Healthy-first Households: Food and Beverages is shifting as health awareness rises across city tiers, driven by social media, creator-led education, and sharper ingredient literacy. Consumers are actively seeking clean-label, functional, and portioned formats that fit into busy lifestyles, placing pressure on brands to balance nutrition with convenience. To keep pace, brands are doubling down on product innovation, differentiated packaging, influencer-led storytelling, and channel-led innovations, including D2C, quick commerce, and modern trade. As taste, health, and habit intersect, the brands that win will offer relevance on-shelf, resonance on-screen, and repeatability at scale.