Nearly 3 in 5 Indians Choose Makhanas As Their Go-To Healthy Snack, Reveals Report
India's leading wholesome snacking brand, Farmley, unveiled the second edition of its flagship Healthy Snacking Report at the Indian Healthy Snacking Summit (IHSS) 2025 held in New Delhi. Drawing insights from respondents across generations, professions and cities, the 2025 report presents a vivid picture of how India snacks today, blending tradition with modernity, taste with functionality, and indulgence with health consciousness.
The report reveals that Indian consumers are no longer willing to settle for bland 'healthy" snacks or feel guilt over indulgent treats. Over 55% of those surveyed said they actively seek snacks that are clean and preservative-free. These trends indicate a major shift toward functional snacking, where every bite aligns with wellness goals. Packaging has also become a major purchase driver. 52% of respondents said they prefer resealable, eco-conscious packaging.
Makhanas and flavoured dry fruits are leading this revolution in format. Roasted and flavoured dry fruits have emerged as the most preferred savoury snack, with 36% favouring them, while 19% of respondents specifically chose makhana, showing its successful transition into a modern-day super-snack. This growing popularity aligns with the Government of India's recent announcement of establishing a Makhana Board in Bihar under Union Budget 2025-26. Interestingly, while newer formats are gaining traction, legacy choices such as chips and wafers still hold ground with 14% choosing them, followed by namkeen and multigrain snacks like khakhras at 10% and 9% respectively. Sweet snacks too are evolving. While chocolate continues to reign as India's all-time favourite, nutty flavours like peanut butter, hazelnut, and pistachio are now preferred for their blend of taste and health.
Speaking on the findings, Akash Sharma, co-founder, Farmley, said 'This year's report reflects a clear evolution. From snacking out of habit to snacking with purpose. Consumers today are seeking flavour and functionality in every bite, and are no longer willing to compromise between taste and trust. That's where Farmley leads, creating guilt-free indulgences that people feel good about choosing."
Snacking habits are also being reshaped by lifestyle changes. Nearly 45% of consumers now prefer on-the-go snack formats like dry fruit-based desserts and energy bars that are portable, clean-label, and functional. This is particularly reflective of India's growing urban workforce, where desk-side indulgence is expected to deliver on both convenience and conscious consumption.
Brand loyalty, once concentrated around legacy players, is now diversifying through multiple channels. While traditional offline aisles dominate for discovery and planned purchases, quick commerce and influencer-led content has driven a surge in impulse snacking, especially among Gen Z and millennials who order packaged snacks weekly at double the rate of older consumers (43% vs 28%). Meanwhile, Tier 2 and Tier 3 cities are increasingly embracing regional players who, despite lacking national advertising muscle, build deep trust through consistent quality and community presence. This shift signals a broader cultural change where transparency, reliability, and local connection matter as much as flavour and marketing reach.
While taste remains king, the wave of health consciousness we saw in last year's report seems to have held, with more consumers shunning mindless munching for wholesome, nutritious options.
view comments
First Published:
July 19, 2025, 13:32 IST
Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
39 minutes ago
- Time of India
City doctor delivers talk at top European conference
Vadodara: Dr Yash Banker, CEO of Vadodara-based Bankers Group of Hospitals, was the sole Indian speaker at the recently held HLTH Europe 2025 conference in Amsterdam. At HLTH Europe, Dr Banker delivered a talk titled "Pioneering Healthcare Entrepreneurship and Innovation in an Emerging Market". He highlighted how India's localized innovations can effectively address global healthcare challenges, emphasizing the potential for the "Indian model" of healthcare — focused on accessibility, affordability, and ingenuity — to serve as a blueprint for global healthcare delivery. "India is no longer the land of snake charmers or diseases; it has transformed into a global hub for innovation and sophisticated healthcare. Our unique solutions, born from a deep understanding of diverse needs, offer a sustainable and scalable model for global healthcare. The Indian model truly holds immense promise for worldwide application."
