Liqvd Asia Unfolds the State of Health, Fitness & Nutrition in New India

Covid-19 will be written about as being one of the darkest chapters in the history of mishaps that mankind has experienced. However, this pandemic suddenly brought to light the significance of being fit and healthy. Immunity may have become the most-searched word on Google, for that, was the only shield that could safeguard someone against the dreaded virus. There was no alternative to eating healthy in the unavailability of junk food. What began as a compulsion became the new Normal. People have realized that home-cooked meals are not only healthy but delicious as well. When stepping out became impossible, people stepped up their game in working out from home. Health, nutrition and immunity have become the heroes of all conversations.

The LIQVD Asia Crowdwisdom360 Nutrition survey was carried out amongst 713 digitally savvy urban Indians in the age group of 17 to 50 years who exercise at least 3 times a week. The respondents were recruited via a scientific sampling method using Facebook advertising. The survey results are at 95% confidence levels with a margin of error of 5%.

Determinants of Fitness

The study suggests 71% attribute fitness to a healthy diet. 66% think fitness is about “being at peace”. Homemakers believe that fitness envelopes physical exercises, pleasant appearance and overall wellbeing. Corporates believe that fitness is about inner peace and overall wellbeing. 66% want to exercise, while only 59% can keep up with a healthy diet. Residents from small towns are more inclined towards physical exercises than those from metros. Self-employed people and entrepreneurs are the most disciplined when it comes to eating healthy. Family and friends are the strongest influence when it comes to being fit. Physical attractiveness is what motivates gym-goers to work towards fitness.

Preference about Fitness

to exercise as compared to those from the metros the main reason being that the latter are unable to make time for exercises, given their fast-paced lives. The younger lot prefer s an intense workout, whereas the older lot prefers gentler exercises. Three out of five Yoga practitioners are women.

Drivers to Fitness

78% want to become a better version of themselves and consider fitness as the mean to that end. This has been an observation across all the target groups. Self-employed people and entrepreneurs consider healthy diet to be the best way towards getting fit and healthy. They’re rational and practical in their approach and seek overall wellbeing. Males are more likely to look up to their peers or the ones that they aspire to become.


Only 36% have put up, achieving a muscular body as an outcome. A large 78% talked about increase in stamina.  50% says confidence and good looks, and happiness is a direct outcome of being fit. 3 in 4 non-metro active users found themselves to be more confident after engaging in a fitness activity. While every 1 in 2 metro users believed that fitness help improves their look, skin eventually leading to happiness and make them more content

Change in perspective post-Covid-19

81% have became more conscious about health and immunity. 60% tried newer forms of workout. But, there wasn’t an increase in the consumption of dietary supplements. Consumers from Metros bought equipment to workout from home, whereas those from smaller cities follow health influencers online. Women are more health-conscious as compared to men and resort to lighter exercises at home and online fitness classes to stay fit and healthy.

Commenting on the outcome of the survey, Tanushree Radhakrishnan, Chief Operating Officer, Liqvd Asia said, “The outbreak of the Covid-19 pandemic has led to a sudden shift in the way Indian consumers perceive health, fitness, nutrition, and of course, immunity. While everyone is focusing on the core, holistic wellbeing has become the new mantra. We believe, through this report, what we have managed to unveil is only the tip of the iceberg, for this trend is here to stay. The eminent panel we spoke to thought no differently. With deeper insights, richer trends, and possibilities for brands, they brought to life this conversation about the state of health and nutrition in new India. And it has made the need for personalisation and content far more relevant. We really think, going forward, this will drive change, and eventually, category growth”.

Liqvd Asia along with IAMAI conducted a webinar to discuss the same. Panelit Siddharth BatraDirector, Marketing, Glanbia Performance Nutrition during the webinar commented, Even though people have become increasingly aware of health and nutrition, they're sceptical about trusting new brands. The interest in boosting immunity has never been more. It's a myth that protein must only be consumed by bodybuilders. Some have it to enhance muscles and performance, while for the others it's a lifestyle requirement. Consumers can verify the authenticity of all Optimum Nutrition products within 5 seconds. Various platforms where consumers can be heard helps us be transparent with the consumers. There isn't a very clear differentiator for a consumer's need or desire towards fitness. But, Optimum Nutrition has products for consumers with any sort of motivation”.    


Survey Methodology

  • Online Survey
  • Sampled through facebook advertising
  • Metro & Teir-1 cities
  • Minimum 3 days of exercise per week
  • 95% confidence, 5% margin of error

Sample Size


Sample Size


















Sample Size

17 to 24


25 to 34


35 to 44






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