Empirical study on preference of millennials towards healthy food products with respect to organic and functional foods

Pages: 460-469
Mansi Arora Madan (Jagan Institute of Management Studies, Delhi)

With increase in health consciousness amongst Indians in the past decade, Indian agro food market has grown manifolds. Healthier food products are more conveniently available and preferred by Indian consumers today. The trend is more commonly seen in young Indian consumer who is ready to spend more on healthy food items, gym memberships and health diet applications or consultants to stay fit and presentable. Consequently, the food industry has undertaken the reactive strategies to meet the growing inclination towards healthy food by introducing organic and functional foods options. The research proposes a survey of 300 Indian Millennials to understand their attitude towards healthy food options with specific reference to Organic and functional food products. The results are attained though the implementation of measures of central tendency and Pearson’s chi-squared test. The main aim of this paper is to derive indications that may contribute to better strategic and tactical marketing decisions.