Healthy Food Consumers - What Makes Them Buy?

With fast changing economy, consumer market in India is undergoing a major transformation. The population of India also is experiencing a rapid health and nutrition transition and in turn facing "Double burden" of Malnutrition: undernutrition, micronutrient deficiency and obesity. Increasing rate of chronic diseases around the globe along with lifestyle changes amongst global population has forced the population to mend the eating and lifestyle habits. The landscape of the food and nutrition field has now also become dynamic. This need has created a dependency on the health foods readily available in the market and hence food label has become an integral part before purchasing the newly developed health product. This book identifies the consumers for the growing market and the factors that motivate them to purchase health food.