74% Indians are content with their current body weight; 63% Indians are willing to eat a plant based substitute for meat
The study busts myths about Indians
are making informed choices; experimenting; moving away from norms
New Delhi, January 14, 2019: According to a new study by
Ipsos that explores world’s food habits, insights about Indians are
particularly interesting as they bust myths about food habits of Indians:
Indians are choosing organic food, saying no to genetically modified food and
are willing to choose plant-based substitute for meat; most Indians are happy
with their appearance and don’t have much faith in diet plans. Food is the key motivation for them to follow
an exercise regimen and they would rather eat well than look emaciated. Riding
on convenience and due to sheer paucity of time, Indians plan to get groceries
and food home delivered more frequently in the next one year. Preparing healthy
meals at home and eating out will be their priority!
Rinku Patnaik, Chief Client Officer,
Ipsos India finds the findings of the survey quite interesting from the
marketers’ standpoint: “Consumers are clearly stating what they want; there is
a plethora of opportunity to capitalize on. So, from merchandizing to
distribution, to mobility and accessibility, these opportunities should be
leveraged, by marketers. Also, there is no stereotypical Indian consumer. If
she orders-in grocery and food, she eats out with equal élan and she even
prides herself in rustling up great meals at home. And there is no point in
body shaming her. She will not stop eating to appease to the spiel of brands.
She is very clear about what she wants and how she should be prioritizing.”
The findings are urban centric and
reflect views of netizens.
Indians claim to be consuming organic food. In sharp contrast, the developed
world is least likely to eat organic food – only 12% of Brits and 13% of
Japanese, for instance.
Indians say that they are opposed to eating a genetically modified (GM) food.
We know that Indians love their food and would drool
for specialties like tandoori chicken, mutton, fish and their various
non-vegetarian avatars. But 63% of Indians polled say that are willing to eat a
plant- based substitute for meat. 73 per cent Chinese too are
willing to swap their meat for a plant-based substitute – this finding is in
sharp contrast to popular perception about the Chinese, being active meat
eaters! Further, 56% Indians say that they are OK with not consuming any
type of non-vegetarian food – and can do without mutton, poultry or
fish. Globally, the trend is the reverse; across all markets polled, people
prefer a diet that includes some type of meat.
Weight & Exercise
The shenanigans spouting weight management to Indians
watch out! 74% Indians are content with their current weight! And while
Indians have tried a diet plan to lose weight, 59 per cent Indians believe that
most diet plans ultimately fail and see futility in the exercise.
So, what motivates Indians to exercise? 67% Indians confess
that the sole trigger for them to gym or walk or follow an exercise
regimen is that they do not have to watch what they eat! Ergo, food tends to dominate
their mind and makes them alter their lifestyle – and they get to eat whatever titillates
if it’s a toss up between eating well and being thin, 77% Indians say they would choose the former – and would not
compromise on good food.
Prospects for access to food in future – cost, quality
While inflation does play a role in determining the
cost of essential commodities, at the same time, 47%
Indians are optimistic that cost of food will improve in future and
they will have access to food at better prices. Likewise, 59% Indians are optimistic that there will be healthy
food options in the future and
48% Indians feel that the environmental impact on food will also get better in
Homedelivery is the new normal? So is cooking at home.
And eating out!
Crunched for time and looking for convenience, at least 47% Indians foresee a spike in home delivery
of groceries and expect it to get more frequent in the next one year.
Convenience seeking Indians also foresee homedelivery
of meals getting more frequent (38%) in the next one year; though
36% feel it will remain the same as last year. A paradox – 48 per cent Indians expect preparing meals at home to get more frequent in the next one year; on the
contrary, 28% Indians say they will be eating
out more frequently this year, while 40 per cent say they will be eating
out as many times as they did last year!
“The findings reflect an urban skew
as it’s an online survey and upwardly mobile consumers were interviewed,”
About the study
findings come from surveys conducted between August 24 – September 7, 2018 on
the Ipsos Global Advisor platform using the Ipsos Online Panel system with
20,788 adults across 29 countries: Argentina, Australia, Belgium, Brazil,
Canada, Chile, China, Colombia, France, Germany, Great Britain, Hungary, India,
Italy, Japan, Malaysia, Mexico, Peru, Poland, Romania, Russia, Saudi Arabia,
Serbia, South Africa, South Korea, Spain, Sweden, Turkey, and the U.S. • All
survey respondents are aged 18-64 in Canada and the U.S. and 16-64 in all other
countries. • The sample size per country in each survey is approximately
N=1,000 for Australia, Brazil, Canada, China, France, Germany, Great Britain,
India, Italy, Japan, Spain, and the U.S. and approximately N=500 for Argentina,
Belgium, Chile, Colombia, Hungary, Malaysia, Mexico, Peru, Poland, Romania,
Russia, Saudi Arabia, Serbia, South Africa, South Korea, Sweden, and Turkey. •
Weighting has been employed to balance demographics and ensure that the
sample’s composition reflects that of the adult population according to the
most recent country census data. • A survey with an unweighted probability
sample of this size would have an estimated margin of error of +/- 3.1
percentage points for a sample of 1,000 and an estimated margin of error of +/-
4.5 percentage points for a 500 sample 19 times out of 20. • In 17 of the
countries surveyed ,internet penetration is sufficiently high to think of the
samples as representative of the national population within the age ranges covered:
Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan,
Poland, Serbia, South Korea, Spain, Sweden, Great Britain, and the U.S. Brazil,
Chile, China, Colombia, India, Malaysia, Mexico, Romania, Russia, Peru, Saudi
Arabia, South Africa, and Turkey have lower levels of internet penetration.
Samples from those countries should not be considered to be fully nationally
representative, but instead to represent a more affluent, connected population,
representing an important and emerging middle class. • Results may not always
sum to 100% or may be 1 point higher/lower than the actuals due to rounding,
multiple responses or the exclusion of don’t knows or not stated responses.
Ipsos is an independent market research company controlled and
managed by research professionals. Founded in France in 1975, Ipsos has grown
to a worldwide research group with a strong presence in all key markets and is
the world’s third largest market research company. With offices in 87 countries
and over 15,600 employees, Ipsos delivers insightful expertise across five
research specializations: Ipsos Connect – the Media and Brand Expression
Research Specialists; Ipsos Marketing – the Innovation and Brand Research
Specialists; Ipsos Public Affairs – the Social Research and Corporate
Reputation Experts; Ipsos Loyalty – the Customer and Employee Research
Specialists; and, Ipsos Observer— the Survey Management, Data Collection and
Delivery Specialists. Ipsos has been listed on the Paris Stock Exchange since
1999 and generated global revenues of €1,669.5 million in 2014. For more
information go to http://www.ipsos-na.com/.