Time of India
an hour ago
- Time of India
Kargil Vijay Diwas: Honouring courage beyond the mountains
Dr (Prof) Sadhana Kala is a USA-trained robotic & laparoscopic surgeon, Uppsala University, Sweden, trained fertility specialist, and 'National Icon Endoscopic Surgeon' of India. University topper and winner of several gold and silver medals and Certificates of Honor and the unique 'Distinction' in medicine in medical college, she is the youngest-ever Professor in any medical college anywhere, and the only-ever gynec Hon Consultant to the Army, Navy and Air Force. FORMER: President Family Welfare Foundation of India (now closed) one of the few UN -accredited NGO since 1997; Member of Central Consumer Protection Council, Government of India, the apex national advisory body on consumer affairs; Advisor, Ministry of Women and Child Development, Government of India; Member, Advisory Committee, MTNL (Delhi). Awardee of C L Jhaveri and P N Behl Awards of Indian Medical Association for professional excellence. Chief emeritus and currently Sr Consultant gynecologist and laparoscopic surgeon, Moolchan Medcity and Apollo Cradle Hospitals, New Delhi. She is a published-writer on varied topics. Facebook: Twitter: She also writes at Air Vice Marshal Prakash Kala is an experimental test pilot and is the co-writer of the blog. LESS ... MORE Introduction: A day etched in valor Every year on July 26, India solemnly observes Kargil Vijay Diwas, commemorating the valor and sacrifice of the armed forces who secured a decisive victory during the Kargil War of 1999. Set against the daunting terrain of the Himalayas, the war was not merely a battle for territory but a defining moment of national resilience, military strategy, and unity. Twenty-six years later, the legacy of Kargil continues to inspire generations. The prelude: Betrayal at high altitudes The seeds of the Kargil conflict were sown in deceit. Under the guise of regular winter troop withdrawals along the Line of Control (LoC), Pakistani soldiers and militants infiltrated Indian territory, occupying strategic posts in the Kargil sector of Jammu & Kashmir. These positions, often located at altitudes of 16,000–18,000 feet, overlooked the vital National Highway 1A, which connects Srinagar to Leh, posing a significant threat to India's military and logistical infrastructure in the region. The intrusions were initially discovered by local shepherds, triggering a series of escalations that quickly transformed into full-scale conflict. Operation Vijay: A response of steeled resolve India's response to the invasion was swift and strategic. The government launched 'Operation Vijay' on May 26, 1999, to flush out infiltrators and reclaim the occupied territories. What followed was a gruelling 60-day war, characterized by intense artillery exchanges, high-altitude assaults, and immense human cost. Indian soldiers, drawn from regiments across the country—Gorkhas, Rajputs, Sikhs, Grenadiers, and others—scaled near-vertical cliffs under enemy fire, often in sub-zero temperatures, to retake peaks like Tiger Hill, Tololing, and Point 4875. By July 26, the Indian Army had successfully cleared most of the positions, forcing Pakistan to withdraw and accept a return to the status quo ante. Human cost: A heavy price for victory India lost over 500 soldiers during the conflict. These were not just soldiers, but sons, brothers, fathers, and friends—each with a life and story interrupted. Names like Captain Vikram Batra, Lieutenant Anuj Nayyar, Grenadier Yogendra Singh Yadav, and Rifleman Sanjay Kumar became symbols of gallantry. Captain Batra's famous war cry, 'Yeh dil maange more!' resonated across the nation and became emblematic of India's fighting spirit. Awarded the Param Vir Chakra, his actions at Point 4875 are still recounted with reverence. Their sacrifices transformed a generation's understanding of patriotism—not as flag-waving nationalism, but as quiet courage in the face of mortal danger. Beyond the battlefield: Lessons in policy and perception The Kargil War had broader implications than just military success. It reshaped India's defense policies, intelligence coordination, and international diplomacy. Intelligence revamp: The initial infiltration went undetected by Indian intelligence agencies, exposing serious lapses. This led to the reorganization of intelligence frameworks, the strengthening of the Technical Intelligence (TECHINT) apparatus, and the development of more integrated surveillance mechanisms. Defense modernization: The war highlighted the importance of high-altitude warfare readiness. India began investing in modern artillery, UAVs, satellite imaging, and improved equipment for soldiers stationed in challenging terrain. Diplomatic wins: Unlike in past conflicts, India took the high road diplomatically. Then Prime Minister Atal Bihari Vajpayee secured broad international support, particularly from the United States, which pressured Pakistan to withdraw. This isolated Pakistan diplomatically and exposed the façade of the non-state actor used to justify the intrusion. Media and memory: Kargil in public consciousness Kargil was India's first televised war. Channels like Doordarshan and NDTV brought real-time coverage from the frontlines