salty-snacks-flavour-trends-indian-consumer-2022.pdf

18 MARCH 2022 | REPORT
SALTY SNACKS FLAVOUR TRENDS
– INDIAN CONSUMER – 2022
In this cluttered space, flavour innovation is key to stand out on the shelf as
consumers seek adventure, elevated indulgence, nostalgia and wellbeing.
Tulsi Joshi, Senior Food &
Drink Analyst, India
1
Prepared for kmacnamara@mintel.com
© 2022 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 4
Key issues covered in this Report..................................................................................................... 6
Market context................................................................................................................................... 6
Graph 1: % of consumers who agree to the statement, "Working from home encourages me to
snack more often than when working outside of the home", by age and employment and gender,
2021 ................................................................................................................................................. 7
Graph 2: repetoire of snacks consumed in different part of the day, 2021 .......................................8
What consumers want and why ........................................................................................................ 9
Graph 3: % of consumers who agree to the statement, "Salty snacks that are both healthy and
indulgent appeal to me", by age, 2021............................................................................................11
Opportunities................................................................................................................................... 12
Graph 4: % of consumers who are interested in ingredient flavours that offer mental wellness in
salty snacks, by gender and age, 2021...........................................................................................12
The competitive landscape ............................................................................................................. 15
The impact of COVID-19 on salty snack flavour trends ..................................................................16
KEY TRENDS....................................................................................................................................... 18
Derive inspiration from foodservice restaurants..............................................................................19
Build on the flavour-mood association ............................................................................................23
Rising influence of 'hallyu' culture in India.......................................................................................26
CONSUMER INSIGHTS....................................................................................................................... 28
Create differentiation with flavours..................................................................................................30
Graph 5: top flavour components in salty snacks, 2019-22 ............................................................30
Graph 6: select reasons for snack consumption in the last month, by gender, 2021......................33
Salty snack flavour preference........................................................................................................ 35
Graph 7: top five (any ranking) preferred salty snack flavours , 2021.............................................36
Graph 8: ranking of top five preferred flavours of salty snack consumers, 2021 ............................37
Graph 9: % of consumers who selected 'Indian Spices' (any ranking) in their top five most
preferred salty snacks flavours, by generations, 2021....................................................................39
https://clients.mintel.com/report/salty-snacks-flavour-trends-indian-consumer-2022
2

Graph 10: most preferred salty snack flavours – ranked first, by age, 2021...................................40
Graph 11: % of consumers who selected 'garlic' as their top five preferred flavour (any ranking) in
salty snacks, by generation, 2021...................................................................................................43
Flavours for different types of salty snacks .....................................................................................45
Graph 12: % of snack consumers, by salty snack types, 2021.......................................................45
Graph 13: % of chips consumers, by snack occasions, 2021.........................................................46
Graph 14: % of chips consumers, by types of chips consumers, 2021...........................................47
Graph 15: % of potato and banana chips, by socio-economic class, 2022.....................................48
Graph 16: % of vegetable snack consumers, by age and employment and gender, 2021.............50
Graph 17: select interest in flavour innovations, by snack mixes consumers, 2021 .......................52
Graph 18: select interest in flavour innovations, by Makhana consumers, 2021 ............................54
Graph 19: top five emerging flavours in popcorn, 2017-21 .............................................................55
Graph 20: % of popcorn consumption, by socio-economic group and employment and gender,
2021 ................................................................................................................................................ 57
Target experimental consumers...................................................................................................... 58
Graph 21: % of consumers who are interested in non-vegetarian flavours in salty snacks, by
region and gender, 2021 ................................................................................................................ 60
Graph 22: % of consumers who are interested in trying Japanese and Korean flavours in salty
snacks, by region and gender, 2021 ...............................................................................................61
MARKET APPLICATIONS ................................................................................................................... 63
Emerging flavours in different types of snacks................................................................................65
Graph 23: fastest growing flavours* in salty snacks, 2019-21 ........................................................68
Graph 24: top three emerging flavours in potato snacks, 2019-21 .................................................70
Graph 25: % of Makhana/foxnuts launches with select flavours, 2019-21......................................73
Lay emphasis on regional and local flavours ..................................................................................78
Target experimentalists with offbeat flavours..................................................................................82
Address mental wellness with flavours ...........................................................................................87
APPENDIX ........................................................................................................................................... 92
3

