Reveals study by Quaker and Euromonitor International

On “Lifestyle Choices and Ageing Perception of Urban Indians”

• Over 70% respondents have improved their nutrition intake, with 44% consuming vitamins/supplements daily
• Gen X audience understand their body, lifestyle and needs with 82% of them surveyed feeling their own age or younger
• 82% of the total respondents have now started incorporating more wholesome breakfast especially multigrain such as oats in their approach towards healthy ageing
• 40% of Gen Z & 46% Millennials feel older than their current age. However, over 90% of the total respondents including Gen Z and Millennials are now taking steps to support healthy ageing
• Digestive health and fatigue are primary health concerns for almost 40%* of respondents
• Over 40% Gen X never skip breakfast, while busy mornings and long workdays affect breakfast patterns of the younger lot – over 50% of Gen Z and 61% of Millennials tend to skip breakfast
• Overall health & wellbeing, energy and weight management are the top priorities of respondents for better health

To mark World Food Day and National Nutrition Month 2022, PepsiCo India through its brand Quaker and London-based market research major Euromonitor International released a research study on ‘Lifestyle Choices & Ageing Perception of Urban Indians’. The launch of the report was followed by a panel discussion in collaboration with Confederation of Indian Industry (CII) around the key findings and the importance of incorporating healthy ageing habits to ensure holistic health.

The panel discussion included eminent names like Vikas Khanna, Celebrity Chef and Quaker Brand Ambassador, Ekta Bhyan, Asian Para Games Gold medalist, Tokyo Paralympian, Anshul Khanna, Senior Director, Marketing – Foods, PepsiCo India, Preeti Rao, Health and Wellness Consultant and Founder & CEO, Weljiii and Dr. Eram Rao, Professor, Department of Food Technology, Delhi University and Kavneet Sahni, Founder and CEO, GotoChef who moderated the session.

The report revealed that 82% of Gen X audience (i.e., people aged 41 years and above) feel their own age or younger, while 40% of the Gen Z audience (i.e., 18-25 years of age) and 46% of the Millennial audience (i.e., 26-40 years of age) feel older than their current age. Low energy, general tiredness and poor immune health are some internal factors that are leading to respondents feeling older than their own age. Interestingly, data also shows that over 40% Gen X never skip breakfast, while busy mornings and long workdays affect breakfast patterns of the younger lot, with over 50% of Gen Z and 61% of Millennials who tend to skip breakfast. However, since the pandemic 82% of the total respondents have started incorporating more wholesome breakfast especially multigrain such as oats in their approach towards healthy ageing.

The survey conducted to better understand overall well-being of Indian consumers also highlighted that since the pandemic, over 90% respondents have started adopting habits that support healthy ageing. Indians have become more cognizant towards improving digestive health, reducing stress levels, and enhancing immunity. The study indicates that over 70% respondents have improved their nutrition intake, with 44% consuming vitamins/supplements daily. The report also sheds light on breakfast being considered as the most important meal of the day with 82% respondents intending to start incorporating more wholesome breakfast as part of their healthy habits.

Speaking at the launch event, Vikas Khanna, Celebrity Chef and Quaker Brand Ambassador, said, “It is encouraging to see the young generation making conscious efforts towards better health and seeking ways to incorporate more nutrition in their daily lives. The pandemic bought the food community together in a completely new way, supporting each other in their journey to stay fit and eat better. We even saw chefs across the world join the conversation with interesting fun recipes that encouraged better eating. Through my continued association with Quaker, my goal is to provide people with nutritious yet tasty recipes that appeal to today’s generation as well. Incorporating a wholesome breakfast in one’s daily regime is a must for those embarking on their healthy ageing journey, and I personally consider breakfast to be the most important meal of the day.”

Talking about the study findings, Sonam Vij, Associate Director and Category Lead – Quaker Portfolio, PepsiCo India said, “The survey provided us with unique insights and views of Indians on ageing. As per the study, the Gen X is feeling younger by following a healthy routine and Young India in their current lifestyle feels older than their current age. However, it was good to see the shift towards a better quality of life with over 90% of respondents incorporating healthy ageing habits in their daily routine. Breakfast being one of the most important meals of the day, the survey revealed that Oats and cereals are the preferred choices for people who are working towards incorporating wholesome breakfast in their daily routine. Much to our delight, the survey also revealed that Quaker Oats is among the most consumed breakfast cereal across India, highlighting its’ nutrition quotient and the value it adds to the lives of consumers who are choosing healthier options. Guided by our philosophy of Winning with pep+, we are consistently working towards addressing changing consumer and societal needs, and with Quaker Oats we provide consumers with nutritious yet quick & delicious recipes.”

Dilip Radhakrishna, Consultant, Euromonitor International commented, “Indians across age groups of 18 to 40 years feel older than their current age primarily due to their poor nutrition intake. However, since pandemic 90% of people have started incorporating habits for healthy ageing and over 70% have improved their nutrition intake. People believe that higher consumption of vegetables, fruits, and wholegrains will improve their overall health. Majority of people believe that breakfast cereals, such as oats, provide lasting energy and resolve digestive health issues. In fact, those who take wholegrains, consume it every day or every alternate day in a week with an average of 1-2 serving per meal.”

The research was conducted with over 1,000 respondents from 18 years and above, living across four key metros i.e., Delhi, Mumbai, Bangalore, and Kolkata. With key focus on understanding multiple factors which impact overall health, the study helped in identifying drivers and deterrents to good health. It also mapped changing behaviours of Indians towards overall health & wellbeing, energy and weight management that are top priorities for better health.

* All reported findings are based on respondents’ statements and actual changes in behaviors or preferences may differ. Further, the figures shared are only representative of the population surveyed and extrapolating to the entire population is done at the user’s own risk with no warranty or representations from Euromonitor International