How Food Brands are Catering to the Conscious Consumers of Today

Today's informed consumers are concerned about the safety of the food they consume and how it is produced, packed, processed, and delivered
How Food Brands are Catering to the Conscious Consumers of Today

A major observable trend for the food industry in the last two years has been an increase in consciousness concerning the quality of food products. Accelerated with the onset of the pandemic, an increase in customers purchasing packaged staples rather than loose and unpacked supplies can be observed. 

Additionally, private-label brands of leading retailers are also witnessing increased traction with customers preferring to buy packaged food at an affordable price. Moreover, increased focus on leading a healthy lifestyle and preventive health care has led to increased adoption of healthy foods and nutritional supplements such as nutraceuticals. 

Apparently, there is a keen focus on food fortification to enhance nutritional value.

“India is at the cusp of a new food revolution. Health-conscious, evolved consumers prefer to have something on their plates that will have a lower environmental footprint,” said Anand Ramanathan, Partner, Deloitte Touche Tohmatsu India LLP (Deloitte India).

Today’s informed consumers are concerned about the safety of the food they consume and how it is produced, packed, processed, and delivered. This has led to higher consumption of organic food, which is expected to grow at a CAGR of 21 percent to reach Rs 182 billion by 2026 from Rs 60 billion currently. 

Customer preference for food traceability has led to companies introducing innovative solutions. 
 
Speaking about Indian customers’ dietary trends and consumption patterns, grains that accounted for 63 percent of daily calorie consumption in 1961, has dipped to 55 percent in 2017. Consumers are increasing their consumption of proteins (from 55.3 gm in 2000-02 to 63 gm in 2015-17), fruits and vegetables, and superfoods such as green tea and olive oil.
 
Another important trend we can see is customer preference for food items that appeal to their local tastes. This has led to the emergence of strong regional brands. Consequently, national brands are also trying to focus on providing variants suited to regional cuisine preferences.
 
 Lastly, there is steady growth in the ready-to-eat and frozen food categories. Food delivery, be it online grocery or prepared food, is growing significantly (28 percent CAGR for online food delivery for 2020-25, 53 percent CAGR for online grocery for 2020-25) with multiple established companies and start-ups operating in this sector.

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