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India health and wellness market reported strong demand for organic food and beverages in 2012

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PR-Inside.com: 2014-04-01 04:31:03
Riding the health consciousness wave. Health became an important peg in 2012, with companies emphasising the benefits their products deliver. Companies also realised marrying taste and in-vogue positioning with health delivers far greater acceptance and the ability to offer a variety of products. Unlike other fads, health consciousness steadily grew through the year, not just in foods and beverages but also in the preference for exercising, gyms and weight control.

Organic foods and beverages find favour. Organic and natural-based products were in favour in 2012, growing rapidly as consumers focused more on reducing intake of artificial ingredients, sugar, fat and calories, partly due to increased awareness and partly due to being in line with current trends. These consumers were even price insensitive to a large extent. Supermarkets and hypermarkets provided just the right platforms for displaying the organic and natural ranges to the right clientele as well.

Indian and multinationals evenly matched. Whilst multinationals dominated in some categories like better for you beverages, Indian companies were strong in organic, naturally healthy and reduced fat products, building on their strengths in low overheads, smaller-scale production viability, procurement and distribution.

Supermarkets and hypermarkets provide impetus. With supermarkets and hypermarkets now firmly established as retail channels across India and looking to differentiate themselves on offerings, health and wellness products found shelf space as well as the right audience for their products. This support also spurred the development of new products.

Health and wellness value sales to grow by 7% CAGR. Sales of health and wellness foods and beverages are forecast to grow by 7% CAGR at constant 2012 prices over the forecast period as the focus on health and natural living grows amongst the consumers. Growth will be greatly boosted by new products, innovations and sustained marketing efforts as well.

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