India’s nutrition and ingredients landscape is transforming rapidly. Rising health awareness, regional diversity and increasing demand for science-backed solutions are reshaping how brands innovate. In this interview, Siddhant Waikar from SFA offers first-hand insights into market complexities, evolving consumer expectations and emerging opportunities for functional ingredients such as fibres and low-glycaemic carbohydrates. He also reflects on India’s unique pace of innovation, the importance of regional formulation strategies, and the value of BENEO’s long-standing partnership with SFA. What does this mean for manufacturers aiming to grow in India’s dynamic nutrition space? This post explores exactly that.
What you can expect in this post:
- Key market forces shaping India’s nutrition and ingredient landscape
- Why diversity and regionalisation are critical for product success
- Emerging trends: sugar reduction, low-glycaemic energy, fibre-protein concepts
- Insights on consumer behaviour and R&D dynamics
- How BENEO and SFA collaborate to support customers in a fast-evolving market
- Practical implications for brands entering or expanding in India
Insights from SFA’s Siddhant Waikar on market dynamics, consumer change and BENEO’s long-standing partnership
India’s food and nutraceutical space is rapidly evolving. Rising health awareness, expanding urban lifestyles and strong interest in science-based ingredients are reshaping consumer expectations across the country. To understand what this means in practice, we spoke with Siddhant Waikar, Business Development Manager at SFA Food & Pharma Ingredients Pvt. Ltd., a long-standing partner of BENEO.
A recent photo of Siddhant and the BENEO ASPAC team wading through knee-deep water during monsoon season illustrates the realities of doing business in India: unpredictable, fast-paced and full of opportunity.
India’s diversity and what it means for ingredient innovation
India is a highly heterogeneous market. With numerous languages, regional dietary habits and socio-economic differences, manufacturers must adapt constantly. Siddhant summarises this complexity clearly: “India is a continent in itself, with multiple languages, income levels, climates and deeply rooted regional food cultures. There is no single ‘Indian consumer’.”
For SFA, this means that prototypes often need regional customisation. “A concept that performs well with a Mumbai bakery brand might need a different flavour profile, price point or format to succeed in another region,” he explains. This increasing need for regionalised solutions mirrors broader consumer expectations across Asia, where taste, transparency and nutritional relevance are evolving quickly.
And above all, value and affordability remain central; even in the premium space, brands scrutinise the cost per serving closely. He adds: “India’s market pace demands both speed and patience. Trends spread fast through social media, but R&D, reformulation and regulatory approvals take time.”
A personal pathway into nutrition
Siddhant’s interest in nutrition is both personal and professional. Growing up in an ingredients-focused business, he became fascinated by healthier confectionery at an early age. He recalls: “Ingredients like Isomalt and Palatinose™ have been part of dinner-table conversations for as long as I can remember.”
During the COVID period, a stronger personal shift occurred. “I began taking fitness seriously and discovered how profoundly nutrition influences energy, recovery and overall health.”
Since then, he has seen a similar mind shift among Indian consumers where health awareness has risen sharply. Consumers who once compared products by calories per rupee now look at “protein per 100 g and sugar per 100 g” when deciding what to buy. The shift Siddhant describes aligns with global behavioural patterns, where consumers increasingly focus on macronutrient balance and sustained energy.
Challenges and opportunities in the ingredients market
According to Siddhant, the most complex challenge is balancing taste, cost and nutrition.
“No matter how healthy a product is, if the sensory experience doesn’t satisfy consumers, it won’t last.”
Siddhant Waikar
This blend of taste, cost and nutritional value is becoming a familiar challenge for manufacturers worldwide, and similar innovation dynamics are reflected in our case study From Concept to Cup: How a Shared Vision Became a Performance Drink.
Higher cost of functional ingredients compared to commodity options requires careful formulation and value demonstration. At the same time, he sees strong potential in sugar reduction, low-glycaemic solutions, gut health and nutraceuticals.
