RTE scenario in India
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The document discusses the ready-to-eat (RTE) foods market in India, including reasons for its growth, types of consumers and their preferences, popular Indian RTE brands and their marketing strategies. It analyzes data showing the sizable and growing market for RTE foods in India, especially breakfast mixes, and highlights a global symposium addressing opportunities in RTE foods research, entrepreneurship and markets.
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RTE scenario in India
- 2. Outline • What are RTE foods • Reasons for RTE foods to enter Indian Market • Consumer Types • Consumer Preferences • Growth in the RTE segment
- 3. Ready to eat foods Semi-cooked/Processed Require little/No preparation RTE market - New concept in India - Fastest growing sector - Immense potential
- 4. Inception • India – Defense Food Research for Indian army • US – Meal, Ready-to-Eat (MRE) for soldiers • NASA – RTE foods for astronauts
- 5. Reasons for Market Penetration Global Indians Migrant working NRIs population Indians look for traditional Need for on-the-go products home cuisine abroad Convenience is priority Busy Schedule Less time Improved standard of living Western Influence Dual-incomes Urban Lifestyle More Income
- 6. Types of Consumers Consumer Needs Consumer Preferences CONSUMER MARKET
- 7. Consumer Market types Choosy/Old Price Conscious Health Conscious Busy/Young
- 8. Consumer Preferences Choosy/Old • Good for Health • Easy to Digest • Natural Ingredients • Less on spices & Additives
- 9. Consumer Preferences Price Conscious • Value for money • Smaller packaging • Long Storage Life • No loss of flavor
- 10. Consumer Preferences • Tasty • Variety of Flavors • Trendy Packaging • Quick preparation Busy/Young
- 11. Consumer Needs • Tasty & Healthy • Rapid Cooking • Handy packaging • Convenient
- 12. Indulgent homemakers & Traditional homemakers CONSUMER SEGMENTS
- 13. Consumer Segments Indulgent 7% 93 % Traditional homemakers homemakers Upmarket & Metro Conservative Married Women Sensitive towards Large Family Setup Price & Health
- 14. Consumer Segments Indulgent 7% 93 % Traditional homemakers homemakers Upmarket & Metro Conservative Married Women Sensitive towards Large Family Setup Price & Health 60% try Branded or Reluctant to try out Packaged foods Branded foods Spends Rs. 10K pm on Spends < Rs. 5K pm on grocery grocery
- 15. Consumer Segments Indulgent 7% Marketers target this homemakers growing segment Upmarket & Metro Married Women Large Family Setup 60% try Branded or Packaged foods Spends Rs. 10K pm on grocery
- 16. Consumer Segments Indulgent 7% Marketers target this homemakers growing segment Prefer New Innovative Products Need Wider Food Choice Concern Freshness & Availability Foods Free Of Spoilage/Contamination
- 17. Consumer Segments Why are they reluctant to 93 % Traditional try out Packaged foods? homemakers
- 18. Consumer Segments Why are they reluctant to 93 % Traditional try out Packaged foods? homemakers Prefer Home Cooked Food To Others Need Nutritious/Healthy Food Concern GM Foods/Preservatives Foods Less Fat/Calories
- 19. Popular Indian Products Strategies adopted by Indian players POPULAR BRANDS & MARKETING STRATEGIES
- 20. Popular Indian Products • MTR Foods • ITC About 100 • Haldirams Suppliers • Nestle Around 300 • Kellogg India products
- 21. MTR • Among Top 5 processed food manufacturers in India • 22 delicious Indian curries, Gravies, Rice • 6 new breakfast mixes • Focus on Traditional Indian foods • Extensive local advertisements • Convenient pricing
