TRENDS IN ADOPTION OF HEALTHY PRACTICES-A STUDY OF THE CONSUMER BEHAVIOUR OF FITNESS CONSCIOUS YOUTH IN AN URBAN SETTING

As a result of increased purchasing power and exposure to novel ideas and technology, Indians' worldviews are shifting. These shifting attitudes are shown in a recent poll conducted by the Centre for Customer Insight (CCI) at the Boston Consulting Group. CCI polled residents of India's largest metro regions as well as tier 1, tier two, and tier 3 cities to better understand evolving consumer preferences throughout India's urban centres. The importance of health and wellness has become more mainstream in recent years, with many consumers allocating significant resources to these topics. Forty-six percent of customers are investing in health-related services like medical exams, gym memberships, and diet advice, while 42 percent are investing in better food options.