India's Changing Relationship with Sweetness
India, a nation that has long associated sweetness with celebration, is witnessing a shift in its relationship with sugar. While the country continues to grapple with poverty and malnutrition, a rising tide of obesity and lifestyle diseases like diabetes is prompting a change in dietary habits.
Six years ago, Cadbury, owned by Mondelez, launched a campaign for its Dairy Milk chocolate brand to mark its 70th year in India. The campaign, "Kuchh achchha ho jaye" ("let something good happen"), built on the long-running tagline "Kuchh meetha ho jai" ("let's have something sweet"). Both campaigns tapped into the deep-rooted Indian association of sweetness with celebration.
However, this association is fading. As incomes, education, and health awareness rise, particularly in urban areas, a growing number of Indians are opting for healthier alternatives. This shift is driven by a desire to avoid the negative health consequences associated with excessive sugar consumption.
The change is evident in the increasing popularity of sugar-free products, the growing demand for healthier snacks, and the rising awareness of the importance of balanced diets. This trend is likely to continue as Indians become more conscious of the impact of their food choices on their well-being.