India is more focused on planet-friendly food than developed countries, a survey by Sodexo’s Sustainable Food Barometer reveals. Price remains the most important factor when choosing food products, significantly outweighing environmental concerns. Taste follows closely behind price as a key consideration in food choices. The survey highlights the food services industry as a major force driving sustainable trends and inspiring change.
India is emerging as a leader in promoting planet-friendly food practices, surpassing developed countries, according to French food services company Sodexo’s Sustainable Food Barometer survey. The survey, which gathered insights from over 7,000 participants across five key countries (Brazil, France, India, the United Kingdom and the United States), highlights the major drivers and barriers to adopting sustainable eating habits.
Majority of Indians favour sustainable food consumption
The Sodexo’s Sustainable Food Barometer survey underscores the role of the food services industry as a significant force in driving sustainable trends and inspiring change.
India’s inclusion in the study for the first time underscores its rising importance as a growing market for sustainable and plant-based food.
Insights from over 2,000 Indian consumers reveal that more than two-thirds strongly favor sustainable food consumption, surpassing preferences in developed countries. This shift is likely to drive demand for sustainable food in India and could significantly influence the nation’s food consumption patterns.
Sambit Sahu, Managing Director of Sodexo India, states that India’s growing interest in healthier eating habits is fueled by a several of factors. The major factors, according to him, include-
- Increased access to information about lifestyle-led health concerns driven by social media platforms, health blogs and fitness influencers.
- Millennials are much more aware and careful about their food choices.
- India’s increasing integration into the global food market. More and more Indians are embracing global trends such as veganism, plant-based, gluten-free, low-carb, keto and intermittent fasting as part of the modern, health-focused lifestyle.
Key India-specific insights from the Sodexo Sustainability Barometer also revealed that millennials are at the forefront of driving sustainable food choices in India. The report noted that In India, about 60% of millennials (aged 25 to 44) are committed to sustainable food choices, with most already incorporating many sustainable practices into their daily routines. However, Gen Z (under 25) remains uncertain about embracing sustainable food options.
The Millennials, according to Mr Sahu, are more likely to make choices that benefit both themselves and society, with a focus on social and environmental impact. Additionally, their higher disposable incomes enable them to prioritize healthy, balanced foods and ethical consumption, favoring brands and causes that align with their values over affordability.
The findings also revealed that health and a balanced diet rank among the top three factors influencing food choices in India. Nutritional value and product composition are identified as the third and fourth most important considerations in the decision-making proceass.
A look at the Indian initiatives
The Ministry of Agriculture and Farmers’ Welfare has implemented several initiatives and programs in the country to ensure access to quality food for everyone, while also supporting sustainable food practices and improving the financial well-being of farmers. India has the highest number of organic farmers globally, with 44.3 lakh farmers, and by 2021-22, 59.1 lakh hectares of land were dedicated to organic farming.
A key initiative to promote sustainable food practices is e-NAM, the National Agriculture Market, an online platform connecting agricultural markets across India. It ensures transparent pricing, enabling farmers to sell directly to buyers and eliminating intermediaries. This platform supports the Farm-to-Table movement, reducing environmental impact, promoting local sourcing, and encouraging eco-friendly farming practices like organic and agro-ecological methods.
Other initiatives such as the National Mission on Sustainable Agriculture (NMSA) focus on promoting sustainable farming practices, while the Rashtriya Krishi Vikas Yojana (RKVY) aims for 4% annual growth in agriculture by enhancing infrastructure, encouraging value addition, and adopting innovative techniques. The Eat Right Initiative, launched by the Food Safety and Standards Authority of India (FSSAI) under the Ministry of Health and Family Welfare, is a comprehensive campaign to promote healthy and safe eating habits, covering nutrition, hygiene, and food safety aspects.
The Government of India has provided strong support to food-tech companies and agri-entrepreneurs for a comprehensive approach to sustainable development.
Perishable food presents numerous challenges that require innovative solutions to maintain product quality and safety throughout the supply chain. To support this, the Digital Agriculture Mission (DAM) was launched in September 2021, aiming to assist agri-tech startups by harnessing emerging technologies such as Artificial Intelligence and Machine Learning (AI/ML), Internet of Things (IoT), Blockchain, cloud computing, and remote sensing. As of May 2023, 4,979 recognized food and agri-tech startups are making an impact in 523 districts across India.
Furthermore, the use of drone technology in agriculture has greatly improved data collection, resource utilization, livestock monitoring, disaster assessment, and market intelligence for farmers. This technological advancement boosts productivity and sustainability while also aligning with the growing awareness of healthy eating, a trend that was accelerated by the COVID-19 pandemic.
Supporting sustainable eating habits while enjoying traditional Indian cuisine involves making thoughtful choices that prioritize both personal health and the environment. By choosing local and seasonal foods, reducing waste, supporting local markets, and utilizing traditional preservation methods like fermenting, pickling, and drying, one can promote a healthier lifestyle and contribute to sustainability on a larger scale.
