The overall health and wellness food products segment crossed Rs 10,000 crore sales mark in 2015, less than 10% of the overall food market, according to a latest report by Nielsen . Surprisingly, Indian shoppers mostly turn to traditional trade stores for their provisions, with health and wellness foods being no exception except instant noodles and cereals that buck the trend with healthy sales in modern trade outlets. The Indian foods market have seen plenty of failed product launches in the health food in the past decade — from Marico's Saffola Zest baked snacks to Parle's Monaco smart chips and PepsiCo 's Aliva baked. "There is an increasing trend for genuine products that has backing of health benefits," said Aditya Bagri , director at Baggry's that sells muesli and oats. "Making such products palatable is critical so that it is consumed regularly.

Source: Economic Times September 05, 2016 00:11 UTC