Impact of the COVID-19 on Consumer Behavior Towards Organic Food in India

Abstract

COVID-19 certainly brings an economic slowdown estimation contraction of −3% in the world but there is huge opportunity in the organic industry is clocking in robust growth from 25 to 100% in 2020. Due to the unavailability of vaccine against corona virus, the people recognize immunity as ammunition against corona virus. In India, the online retailers are the witness of 100% growth in their sale. All over in India like in NCR Indiaorganic.com, pure & eco India, Rajasthan Natural and organic, Gujarat Saurian organic, North Indian retail chain modern bazaar, Belarus-based e-retail Healthy Buddha are experiencing the growth in their demand around 25 to 30% in 2019. Previously in 2018 people, trending towards the organic food because now people of India especially in Delhi-NCR having good income and people are educated so they are more interested in healthy nutritious and eco-friendly products. People want the food, which is free from chemical and fertilizer the food that can increase their immune system, which is natural, and having best quality. ASSOCHEM has reported jointly that Indian local market consumption is only 1% despite a great exporter of organic food. The Indian organic market is a new paradigm in 2019 after COVID-19. People now understand the value of nutritive food, which can increase their immune system, can prevent from corona virus so there is huge opportunity in the Indian market to motivate the consumer to buy more and more organic food it is time to shift from conventional food to organic food. The data has been observed by ASSOCHEM—Indian organic food market is going to be raised by 40, 000 million to 10,0000–1,20,000 million in 2020 after COVID-19. The paper will include the social and economic behavior of consumers in food sector during COVID-19, how consumer will behave after pandemic attack of corona in organic food sector and what is the future of organic food market in India after COVID-19.