Detox, Diet, Delivered: Millennials Drive The Rise Of Functional Foods In India | Health and Fitness News

Last Updated:August 19, 2025, 15:05 IST

With cloud kitchens as innovation centres, plant-based and clean-label choices growing fast, and digitization powering personalization, millennials are defining food culture

As functional foods shift from niche to mass adoption, the message from both experts is clear: the Indian food industry is at a tipping point

The Indian market for functional foods is undergoing a rapid transformation, fueled by millennial consumers who are rewriting how food is consumed, delivered, and valued. With rising awareness around gut health, immunity, detoxification, and sustainability, functional foods are no longer niche, they are becoming a mainstream lifestyle choice.

“The Indian functional foods market reached approximately USD 13 billion in 2023 and is projected to grow at a 10% CAGR, crossing USD 25 billion by 2030,” says Ramanujan Ankam, Founder, Food Lanes. “The largest segment includes prebiotics and probiotics, while vitamins are growing fastest, clear signs of consumers actively seeking foods fortified with digestive, immune-boosting, and detoxifying properties.”

This shift is especially visible among millennials, a generation that views food as more than just nourishment. “Food is not just about generic healthy eating anymore,” observes Simrat Kathuria, Celebrity Dietician & Nutritionist. “Today’s consumers want meals that actively work for them boosting gut health, elevating focus, supporting detoxification. From kombuchas and chia bowls to protein-rich smoothies and turmeric lattes, functional foods have become a way to integrate health functionality into everyday choices.”

Cloud kitchens: Functional food’s delivery engine

Supporting this demand is India’s booming cloud kitchen industry, which is worth over USD 1 billion in 2024 and projected to grow at 16% CAGR through 2030. Unlike traditional restaurants, these virtual kitchens are optimized for delivery, making them an ideal vehicle for functional foods.

“Cloud kitchens efficiently deliver diverse, healthy menus detox juices, superfood bowls, and personalized diet plans perfectly aligned with millennials’ preference for convenience and customization,” says Ankam. This synergy has positioned cloud kitchens as more than just delivery channels, they are emerging as innovation hubs for India’s next food revolution.

Kathuria adds that technology has been a catalyst in making these offerings accessible at scale. “Delivery apps and nutrition-focused subscription platforms now allow personalization like never before whether it’s a vegan detox box or a high-protein diabetic-friendly diet. For millennials, health isn’t a passing trend, it’s a lifestyle, and tech-enabled food delivery has become the enabler of that lifestyle.”

Plant-based, sustainable, and tech-driven

Alongside personalization, sustainability and plant-based diets are reshaping millennial choices. India’s plant-based foods market is expanding at nearly 15% CAGR, driven by ethical, environmental, and health concerns. Offerings now go beyond soy alternatives to include plant-protein snacks, vegan desserts, and flexitarian menu items delivered right to consumers’ doorsteps.

Ankam highlights how digitization further strengthens this ecosystem: “AI-powered food management tools, digital ordering platforms, and loyalty-driven e-commerce models enhance efficiency and engagement. These tools not only streamline operations but also create more transparency and trust for health-conscious consumers.”

Kathuria agrees, noting that modern eaters also expect clean labels, sustainable sourcing, and openness from brands: “It’s not just about flavour anymore, millennials want their food to reflect holistic wellbeing and values of transparency.”

Health as a lifestyle, not a trend

As functional foods shift from niche to mass adoption, the message from both experts is clear: the Indian food industry is at a tipping point. With cloud kitchens as the innovation centres, plant-based and clean-label choices growing fast, and digitization powering personalization, millennials are defining a food culture that blends convenience with conscious living.

Or, as Kathuria puts it: “For millennials, health is not a trend, it’s a lifestyle.”

Swati Chaturvedi

Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More

Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More

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