into Indian homes. Images of young officers giving interviews before heading into battle, and the funerals of martyred soldiers, etched themselves into the national psyche. Films like 'LOC: Kargil', 'Lakshya', and 'Shershaah' further immortalized these stories, not as propaganda, but as poignant reminders of bravery. Music, too, played a role—songs like 'Sandese Aate Hain' are still played on Kargil Diwas, invoking teary-eyed recollection. Commemorations: Remembering with purpose Across the country, Kargil Vijay Diwas is marked with ceremonies, marches, and tributes. The Kargil War Memorial in Dras, built in the shadow of the recaptured peaks, becomes a focal point. Thousands—veterans, families of martyrs, schoolchildren, and ordinary citizens—gather there to pay homage. Kargil Wall Memorial, Dras In Delhi and other cities, events are organized by the Indian Army, the Air Force, and civil society organizations. Speeches, poetry, and photo exhibitions recall the cost of freedom and the commitment to its defense. The significance today: More than just history In an age dominated by geopolitical uncertainty, the legacy of Kargil holds enduring relevance: National unity: At a time when divisions often dominate discourse, the memory of Kargil unites India—across religion, region, and ideology. At a time when divisions often dominate discourse, the memory of Kargil unites India—across religion, region, and ideology. Civil-military bond: It reminds civilians of the sacrifices made to uphold national sovereignty, and bolsters respect for those who serve. It reminds civilians of the sacrifices made to uphold national sovereignty, and bolsters respect for those who serve. Preparedness: With threats along both western and northern borders evolving, Kargil is a case study in asymmetric warfare, terrain-based strategy, and the importance of inter-agency coordination. Personal stories: From grief to grit Behind every gallantry award lies a family shaped by loss—and pride. Mothers like Kamla Batra (mother of Captain Vikram Batra) became voices of resilience, turning personal grief into national pride. In villages across India, schools, roads, and stadiums have been named after martyrs. Their legacies continue in cadets joining the armed forces, inspired not only by uniforms but also by the purpose. Conclusion: A nation forever indebted Kargil Vijay Diwas is more than a commemoration—it is a vow renewed each year. A vow to never forget the soldiers who fought where few dared to climb. A vow to uphold the integrity of a nation they defended with their lives. And a vow to ensure that courage, when remembered, becomes the seed of more courage. As India stands tall today on the global stage—economically, diplomatically, and militarily—the shadow of those peaks remains behind us. Not as a burden, but as a silent salute to the few who gave their all so that many could live free. Let every July 26 remind us: Freedom is not free. But some paid for it in full. Facebook Twitter Linkedin Email Disclaimer Views expressed above are the author's own.
Indian Express
2 hours ago
- Indian Express
Is your Vitamin, magnesium supplement really the magic pill you think it is? Experts reveal truths behind India's new health obsession
The Arora family in a plush condominium of Noida believes an apple is simply not enough to keep the doctor away. Ever since COVID-19 instilled the idea of immunity, they have built their safety dome to disperse every bug coming their way, with a wellness store in the premises addressing all their fears and concerns. Naveen Arora, 52, has been on shilajit supplement for reverse-ageing and energy. His mother Ashalata, 75, still swears by ashwagandha capsules post her Covid near-death scare, hoping her lungs can breathe better. Wife Prerna Sharma has been on Vitamin D supplements for bones and magnesium oil massage for insomnia. Teen daughter Aradhana takes biotin gummies for her thinning hair and collagen powder for shapely nails. And they all pop multivitamins. The catch? None of them has ever consulted a doctor on whether they need these health boosters at all, relying instead on pharmacists, peer groups and social media-driven advisories. None of the benefits these supplements claim is supported by clinical trials. Most aren't even regulated. Worse, the Aroras still fall sick every season as before. Last week, Naveen was shocked to discover elevated liver enzymes despite not drinking alcohol or having fatty liver. 'That was the side effect of shilajit,' he says. Prerna ended up with more muscle cramps than ever. 'I kept taking the daily Vitamin D pills, thinking my pain was symptomatic of a deficiency. I didn't get tested or know I was supposed to stop in between,' she says. 