Keep Calm And Snack On—37 Percent Of Indians Snack To Relieve Stress

Thursday, April 4th, 2019 | 1263 Views

India enjoys a wide variety of local snacks, be it Gujarat’s dhokla to Ratlam’s sev, Indians simply love their snacks. Indeed, according to new research from Mintel, three in five (60 percent) Indian consumers eat snacks at least twice a day, while 15 percent of Indians are super snackers—snacking four or more times per day. The demographic profile of super snackers indicates that they are largely those living with their extended families (70 percent) and women (60 percent).

It seems that the pressures of everyday life are driving Indians to treat themselves with snacks, as according to Mintel, almost two in five (37 percent) snackers do so to relieve stress. Meanwhile, other emotional reasons such as the desire to treat oneself (44 percent) and taking a break (42 percent) are encouraging consumers to indulge in snacking.

Minu Srivastava, Consumer Research Analyst, India, at Mintel, said: “Modern lifestyle pressures are pushing today’s consumers towards food and activities that make them feel good. Mintel Trend ‘Mood To Order’ talks about how consumers are looking to manage their emotional wellbeing, and treating oneself with indulgent foods is one way consumers are managing their mood. Hence there is a correlation between what we eat and our emotional state, especially when it comes to ‘stress eating’. Consumers may reach out for a snack in response to hunger or an emotional trigger, but a growing snacking culture and increased frequency of snacking means indulgence needs justification. Brands can tap into this by offering snacks that provide indulgence along with health and taste in today’s world.”


Strong Potential For Healthy On-The-Go Snacks

Mintel research reveals that health and nutritional benefits have become an integral part of the snacking experience, as half of Indian snackers (51 percent) wish there are more healthy snack options. Moreover, some Indians are justifying their snacking frequency by saying that they snack to control their weight (28 percent) and avoid overeating at meals (30 percent).