When Health Becomes a Status Symbol: The Premiumization of Eating Well

• Eating well in urban India has transformed into a lifestyle marker, with premium foods and supplements reflecting education, awareness, and social status.
• The shift is driven by a desire to reduce risk, with products offering reassurance and creating a hierarchy where organic produce and specialized supplements are at the top.
• Nutrition professionals highlight that this trend often blurs the line between genuine nutritional needs and lifestyle signaling, with supplements intended for specific deficiencies, not meal replacement.
• Public health guidance emphasizes whole foods and regular meals, but these basics often seem less appealing than adding new, premium products to a routine.
• Digital culture reinforces this by showcasing curated, visually appealing food content, transforming health into a performance rather than a sustained practice, linking it to economic privilege.