Calories Out, Consciousness In—Fitness Campaigns Reshape India’s Diet

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India is witnessing a noticeable shift in dietary habits as consumption of edible oil and sugar has declined over the past few months. According to industry data, this drop coincides with a nationwide fitness and nutrition awareness campaign led by the government, including a personal appeal from Prime Minister Narendra Modi urging citizens to reduce their intake of oil, sugar, and salt to combat lifestyle diseases.

What the Numbers Say

India’s per capita annual consumption stands at 18 kg for edible oil and 20 kg for sugar, but recent months have seen a sharp dip in both.
Cooking oil imports dropped by 22% in May and 32% in April year-on-year, reflecting a direct fall in domestic demand.
In June, 1 lakh tonnes of sugar remained unsold from the government’s allocated quota, despite a lower allocation compared to the previous year.

What’s Driving the Decline?

PM Modi’s appeal to cut edible oil use by 10% has gained traction, especially among urban and health-conscious consumers.
The Ministry of Agriculture and FSSAI launched radio jingles and public campaigns promoting reduced consumption of oil, sugar, and salt.
Seasonal factors like high summer temperatures and price sensitivity have also contributed to lower usage.
Some brands are reducing pack sizes while maintaining price points, subtly nudging consumers toward lower consumption.

Industry Reactions

While some industry leaders attribute the dip to seasonal and economic factors, others acknowledge the growing impact of public health messaging.
“Modi’s appeal may not be the only reason, but it has definitely influenced consumer sentiment,” said a top executive from a leading edible oil brand.
Experts believe the trend could continue, especially with rising awareness around obesity, diabetes, and heart health.

Sources: The Hindu BusinessLine, AgriInsite, Vision IAS