Why the world is bingeing on the humble makhana

In the heart of India, amid glistening ponds and wetlands of Bihar's Mithila region, lies the birthplace of makhana or fox nut. A humble seed that has been a preferred rural snack for centuries is now leading a quiet revolution, transforming India's snack aisles and capturing the world's attention as the ultimate healthy bite.

India's relationship with food is evolving. What was once a small desire for healthier options has now turned into a mainstream movement. Our busy lives, rising incomes, relentless urbanisation and social media influencers are reshaping our food choices. Today, consumers are actively pushing aside the familiar fried and processed snacks, and searching for alternatives packed with real nutritional value, natural ingredients and tangible health benefits. A recent 2024 NielsenIQ survey confirms this shift, revealing that 63% of Indian consumers are now actively seeking healthier snack choices. And riding this wave, with effortless grace, is the humble makhana.

Cultural significance of makhana

Nearly two-thirds (63% to be exact) of India's total makhana production comes from Bihar. The unique agroclimatic conditions with abundant ponds and wetlands create an idyllic nursery for these special seeds to flourish. While makhana is consumed across the nation, North India remains its largest traditional market.

But makhana is far more than just a snack; it is a cultural symbol. In Indian homes, it is offered during religious ceremonies and festivals as a symbol of purity, fertility and good fortune. This reverence stems directly from its origin: the lotus flower itself, a sacred icon in Hinduism, deeply connected with deities like Vishnu and Lakshmi. Each puffed-up seed carries not just nutrients but centuries of tradition and belief.

Global resurgence

For decades, makhana remained largely an Indian secret. But its "discovery" by the global market is a captivating story of perfect timing – a seamless alignment of global consumer trends, clever marketing, and a more robust supply chain. It wasn't an overnight sensation, but a gradual, strategic climb. Today, the global market for makhana seeds and pops is estimated at approximately $35 million, with Asia Pacific alone accounting for a significant $30 million slice of that pie.

There are several reasons for its growing popularity:

Healthy snacking trend

Consumers worldwide are increasingly moving away from high-fat, high-sugar, and heavily processed snacks. There's a strong demand for "better-for-you" alternatives that offer nutritional benefits without compromising on taste.

The global healthy snacks market size was estimated at $95.61 billion in 2023 and is expected to grow at a CAGR of 6.2% from 2024 to 2030.

More people are actively seeking clean-label products, understanding ingredients, and making informed choices about what they put into their bodies. Makhana, with its nutritional content of easily digestible protein, carbohydrate, phosphorus and iron, makes for a healthy snack when the hunger pangs set in. Consumers want snacks that offer specific benefits—for example, high protein for muscle recovery, fibre for digestion, or antioxidants for overall well-being. Makhana perfectly fits this bill.

Gluten-free revolution

With increasing diagnoses of celiac disease and a rise in non-celiac gluten sensitivity, the demand for naturally gluten-free products has surged globally.

There is a growing market opportunity for Makhana. Makhana is inherently gluten-free, making it an ideal snack for this rapidly expanding consumer segment. The global gluten-free food market was estimated at $12.9 billion in 2024 and is projected to reach $33 billion by 2034, with gluten-free snacks alone valued at $1.1 billion in 2024 and projected to reach $2.6 billion by 2034.

Vegan movement

As more consumers adopt vegetarian, vegan, or flexitarian diets, the demand for plant-based protein sources and snacks is on the rise. Makhana, being a seed from a water lily, is naturally plant-based and aligns perfectly with these dietary preferences.

Nutritional profile

Makhana's unique combination of being low in calories and fat, high in protein and fibre, and rich in essential minerals (like magnesium, potassium, and phosphorus) and antioxidants makes it stand out. It's often compared favourably to popcorn, offering more nutritional density.

Versatility and flavour innovation

While traditionally consumed simply roasted with salt or in Indian sweets/curries, modern brands are experimenting with a wide array of flavours to appeal to global palates. This includes savoury options like peri-peri, cheese, and sour cream & onion, as well as sweet variations like caramel and chocolate. This adaptability makes it appealing to diverse taste preferences.

Accessibility and modern marketing

Online retail platforms have made it significantly easier for makhana brands to reach consumers not just across India, but also in international markets like the US, Canada, Australia, and the Middle East.

Indian brands are investing in attractive, convenient and resealable packaging, along with modern branding that highlights makhana's health benefits and "superfood" status.

Health and wellness influencers, food bloggers and content creators on platforms like Instagram and TikTok are playing a crucial role in popularising makhana by sharing recipes, snack ideas, and highlighting its benefits.

Government support and GI tagging

The Indian government recognises makhana's economic and agricultural potential. Initiatives like the establishment of a Makhana Board in Bihar (with a proposed Rs 100 crore budget allocation for 2025), the One District One Product (ODOP) Scheme, and support from APEDA are boosting production, quality, and export efforts.

The Geographical Indication (GI) status granted to Mithila Makhana in 2022 further enhances its unique identity and market appeal.

Diaspora influence

The Indian diaspora, particularly in Western countries, has long been familiar with makhana. Their demand for traditional Indian snacks has created an initial market, which then expands to a broader consumer base as non-Indians are introduced to it.

In summary, makhana's global rise in popularity is a testament to its inherent nutritional value, coupled with a perfectly timed confluence of evolving consumer health trends, entrepreneurial innovation in branding and flavours, and increased market accessibility through digital channels.