- 22. ITC Two Brands - Kitchens of India & Ashirvaad Markets Indian food in US, UK, Europe & Australia Indian cuisine: Biryanis, Curry Pastes and dishes • Focus on selling Indian cuisine abroad • Targets Global Indians
- 23. Britannia Healthy Start Britannia – Pioneer Fast moving consumer goods (FMCGs) Launched Britannia Healthy Start, Jan 2011 Ready-to-cook breakfast mixes: Upmas, Pohas, Porridges & Oats • Packed with Multi-grains, Vegetables, Pulses & Nuts • 5 minutes cook time • Rs 33 - 45 price • (150 -170 gm packets)
- 24. Sundrop Yummy meals AgroTech Foods - Largest Premium Brand-refinedoil segment Launched Sundrop Yummy meals, Jul 2011 Ready to eat rice-based breakfast • Aimed at students/working professionals • Quick, affordable and healthy food alternatives • Innovative products: Peanut Butter, Act II Popcorn
- 25. Haldirams Traditional Indian Sweet-maker Ventured Into Processing Food Industry Now Exports Indian Snacks - Western World Offers packaged Indian Snacks: Chana Masala, Samosa, Pakoras • Focus on Packaging • No compromise on Taste/Quality
- 26. Marketing Strategies • Easily Digestible – Cereals, Veggies, Atta Vitamins/Nutrients • Add Flavors – Vegetables, Cheese, Masala, International flavor • Nutrient info/Health Benefit – Display on packaging • Promotion/Free trails • Competitive Price/Quantity than rivals • Traditional Food alternatives • Target Diet Conscious – Less cholesterol/Calories
- 27. Analysis: Tata Strategic Management Group (TSMG) Survey: Ready to Eat Food in Metropolitan Cities Estimate: Market for Breakfast-mixes in India GROWTH OF RTE SECTOR
- 28. Analysis: Tata Strategic Management Group (TSMG) 3500 RTE Market In India • TSMG leading management consultancy firm in South 2900 3000 Asia (Figures in Crores) 2500 RTE Market In India • Factors contributing to 2000 growth 1500 – Cold chain development 1000 – Increasing disposable incomes 500 128 – Diminishing culinary skills 0 – Need for convenience on 2006 2015 the demand side
- 29. Survey: Ready to Eat Food in Metropolitan Cities Households Bachelors Responses from 3000 representative households (10 metros in India) 28 14 With Children 72 Without Children Prefer RTE Nuclear Families Bachelors 86 Working Women Prefer RTE 33 67 Study conducted By ASSOCHAM (Jan 2011) Prefer RTE Associated Chambers of Commerce & Industry of India
- 30. Market for Breakfast-mixes in India Estimated growth 400 30% over the next few years 280 196 150 Convenience food sector has grown 70% over the past decade 2008 2009 2010 2011 Figures in Crores
- 31. Global Symposium on Ready-to-Eat (RTE) Foods: Opportunities for R&D, Entrepreneurship and Markets • The International Crops Research Institute for the Semi-Arid Tropics (ICRISAT) • Associated Chambers of Commerce and Industry of India (ASSOCHAM India) • Ministry of Food Processing, Government of India • Hyderabad (April 25-27, 2011)
- 32. Global Symposium on Ready-to-Eat (RTE) Foods: Opportunities for R&D, Entrepreneurship and Markets • Addressed food challenges: – Promoting RTE foods to wider market – Meeting the demands for innovative, healthy & safe meal solutions for a busy lifestyle – Empowering Entrepreneurs – Introducing innovations in Manufacturing/Packaging – Increasing role of micro/small/medium scale enterprises
Editor's Notes
- Interestingly, the technology for this industry, at least for Indian players has taken off from the Defense Food Research Laboratory, Mysore -- Military Meals Ready a.k.a. MRE's, MREs -- that works towards getting "just-cooked" freshness to Indian soldiers!! Meal, Ready-to-Eat (MRE) is a self-contained meal in lightweight packaging produced by the United States for its soldiers in the battlefield where organized food facilities are not available.
