Home ／ Insights on entering the Indian market
2026.03.24
The COVID-19 pandemic fundamentally changed the eating habits of India's 1.4 billion people. 84% of Indian consumers have come to actively choose "safer, healthier food," and 29% cite health benefits as a reason for switching brands.
This change is not a passing phase but is taking hold as a structural trend. According to a survey by the IMARC Group, India's immunity-boosting food market is worth about $7.9 billion (about JPY 1.185 trillion) in 2025, and it is expected to double to $15.8 billion by 2031.
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Foods and beverages containing Ayurvedic ingredients such as turmeric, ashwagandha, and tulsi (holy basil) are growing rapidly. Probiotic yogurt, vitamin-fortified dairy products, and herbal tea have become staples.
Triggered by the United Nations' "International Year of Millets" in 2023, millets (such as sorghum, foxtail millet, and finger millet) promoted by the Indian government have become hugely popular as health foods. New products such as millet snacks, millet cookies, and millet dosa mix are appearing one after another.
A "clean-label" orientation that emphasizes ingredient transparency is rapidly spreading in urban areas. Products that clearly state no artificial additives or preservatives and the use of organic ingredients are boosting sales.
Demand for plant-based milk (oat milk, almond milk) and plant-based meat is increasing. vegetarian Building on this culture, startups companies are entering the market one after another.
Startups offering personalized food based on DNA testing and gut microbiome analysis have emerged. Individually optimized supplements combining superfoods and adaptogens are popular among urban professionals.
As fitness culture takes hold, the market for protein bars, protein cookies, and high-protein snacks is expanding rapidly. Young men and working women are the main targets.
Herbal teas (ginger chai, chamomile, lavender tea, etc.), once consumed only in a limited way in winter or for medicinal purposes, are now healthy consumed as beverages year-round.
Blinkit, Zepto, Swiggy Quick commerce with 15-minute delivery, such as Instamart, is transforming food purchasing behavior. India's online grocery market About $8.82 billion in 2024, and is projected to grow at a CAGR of 44.9% through 2030.
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The evidence-based product development capability cultivated through Japan's Foods with Function Claims system, FSSAI certification combined with it, becomes a powerful differentiator. matcha and fermented foods (miso, soy sauce, natto) have strong appeal to health-conscious Indian consumers.
Japan's food packaging technology (freshness preservation, individual packaging, barrier films) is especially valuable in India's hot and humid climate. As clean-label orientation rises, demand for packaging that guarantees quality is increasing.
As India's food distribution, refrigerated and frozen logistics are a challenge. Japan's cold chain technology is essential for maintaining the quality of premium food, and there are opportunities for technology partnerships.
Through the pandemic, Indian consumers have come to actively choose safer, healthier food. There is also a trend of switching brands for health benefit reasons. This change is not temporary but is taking hold as a structural trend.
India's immunity-boosting food market is expected to grow substantially. Foods and beverages containing Ayurvedic ingredients such as turmeric, ashwagandha, and tulsi are driving growth, and probiotic yogurt and herbal tea have also become staples.
Clean-label orientation is a movement, spreading in urban areas, that values ingredient transparency and favors products that clearly state no artificial additives or preservatives and the use of organic ingredients. Japan's food packaging technology is well suited to this orientation in terms of freshness preservation and quality assurance, and can serve as a selling point.
The evidence-based product development capability cultivated through Japan's Foods with Function Claims system becomes a powerful differentiator when combined with FSSAI certification. Fermented foods such as matcha, miso, soy sauce, and natto have strong appeal to health-conscious Indian consumers. An appeal backed by scientific evidence builds trust.
Refrigerated and frozen logistics are a major challenge in India's food distribution. Japan's cold chain technology is essential for maintaining the quality of premium food and delivers value in India's hot and humid climate. Opportunities for technology partnerships with local companies can be expected.
The basic policy is to combine the strengths of functional food development capability, high-quality packaging, and cold chain technology with localization, based on the premise that health consciousness, immunity-boosting, and clean labels have taken hold as a structural change. A realistic approach is to first enter major cities in a phased manner and expand sales channels while observing local response.
India's post-Covid food market is undergoing a structural transformation, with 2025 trends: health consciousness, immunity-boosting, and clean labels taking hold. Japanese companies can leverage three strengths, functional food development capability, high-quality packaging, and cold chain technology, and combine them with localization strategy, giving them the potential to capture a significant share of the rapidly growing India food market.
Delhi-Mumbai-Bengaluru Consider a phased entry starting with its three biggest cities.
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