While many Indian consumers intend to lead a healthy lifestyle, lack of motivation and time make it difficult for them to do so. New research from market intelligence agency Mintel reveals that almost two-thirds (64%) of Indians* say that they don
And while nearly half (46%) of consumers say that leading a healthy lifestyle is their top priority, only 37% of them exercise. The research reveals that lack of time is the top barrier for exercising among Indian consumers; almost a third (31%) of consumers say that they don’t have time to exercise. Physical fitness goes beyond weight, and regular exercise can help counter lifestyle diseases like hypertension, diabetes and obesity, among others. Individuals not finding time to exercise can be attributed to hectic, modern lifestyles and long commute times.
Need for Basic and Traditional Exercises
Everyone tends to choose very basic forms of exercise. The research also revealed that two-thirds (67%) of Indians who exercise typically do brisk walking. This is followed by 26% of Indians who do yoga, pilates, CrossFit, 11% who do cardio and team sports (e.g. football, cricket), respectively, and 10% who do bodyweight exercises (e.g. push-ups, pull-ups, squats).
Choosing very basic forms of exercise can stem from the fact that exercises involving gyms and fitness classes tend to be more expensive. The popularity of yoga is attributed to the fact that it is a traditional form of exercise, and that classes are available with minimal investment required.
Sports Nutrition: Importance and Need
There is a sudden rise in sports nutrition product launches in 2018; of the total launches seen in the sports nutrition category between 2015-2018 in India, 65% happened in 2018. Of the sports nutrition products launched in India in 2018, 93% carried functional claims. Specifically, ‘weight and muscle gain’ (69%), ‘energy’ (45%) and ‘immunity’ (22%) are some of the top functional claims in India’s sports nutrition product category, the study revealed. However, there seems to be a lack of awareness as 13% of Indians claim that they don’t know enough about sports nutrition products and 11% believe that these products are harmful if consumed without rigorous exercise, reveals Mintel research.
Following are the benefits and need for sports nutrition in India:
Sports nutrition as a category has very low penetration in India as consumers are not fully aware of it. The several brands in the market promoting sports nutrition can look to educate consumers about the advantages and functions of sports nutrition, and dispel the negative connotations associated with sports nutrition products.
- Need to make people understand the value and utility of products.
- It is an apt time to make it a go-to option for people who, due to busy lifestyles, struggle to find time to exercise.
- Health-related food and drink, such as energy drinks or bars that are low-sugar variants of regular options, as well as other products, should be included in the daily diet.
- Sports Nutrition helps enhance concentration and the energy to train better
- It also dramatically reduces the chances of an injury
- It improves and increases body strength
- Following sports nutrition can reduce the risk of getting muscle tensions and cramps
With Inputs from Nidhi Sinha, Mintel Indian Consumer
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