- steep rise in dual-income levels, standard of living, convenience influence of Western countriestime-pressured lifestyles and have less time available for formal mealsdemand for products which can be eaten on-the-go has risenglobal Indians, NRIs and others looking for convenient food, (almost) authentic dishes and entrée on the goThanks to a change in lifestyle (nuclear families, working couples, more disposable income and less time to cook), more and more people, are opting for ready-to-eat food in a big way.With the changing life styles of the Indian middle class and the busy schedules of both the husband and wife in the family the demand for semi-processed cooked/ready to eat food will go up steadily as hired domestic help is also becoming costlier.DevangshuDutta, chief executive of retail consultancy firm Third Eyesight, said changing lifestyles and eating habits was creating an opportunity for ready-to-eat/cook players. "This space is seeing a lot of action because of migrant working population. There is more room to supplement the breakfast solution segment," he said.Pinakiranjan Mishra, who leads Ernst & Young's retail & consumer product practice, pointed out that Western breakfast foods like cereals and oat meal took time to penetrate the Indian market, but are now well established. "Homegrown companies are now differentiating in this segment with tasty and no cholesterol or preservative offerings," he said.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- dominated by players like MTR Foods, Kellogg India, PepsiCo and Marico.Marico recently entered the branded breakfast space with Saffola Oats and cereal maker Kellogg India launched Heart to Heart oats.ITC, MTR, HLL, etcHaldirams are the leaders in ready to eat or heat and eat segment in india
- MTR:What I know is MTR Foods Limited is amongst the top five processed food manufacturers in India. • Products: ready-to-eat curries and rice, ready-to-cook gravies, frozen foods, ice cream, instant snack and dessert mixes, spices and a variety of accompaniments like pickles and papads.• The Company’s “Marketing Drive” includes:1. In depth Distribution Network (IDN)2. Rural Marketing 3. Direct To Home.4. Institutional & Catering.5. Make feel the presence in the market.6. Increase in Market Share.Breakfast mixes are seen to fit into the consumer's aspiration as an enabler. Amongst the top five processed food manufacturers in India, the company claims to "market and export a wide range of packaged foods to global markets" that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE and Oman. MTR foods currently comprises twenty-two delicious and completely authentic Indian curries, gravies and rice. Or take the Rs 130-crore MTR Foods. "We plan to begin selling our ready-to-eat food range in Sainsbury, UK, within the next six months," said MrSadanandaMaiya, Chairman & Managing Director, MTR Foods. VikranSabherwal, VP-marketing in MTR Foods, said, "Customers want valued-added solutions in the kitchen. For instance, a housewife doesn't want ready-to-eats as a solution. She wants that headroom to add value to the dish." MTR offers six varieties of breakfast mixes, including uttappam, ravadosa, rava idly and upma.
- Haldirams The traditional Indian Sweet-Maker from a small set up has transformed into a full fledged processing food industry and taking its wares beyond the domestic frontiers to the Western World. Offers packaged Bhelpuri chats such as SevPuri, Chana Masala, Samosa, Pakoras, AluTikki, PaoBhaji, GolGappa, Dhokla among others
- NEW DELHI: A new survey conducted by the Associated Chambers of Commerce and Industry of India (ASSOCHAM) has indicated a major shift in food habits in metropolitan cities with about 86 per cent of respondent households preferring to have instant food due to steep rise in dual-income levels, standard of living, convenience and influence of Western countries.The survey on “Ready to Eat Food in Metropolitan Cities” is based on responses from 3,000 representative households with children or without children, nuclear families and bachelors. ASSOCHAM said that since many consumers in metros lead time-pressured lifestyles and have less time available for formal meals, demand for products which can be eaten on-the-go has risen.Other findings of the survey which ASSOCHAM said was conducted in Delhi, Chandigarh, Dehra Dun, Mumbai, Indore, Patna, Chennai, Hyderabad, Pune and Kochi reveal that 85 per cent of parents with children under five year are serving easy-to-prepare meals at least 7-10 times per month. A majority of parents cited increased pressures at work and increasing complexity in other household management areas, which force them to actively look for ways to simplify tasks and save time.Almost 92 per cent of the nuclear families surveyed said that after having children they have less time to spare and are spending less time in the kitchen. These families said they preferred take-outs, delivered food, and semi-prepared meals to help feed the family at mealtime.Among bachelors, 72 per cent said they prefer ready-to-make food because of less cost, time and saving of energy.Sixty-seven per cent of working women revealed they preferred these foods as they were simple and easy to digest.However, 34 per cent of the respondents said despite the advantages of ready-to-eat foods being economical and convenient, they still prefer traditional types of foods which are fresh and natural without any preservatives or artificial ingredients.ASSOCHAM secretary-general D.S. Rawat said the consumer spending rate on processed food has increased at an average rate of 7.6 per cent annually from 2008 to 2010 and this is expected to rise at an average of around 8.6 per cent until 2012.Ready-to-eat foods also received a thumbs-up from 42 per cent of the respondents as they occupy less space in the kitchen or pantry.
