Gen Z Drives Surge In Plant-based Food Market In India
India’s digitally connected, health-conscious Gen Z consumers are rapidly accelerating the growth of the country’s plant-based foods sector, according to a new PBFIA–Ipsos report, with the market projected to reach Rs 5,500 crore by 2034.Titled Gen Z and the Plant Powered Plate – Trends and Insights, the report highlights how India’s youngest generation, born between 1996 and 2012 and representing 27 per cent of the population, is influencing food innovation through health-first, sustainability-driven and socially aware choices. Gen Z already accounts for nearly 35 per cent of India’s consumption spending, making their preferences a key driver of sectoral growth.
“Plant-based foods are no longer an alternative; they are an essential pillar of a healthier, more sustainable food future,” said Praveer Srivastava, Executive Director at PBFIA. “As consumer expectations evolve, they offer a powerful pathway to meet the needs of both people and the planet.”
The report shows India’s plant-based foods industry has grown at a compound rate of 19 per cent between 2022 and 2025. The sector is diversifying beyond traditional products, with innovations including plant-based protein powders, bars, and the integration of plant proteins into familiar foods such as biscuits, idli-dosa batter, and snacks. Locally sourced ingredients like sesame and millet are also increasingly being used in beverages, reflecting an emphasis on nutrition and cultural relevance.
Health and protein are central to Gen Z’s engagement with plant-based foods. The report notes that 79 per cent of this cohort actively seek to improve their diet, 83 per cent are willing to make lifestyle changes for better health, and 82 per cent are prepared to spend more on foods they perceive as nutritious. Protein has become a lifestyle marker for fitness, energy, and preventive health, with many Gen Z consumers tracking intake and favouring functional beverages such as kombucha or low-alcohol options.
Perceptions of plant-based diets are strongly positive among Gen Z, with 78 per cent considering them health-promoting and 73 per cent believing they can prevent or treat disease while providing adequate protein.
Digital connectivity further amplifies Gen Z’s influence. Nearly 60 per cent spend more than an hour daily on social media, and for half, it is the primary source of news. Over 57 per cent report that online trends influence their food choices, making a credible digital presence crucial for plant-based brands, supported by influencers and health-focused communities.
Gen Z also sees food as a vehicle for self-expression and identity, while remaining open to reinterpreting traditional foods. Approximately 70 per cent enjoy experimenting with new brands and cuisines, while nearly 70 per cent prefer the convenience of quick commerce platforms such as Blinkit, Zepto, and Swiggy Instamart. Transparency is equally important, with 82 per cent reading nutrition labels and 75 per cent using AI tools like ChatGPT for daily decision-making.
Despite enthusiasm, the report notes challenges including taste expectations, price sensitivity, availability, and limited familiarity with plant-based cooking. Household acceptance and uncertainty over nutritional adequacy may slow adoption, though older Gen Z and female consumers display a more favourable outlook.
Deepak H, Country Head and Partner at Ipsos Strategy3, said, “Gen Z is redefining the future of food, demanding choices that deliver on health, transparency and sustainability. For the industry, plant-based innovation is no longer optional; it is the pathway to staying relevant.”
The report concludes that as Gen Z continues to expand its consumption influence, the alignment between their values and plant-based innovation will position the sector at the forefront of India’s next phase of food growth.
Pages:
[1]