Marico Sees Growth from Shift in Consumer Behavior, Leans on Wellness Portfolio

Marico Positions Itself for Emerging Demand Shifts in Wellness and Food

As the rapid adoption of weight-loss drugs reshapes global food and consumption trends, FMCG major Marico is poised to capture emerging demand shifts driven by changing consumer behavior. Managing Director and Chief Executive Officer Saugata Gupta highlighted the company's strategic positioning in an interview with Moneycontrol on May 6.

According to Gupta, nearly 80% of Marico's food and wellness portfolio is GLP-1 friendly. This alignment with evolving consumer preferences is a key factor in the company's pivot toward high-margin wellness and healthy packaged foods. Marico aims to reduce its commodity-linked portfolio from over 70% to under 50% by FY30.

The company is building a strong presence through two distinct brands: Plix and Cosmix. Plix offers a casual, fun, and accessible nutraceutical experience, while Cosmix is positioned as a more focused, science-led brand catering to a large and growing base of vegetarian and vegan consumers.

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Marico's foods portfolio includes brands such as Saffola Foods, True Elements, Plix, Cosmix, and 4700BC, a premium gourmet snacking brand. In Q4, the portfolio registered 16% YoY growth and exited the year with Rs 1,000+ crores in revenues.

The company has been quietly creating relevance in the wellness category through acquisitions over the past few years. Gupta emphasized Marico's commitment to the wellness space and its significant headroom for growth through category expansion.

Following global trends, India is experiencing a surge in the adoption of weight-loss drugs, primarily GLP-1 receptor agonists like semaglutide and tirzepatide. Experts predict the market to reach $150 billion by the end of the decade. The expiry of patents for drugs like semaglutide in India has made them more accessible, with drugmakers entering the market with lower-cost generic versions.

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Global food and beverages companies are focusing on shorter ingredient lists and smaller pack sizes in 2026, as more people take appetite-suppressing GLP-1 drugs for weight loss. This trend aligns with Marico's strategic shift toward high-margin wellness and healthy packaged foods.