EXECUTIVE SUMMARY
4

What you need to know
https://clients.mintel.com/report/salty-snacks-flavour-trends-indian-consumer-2022/3
Mintel's perspective
Bank on flavour innovations to gain edge
In a crowded snack space, let flavour make the product stand out. It is prudent for brands to not only
deliver on expected indulgence but also align flavour innovations with consumers evolving expectations
from the category.
Rising interest in intense indulgent flavours
Cocooned at home, consumers continue to snack for their mental wellbeing, seeking comfort of the
familiar and intense indulgent experiences.
As a result, there is a demand for spicier and cheesier salty snack flavours, especially amongst the
younger set of consumers.
Target experimentalists with offbeat flavours
A set of consumers prefer to try unfamiliar flavours when indulging in salty snacks. For them, flavour
innovations play a major role in inducing trials.
This cohort is interested in adventurous flavours like non-vegetarian, fusion of bitter with savoury, and
even Japanese and Korean flavours.
5

Key issues covered in this Report
• Consumers' flavour preferences in salty snacks across different generations
• Opportunities with flavours in different types of salty snack categories
• Key trends in salty snacks flavours and how that can drive future flavour
innovations
• Flavour innovations in salty snacks to target experimental consumers and gain a
competitive advantage over others
• Post-pandemic demand for intense indulgence in food and drink and how brands
can address it with flavours in salty snacks
Market context
Overview
Salty snacks is a highly competitive category, with taste being the key
purchase driver and Indian spices being the most preferred salty snack
flavour. In spite of that, the salty snacks category is led by plain flavours
in India, with XX% of total launches in salty snacks being in plain/salted
flavour. This underscores the untapped opportunity of using flavours as a
key differentiator to gain competitive advantage in this cluttered snacking
market.
COVID-19 has magnified snacks' role as comfort food. Emotional triggers
such as overcoming boredom, boosting mood, de-stressing and fulfilling
the temporary need to escape reality are driving consumers towards
more intense and indulgent flavours in salty snacks. Flavours can also
add the much-needed touch of indulgence in 'better-for-you' salty snacks.
XX% of Indians prefer trying the unfamiliar when indulging in salty
snacking. Interest in adventurous flavours in salty snacks can drive
purchase amongst these experimental consumers.
6

India: % of consumers who agree to the statement, "Working from home encourages me to
snack more often than when working outside of the home", by age and employment and gender,
2021
Work from home encourages snack consumption amongst
Indians
The COVID-19 outbreak has resulted in a shift in where people eat snacks. XX% of Indians agree that
working from home encouraged them to snack more often than when working outside of the home. This
shift in snacking consumption is positive for salty snack brands as it has resulted in more consumers eating
snacks at home, thereby boosting retail sales of family packs and multipacks.
Consumers are more likely than before to be snacking to cheer themselves up, treat themselves, de-stress
and to overcome boredom.
Even though health-consciousness amongst consumers is rising, brands can look at targeting younger
consumers and working women by offering higher indulgence with flavours in salty snacks, as taste,
satisfaction and enjoyment would be a central theme when snacking.
Base: 2,185 internet users aged 18+ who have eaten snacks in the last month
Source: Ipsos Observer/Mintel, November 2021
7

