India Snack Brands Push Fibre-Rich Products as 70% Fall Short of Daily Intake
Updated
Updated · The Financial Express · Aug 15
India Snack Brands Push Fibre-Rich Products as 70% Fall Short of Daily Intake
3 articles · Updated · The Financial Express · Aug 15
Summary
Nearly 70% of Indians consume less fibre than recommended, a gap that is steering young consumers toward beans, lentils, millets, makhanas and seed-based snacks.
PepsiCo India, ITC and newer brands are reformulating portfolios around fibre as shoppers link it to digestion, satiety and the gut-brain connection, with Mintel saying fibre and protein are now mainstream purchase drivers.
Quick-commerce is accelerating that shift: Healthy Master processes about 75,000 orders a month, with 50% of sales already coming from Blinkit, Zepto and similar platforms, a share it expects to reach 75% next year.
The broader change is turning fibre from a niche health claim into a core design principle for Indian snacking, spanning traditional grains, clean-label products and convenient urban formats.