- Homemakers hot on branded ready-to-eatSamidha Sharma & Namrata Singh, TNN Sep 7, 2011, 12.26am ISTMUMBAI: Indian homemakers are turning out to be a marketer's dream. A study conducted by market research firm, IMRB shows an increasing number of urban homemakers are splurging on packaged and convenience foods and do not mind giving fast-food to their kids.Marketers say this section of homemakers is symbolic of urban India with an increasing disposable income. With more women taking up jobs as against the traditional 'homemakers' they are experiencing a new lifestyle either through self-indulgence or indulging their kids.The study, shared exclusively with TOI, classifies these women as 'indulgent homemakers' who are typically in the age group of 35-44 years, urban and from Socio Economic Class (SEC) ABC. These indulgent homemakers say that as many as 68% of their children prefer fast-food over home cooked food, while 61% of these homemakers themselves opt for branded packaged food as it is convenient. This category of homemakers spends an average of Rs 9,000 per month on grocery, according to the IMRB study."The indulgent homemaker is usually an upmarket, metro, married woman who is living in a large family setup. She has a favourable attitude towards branded food as compared to the other homemakers who have a more conservative approach," says AshishKarnad, group business director, IMRB International. Indulgent homemakers account for about 7% of about 39 million households that constituted the universe for the survey titled Homemakers' Bioscope.In foods, the change is taking place from home-made to ready-to-eat. The evidence lies in how quickly the market for packaged breakfast has doubled in three years to Rs 400 crore growing at 30% annually.Seeing huge opportunities in the changing preferences of these women, marketers are all out to woo this growing segment. On top of the list for the indulgent homemaker are branded ready-to-eat food, frozen food and ready-to-fry non-veg products. Other convenience foods like packet pasta, instant noodles and snack mixes are also finding huge traction among this group."As a marketer this is emerging as a very important segment of consumers despite its small size, because they are the trendsetters and decision makers for their families. It is important to note that these consumers are also open to trying innovations whether it is yoghurts, health bars, ready-to-eat meals or bhuna masala. Also, their sensitivity to price is low versus the average Indian," says Swati Jain, head, marketing, Danone India.
- The meet introduced a number of innovative healthy food products and a range of technologies developed by different companies and research Institutes. Extruded healthy snacks from Sorghum and Pearl millet -“Pops” and “Krunchees’’, and sweet sorghum based drink rich in iron and calcium, “Sweet Sorghum Refresh”, was displayed at the ICRISAT stall. Mini MRE (Meals-Ready-to-Eat) food products with low weight and fewer calories. and Energy Dense Bars from DFRL, Ready-meal solutions and microwave‑based hot food vending machine, health and wellness drinks targeted at women and children, cooking oil spray, probiotic yogurt based on pearl millet and barley, neutraceutical products based on fenugreek and phytosterol, all natural ice cream, and food enzymes for RTE foods and new natural food colours and flavours, were some of the innovative concepts and products unveiled at the symposium. During the three-day deliberation, renowned speakers from the public sector, multi-national and domestic food companies, entrepreneurs, and food research and consultancy organizations delivered presentations in various areas such as research and development, marketing, entrepreneurial opportunities and success stories in the RTE foods segment. The private sector was represented in the technical sessions by TetraPak India (P) Ltd., MTR Foods Ltd., Parry Neutraceuticals, Jain Irrigation Systems Ltd. (Agri Food Division), Clextral- France, Cryovac-Australia, Mane India Private Ltd., GlaxoSmithKline Consumer Healthcare India Ltd., Prathista Industries Ltd., Dairy Ice Cream and Frozen Foods Ltd., Sresta Natural Bio‑Products Ltd., Synthite Ltd., and BR Cooking Spray.The goals of the symposium, he added, were consistent with the Institute’s Inclusive Market-Oriented Development or IMOD strategy, which focuses on helping the farming poor to access markets to increase their food supplies and incomes, and hence create a dynamic progression from subsistence towards market-oriented agriculture.The meet also introduced a number of innovative healthy food products and a range of technologies developed by different companies and research institutes.