'It's not that you won't need vitamins ever. But you need to get tested first and go to a doctor who is best placed to guide you on their usage,' says Dr Rommel Tickoo, Director, Internal Medicine, Max Healthcare, Delhi. Preventive healthcare is being misinterpreted by Indians across age groups. It is seen as a magic pill that can eliminate the need for doctors and gives them agency over their bodies. That's the promise that beckons everyone as they walk into a pharmacy that has aisles glistening with Omega 3 globule jars, collagen creams and capsules, fat-burner and protein powders, the sugar-lowering lauki and jamun juice, magnesium gummies and vitamins, the many colours and letters of which you didn't know. Like you have uncorked the boring B complex syrup bottle to release hidden powers. In attractive packages and with reassuring claims, health supplements are redrawing the contours of new age consumerism, preying on your fear and anxiety of disease and fluffing up an illusion of security. On the pretext of developing health awareness, the supplement industry is building a culture of dependence instead of encouraging you to make actual changes in your lifestyle and diet. It bleeds you insidiously while letting you think that you are saving up on the doctor's fee and medical bills. That's tempting. And that's why the global supplement industry is projected to be a $200 billion juggernaut by 2025. The Indian health supplements market is projected to reach $16.42 billion by 2032, according to Market Research Future. The dietary supplement market is projected to reach $10,198.57 million by 2026, according to estimates by the Food Processing Industry in India. 'The push for promoting and marketing supplements comes from the industry which seeks a shortcut from science to commerce, ignoring the fact that individual nutrients packed in a pill or pouch cannot replicate the goodness of multiple nutrients present in a food item. These balance, modify and modulate each other's actions. We need agriculture and food policies which provide wholesome foods rather than a hardsell of illusory quick fixes,' says public health expert and cardiologist Dr K Srinath Reddy, professor at the Public Health Foundation of India (PHFI). Dr Reddy finds that dietary supplements, being marketed as nutraceuticals, are irrational or unnecessary with some being even harmful to health. 'A diverse, balanced diet will provide most of the nutrients we need while a healthy gut microbiome, which is nurtured by dietary fibre, manufactures some essential vitamins. A beneficial interaction between phytonutrients, present in natural fruit and vegetables, is usually absent in supplements,' he says. He even cites clinical trials of antioxidant supplements which showed no benefit for heart disease prevention (Vitamin E, Vitamin C) or even harm (beta carotene) while cohort studies with natural foods showed benefits. 'Protein supplements overload the kidneys if injudiciously consumed by body builders,' he says. Dr Tickoo has seen too many cases of supplement overdose. He recounts how a 25-year-old patient was admitted with kidney failure after a Vitamin D overdose. 'Calcium levels spiked dangerously in his blood, which constricted the blood vessels of the kidneys. Excess calcium led to irregular heartbeats or arrhythmia. He needed dialysis, steroids and days at the ICU.' Another case involved a 68-year-old woman self-dosing on Vitamin D for joint pain, unaware she needed a blood test to assess levels. 'Sunlight suffices for most. Supplementation is advised only under certain health conditions or for the elderly with malabsorption issues, that too for a certain period. A serum level of more than 100 ng/ml (nanograms per millilitre) is toxic. A daily vitamin D intake of more than 100 micrograms (4,000 IU) is dangerous,' says Dr Tickoo. Fertility specialist Dr Mannan Gupta of Elantis Healthcare, Delhi, recently had a 34-year-old man, who had self-medicated himself with shilajit as he had been trying to conceive with his partner for over two years. 'For nearly a year, he consumed unregulated doses. Not only did that fail to resolve his underlying condition, it affected his liver. What he needed was a minor surgery, lifestyle changes, hormonal support and antioxidants. Over the next six months, his semen parameters showed significant improvement. Within a year of guided treatment, the couple conceived naturally,' he says. Protein supplements continue to be misused the most. Dr Deepak Kumar Chithralli, nephrologist at Manipal Hospital, Bengaluru, hospitalised a 30-year-old man who had consumed 250 grams of protein daily to build muscle on the advice of his trainer. 'A healthy adult needs only 55-60 grams unless they are athletes. He had body ache, so he took OTC painkillers. This cocktail caused kidney damage. He required dialysis and IV hydration.' He sees many gym enthusiasts, who take steroids on the advice of their trainers and end up in the emergency. 'Get this: you can get your required protein in two portions of either animal and plant proteins. That portion has to be a palmful or a quarter of your plate,' he says. Turmeric capsules — concentrated with 95 per cent curcumin compared to three per cent in natural turmeric — have also triggered liver problems. If stores in Delhi are a microcosm of popular choice, then the top-selling supplements are immunity boosters, vitamins, protein powders, creatine (for muscle building), ashwagandha, shilajit and biotin. But magnesium is the new king as supplements fly off the shelves rapidly. 