- 53% of Indian consumers say they proactively take steps to improve their health and wellness
- 64% prioritize transparency, citing the need for detailed product information and performance claims
- Tech-enabled wellness is on the rise, with 56% already using wearables and 40% planning to buy one in the next year
Mumbai, June 26, 2025 — NielsenIQ (NIQ), a leader in consumer intelligence, today released the India findings from its Global State of Health & Wellness 2025 report, spotlighting how Indian consumers are increasingly driving their own health outcomes — through more intentional food choices and a growing reliance on digital health tools.
“The message from Indian consumers is clear — they’re committed to wellness, but they expect brands to meet them with access, affordability, and transparency,” said Roosevelt D’Souza, Customer Success Lead of NIQ in India. “There’s a powerful opportunity here for companies across both FMCG and Tech & Durables to deliver smart, credible, and inclusive health solutions that match this intent.”
India’s Health and Wellness Journey Is Driven by Intent
More than half of Indian consumers (53%) say they actively engage in behaviors like exercising, monitoring their health metrics, and managing their diet. Their approach is both nutritional and digital:
- In the next 12 months, 49% plan to buy more high-fiber foods, while 37% are looking to add more plant-based proteins to their diets.
- Superfoods (35%) and probiotic-rich options (33%) are also on their radar — signaling rising awareness around holistic nutrition.
- On the tech front, 56% have already purchased wearables, and 40% say they intend to buy one in the coming year to support health monitoring and goal tracking.
Product Transparency and Informed Buying Are Top Priorities
When choosing health and wellness products, Indian consumers are placing greater emphasis on clarity, credibility, and control:
- 64% want access to detailed product information, including usage, performance claims, and how to apply the product effectively
- 61% want more transparent and easier-to-understand labels
- For health tech purchases, features (75%), brand reputation (71%), and user reviews (69%) matter more than price
Barriers Persist Despite Consumer Motivation
While intent is strong, Indian consumers still face significant obstacles in their wellness journey:
- 51% say healthier alternatives are too expensive
- 51% struggle to find these alternatives in the market
- 47% don’t fully trust the effectiveness of products or services aimed at improving health
Looking Ahead
With consumers becoming more proactive and discerning, the pressure is on, for brands to meet rising expectations. Companies that invest in clear communication, trustworthy claims, and inclusive innovation will not only gain consumer confidence – they’ll help shape the future of health and wellness in India.
About the Global State of Health & Wellness 2025 Report
This flagship report focuses on global forces that are shaping consumers’ developing needs and findings around consumers’ health and wellness awareness, aspirations, motivations, barriers, and future buying intentions. To understand how these trends are impacting your local market, download a free copy of the global report and one or more of the five Regional Insights Companions that dig deeper into specific markets across Asia Pacific; Europe, Middle East & Africa; Latin America; North America; and Western Europe.
Research Methodology
NIQ’s 2025 Global Health & Wellness survey was conducted in January and February 2025. Nearly 19,000 adult consumers were interviewed online in the following 19 countries: Brazil, Canada, China, Czechia, France, Germany, Hungary, India, Indonesia, Italy, Mexico, Netherlands, Poland, South Africa, Spain, Turkey, United Arab Emirates, United Kingdom, and United States. Data reflects the adult grocery shopping population in each respective country.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together two industry leaders with unparalleled global reach. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $ 7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
For more information, please visit www.niq.com