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:
“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).