'Yet magnesium is not needed at all because you can get it from a balanced diet. Only those with diabetes, Irritable Bowel Disease (IBS), heart arrhythmia, osteoarthritis, absorption issues and the elderly may need it. When taken in very large amounts (greater than 350 mg daily), magnesium is unsafe, triggering irregular heartbeats, low blood pressure, confusion and slowed breathing. Most important, extra magnesium interferes with the absorption of certain drugs like antibiotics and those recommended for diabetes,' warns Dr Tickoo. People often end up having a cocktail of supplements without realising that they could be working at cross purposes with each other. 'Calcium blocks the absorption of iron, zinc blocks copper. So taking high doses of one nutrient can actually cause a deficiency in another if you don't ask a doctor,' says Dr Tickoo. Such is the hype around magnesium for sleep that most people, as Dr Rakesh Gupta, internal medicine specialist at Indraprastha Apollo Hospitals, Delhi, found out, take the wrong compound. 'Magnesium oxide is one of the most commonly available forms. Unfortunately, it's poorly absorbed and acts like a laxative. So people land up in the OPD with diarrhoea,' he says. He even lists the compounds and their uses. Magnesium glycinate relaxes the nervous system and improves sleep quality. Magnesium threonate eases brain fog, magnesium malate is for chronic fatigue, citrate supports digestion and helps with constipation. Meanwhile, magnesium taurate supports normal blood pressure. 'Many people make the mistake of focusing only on magnesium, forgetting that certain nutrients help it work better. You need Vitamin B6 and Vitamin D3 for better absorption. Taking zinc or calcium supplements along with magnesium at the same time can interfere with its absorption. It's best to stagger them by a few hours,' adds Dr Gupta. Dr Tickoo crosses out biotin and detox teas altogether as he does vitamin C and multi-vitamin infusions. 'IV drips are the worst aberration of supplement use as high levels damage organs, trigger infections and blood clots at the injection site,' he warns. Extra vitamin C and E, particularly through supplementation, can lead to gastrointestinal issues like diarrhoea and nausea. While both are antioxidants, taking very high doses do not offer additional benefits and could interfere with the body's natural antioxidants. Chennai-based Krishna Ganpathy, 38, says she relied on peer chatter to try out magnesium. 'Everyone around me swore by it, especially in office and walking groups. I even checked advice online, including AI tools. But my doctor later clarified most studies were small, unverified and inconclusive,' she says. Dr Tickoo blames misinformation on social media and gym culture. 'Online testimonials may have been the result of paid partnerships. Inexperienced trainers recommend muscle-building creatine without blood work or fitness tests. It leads to bloating,' he says. The surge in supplement use is directly linked to a post-COVID health consciousness and rising lifestyle diseases like diabetes, high cholesterol, fatty liver and cancer. 'Supplements feel like a quick fix, a shield. Online platforms make them easily accessible and you get them delivered at your doorstep. That ease matters, ' says Dr Sanjeev Sharma, clinical pharmacologist and medical advisor at Apollo Research and Innovations. The elderly fuel the demand for bone, heart and cognitive health products. 'The emphasis on plant-based diets is driving demand for plant-derived proteins, vitamins, minerals and herbal products,' he explains. That's why even organised players like Apollo, Sun Pharma, Zydus and Dr Reddy's now command 30–40 per cent of the nutraceutical market, with smaller brands and international entrants following suit. Major brands claim scientific backing for their products. But regulation is thin. In India, dietary supplements fall under the Food Safety and Standards Authority of India (FSSAI), with guidance from the Indian Council of Medical Research (ICMR). 'There are recommended permissible limits of ingredients to be used. The manufacturing units must have a GMP (Good Manufacturing Practices) certificate and adhere to licensing and labelling norms. The FSSAI even monitors standards and ad campaigns of the products, ensuring they do not make dramatic claims like a cure. Even the smallest of claims should be backed by big data sets. You can't say we saw results in five or 10 per cent of subjects,' says Dr Sharma. Yet, reports of contamination with heavy metals and poor ingredient control — especially in herbal products — persist. That's why Dr Sharma suggests a risk categorisation for supplements at the policy level. 'High-risk items should be prescription-only. This will curb misuse,' he says. India may be mimicking the supplement boom in the West but that happened because of expensive healthcare and limited accessibility to doctors at the primary level. 'In India, doctors are more available, even at the primary care level. That's why we must base choices on medical advice,' reasons Dr Sharma. Supplements can never lessen the disease burden. Clinical researchers are working around the world on thousands of molecules and compounds that can have therapeutic uses. Only a few make it to clinical trials and fewer to an acceptable, viable medicine. Supplements are even lower on the pecking order. 'Is it worth waiting for such a miracle?', asks Dr Tickoo.
