141) Beyond Healthy: Discussing India’s Most Contrarian Report on Snacking
In this provocative episode of CoBB, Sudeep Chawla interviews Sharavana Raghavan on a bold new qualitative report, "Beyond Healthy: What Really Drives Snack Acceptance in Indian Homes."
Drawing insights from conversations with over 250 consumers across Hindi-speaking markets, the report challenges the dominant narrative around “healthy snacking” that fills startup decks, LinkedIn posts, and Shark Tank pitches.
Sharan reveals what real Indian consumers actually prioritize when choosing snacks, and it’s not what most marketers assume.
KEY THEMES EXPLORED
Snacking is not about health
Contrary to industry beliefs, health is the least important factor in snack choices. Taste, satiety, price, and convenience rank higher in every conversation.
LOTH: The Lady of the House
Not a mother, housewife, or homemaker, but the LOTH — the Chief Food Officer who balances taste, budget, nutrition, and guilt for the whole family.
Snacks are judged by senses, not labels
Consumers rarely read back-of-pack information. They go by smell, oil residue, texture, and how familiar the snack feels.
It’s about repertoire, not replacement
No brand owns the household. At best, it earns a spot in the LOTH’s rotation. One bad batch can eliminate it. Familiarity is everything.
Why “healthy snack” is an oxymoron
Few brands have scaled while staying purely health-focused. Most successful ones have grown only after moving into meals or supplements.
Design for health without leading with it
Health should be a choice the consumer makes, not a claim you lead with. Smaller pack sizes, pairing suggestions, and rituals work better than front-of-pack promises.
KEY TAKEAWAYS
- Support her existing behavior. Don’t try to change it.
- Health is a post-purchase justification, not a purchase driver.
- Traditional snacks are seen as healthier than modern alternatives, thanks to familiarity.
- Avoid flashy claims. Focus on consistent experience and sensorial comfort.
QUOTES
“Don’t make snacks healthy. Make health snackable.”
“A healthy snack will only bring you limited success.”
“Consumers say they read labels. What they really read is how the snack smells, feels, and tastes.”
“A brand earns its way into the household. It’s not bought — it’s permitted.”
📎 Access the full report here:
If you are a food entrepreneur, FMCG marketer, or brand builder who wants to understand the real psychology behind snack choices in Indian homes, this is the episode for you.
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Sharavana Raghavan on Linkedin
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CREDITS
- Album Art & Design by ting.in
- Voiceovers by Anjale Stephanos
- Music from Zapsplat.com