He notes that “the boundary between food and pharma continues to blur,” creating openings for gummies, fortified syrups and other functional formats.
Why balanced nutrition is gaining prominence
Across categories, the mindset is shifting from indulgence alone to mindful indulgence.
Siddhant explains: “Consumers still want enjoyable products but increasingly look for options that align with their personal health intentions.”
This shift strengthens the relevance of lower-glycaemic carbohydrates and dietary fibres for digestive comfort, provided claims remain evidence-based and compliant. Balanced nutrition is no longer an optional benefit; it increasingly shapes brand positioning and long-term consumer trust.
Emerging trends for the coming year
Among the strongest forces shaping India’s next phase are sugar reduction, clean labelling and digestive wellness.
“The most significant trend is the continued momentum toward sugar reduction and low-glycaemic energy sources, not just for diabetics but for mainstream consumers,” Siddhant observes.
He sees growing interest in fibre–protein combinations, microbiome support and familiar, transparent ingredient lists. These trends — from sugar reduction to fibre–protein combinations — are consistent with what we see throughout Asia-Pacific. Traditional Indian sweets are also becoming a field of innovation. “Heritage meets health; that is where we see tremendous potential.”
BENEO and SFA: a long-standing partnership
SFA and BENEO have worked together since the early 2000s, beginning with regulatory approvals for isomalt and Palatinose™. Siddhant describes this as a milestone that shaped the company’s credibility. “Being the pioneer in introducing Isomalt and Palatinose™ to India still earns us respect within the industry,” he explains.
He emphasises the complementary strengths of both organisations: “BENEO’s strength lies in its scientific foundation and consistent quality, while SFA contributes deep understanding of India’s commercial, regulatory and cultural landscape.” This combination enables both teams to support customers with confidence, shorten development timelines and build long-term partnerships.
A personal reflection on impact
For Siddhant, success is best measured in real-world outcomes. “When I walk into a store and see something on the shelf made with our ingredients, it’s a powerful reminder of the impact we create,” he says.
He also values the trust customers place in SFA as a technical partner. “It’s incredibly rewarding when clients consult us during their new product development discussions, even for ingredients that aren’t part of our portfolio.” This proximity allows SFA to stay close to emerging trends and align strategies early.
Conclusion
India’s nutrition sector is moving into a new era, shaped by awareness for mindful indulgence, regulatory focus and scientific innovation. Partnerships that unite technical expertise with local insight are essential for navigating this complexity. With BENEO and SFA working together for more than two decades, both teams remain committed to supporting customers as India continues its transformation toward more balanced nutrition.
Key Take-Aways
✅India’s nutrition sector is expanding quickly, shaped by health awareness and demand for science-based ingredients.
✅Regional diversity requires tailored formulation strategies and strong local partnerships.
✅Sugar reduction, digestive wellness and clean labelling will drive next-year innovation.
✅BENEO and SFA combine scientific expertise with local market knowledge to support efficient and compliant product development.
✅For manufacturers, success depends on balancing taste, cost and nutrition—while keeping pace with a fast-moving yet highly regulated market.
References
Euromonitor International. “Health and Wellness Packaged Foods in India” (2023).
Mintel GNPD Insights. “Sugar Reduction Trends in Asia Pacific” (2023).
FSSAI updates on nutraceutical and fortified food categories (2022–2024).
Consumer trends & demand for functional ingredients: Smarter nutrition in the age of GLP-1
Digestion & wellness trend in Asia: Digestive health on the rise: What Thai consumers can teach us about global wellness trends
Protein/macro trends in the context of balanced nutrition: Protein & Sports Nutrition: The Power of Plant-Based Options
Major societal nutrition issues: The Malnutrition Paradox: Tackling Obesity and Undernutrition Together
Practical examples of ingredient innovation: From Concept to Cup: How a Shared Vision Became a Performance Drink