Exercise 1Trends

SNACKING TRENDS

IN INDIA

Looked at current lives, need states & motivations of kids, youth, adults and older

consumersI

See how their lives are impacting snacking trends In India

IBringing trends alive

IMapping key need states for Snacking

Approach

Indian Kids

Attraction towards complexities

Increasing accessibility & affordability

Need to be constantly engaged

Seeks Variety and change

Tendency to get bored of things easily

Need to be better than the peers

Increased awareness

Dreamers

Need to rebel

From C for Cats to C for computers

Not about pester power, its about decision making power

Need to be dress fancy, eat fancy… From ‘Paranthas’ to ‘Pastas’

Curious, need to know everything

Need to get attention from others

Indian Youth

Need to be part of social groups

Navigates in front of parents

Connected with friends 24*7

I Vs. We syndrome, Need to be belong to the group yet be differentiated (individualistic yet conforming nature)

Managing time between friends and family

Need to be better different & unique.. In being so garner attention & admiration

Treats friends as the new family

Goes thorough immense amount of career pressure

Need for good job, good life…

More independent, choses own career paths, goals in life

Indian Adults

No dreaming, living in reality

Do not want complexities

Need to experience life better

Need to get freedom from the time tabled life

Have set priorities in life

Need to meet old friends, have get together, reunion, travel, holiday on wish lists etc.

Goes through monotony in life, work… stress becomes part of life

Excited about shift from routine

Highly aspirational, need to have car, first houseRole reversal is seen…Men participating in household chores

Need to spend more time with family

Living in nuclear families

Faces time crunch

Both partners working

Increased amount of travelling

Kids are matter of pride

Older consumers

Doing what they could not before…holidaying with partners, friends

Older people trying out their hands on digital media like facebook, twitter etc.

Learning computers, learning english

Much friendly with kids, grandkids

Worried about health

Letting kids take up professions of their own choice

Exploring newness in everything, new styles of cooking, new restaurants

Women participating in financial decisions

Celebrating western style ocassions – Valentines day, Ros day etc.

Need to be seen as independent, & not burden on children Need to live in the

moment

SNACKING TRENDS

TREND #1

SNACKING ON-THE-GOTraditionally most of the food consumption used to be at home with family.

With change in society such as, nuclear family, rapid urbanization, women’s participation in work force, travelling and extensive holidaying.

Number of ‘out of home’ and ‘on the go’ consumption is increasing. This gives rise to single serve packaged food over traditional multi serve and family packs.

1

SNACKING ON-THE-GO 1

The increased incidence of multi-tasking while eating is causing the demand for on-the-go handheld meals and snacks to accelerate.

TREND #2

SMART SNACKING

Healthy food is becoming a fast-growth category, particularly in cash-rich middle class Indian.

People are resorting to multi-grain snack, made from oats, corn, ragi, rice, wheat and flax seeds, which is rich in fibre and provides wholesome nutrition.

Other options include whole-grain crackers or snacks like those made from oats or ragi, a handful of roasted nuts like almonds, pistachios, walnuts or sprouted pulses.

2

Amul has introduced a range of functional products, from energy drink Stamina to Probiotic Ice-creams, Probiotic Lassi and Curd, and High Calcium Milk; Reduced Salt Butter …Frito Lay, the snack food division of PepsiCo was one of the first to do away with transfat and MSG across the entire range of its foods. Recently, it also began using rice bran oil to reduce the saturated fat content in its snacks.

‘Dabur’ has a very Indian range of vegetable juices. ‘ITC Foods’ is combining fun and food with Benne Vita Flax Seed biscuits, with ingredients that lower cholesterol levels and maintain gut health

SMART SNACKING 2

TREND #3

3CONVENIENT SNACKING

 ITC’s ‘Sunfeast Pasta Treat’, is a quick, tasty and healthy snack designed to delight children.

Tasty Bite has a range of entrées and Ready Meals. They have special retort pouches developed for the Apollo space program, which are tested to withstand extreme temperatures and heights from well below sea level to as high as the moon. MTR foods currently comprise twenty-two Indian curries, gravies and rice.

From a mindset where home- cooked and fresh food was preferred and housewives insisted on making everything from snacks to multi-course meals in-house, today it has become commonplace to seek convenience and variety using the vast menu of ‘ready to cook and eat’ foods.

3CONVENIENT SNACKING

TREND #4

4ORGANIC SNACKING

Functional food, also termed as the ‘nutraceutical’ products (a hybrid of nutrition and pharmaceutical), is any fresh or processed food claimed to have health-promoting ingredients apart from its basic nutritional function. A general increase in awareness has been fuelled by the favorable scientific reports about the health benefits of nutraceutical ingredients.

The ageing populations who are more health conscious look towards consumption of such supplements and foods that provide an optimum balance of nutrition. 

ORGANIC SNACKING

FabIndia organics range include teas, natural drinks, spices, herbs, candied fruits, seeds/pulses, breakfast foods, soups and SNACKS.

4

TREND #5

EXPERIENTIAL SNACKINGWith the Indian palate getting more and more experimental, out-of-the-box thinking and quality of food and service is getting more crucial.

This new trend of experimentation can be seen across all segments of food, from the restaurants to the ready-to-eat, from the sauces to the ice-cream.  This new trend of experimentation can be seen across all segments of food, from the restaurants to the ready-to-eat, from the sauces to the ice-cream.

5

EXPERIENTIAL SNACKING5

EXPERIENTIAL SNACKING5

TREND #6

PRESTIGE SNACKINGFood as plain nutrition has passed its sell-by date. Today, food is about many different things, including lifestyle choices or values, and affluent consumers are using food elitism to signal their affluence or ‘arrived’ status.

Up-market variants of the plain vanilla products are being preferred – from plain chocolate to dark chocolate to chocolate by country of origin…the same movement in coffee and tea, buying a richer version of the same old thing seems to be the new flaunt mantra.

6

ITC’s food business has neatly segmented the ready to eat market with the premium ‘Kitchens of India’ gourmet food range of Dal Bukhara, Dum Pukht, Chicken Chettinad, Baingan Mirch Ka Salan along with the Aashirwaad range of more regular paneer, chholey and dal tadka style dishes.

Food Classics Ice-cream by Mother Dairy is a range of premium ice creams with more fruit blended with creamy ice cream. Cadbury Temptations is a range of delicious premium chocolate, Amul has added Gold Milk to their Fresh Milk portfolio, and there are various premium variants in the Amul cheese category: Emmental and Gouda.

PRESTIGE SNACKING 6

TREND #7

As health products are gaining popularity with the consumers, a majority of these consumers feel the gap between tasty food and healthy food. This gap has led to the emergence of a new trend: the ‘Guilt Free Sin’ trend. Consumers are now looking out for a ‘tasty way to good health’’ which allows them to indulge in food that they crave for along with keeping a check on their calorie intake and other dietary restrictions.

Spotting this trend, marketers have launched several products in the market that allow consumers to enjoy health and indulgence at the same time.

GUILT FREE SNACKING 7

GUILT FREE SNACKING 7

Mapping Key

Need States for Snacking

Mapping key need states for Snacking

Relaxation/ Rejuvenation

Hunger fill

As an accompaniment

Satiation of craving

Style/ prestige

Health consciousness

Experimentation

Convenience

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