Indians shift to healthier options post pandemic: OneGreen study

OneGreen, Asia’s largest e-commerce marketplace for conscious, healthy, clean, sustainable products, in association with Kadence International, (a globally reputed market research agency), recently conducted a unique survey to assess consumer opinion towards conscious, eco-friendly products and healthy living. The study found that at least 68% of Indians want to continue following healthy eating and living habits post the pandemic. 

There is currently a significant lack of data and insights around clean and green products in India and their availability. Existing research lacks in scientific rigour and aspects such as the sample size and information on the study cohort is also missing. This was one of the primary reasons why OneGreen undertook this extensive survey.  The sample surveyed focused on respondents in the 18 to 50 years category comprising 80% females and 20% males. The purchase behavior was found to be influenced by women since they are the primary decision makers and drive change in lifestyle in most Indian households.

 The study points to the fact that green is the new black with the numbers indicating how Indian consumers are veering towards healthy and conscious buying. While 8 out of 10 Indians have experienced a change in their buying behavior focused on their health and well-being, 6 out of 10 respondents have claimed to make their purchase decisions based on their environmental impact. About 57% consumers are willing to spend more on genuine green and healthy products even across the price-sensitive Tier 1 and Tier 2 cities. About 71% of the respondents said they aim to opt for a greener lifestyle in 2023. 

The study also found that 8 out of 10 respondents buy good quality products now – such as those that are organic and safe. And 7 out of 10 respondents who buy eco-friendly/sustainable products do so since they care for the environment. 

Speaking about this, Abhijit Bhattacharya, Founder & Chief Business Officer, OneGreen, said, “OneGreen embarked on its journey with the conviction that clean living is the only right option for all of us. This survey reaffirms our faith in the vision and it is extremely encouraging to see 70% of Indian respondents showing such great awareness and inclination towards products that don’t harm their health and living environment. The pandemic has boosted the new ‘green living revolution’ in the population across metro and non-metro cities. People are not making impulsive purchases, but strategic decisions based on how a product will impact one’s own and family health, followed by the environmental impact. These purchases are further enabled by easy access to such products online and their high quality.” 

Adding further, Neha Gahlaut, Co-Founder & Chief Marketing & Growth Officer, OneGreen, said, “Indian consumers are not only taking note of, but also making the right lifestyle choices. One thing that held them back in the past was the perception of high cost of green products, and the absence of any mechanism that proved that ‘green’ is not just a label, but an actual commitment. Dedicated green ecommerce platforms like ours at OneGreen are bringing about a change in this regard. 90% of the respondents were open to opting for dedicated marketplaces for buying clean and green products owing to the trust factor. 1 out of 4 consumers surveyed have shifted to such marketplaces. This is encouraging for us, and we are aiming to further expand our outreach in 2023 and beyond.” 

Other interesting insights from the survey

 â—       1 in 5 respondents buy clean and green products at least once a week. Relatively higher frequency among the older age group of 40 years and above.

●       7 out of 10 respondents are much more conscious towards their health post COVID. Female and middle-aged group are relatively more conscious.

●       6 out of 10 respondents are also more conscious towards the environment post COVID. This is relatively higher in metros and middle-aged group.

●       There is a greater focus towards superior quality and eco-friendly, sustainable products. This trend observed across age groups and city type.

●       While 90% consumers claimed to try to read labels while making purchases, it is the complicated terminology that confuses them about the actual ingredients used.

●       8 out of 10 respondents mentioned they are influenced by social media (WhatsApp, Facebook/Instagram) in terms of their buying decisions for clean, green products

●       There is a whopping 91% traction in people opting for dedicated marketplaces for buying clean and green products owing to the trust factor. About 86% and 84% Indians were found to be buying green beauty and personal care products and groceries and pantry items, respectively.

●       About 56% bought kids and baby clothing, and 40% shopped online for kids and baby toys as well.

●       Pet products, a relatively newer category, also saw 32% respondents making purchases online. 

OneGreen offers 20,000+ products from over 500 brands that are 100% certified vegan, toxin-free, preservatives-free, gluten-free and eco-friendly. The platform leverages a unique proprietary tool called OneGreen Index, providing a three-step quality and credibility assessment for conscious products across categories. 80% of the company’s audience is health and wellness conscious modern women, half of whom are mothers. OneGreen seeks to create a transparent, honest and 100% assured product market for the conscious consumer.