Health Conscious Desis Take e-Route to Keep it Lean and Mean

A study reveals, last six months saw 100% rise in demand for products in the health and fitness category.

Published: 08th April 2016 04:08 AM  |   Last Updated: 08th April 2016 04:08 AM   |  A+A-


CHENNAI: The rising health consciousness among Indian consumers is driving a marked upswing in demand for health and fitness products online. According to a study by e-commerce major Flipkart, the last six months have seen a 100% rise in demand for products in the health and fitness category - from wearables like Fitness Bands and Glucometers to Air and Water Purifiers.

AA.jpgDelhi, Bengaluru and Mumbai have also been identified as the most health conscious cities in the country.

The rapid increase in pollution levels, long work hours and a stressed work-life balance, not to mention growing awareness on the negative consequences of all three factors, have been tapped as the primary reasons for the growth in the segment. The study identifies Delhi as India’s most health conscious city, followed by Bangalore, Mumbai, Kolkata and Chennai.

A.JPGThe trends in product preferences in the Health and Fitness category are also clearly demarcated by age. Fitness Bands are most popular amongst consumers in the 20 - 35 age group, while air purifiers are the biggest hit amongst 35-50 year olds. The air and advanced water purifier category has grown 1.7 times in the last half year in cities like Delhi, Bengaluru and Mumbai, while specialised health products like glucometers and BP monitors have been rising at 50%.

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