As lockdown starts opening up, sales of immunity boosting foods double; FSSAI issues guidelines
Sales of immunity-boosting foods have shot up by an estimated 20-40%. Online searches for such products have gone up six-fold, with ayurvedic home remedies, giloy and vitamin C dominating, according to a report by Google.
by Ratna Bhushan
New Delhi: With the graded easing of the lockdown, India’s food regulator has said all claims pertaining to immunity-boosting products such as biscuits, snacks, salt, water and even khakra must conform to regulations.
“We have issued a guidance note to be followed and it is on the Covid page of our website,” said a spokesperson for the Food Safety and Standards Authority of India. During the Covid-19 outbreak, FSSAI has provided online application processes as well as e-inspections to avoid delays in approvals.
Sales of immunity-boosting foods have shot up by an estimated 20-40%. Online searches for such products have gone up six-fold, with ayurvedic home remedies, giloy and vitamin C dominating, according to a report by Google.
“Heightened awareness online on Instagram, TikTok and WhatsApp is leading to health taking mindshare, leading to growing consumption of categories including health supplements, chyawanprash, health bars, mixes and even branded health salt, which is growing in double digits,” said Spencer’s Retail and Nature’s Basket chief executive Devendra Chawla. “One can expect more launches in the health food and immunity-building segment in the coming weeks.”
Industry executives said while there is unprecedented demand for established immunity-boosting products, new ones too are riding the wave.
“In the post-Covid-19 world, the importance of preventive healthcare, particularly with ayurveda, and of personal hygiene will grow in the consumer’s mind,” Dabur India chief executive Mohit Malhotra said. “Healthcare would gain as consumers would be seeking more preventive healthcare products for boosting their immunity.”
Personal hygiene products like hand sanitisers are becoming an essential part of the monthly grocery basket. “We are already witnessing a strong growth in enquiries for such products,” Malhotra said.
Bengaluru-based Wipro has expanded its Yardley fragrance to a pocket eau de cologne with germ protection as an alternative to sanitiser. Manish Vyas, Wipro Consumer Care & Lighting VP and business head Yardley, said: “Since this product provides sanitising in spray format, a product of this nature is the need of the hour.”
Marico, the maker of Parachute oil, has launched a vegetable and fruit cleaning product, Veggie Clean. Last fortnight, hotels-to-consumer goods giant ITC launched one-time use Savlon hand sanitisers in 50 paise sachets, soon after CavinKare introduced sanitisers for Re 1.
Market researcher Nielsen said in a report in April that 56% of consumers said they will increase spending on healthy, organic food, medical needs, fitness and medical insurance. The report added that demand for hand sanitisers, floor cleaners and hand washes has escalated and that hand sanitisers grew more than fourfold in March with 152 new companies in this category.