The report highlights changes in household spending, revealing a decline of over 5 percent in cereal and pulse consumption, particularly in rural areas. This shift reflects broader changes in dietary habits and health trends across the country
Published Jan 09, 2025 | 12:30 PM ⚊ Updated Jan 09, 2025 | 12:30 PM
A recent report by the State Bank of India (SBI) highlights a concerning shift in consumption patterns, showing a decrease in the intake of cereals and pulses, alongside an increase in the consumption of beverages and processed foods.
While the report primarily focuses on household spending from a financial point of view, it also sheds light on dietary habits and health trends in the country.
Cereals and pulses, essential sources of carbohydrates and protein, have seen a decrease of over 5 percent, especially among rural populations. This trend is part of a broader shift in household budgets.
The Consumption Expenditure Survey reveals that although food remains a significant part of household spending, its share has decreased substantially over the past 12 years.
In rural areas, food expenditure as a percentage of total household spending dropped from 52.9 percent in 2011-12 to 47.04 percent in 2023-24, a decline of 5.86 percent.
Urban areas saw a smaller but still notable decrease, from 42.62 percent to 39.68 percent, a reduction of 2.94 percent.
In contrast, spending on beverages and processed foods has risen. Rural households increased spending by 1.94 percent; urban households saw a 2.11 percent increase.
This shift toward more calorie-dense, less nutritious foods raises concerns over rising rates of obesity, diabetes, and other lifestyle diseases, which present significant public health challenges.
Additionally, the decline in vegetable consumption (-0.59 percent in rural areas and -0.51 percent in urban areas) raises alarms about potential vitamin, mineral, and fiber deficiencies, increasing the risk of health issues like anemia and digestive disorders.
Similarly, while the reduction in sugar and salt consumption (-0.94 percent in rural areas and -0.58 percent in urban areas) may seem positive, it may also indicate a move away from home-cooked meals in favour of more processed food.
The decrease in the consumption of staple foods and fresh produce could lead to malnutrition, weakening immunity and reducing productivity over time. At the same time, the increased consumption of processed foods and beverages is linked to lifestyle diseases such as obesity, diabetes, and hypertension, which are growing public health concerns.
Furthermore, non-food items are taking up a larger share of household budgets.
In rural areas, spending on non-food items rose by 5.86 percent, from 47.1 percent in 2011-12 to 52.96 percent in 2023-24.
In urban areas, this increase was 2.94 percent, from 57.38 percent to 60.32 percent.
This trend, along with an increase in spending on entertainment (+0.03 percent in rural areas and +0.16 percent in urban areas) and consumer services (+1.26 percent in rural areas and +0.12 percent in urban areas), suggests a growing focus on sedentary activities, which could indirectly contribute to a decline in physical activity levels and an increase in lifestyle-related health issues.
There is a clear shift from staple to processed food over the decade, and especially in rural settings. Gastroenterologist and chairman of Indian Medical Association Research Cell Kerala State, Dr Rajeev Jayadevan told South First that this shift could be attributed to several factors with significant implications.
First, the data spans a decade — from 2011 to 2023, roughly 12 years. Over this time, the rural-urban divide has likely changed, driven by increased urbanisation.
“Moreover, the marketing and sales of processed foods have reached even the most remote areas, with these products being attractively priced due to bulk production. They are also packaged appealingly and heavily advertised,” said Dr Jayadevan.
He pointed out that if we look back 30 to 50 years, advertisements on television were mainly accessible to the elite, those who had the privilege of owning a television. However, today, nearly everyone has access to a television or mobile device, and advertising reaches a far broader audience.
“These ads are professionally crafted to make products appealing, often associating them with celebrities. People tend to compare themselves with the movie stars featured in these ads, whether they are promoting food, supplements, or processed items,” said Dr Jayadevan.
Greater market penetration and the growing influence of advertising are key factors, Dr Jayadevan pointed out, in influencing consumer behaviour.
“Take IPL, for example — its wide viewership means that advertisements reach millions across the country. This, along with other advertising platforms, demonstrates how processed food and beverage products are now accessible to a far larger audience than in the past,” he said.
