Indians want more protein, cleaner labels in snacks, says Farmley report

Not just a fitness trend, protein is fast becoming an everyday expectation, with 86% of Indians now considering protein an important factor while choosing snacks, according to Farmley's Healthy Snacking Report 2026. The report also found that nearly one in three consumers are willing to pay a premium for protein-rich snacks, as consumption tilts towards nutrition.

The report, based on responses from more than 6,000 consumers across age groups, professions and cities, suggests that health is increasingly influencing snack purchases, extending beyond protein to ingredient quality, transparency and convenience. Consumers are becoming more mindful of what goes into their food, with 61% preferring snacks sweetened with natural ingredients such as dates and jaggery instead of refined sugar. The findings point to a growing demand for cleaner labels and more natural formulations.

Brands are also being judged less by celebrity endorsements and more by what they disclose on the pack. Around 62% of respondents said ingredient transparency is the single most important factor while choosing a snack brand, highlighting the growing importance of clearly communicating sourcing, ingredients and nutritional value.

The report identifies new opportunities in specialised nutrition as well. More than half of the women surveyed said they would be interested in snacks designed to support nutritional needs during different phases of the menstrual cycle, signalling rising demand for products focused on women's health.

At the same time, nearly 60% of parents said they would pay more for healthier snacks for their children, as focus shifts to the premiumisation of kids' nutrition.

Quick commerce reshapes snack buying

Consumer buying behaviour is also changing as quick commerce platforms become an increasingly preferred shopping channel. About 31% of respondents said they prefer buying snacks through Blinkit, followed by Zepto at 16% and Instamart at 15%.

Offline retail, however, continues to hold relevance. Around 35% of consumers said shelf visibility has the biggest influence on their purchase decisions. Packaging, too, is emerging as an important differentiator, with 30% preferring resealable packs while 25% favour eco-friendly packaging. The report suggests consumers are evaluating not only the product itself but also the overall buying and consumption experience.

"The future of snacking in India is being shaped by consumers who are making far more intentional choices than ever before. They are seeking snacks that offer functionality, transparency and convenience, while also catering to the evolving taste profiles," said Akash Sharma, co-founder of Farmley.

According to the report, the next phase of growth in India's snacking market is likely to favour brands that can combine taste with nutrition, cleaner ingredients and formats tailored to evolving consumer needs.