Wider repertoire of snacking occasions makes for a favourable
ecosystem for flavour innovations
Indian consumers have wider snacking occasion repertoires. That is, consumers snack multiple times in a
day and on different types of snacks.
This signifies that there is an opportunity for snack brands to target different snacking occasions with the
help of flavour offerings. Moreover, consumers are more likely to try new flavours on a base that they
already like, as it is perceived as less risky.
% of consumers
India: repetoire of snacks consumed in different part of the day, 2021
8

What consumers want and why
Consumers seek emotional support from their snacking ritual
With flavours playing a pivotal role in delivering on indulgence, brands can focus on flavour NPD that offers
intense indulgent experiences that support their mental wellbeing.
MOOD BOOSTER
XX%
of Indians claim to snack
to boost their mood
BOREDOM REPELLER/
COMPANION
XX%
of Indians snack to
overcome boredom
SELF-CARE ENABLER
XX%
of Indians snack to treat
themselves
SENSE OF THE
INTENSE
XX%
of Indians said that
they are interested in
extra spicy flavours in
salty snacks
Consumers want: intense flavour
experiences
COVID-19 magnifies snacks' role as comfort food. The onset of the
global pandemic has affected consumers in a variety of ways. Many
consumers are still cocooned at home, working remotely, while some are
recovering from the financial crisis. This has taken a toll on many, leading
to higher levels of stress and anxiety. Therefore, many Indian consumers
turned to snacking in their quest to seek a sense of comfort, escapism
and familiarity.
Millennials are at the forefront when it comes to intense flavour
experiences, with 48% of younger Millennials (vs total average of 41%)
interested in extra spicy flavours and 50% of older Millennials interested
in cheese flavours like Parmesan and cheddar. Brands can innovate to
introduce flavours that offer higher indulgent experiences for these at-
home, comfort-seeking snackers.
Base: 2,150 internet users aged 18+ who have eaten salty snacks in the last month
9

EXPERIMENTALISTS
32%
of Indians agree that
they prefer to try
unfamiliar flavours
when indulging in salty
snacks
Nearly one third of Indians prefer to indulge
in unfamiliar flavours in salty snacks
Unlike staple categories, consumers expect salty snack flavour offerings
to be fun and exciting. In fact, many consumers proactively look for salty
snacks that offer novel flavours. For instance, 69% of Indians claim to
look for new flavours/foods all or most of the time. There is an eagerness
to experiment with unusual salty snack flavours, with 32% of them
mentioning that they prefer trying unfamiliar flavours when indulging in
salty snacks.
There is also an opportunity to drive premiumisation for the brands that
innovate with flavours as 47% of Indian consumers define a premium
product as one that is innovative.
In a competitive category like salty snacks, constant flavour innovation is
key to retaining existing as well as attracting experimental consumers
who are looking for an enhanced snacking experience.
Base: 3,000 internet users aged 18+
Make an impression with adventurous salty snack flavours
Opportunity exists to address the demand for experimental flavours with international and regional cuisine-
inspired flavours.
BITTER FUSION
FLAVOURS
XX%
of consumers are
interested in trying a
fusion of bitter with
savoury flavours in salty
snacks
CROSS-CATEGORY
FLAVOURS
XX%
of consumers are
interested in trying tea/
coffee flavours in salty
snacks
NON-VEGETARIAN
FLAVOURS
XX%
of consumers are
interested in trying non-
vegetarian flavours in
salty snacks
Base: 2,150 Internet users aged 18+ who have eaten salty snacks in the last month
10

India: % of consumers who agree to the statement, "Salty snacks that are both healthy and
indulgent appeal to me", by age, 2021
Older consumers seek salty snacks that provide permissible
indulgence
Economies are in flux and, now more than ever, consumers need uplifting moments to keep themselves
balanced. XX% of consumers agree that having a stressful life has made it important to treat themselves.
On the flip side, consumers are proactively embracing healthier lifestyles, with XX% of them finding healthier
versions of their favourite snacks appealing.
Therefore, consumers are on the lookout for indulgent salty snacks that are also healthy. Older consumers
overindex on this sentiment. In fact, XX% of them limit their salty snack consumption due to high salt
content.
To lessen the guilt that comes with indulgence, brands can offer better-for-you propositions including L/N/R
sodium and fat content. Leveraging non-fried/baking processes can also improve the health imagery of the
product.
11

