ingredients and cleaner labels.
The report found that 62% of respondents consider ingredient transparency the most important factor while choosing a snack brand, significantly outweighing celebrity endorsements and influencer recommendations. Consumers increasingly expect brands to communicate clearly about ingredients, sourcing and nutritional value before making a purchase.
The report identifies emerging opportunities across specialised nutrition segments. More than half of the women surveyed expressed interest in snacks formulated to support nutritional needs during different phases of the menstrual cycle, indicating growing demand for products tailored to women’s health.
Similarly, parents are rethinking what constitutes a healthy snack for children. Nearly 60% of parents surveyed said they would be willing to pay more for healthier snack alternatives for their children, signalling the growing premiumisation of kids’ nutrition. Indian consumers are also becoming increasingly discerning about ingredients and what goes into their food. More than six in ten respondents said they would choose snacks made with dates and jaggery over refined sugar, reflecting a growing preference for cleaner labels and mindful indulgence.
Akash Sharma, Co-Founder, Farmley, said: “The future of snacking in India is being shaped by consumers who are making far more intentional choices than ever before. They are seeking snacks that offer functionality, transparency and convenience, while also catering to the evolving taste profiles. At Farmley, we believe this evolution presents an opportunity to create products that deliver both nourishment and indulgence, without compromise.”