Cos bite into quick fix weekday breakfast pie

1. Cos bite into quick-fix weekday
breakfast pie
Busy Families Spend Lesser Time In Kitchen
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2. Contd..
Strapped for time, urban homemakers are making breakfast quicker on
weekdays but spending nearly twice as much time on weekends,
reflecting changing lifestyles especially in double-income families.
With more women getting into the workforce, they have lesser time at
hand. This has also spurred the growth in packaged foods that caters to
consumers' breakfast needs more in a quick-fix manner, such as ready-
to-eat (RTE) and ready-to-cook (RTC) products.The size of the RTERTC
market is said to be in the range of Rs 3,000-3,500 crore. The rapid
growth can be gauged from the fact that about five years back, the size
of the branded breakfast market was around Rs 400 crore.
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3. Contd..
Quoting survey data points from an IMRB research, Vikran Sabherwal,
VP (marketing), MTR Foods, said, “Our studies indicate that while
homemakers across cities like Delhi, Kolkata, Bangalore generally spend
less than an hour making breakfast on a weekday , it usually extends to
one-two hours on a weekend. The study conducted across six leading
cities in north, west and south of India showed that on an average 52%
of the respondents belonging to socio economic groups (SEC) A and B
spend one-two hours on preparing breakfast over a holiday , whereas
61% of respondents said they spent less than an hour on preparing
breakfast on a working day.“
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4. Contd..
Lifestyles have undergone a change since a decade ago. “The earlier
generation used to spend, say, one hour for making breakfast, one hour
on cooking lunch and another hour for dinner. Today , as a society, we
may be rich on money but we are poor on time. Homemakers, who are
working women themselves, spend less time on making breakfast -
sometimes just about ten minutes -and despite that each member of
the household gets to eat his or her choice of dish, just like in a food
court,“ said Devendra Chawla, group president (food & FMCG brands),
Future Group.
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5. Contd..
The shift in lifestyle has been a challenge for makers of packaged food
products to utilize this as an opportunity and cater to the evolving
consumer needs. Chawla said this has been made possible because
packaged food brands have walked half the journey to help the
housewife meet everybody's breakfast needs, by providing her with
semi-finished goods and ready-to-eat meals.
A Kellogg India spokesperson said consumers are far more open to
experimenting with food now.
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