Opportunities
The COVID-19 pandemic has significantly impacted consumer attitudes towards health and wellbeing, and
their approach to managing wellness. Consumers have started to take a more holistic approach to both
their physical and mental wellbeing. This shift in consumer behaviour opens up opportunities for salty snack
brands to offer flavours that promote mental wellness.
Salty snack brands can look at ingredients that can be used as flavours that deliver 'better-for-you'
properties while simultaneously adding or intensifying their flavour.
Brands can target older women by innovating with familiar Ayurvedic/herbal botanicals or adaptogenic
ingredient flavours that can offer mental wellness benefits.
India: % of consumers who are interested in ingredient flavours that offer mental wellness in
salty snacks, by gender and age, 2021
Target older women with flavours and ingredients that offer
mental wellness in salty snacks
12

Innovate with ingredient flavours that promote mental wellness
Brands can innovate with
familiar Ayurvedic herbs and
spices like Pudina or Tulsi,
which are well known for
promoting mental wellness
benefits like relaxation and
de-stressing.
Like Goodliving Banana
Chips, banana chips makers
can take advantage of its core
ingredient(banana) as it
contains the amino acid,
tryptophan and Vitamins B6. It
is also a key component of
serotonin that helps promote
relaxation and relieve
insomnia and depression.
Eatier Pudina Roasted
Makhana (India)
Goodliving Honey Flavoured
Banana Chips (Indonesia)
Promote permissible indulgence with flavours
Copico Green Tea and
Greengage Flavoured Potato
Chips (China)
New Tree Gourmet Mexican
Cheese Makhana (India)
Snack Mixes, potato or corn-
based chips are innately
considered as indulgent snack
categories while makhana and
popcorn have a healthier,
better-for-you halo.
This means flavours for
healthier salty snacks can
communicate indulgent
flavours (eg cheese, khatta-
meetha) to highlight their
taste.
Conversely, indulgent
snacking categories can look
at low sodium content and
flavours like green tea,
healthy herbs and spices to
target health-conscious
consumers.
13

Drive excitement with intense flavours
Stand out from the crowd by innovating offbeat flavours that hold potential to drive excitement and induce
trials amongst experimental consumers.
Matcha chocolate
Bourbon Jaga Choco Grande Uji Matcha Chocolate Potato Chips
(Japan)
Curry Tales
Lorenz Curry Style Quinoa Crisps (Germany)
Fizzy flavour
Frito Lay Mountain Dew Flavour Corn Snack (Japan)
14

The competitive landscape
Intense competition and the short-lived
first-mover advantage in salty snack flavours
Pegged as a highly competitive category, big and small, branded and
non-branded, as well as national and local brands are on a quest to
differentiate from the rest. This means mainstream salty snack brands
are constantly innovating in flavour NPD to stay relevant in this crowded
space.
The salty snack market is currently dominated by Haldiram Snacks Pvt
Ltd., PepsiCo Inc. and Balaji Wafers Pvt Ltd. There is a strong presence
of players such as ITC Ltd., Prataap Snacks Ltd. and Parle Biscuits Pvt
Ltd. These brands are quick to adopt, leaving a small window for brands
to leverage its first-mover advantage when it comes to flavour NPDs in
salty snacks.
In addition to this, brands also compete with unorganised or private
labels of modern trade stores that are in a strong position to compete
with brands on pricing.
15

