Smart snacking: India’s bite-sized health revolution
Today’s digitally enabled Indian consumer is shifting their snacking habits from indulgence to intention. In fact, 1-in-5 snacks now carry a health association. With smart snacking growing 1.2 times faster than traditional formats, brands need to reframe their value proposition through the lens of affordability, nutrition, and convenience.
According to NielsenIQ estimates, India’s Snack & Confectionery industry–which ranks second in market size across Asia Pacific–is transforming as urban consumers increasingly seek health-oriented products. The rise in lifestyle diseases has driven Indian consumers to opt for snacks that align with their updated health goals.
NIQ’s report, From Mindless to Mindful, dives into this behavioral transformation, and highlights the surge in health-focused consumer tech products. 84% of urban Indian respondents in our NielsenIQ Consumer Life Study say they exercise daily or regularly to keep fit. Explore the rise of small, nutrient-rich formats that resonate with cost-conscious, yet health-first focused consumers across both metros and small towns.
Small-town and rural consumers are also increasingly seeking healthier options, driven by growing awareness and digital influence—making it critical to localize pack, price, and platform strategies.
Key Insights Covered
- What drives India’s health-first snackers
- Formats, flavors, and price points that win
- How small packs are powering big growth
- Role of online and quick commerce in shaping snacking behavior

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See how your brand can stay relevant in India’s evolving snacking culture.