What 5 Pillars of Assurance are Indian Households Looking for When Buying Snacks
What 5 Pillars of Assurance are Indian Households Looking for When Buying Snacks

India’s snacking patterns are ever-evolving. The roles played by main course meals vs snacks are reaching the point of intersection. The Indian consumer’s decision to consider, buy and consume snacks are no longer based on the parameters of just taste and ease or convenience.

According to ‘STTEM – Safety, Technology, Taste, Ease and Mood Uplifter’ - The India Snacking Report by Godrej Yummiez, the Indian household is looking for assurances across 5 pillars- safety, technology, taste, ease, and mood uplifter.

The quality of ingredients, process of preparation, storage, use of oil and preservatives, packaging, and delivery, are all contributing towards a consumer’s confidence in not just the brand but also in the category at large.

The use of oil and preservatives are under the strongest spotlight now. Consumers have devised their own methodologies that are helping them accept or reject snacking items.

“What comes out clearly is that going forward, the dynamics that will shape India’s snacking habits will be based on the acronym STTEM – Safety, Technology, Taste, Ease and Mood Uplifter – the five pillars. While taste and ease or convenience have long been the key drivers, safety, technology and as a mood uplifter are turning out to be the three new drivers for snacks,” said Abhay Parnerkar, Chief Executive Officer, Godrej Tyson Foods Limited (GTFL).

Key highlights across five pillars (STTEM) are as below:

  1. SAFETY - Hygienic Preparation and Use of Preservatives
    • 62 percent of Indians actually limit their snacking consumption because they believe there is the presence of preservatives
    • 51 percent of Indians feel less guilty to consume preservative-free frozen snacks
    • 55 percent of parents feel guilty as they feel frozen snacks contain preservatives
    • 52 percent of women will consume more frozen snacks if they are preservative-free
    • 52 percent of Indians prefer frozen snacks as they feel it is more hygienic
  1. TECHNOLOGY - Individual Quick Freezing (IQF) Technology
    • 53 percent of Indians could recall they have heard of IQF technology (Delhi and Kolkata ranked amongst the top two cities)
    • 17 percent could further manage to explain what IQF stands for
    • 60 percent of women recalled IQF technology better as compared to 46 percent of men
  1. TASTE - India’s Preference for Potato/Vegetarian Frozen Snacks
    • 73 percent of Indians feel the taste is the biggest reason for snacking
    • 62 percent of Indians feel potato-based snack is an omnipresent part of their snacking platter
    • 65 percent of Indians prefer vegetarian frozen snacks (North India being the leading region)
    • 65 percent of Indians prefer potato-based snacks (potato bites, samosa, cheese bites, etc)
    • 41 percent consume vegetarian frozen snacks daily
    • 39 percent of East and 38 percent of South India prefer non-vegetarian frozen snacks
    • 61 percent prefer Indian snacks over other options
    • 43 percent of parents believe children like frozen snacks
  1. EASE - Convenience of Access, Storage, and Preparation
    • 51 percent believe that frozen snacks are easily available and hence make it easier for consumption
    • 50 percent of Indians believe frozen snacks are convenient to cook
    • 44 percent of Indians believe that frozen snacks are easier to prepare by households without house help
    • 55 percent of Indians prefer frozen snacks on special occasions (parties, weekends, etc)
    • 83 percent of mothers feel frozen snacks are quick-fix hunger solutions for kids
    • 65 percent of Indians confessed to indulging in anytime snacking
    • 76 percent of women snack more often than men
    • 54 percent of working women find snacking convenient for hunger management
    • 52 percent of fathers cook frozen snacks more than mothers                                                                                         
  2. MOOD UPLIFTER - Correlation of Emotions to Snacking
    • 55 percent of Indians binge on frozen foods as a mood uplifter on various occasions
    • 72 percent of Indians confessed to snacking when they are happy
    • 74 percent of women and 70 percent of men snack when they are happy
    • 60 percent of women and 52 percent of men snack when they are sad

“FSSAI is the nodal regulatory authority that takes note of safety parameters of the Food articles in India. Snacking is one such area where Safety parameters are checked, be it domestic production or import. Storage conditions for frozen snacks and transfat control in the final product is of paramount importance.  It’s gaining turf in the busy lifestyle and as it satiates pallets. However, responsible snacking is equally important. More emphasis on product development and industry innovation is needed where high fiber, low fat, low salt, low sugar snacks can be provided as an option. And finally, a trade-off between health, taste, and ease is possible” said Pritee Chaudhary, IRS, Regional Director, Food Safety and Standards Authority of India (FSSAI), West Region.

“As the role of snacking broadens, India’s demand for judicious purchase choices certainly means good news for the industry. At the same time, the frozen food market is pegged at INR 3500 crores. I am bullish about frozen food category seeing over 10percent growth in the coming years. The definition of what the best-suited snack is for an individual or a household has changed. Palates have changed. Consumers have become more conscious now. Hereon, it will be interesting to watch India’s snacking industry growth story and how,” added Abhay Parnerkar, Chief Executive Officer, Godrej Tyson Foods Limited (GTFL).

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