Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Nutrizoe has launched the Zoe Bar, India’s first energy bar dedicated to women’s dietary needs. As Indian women turn to snacks not just to satisfy their hunger pangs but also for wellness-boosting benefits, brands are customising their offerings to satiate shifting demands.

As health awareness rises in India, demand for alternative and organic nutrition follows suit. Following the Food Safety and Standards Authority of India’s (FSSAI) recognition of hemp as a food source, The Hemp Factory has innovated foods like burgers and pizzas into guilt-free, nutritious alternatives.

In India, a growing number of Gen Yers and Zers are craving a different snacking experience than generations before. But what do young Indians look for in the snacks they’re choosing? And how can brands in the sector create products that grab the attention of a younger target audience?