From pea powder or jackfruit-made chicken 69 to vegetarian shawarma or vegan scrambled eggs, Indians are increasingly turning to plant-based foods—driven by health concerns, sustainability awareness, and
curiosity to experiment with new diets.
The trend has been demonstrated in a new study by research firm Ipsos, which shows that 65 per cent of Gen-Z consumers—the demographic cohort born roughly between 1996 and 2012—in urban India have already tried plant-based foods, while more than half say they are willing to adopt them.
The report, released on Tuesday, highlights the growing influence of Gen-Z on consumption trends in India. The cohort accounts for 27 per cent of the country’s population but controls about 35 per cent of consumer spending, making them a key demographic shaping the future of the food industry.
According to the study, titled “Gen Z and the Plant Powered Plate-Trends & Insights”, the plant-based food sector has grown 19 per cent between 2022 and 2025 and could reach Rs 5,500 crore by 2034.
“The demand has doubled post Covid-19 as buyers are willing to experiment with healthy food, especially vegetarians. The demand for protein-rich food is high, and we have doubled our revenue in the last couple of years,” Chandrashekhar V, managing director of plant-based food tech company Veganta, told News18 during the “Plant-Based Food Summit 2026” at Bharat Mandapam on Tuesday.
“Our plant capacity is 30MT per month through 100 kg per hour capacity extrusion machinery. Not only the domestic demand, but we are also exporting to Dubai and soon, we will begin exporting to Singapore, Canada, Switzerland, and several other locations.”
Health focus driving plant-based interest
Health consciousness is emerging as a major driver behind the shift toward plant-based diets among young consumers. According to the survey, 78 per cent of Gen-Z respondents describe themselves as health-conscious, while 79 per cent say prioritising physical health is a significant part of their daily routine. Around 80 per cent believe there is a strong link between the food they eat and their overall health, signalling a broader move toward preventive health and nutrition-focused diets.
According to Deepak H, partner and country head, Strategy3, Ipsos India, “Gen Z is ready to experiment, but not ready to compromise.”
“They reward innovation but demand transparency. They embrace new brands but demand credibility. Their food discovery happens online, yet their loyalty must be earned offline—through taste, trust, and consistent delivery. Quick commerce, digital communities, sustainable narratives, and protein-forward formats will define the next phase of plant-based growth.”
The report also shows improving perceptions of plant-based diets among young Indians. Nearly 78 per cent believe plant-based diets promote good health, while 73 per cent say a well-planned plant-based diet can provide adequate protein, suggesting growing confidence in plant-derived nutrition.
The study also points to the role of digital platforms in shaping food choices. About 60 per cent of Gen Z respondents spend more than an hour daily on social media, and 57 per cent say social media and online health trends influence their food consumption decisions.
Doctors advise caution against diet fads
Doctors told News18 that while plant-based foods can be part of a healthy diet, young consumers should be careful about following dietary trends without understanding nutritional balance.
“As a gastroenterologist trained in nutrition, my take is that nutrition is a vast topic that is linked with other complex subjects such as physiology, biochemistry and gastroenterology. Reading catchy lines off social media reels and sharing viral videos or images or asking ChatGPT a few questions are not a substitute for depth in knowledge,” Dr Rajeev Jayadevan, chairman of the scientific committee, Indian Medical Association, Cochin.
He emphasised that healthy eating across cultures follows the principle of a balanced plate rather than restrictive diets.
Jayadevan noted that while plant-based foods have advantages, they may not always provide complete nutrition. “Plant-based foods have their merits as well as disadvantages. They tend to be expensive, harder to access for some, and do not contain complete protein in most instances, soy being an exception.”
Jayadevan advised that consulting a trained nutritionist is a “good idea” for those who wish to try out new diets that are popular on social media. “The downside of certain restrictive diets may take time to be noticed and reported, and the adverse effects suffered are not always reversible.”
Similarly, neurologist Dr Sudhir Kumar from Apollo Hospitals, Hyderabad, said plant-forward diets have scientifically proven benefits but warned against extreme dietary choices.
“There is clear scientific evidence that plant-forward diets, rich in fiber, antioxidants, and phytonutrients, are neuroprotective. Diets heavy in whole grains, legumes, and vegetables reduce inflammation and lower the risk of cognitive decline.”
However, he cautioned that strict vegan diets without supplementation may carry risks.
“A strict, un-supplemented plant-based diet carries a significant neurological risk: Vitamin B12 deficiency. Vitamin B12 is essential for maintaining the myelin sheath that protects our nerves.”
Kumar added that a balanced approach may be more sustainable. “The future of Indian nutrition should not be about choosing ‘sides’ in a lifestyle war. It should be about intentionality.”
