With a rapidly escalating awareness among people regarding health, the preference for and consumption of clean, plant based food continues to increase steadily. The demand for quality food and nutrition is shooting up due to increased awareness of the benefits of clean food and the need to adopt a healthier lifestyle.
In the past few years, the health food sector in India has witnessed a remarkable shift towards clean label foods and ingredients. Clean label foods contain ingredients that are free of any artificial ingredients, are non GMO & completely ‘natural’. They are free of any chemicals of concern, industrial and environmental toxins and contaminants (like heavy metals, pesticide residues, and plasticizers) that have the long-term potential to adversely affect health and well-being
The modern day consumers like to steer clear from the consumption of any sort of artificial ingredients. They are widely aware of the negative impacts it often leaves on health. Consequently, there has been a surge in the clean label ingredients market in India.
Indian Market Overview
Eating clean and healthy is emerging as a trend in India. The demand for clean label ingredients in the country is also heavily influenced by the growth of a number of organic, plant-based, and natural food movements that are sweeping the other parts of the world. Indians are actively looking out for additional nutrition such as plant-based protein powders, superfood blends, and other nutraceuticals.
The clean label market forecast for 2013-2023 shows and expects an exponential growth from CAGR 8.1% (2013-18) to 9.2% (2018-23). The AGR has also increased from 7.2% to 9.0%.
Global Market Overview
Very recently, in 2020, the global Clean Label Ingredients market was calculated at USD 38.8 billion, and it is expected to reach USD 64.1 billion by 2025 at a CAGR of 6.8%. Moreover, the overall global trade in plant-based products reached a staggering USD 8 trillion in 2018 and continues to have an exponential annual growth by CAGR 7.4%, and is also, at the same time, projected to reach about USD 13 trillion by 2025.
Clean, Plant Based Nutrition in India
As eating clean has become an inspirational lifestyle, many people are switching to plant-based diet and dietary supplements. The plant-based clean lifestyle caters to men, women, and kids alike and their health requirements.
A survey was conducted by Rakuten Insight in September 2019 which revealed that about 56 % of Indians added plant based products to their diet to follow a vegetarian or vegan diet.
However, the share was higher among women than men. And when we talk about plant-based clean foods, it not only negates the possibility of various addictive substances but also artificial and synthetic ingredients.
Some of the clean plant-based products include biotin powder, collagen builder powder, and many more. In case of the plant-based biotin powder, the biotin is originally extracted from the sesbania agati leaves. The plant-based collagen builder powder is made of natural ingredients such as sea buckthorn and acerola cherry plant extracts. These ingredients are known to stimulate the collagen production of the body.
What makes plant based diet even more interesting is the positive effects it has on the overall health. From absence of side effects to easy digestion and positive impact on hair and skin, the varied benefits of the diet has helped it gain popularity in the country.
Plant-based supplements are slowly gaining traction in the country as people are striving towards a meat-free goal. More and more people are switching to natural plant-based supplements and powder which are easy to consume too. It can be easily mixed with breakfast, lunch, and dinner.
Consumers these days have stopped turning a blind eye to the use of artificial elements, additives, dyes like E133, and the use of questionable food technologies like GMOs, and which, apparently, in turn, has led to the increase in the production of clean label materials.
The Asia-Pacific clean label market has seen a substantial growth of 7.4% which made it the fastest-growing clean label market in the world. And with the growing awareness among people, it is expected to see a positive rise in the coming years.
Clean plant-based diets, combined with plant-based supplements have proven to be of great help in maintaining the overall health of people. This new-found truth is also causing the manufacturers to denounce the practice of using artificial and synthetic ingredients.
Aarti Gill, Co-founder, OZiva, Mumbai