Last Updated: August 19, 2025, 15:05 IST
With Cloud Kitchens as Innovation Centers, Plant-Based and Clean-Label Choices Growing Fast, and Digitization Powering Personalization, Millennials Are Defining Food Culture
The Indian market for functional foods is experiencing a seismic shift, driven largely by millennial consumers who are revolutionizing food consumption, delivery, and appreciation. With a heightened awareness of gut health, immunity, detoxification, and sustainability, functional foods are transcending their once-niche status to become mainstream lifestyle choices.
Functional Foods: A Growing Market
According to Ramanujan Ankam, Founder of Food Lanes, the Indian functional foods market reached approximately USD 13 billion in 2023, with projections suggesting it will cross USD 25 billion by 2030 at a 10% CAGR. Predominantly, prebiotics and probiotics lead this growth trend, while vitamins are on the rise, indicating a clear shift toward foods rich in digestive and immune-boosting properties.
Millennials perceive food as more than mere sustenance. “Food is not just about generic healthy eating anymore," notes Simrat Kathuria, a renowned celebrity dietitian and nutritionist. Today’s consumers seek meals that actively contribute to their well-being—boosting gut health, enhancing focus, and supporting detoxification. From kombuchas to protein-rich smoothies, the incorporation of functional foods into daily diets is becoming increasingly mainstream.
Cloud Kitchens: The Engine of Functional Food Delivery
Supporting this burgeoning demand is India’s thriving cloud kitchen industry, estimated at over USD 1 billion in 2024, projected to grow at a remarkable 16% CAGR through 2030. These virtual kitchens optimize for delivery, making them an ideal platform for distributing functional foods.
“They efficiently deliver diverse, healthy menus—detox juices, superfood bowls, and personalized diet plans—all perfectly aligned with millennials’ preferences for convenience and customization,” explains Ankam. This unique synergy positions cloud kitchens not only as delivery channels but also as innovation hubs that are integral to India’s food revolution.
Kathuria emphasizes the role of technology in scaling these offerings. “Delivery apps and nutrition-focused subscription platforms provide unprecedented levels of personalization, whether it’s a vegan detox box or a high-protein diabetic-friendly menu. For millennials, health is a lifestyle, and tech-enabled food delivery facilitates that lifestyle."
Plant-Based, Sustainable, and Tech-Driven Choices
In addition to personalization, the growing significance of sustainability and plant-based diets is reshaping the eating habits of millennials. The Indian plant-based foods market is expanding at nearly a 15% CAGR, fueled by ethical, environmental, and health motivations. This includes a wide range of offerings, from soy alternatives to an array of plant-protein snacks and vegan desserts, all conveniently delivered to consumers’ doors.
Ankam points out how digitization reinforces this ecosystem: “AI-powered food management tools, digital ordering platforms, and loyalty-driven e-commerce models enhance operational efficiency and customer engagement. These technologies create transparency and build trust among health-conscious consumers."
Kathuria echoes this sentiment, explaining that today’s consumers demand clean labels, sustainable sourcing, and brand transparency: “It’s no longer just about flavor; millennials want their food choices to reflect holistic well-being and alignment with their values."
Health as a Lifestyle, Not a Trend
As functional foods mature from niche products to mainstream options, experts agree that the Indian food industry is at a critical juncture. With cloud kitchens serving as innovation centers, a surge in plant-based and clean-label options, and digitization enhancing personalization, millennials are crafting a food culture that harmonizes convenience with conscious living.
For this generation, health transcends being a fleeting trend; it embodies a foundational lifestyle choice.