The impact of COVID-19 on salty snack flavour
trends
The outlook for the Indian salty snack flavour trends
Source: livemint
The marketing mix
Product
COVID-19 has magnified snacks' role as comfort food. Opportunity exists to explore familiar flavours as the
rise in stress levels during the pandemic has reinforced consumers' desire for comfort and familiarity.
Premiumise by offering naturalness with flavours as XX% of Indians agree that salty snacks with naturally
flavoured ingredients are worth paying more for.
Experimental consumers who are cocooned at home are seeking higher indulgent experiences that can be
offered with adventurous flavours in salty snacks.
Price
Snacking is a price-sensitive category. Factors such as affordability and value for money is playing an
even bigger role in snacking, especially with long-standing pandemic-induced economic uncertainties.
Therefore, premiumisation in salty snacks with regards to flavours can be more suitable for SEC A
consumers, especially with better-for-you or health-benefitting propositions.
16

The marketing mix
Place
On-the-go snack consumption has been severely impacted due to the pandemic. On the brighter side,
Indians have embraced ecommerce shopping for their grocery and snacking needs.
DTC brands are expanding and playing a pivotal role in making various types of salty snacks available to
not only metro but lower-tier city dwellers. Previously local or regional flavours are now available for Pan-
India consumption.
Harness online channels for consumers who are proactively looking at ecommerce websites when
searching for innovative flavours in salty snacks.
Promotion
Snacking is often a response to emotional triggers. Therefore, brands can draft their communication
around mental wellness benefits with a dose of fun.
Association of mood with flavour can be created to give a flavour its own persona, thereby differentiating
flavours for each consumption occasion.
Salty snacks are primarily an impulse purchase. Therefore, when launching new flavours in salty snacks,
brands must lay emphasis on its trade marketing for its point-of-sales communication.
Mintel predicts
Increase in exposure of international flavours
Many ecommerce platforms are selling international salty snacks that are not available in the Indian
market. These include popular brands whose flavour variants are often unheard of by Indian consumers.
This increasing awareness and consumption of international flavours opens up avenues for brands to
innovate with adventurous flavours.
Indulgent flavour spin on healthy snacking
Indulgence is an integral part of snacking. However, health has been a key focus area for consumers for
a while now, signifying potential for permissible indulgence to grow even bigger in snacking.
While salty snacks take the health route with ingredients and its making, indulgent flavours will have to
deliver on taste and experience.
Authenticity as a differentiator
There are a plethora of salty snack brands with similar flavour offerings.
One way to stand out from the rest is by delivering on authentic flavours, be it regional, local or
international cuisine flavours.
With ecommerce widening the scope for local and regional players, authentic taste will be a key
differentiator.
17

KEY TRENDS
18

Derive inspiration from foodservice restaurants
Evolution of restaurant-inspired flavours in salty snacks
The typical flavour journey from foodservice to packaged salty snacks.
Derive inspiration from foodservice restaurants
Over the years, there have been many cuisine-specific flavour launches in salty snacks. Finding
success, some brands are taking it to the next level by introducing restaurant-inspired flavours. This
serves well for consumers with limited access to restaurants amidst the pandemic, while they seek
authentic flavours in salty snacks.
Build on the flavour-mood association
There is a strong association of food and mood. This is even more prominent in snacking as snacking is
known to 'feed the mind'. Brands can use flavours to link salty snacks with different moods and create
new consumption occasions. During the lockdown, consumers' demand for comfort was catered to with
familiar nostalgic flavours.
Ride the Hallyu wave
Historically, snack brands have been proactive at leveraging pop culture association, especially those
that target younger generations. This helps brands in building brand equity of being 'cool' and 'updated
with the latest trends'. Salty snack brands can take note of Korean culture, which is making a mark
globally and locally.
19

