September 17, 2024, New Delhi: When it comes to sugar consumption, India is witnessing a notable increase which is indicative of rising demand every year within the country, states the Department of Food & Public Distribution (DFPD). DFPD has stated that annual sugar consumption in India has reached around 290 lakh (29 million) tonnes (LMT) annually. The sugar consumption volume has been increasing gradually since 2019-20, when it was over 28 million metric tons.

While the overall consumption of sugar in the country is rising there is also a growing market catering to demand for sugar free products especially in traditional Indian sweets and ice-creams. Some no sugar variants have also been launched by brands across several food categories where natural sugar of dates, figs and jaggery are used as sweeteners. However, one area that most brands haven’t paid attention to is rolling out lower sugar version of their regular products.

After hundreds of posts and comments were received post the November 2023 survey of LocalCircles on “How India consumes sweets”, consumers wrote about how in many products like traditional sweets, chocolates, cookies, bakery products and icecreams they consistently find sugar levels that are more than desired. LocalCircles decided to conduct the sweets consumption survey in 2024. Via this survey, the platform attempted to understand if there had been any change in the sugar consumption pattern of Indian households. If so, whether there is any shift from traditional sweets to other products containing sugar. It also attempted to understand via the survey, the acceptability of lower sugar products amongst Indian household consumers. The survey received over 36,000 responses from household consumers located in 311 districts of India. 61% respondents were men while 39% respondents were women. 42% respondents were from tier 1, 29% from tier 2 and 29% respondents were from tier 3 & 4 districts.

51% urban Indian households consume traditional Indian sweets 3 or more times a month

Having something sweet to eat after a meal is nothing unusual in most families unless health conditions don’t permit. The survey first asked consumers, “How many times each month generally do you/ members of your household consume traditional Indian sweets?” The question received 12,248 responses with only 10% indicating that they eat traditional Indian sweets “every day”; 6% of respondents indicated “15-30 times a month”; 8% of respondents indicated “8-15 times a month”; 27% of respondents indicated “3-7 times a month”; and 39% indicated “1-2 times a month”. Only 4% of respondents stated that the question is “not applicable” as they don’t consume traditional Indian sweets while 6% of the respondents did not give a clear reply. To sum up, 51% urban Indian households consume traditional Indian sweets 3 or more times a month.

Percentage of urban Indian households surveyed that consume traditional sweets several times a month has risen from 41% in 2023 to 51% in 2024

Comparison with a survey done in 2023 shows that the percentage of urban Indian households that consume traditional sweets has risen from 41% in 2023 to 51% in 2024. There is a marginal increase in the percentage of households surveyed which consume traditional sweets every day from 8% in 2023 to 10% currently. There is a wider difference in the households surveyed which don’t consume traditional Indian sweets, dipping from 13% in 2023 to just 4% of respondents currently.

56% urban Indian households consume bakery and packaged products like cakes, biscuits, ice-creams, shakes, chocolates, candies, etc. 3 or more times a month; 18% consume one or more of them every day

The survey next asked consumers “How many times each month do you/ members of your household consume sweet bakery and packaged products like cakes, biscuits, ice-creams, shakes, chocolates, candies, etc.?” The question received 12,323 responses with 18% indicating “every day”; 4% of respondents stating “15-30 times a month”; 14% of respondents stating “8-15 times a month”; and 34% of respondents stating “1-2 times a month”. Of the remaining respondents, 6% stated that the question is “not applicable” to them as they don’t consume” such food products, while 4% of respondents did not give a clear reply. In essence, 56% urban Indian households consume bakery and packaged products like cakes, biscuits, ice-creams, shakes, chocolates, candies, etc., 3 or more times a month; 18% consume them every day.

55% urban Indian household consumers surveyed believe that they will be fine with consuming traditional sweets, sweet bakery and packaged products with sugar content that is lower by 25-75%

Global studies show that there is a shift seen in the percentage of households which are buying processed food products containing less sugar for varied reasons. The survey finally asked consumers, “Assuming you are consuming traditional Indian sweets or sweet bakery and packaged products or both regularly, what percentage of sugar can be cut from these products, and you would still continue to enjoy them?” The question received 12,238 responses with 28% of respondent stating that they want “no or minimum change”. Of the rest, 36% of respondents stated that they would like “25-50%” less sugar utilized; 19% of respondents stated that they are fine with “50-75%” less sugar being used; 11% of respondents did not give a clear reply while 6% of those surveyed stated that the question is “not applicable” as they don’t consume traditional Indian sweets or bakery/ packaged sweets. In essence, 55% of urban Indian household consumers surveyed believe that they will be fine with consuming traditional sweets, sweet bakery and packaged products with sugar content that is lower by 25-75% of the current levels.

In summary, 51% urban Indian households consume traditional Indian sweets 3 or more times a month. What the survey brings to fore is that the percentage of urban Indian households that consume traditional sweets has risen from 41% in 2023 to 51% in 2024. In terms of other sweet food products, 56% urban Indian households consume cakes, biscuits, ice-creams, shakes, chocolates, candies, etc. 3 or more times a month; 18% consume them every day. With many consumers expressing through the course of this year about the need for brands to develop lower sugar product alternatives as they found sugar in many products to be excessive, the survey learnt that 55% urban Indian household consumers believe that they will be fine with consuming traditional sweets, sweet bakery and packaged products with sugar content that is lower by 25-75%. This is something manufacturers of various packaged food products need to note and with festive season just down the corner, brands that come up with lower sugar variants may have an advantageous position.

By lowering sugar levels for products where consumers find sugar to be excessive, brands can not only attract newer consumers, it can also prevent such products from getting classified as ultra-processed or HFSS (high fat, sugar or salt) or RED food.

LocalCircles will escalate findings of this study with FSSAI and the Ministry of Health for their awareness and actions.

Survey Demographics

The survey received over 36,000 responses from household consumers located in 311 districts of India. 61% respondents were men while 39% respondents were women. 42% respondents were from tier 1, 29% from tier 2 and 29% respondents were from tier 3 & 4 districts. The survey was conducted via LocalCircles platform, and all participants were validated citizens who had to be registered with LocalCircles to participate in this survey.