Customers in Bengaluru and Hyderabad are increasingly prioritizing their health and expressing a desire to explore healthier food choices, as indicated by a study conducted by Simpli Namdhari’s, an omnichannel retail chain specializing in food and vegetables.
Around 38% of customers in Bengaluru and 34% in Hyderabad express genuine concern about their health, showing a willingness to invest in premium, healthier food choices. Despite this, a lack of awareness regarding nutrition-rich foods is hindering their ability to reach their health objectives, according to the report.
64% of customers are oblivious to an array of exotic fruits and vegetables and their associated nutritional advantages. While 35% of customers in Bengaluru and 30% in Hyderabad perceive exotic foods as healthy. Additionally, nearly 40% of customers in Bengaluru and 27% in Hyderabad express a desire to opt for exotic produce in 2024.
The study, titled ‘Choose Goodness: A Comprehensive Analysis of Health-Conscious Grocery Choices in Bengaluru and Hyderabad,’ surveyed 34,000 customers in these cities in December 2023. It unveils insights into how customers intend to shop in 2024 and their perspectives on making healthy food choices.
In both Bengaluru and Hyderabad, there is a growing preference among customers for A2 milk, a type of cow’s milk that primarily lacks a certain form of β-casein proteins. This shift is attributed to the digestive discomfort associated with traditional milk consumption. A significant 70% of customers in Hyderabad and 55% in Bengaluru exhibit a strong inclination towards purchasing A2 dairy products, drawn by the purported health benefits.
Additionally, there is an increasing trend towards the preference for plant-based foods, with a 10% adoption rate in Bengaluru and 4% in Hyderabad.
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In the aftermath of the pandemic, customer awareness and interest in immunity-boosting food have dwindled, as indicated by 65% of customers in Bengaluru and Hyderabad who report not purchasing such items. Despite an increasing concern for health, the report adds that only 13% choose millets and whole grains.
The survey findings also revealed a receptiveness to global culinary influences, with 52% of consumers in Bengaluru indicating a preference for imported and premium ingredients such as cheese, sourdough, spreads, etc., as opposed to Hyderabad’s 39%.
Presently, Simpli Namdhari’s has established a presence with over 30 strategically positioned stores in Bengaluru and Hyderabad, catering to a customer base surpassing 600,000.