The World Health Organization's goal of reducing dietary salt intake by 30% by 2025 is getting closer.
The key salt reduction strategies identified by WHO include working with the private sector to improve the availability and accessibility of low-salt products, creating an enabling environment for salt reduction through local policy interventions and the promotion of “healthy food” Similarly, India's regulatory body, FSSAI has started a social media campaign to share tips on reducing salt consumption.

While salt reduction in packaged food and drink products is not mandatory in India yet, brands must proactively implement salt reduction initiatives, without compromising on the taste, to stay ahead of the game as sodium reduction continues to gain attention.

According to a survey conducted by Mintel in February 2019, consumers are becoming more conscious towards their health; 46% of consumers have reported healthy living as a top goal over the next three years.

The use of salt impacts on the taste of a product significantly and as such, most brands approach salt reduction in a covert way, with a slow and steady reduction in the salt level allowing consumer’s taste buds to adapt.

Both globally as well as in India, snacks and sauces have led the way when it comes to reducing salt. In India, however, side dish products also grab a spot in the top three categories with low / no / reduced sodium claims.

The challenge for manufacturers is to bring about salt reduction without compromising the taste of the product and distancing the loyal consumers.

Companies must adapt to the changing dynamics by reformulating products that fit into consumers' taste/health paradox and regulatory framework.