Dr. Jayadevan further elaborated on the changes in lifestyle and how they contribute to the shift toward processed foods.
“The working class of 12 years ago is different from today’s working class, and one key difference is increased mobility. There are now more two-wheelers, and many women can work independently, as in many states, they are able to transport themselves without relying on their husbands. This leads to several outcomes. First, women are more empowered, as they have their own employment and income. However, this also means they spend less time at home, which could result in a greater reliance on processed foods for convenience. With the means to afford it and the desire to try these foods, they are exposed to more options,” he said.
He also said that if you live in an environment where you’re not exposed to these advertisements and don’t see others consuming processed foods, you’re less likely to choose them. However, advertising has made these products much more accessible, influencing behaviour.
“That said, not all processed foods are inherently bad. Heavily sugar-based beverages, high-salt snacks, and products high in transfats are likely worse than other types of processed foods. Processed foods do have some advantages. They are standardised, meaning you know where they come from, who made them, and what ingredients were used. Unlike, for example, a samosa from a street vendor, where you can’t be sure of its source, handling, or freshness, processed foods come with guarantees of quality and an expiry date,” he said.
“So, while processed foods have their downsides, it’s not as simple as labelling them all bad. Because people have less time for full-scale cooking at home, they may be turning to processed foods more often, which could explain the decline in the consumption of cereals and pulses,” he said.
He also said that the rise in convenience has also contributed to the increase in obesity.
“We have observed a significant rise in abdominal obesity in India. In fact, it’s alarming that two-thirds of women under the age of 50 are now abdominally obese. This trend aligns with factors such as better income, improved living conditions, greater access to calorie-dense foods, and less physical activity, as many people now have their own means of transportation,” said Dr Jayadevan.
“It’s important to recognise that this is not a simple issue; it’s not black and white. Rather, it’s part of a larger story of an evolving nation, where rapid changes in lifestyle, economy, and access to resources are shaping health outcomes in complex ways,” he said.
Hyderabad neurologist Dr Sudhir Kumar however sees reduction in cereal consumption as a good sign, but there is still concern.
“There are a few misconceptions about our traditional diet. One common belief is that we are carb-heavy and protein-light. Health experts have long advocated for reducing carbohydrates and increasing protein intake. While there has been some success in reducing carb consumption, particularly through a decrease in cereals, we are still struggling to increase protein intake. This could be due to affordability issues; eggs, fish, and meat tend to be more expensive,” said Dr Kumar to South First.
He however pointed out that instead of simply blaming the public for not consuming enough protein, we must also consider whether these foods are affordable. Even in urban areas, where people are assumed to have more financial capacity, protein intake is still not increasing.
“This suggests that it’s not just an affordability issue, but also a cultural mindset. The habit of consuming more protein has not yet fully developed, and we need a shift in how people view protein in their diets,” said Dr Kumar.
He also said that another important point is that reducing carbs, especially cereals, will only be beneficial if we don’t compensate by increasing our intake of processed foods and sugary drinks. Items like burgers, pizzas, and soft drinks should be avoided if we want to truly improve our health, he said.
Dr. Sudhir Kumar said it was good to see that there has been a decrease in edible oil consumption, a 0.97% decline. “While seed oils are still the dominant choice, reducing oil consumption is a step in the right direction. Milk and dairy consumption has remained stable, which is a positive, as they are generally considered healthy foods. Similarly, sugar consumption has decreased slightly, which can be seen as a mild positive trend,” he said.
Unfortunately, there has been no noticeable increase in protein sources like eggs, fish, or meat, which remain stable. Similarly, pulses, an important protein source for vegetarians, have also seen a decline in consumption.
“Overall, the decline in cereal consumption has not been adequately compensated by an increase in protein intake. This is concerning, as it highlights a gap in protein consumption, which remains low across both vegetarian and non-vegetarian diets. There is a clear need for public education on the importance of increasing protein intake. At the same time, there is an urgent need to address the rising consumption of unhealthy beverages, processed foods, and substances like tobacco and alcohol,” Dr Kumar said.
(Edited by Rosamma Thomas)
