TOI Survey On Consumer Behaviour: Fitness, OTT, and food top 2025 priorities; taste, comfort drive choices
Indians are prioritizing fitness, with visible results being key for many. Entertainment sees a surge in OTT consumption, while mindful scrolling increases. Financially, budgeting and goal-setting are paramount. Travel experiences are driven by relaxation and shareable aesthetics. Comfort food reigns supreme, with taste quality being the ultimate food experience driver.
Indians are prioritizing fitness, with visible results being key for many. Entertainment sees a surge in OTT consumption, while mindful scrolling increases. Financially, budgeting and goal-setting are paramount. Travel experiences are driven by relaxation and shareable aesthetics. Comfort food reigns supreme, with taste quality being the ultimate food experience driver.
A recent TOI Survey captured shifting Indian consumer behaviour across health, entertainment, opinions, money, food, and travel in 2025. As per the survey, for 35% of respondents, physical fitness was the biggest priority, and for 40% of the respondents visible results in fitness mattered the most. In the world of entertainment, 39% of respondents spent most of their screen time on OTT/movies and 53% tried spending less time scrolling aimlessly and 43% of the respondents watched videos or shows online to relax and unwind.
When it came to opinions, 61% of respondents actively followed daily updates and 45% respondents were very optimistic about India's overall direction in 2025. Also, 33% of the respondents got their news and opinions from television news channels.For money matters, 58% of the respondents budgeted regularly and tracked expenses, and 38% set travel and personal goals as their top money goals in 2025. And interestingly, 56% of the respondents were careful and disciplined about money matters.
For those concerned about the travel world, 52% of the travellers seeked relaxation and escape and 56% of the respondents said memorable visuals or aesthetics made them mostly likely to share their experience on social media.Food is not just a solution to hunger, it is a medium of connection, sharing stories, bonds and journey. And that's why every human connection has a part of it dedicated to some food memories built over the years. From sadness to happiness, food is an integral part of the life journey and celebrating the magic of food, India Habit Index 2025 did some surveys to understand the food choices of people and the key factors that influenced their food choices and places they chose to eat from.
