Evolving consumer preferences create promising market for natural products

Lucknow : After the COVID-19 pandemic, food habits in India and across the world have undergone a significant transformation. According to a recent report by the Federal Ministry of Food and Agriculture (BMEL), three out of four people now prefer regional flavors, considering them to be of higher quality. This growing trend has prompted many renowned companies to focus on locality with diversity, catering to consumer demand for authentic, regionally sourced food products.

This evolving trend presents a strong opportunity to advance the vision of ‘Vocal for Local’ and ‘Local to Global,’ particularly in agriculture and food processing. Uttar Pradesh, with its rich agricultural diversity and natural/organic farming practices, stands to benefit immensely. Notably, many products under the state’s One District, One Product (ODOP) initiative, launched seven years ago, are linked to agriculture—such as Siddharthnagar’s kala namak rice, Muzaffarnagar and Ayodhya’s jaggery, Kushinagar’s bananas, and Pratapgarh’s amla.

ODOP has been one of the Yogi government’s most successful initiatives, and the state’s strong focus on natural and organic farming further reinforces this momentum. From seed to market, farmers adopting these practices receive consistent government support. Given the shifting food preferences nationwide and globally, Uttar Pradesh’s farmers are well-positioned to capitalize on this transformation, strengthening their presence in both domestic and international markets.

According to Innova Marketing Research, a leading firm specializing in food trends and consumer behavior, health has emerged as the most influential factor in food choices post-COVID. Consumers are now more conscious not only of taste but also of the nutritional content—calories, fiber, minerals, and vitamins—of what they consume. This heightened awareness has led to a surge in demand for fresh vegetables, seasonal fruits, and other nutrient-rich foods. As a result, many companies have been compelled to reduce sugar, fat, and sodium content in their products to align with evolving consumer preferences.

Expert Insights: Dr. Tripti Dubey Yadav

Dr. Tripti Dubey Yadav, Senior Gynecologist and Obstetrician at Apollo Hospital, Navi Mumbai, emphasizes that with rising education and economic growth, health awareness will continue to expand. In a predominantly agricultural country like India, this shift naturally fuels the demand for organic products.

Uttar Pradesh, situated in the fertile Indo-Gangetic belt, holds immense potential in this space. With nine distinct agro-climatic zones, the state is well-suited for the cultivation of diverse food grains, vegetables, and fruits.

Additionally, the government’s strong emphasis on agriculture and natural farming further strengthens this opportunity. As a result, farmers in Uttar Pradesh stand to gain significantly from the growing preference for organic and natural foods—while consumers benefit from improved health outcomes.