How On-the-Go Products is Transforming India's Food Industry
How On-the-Go Products is Transforming India's Food Industry

In recent years, the food industry has witnessed a profound transformation in the way Indians consume food. Our lives are busier than ever, and convenience has become the holy grail of our daily routines. This shift has given rise to a new trend in the food and beverage industry: the surge in demand for on-the-go products. Today, as the Co-founder & Head Chef of The Baker's Dozen, I am excited to share our vision, future plans, and insights into the evolving trends shaping this dynamic sector.

The rapid pace of life in India's bustling cities and the changing dynamics of work and travel have redefined our eating habits. We no longer have the luxury of leisurely meals, and this has fueled the demand for quick, delicious, and nourishing on-the-go options. This trend is not merely a passing fad; it represents a fundamental shift in how we view food.

The COVID-19 pandemic has been a catalyst for this change. With restrictions in place and concerns about hygiene, the pandemic pushed people to reconsider their eating choices. Many individuals who once preferred dining out now seek safer alternatives. This shift towards at-home and on-the-go consumption has reshaped the food industry.

More Indians are on the road, and out-of-home consumption of food and beverages is on the rise. From chips and carbonated drinks, there is a significant shift towards non-fried options like cookies, crackers, yogurts, granola bars, and biscuits. In fact, biscuits alone constitute a Rs. 50,000 Crore market, with over 66% of the consumption happening outside of the home.

A recent study indicates a strong consumer preference for high-quality packaging that not only protects the product but also extends its shelf life. Packed products provide assurance of quality and consistency of taste, making them an integral part of modern life, offering convenience in terms of storage, handling, carrying, and consumption.

Affordable Premium Packaging for On-the-Go Consumption

Recognizing this trend, The Baker’s Dozen has developed a range of affordable premium packaging solutions that are poised to revolutionize the on-the-go consumption landscape, particularly targeting working professionals. By integrating affordable premium packaging into our products, we have successfully tapped into the burgeoning on-the-go consumption market while simultaneously enhancing the overall customer experience.

The trend toward on-the-go eating is not just about convenience; it's also about making healthier choices. Consumers are becoming more health-conscious and seeking snacks and meals that are not only quick but also wholesome. Products low in sugar, high in protein, and made with natural ingredients are gaining popularity.

As the only pan-India artisan bakery brand, we uniquely blend premium quality, affordability, and availability, setting us apart in the market. Our commitment to bringing artisanal excellence to every corner of India drives us to craft products that are not only delightful but also accessible to all.

Since the launch of our whole wheat, preservative-free rusk and toast range just two months ago, we have experienced remarkable traction across online and offline partners. Our revenue has doubled every month, a testament to the growing appreciation for healthy, wholesome on-the-go options.

Currently, we have introduced four variants: Jeera Rusk, Butter Garlic Toast, Peri Peri Toast, and Mexican Chili Toast. These are just the beginning. Over the next three to six months, we plan to unveil a wide array of exciting choices, ensuring there's something for every palate.

Our rusks are also unique, as they are bite-sized, lending themselves to various consumption occasions. They are perfect companions for your tea or coffee breaks, and they shine as delightful starters or snacks when paired with dips. Versatility is at the heart of our offerings.

A Vision for the Future

Our dedication to providing convenient and delectable on-the-go options is unwavering. Our commitment to the environment is intertwined with our on-the-go product expansion. We are actively exploring eco-friendly packaging options and sustainable sourcing practices to minimize our ecological footprint. Convenience should not come at the cost of the planet.

The rise of on-the-go products in India's food industry is not merely a trend; it's a revolution. To truly understand the on-the-go market, we must also recognize the evolving trends shaping the food and beverage industry in India. Health-conscious choices are on the rise, and consumers are seeking snacks and meals that are not only convenient but also wholesome. This trend is reflected in the growing demand for products that are low in sugar, high in protein, and made with natural ingredients. At The Baker's Dozen, we are attuned to these preferences, and you can expect to see more health-conscious options in our on-the-go lineup.

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