Indian Health Food Consumer: Characteristics and Preferences

Higher per capita income, increased health awareness has shifted the focus from curative to preventive approach towards food amongst educated Indians. This study was exploratory in nature to characterize the health Food consumers in India, their understanding and perception of the health food label.319 health food consumers who purchase health food were enrolled from residential colonies (150) and selected super market (169). Consumers in the age bracket of 25-34 comprised 48.6 % of the total subjects preferring breakfast cereals and health drinks.42 % of the consumers claimed they always refer Food labels. Price of the product had no major impact on buying choice. Nutrition knowledge assessment indicated good awareness regarding food groups. Category bought was significantly dependant on Age and Gender. Age, gender, marital status, Children were positively correlated with buying of health foods.