Makhana in the Spotlight: 65% Indians Choose it as Their Favourite Superfood Snack, Reveals Farmley’s Healthy Snacking Report 2025
Ahmedabad July 22, 2025: Farmley, one of India’s leading wholesome snacking brands, has unveiled its Healthy Snacking Report 2025 at the Indian Healthy Snacking Summit (IHSS) held recently in New Delhi.
The second edition of this flagship report offers comprehensive insights into India’s evolving snacking preferences, highlighting a strong shift towards nutritious, clean-label, and convenient snack choices.
Makhana Leads as India’s Preferred Superfood Snack
One of the most striking revelations from the report is that 65% of respondents across cities and age groups named makhana (fox nuts) as their go-to Indian superfood snack, solidifying its position in modern pantries.
This upward trend is also aligned with the Government of India’s announcement in Union Budget 2025-26 about the formation of a dedicated Makhana Board in Bihar, a move that further validates its growing relevance in the health food sector.
The report points to the growing dominance of roasted and flavoured dry fruits, with 36% of consumers favouring them as their most preferred savoury snack. Notably, makhana alone was selected by 19% of the total respondents—highlighting its standalone popularity amid an ocean of snack choices.
Functional, Purposeful Snacking is on the Rise
Indian consumers are no longer looking at snacking as just a mindless habit. Instead, the focus is now on “snacking with purpose”—choosing products that combine flavour, health benefits, and convenience.
55% of respondents now actively seek preservative-free options, suggesting an informed approach to ingredient consciousness.
Meanwhile, 52% said they prefer resealable, eco-conscious packaging, underlining how sustainability and practicality are now top considerations.
Format Shift: Portable, Clean-Label Snacks Take Centre Stage
As lifestyles become more fast-paced and health-focused, on-the-go snack formats have become mainstream:
45% of participants expressed a preference for snack bars, dry fruit-based desserts, and mini packs that are easy to carry and consume.
These formats cater especially to urban working professionals and students, for whom portability and nutrition must go hand-in-hand.
Even in the sweet snack segment, a transition is underway. While chocolate remains the undisputed favourite, nutty and wholesome flavour profiles such as peanut butter, hazelnut, and pistachio are fast gaining ground, combining indulgence with health benefits.
Legacy Snacks Still Hold a Share, But Losing Ground
Despite the rise of healthy snacking, traditional favourites continue to have a presence:
Chips and wafers still attract 14% of snackers.
Namkeens and multigrain snacks like khakhras were favoured by 10% and 9% respectively, showing that while consumer preferences are evolving, comfort foods still find favour.
Flavour Meets Functionality : Akash Sharma, Co-Founder of Farmley, remarked “This year’s report reflects a clear evolution—from snacking out of habit to snacking with purpose. Consumers today are seeking flavour and functionality in every bite, and are no longer willing to compromise between taste and trust. That’s where Farmley leads, creating guilt-free indulgences that people feel good about choosing.”
Digital Influence & E-Commerce Reshaping Snacking Behaviour
The report also explores how technology and influencer culture are altering how snacks are discovered and consumed:
Quick commerce and social media influence have driven a surge in impulse snacking, especially among Gen Z and millennials, who now order snacks weekly at nearly twice the rate of older generations (43% vs 28%).
Traditional retail stores still dominate planned purchases, but Tier 2 and Tier 3 cities are increasingly embracing regional snack brands that focus on community connection and consistent quality, despite lacking large-scale marketing budgets.
Cultural Shift in Consumer Mindset
India’s snacking culture is experiencing a broad transformation. Where indulgence once meant guilt, today’s consumer is embracing “guilt-free indulgence.” Transparency, clean-label ingredients, eco-friendly practices, and regional authenticity now drive purchase decisions as much as taste.
Farmley’s Healthy Snacking Report 2025 underscores a seismic shift in how India snacks. From the meteoric rise of makhana to the increasing demand for functional, preservative-free snacks, Indian consumers are now more informed, health-conscious, and selective than ever. With snacking becoming an intentional and wellness-aligned activity, brands like Farmley are well-positioned to lead this new era of purpose-driven indulgence.
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