Journey of restaurant-inspired flavours in salty snack flavours
Stage 1
Foodservice restaurants introduce cuisine-specific dishes in a bid to cater to consumers' demand for
authentic and unique foods and flavours. Adopted by experimental consumers like innovators/early
adopters, specific cuisines and their flavours are appreciated or depreciated/rejected by this set of
consumers. (Think Pa Pa Ya for Japanese cuisine, Bayroute for Middle Eastern cuisine)
Stage 2
Advocated by innovators/early adopters, cuisines and their respective flavours get noticed by popular cloud
kitchens or fast food chains. With time, there is an increase in the number of menus that include these
cuisine-inspired flavours and dishes. This induces trials amongst the early majority of consumers. At this
stage, pop culture can pay a pivotal role in driving its trials. (eg Mediterranean Shawarma by Gourmet On
The Go, Habanero Paneer Burger by Cheeky Buns or Mexican Patty Sub by Subway)
Stage 3
Flavour acceptance of the early majority is crucial at this stage for cuisine-led flavours to move up to this
stage. Cuisine-led flavours gain considerable momentum when street food vendors and local restaurants
adopt these flavours in their menus (eg Schezwan chaat, Italian mayo sandwiches, Mexican Frankie). This
leads to the late majority trying and adopting these flavours.
Stage 4
Simultaneously around stage 3, some of the gourmet and innovation-led snack brands start to consider
these cuisine-led flavours in their NPD list as a result of their growing popularity. At this stage, acceptability
of flavour is observed also amongst the late majority, leading to trials amongst laggards.
Stage 5
Looking at the almost universal appeal of flavour, the majority of snack brands introduce these flavours as
awareness of the flavour reaches its peak. Flavour is no longer a differentiating factor here.
20

Lay's Iconic Restaurant
Flavours Subway Teriyaki
Flavoured Potato Crisps
(Germany)
Innovate restaurant-inspired flavours to gain
first-mover advantage
Cocooned at home, consumers miss their usual dining-out experiences
and, therefore, seek restaurant-style experiences at home. Globally,
snack brands are responding to this demand by not only introducing
cuisine-inspired flavours but also introducing a new line of restaurant-
inspired snacks.
For example, Lay's Germany co-branded with Subway to offer potato
chips flavoured with Subway Chicken Teriyaki Subs. Similarly, amidst the
pandemic, Lay's launched a limited edition 'Flavor Icons' featuring five
US restaurant dishes.
Globally, restaurant-inspired salty snacks are gaining momentum.
Especially in these recessionary times, Indian snack brands with their
mass pricing can further leverage this trend as XX% of Indians mentioned
that they save money on food and drinks by spending lesser amount of
money at restaurants (dine in/takeaway/delivery).
21

Explore co-branding opportunities to bring popular foodservice
flavours into packaged salty snacks
Bring popular dishes such as Shahi/Dum biryani, Cajun or Kung Pao potatoes or Chicken Nuggets from
well-known restaurants in salty snack flavours.
Biryani
Behrouzi Biryani: Shahi/Dum Biryani flavour
Cajun or Kung Pao potatoes
Barbeque Nation: barbequed Cajun potatoes
Chicken nuggets
KFC: iconic chicken nuggets
22

Build on the flavour-mood association
Leverage the 'food-and-mood' association
with flavours
There has been a long-standing association of food and mood. In fact,
mood boosting is one of the most popular reasons why snacks are
consumed. 46% of Indians said that they consume snacks to boost their
mood. Salty snack brands have untapped potential to give people new
solutions to improve their mental and emotional health. This means
brands can expand their scope from being a functional 'hunger satiator'
to a 'mood booster'.
As discussed in the Mintel's 2021 Global Food & Drink Trend Feed the
Mind, brands can enhance their emotional connections with consumers
by creating rituals around consumption that offer escape, calm and other
emotional connections. For this, brands can draw a parallel of mood with
flavours in salty snacks that can plug in well with snacking occasions. For
instance, 4700 BC Popcorn communicates its classic flavour suitable for
socialising by selling it as a 'party essential'. Brands can explore
snacking occasions where they can fit in seamlessly as a part of a
lifestyle.
23

Brands flavours to set the mood for cocooned at-home
consumption
Me-time indulgence
Ben & Jerry's Netflix & Chilll'd Ice Cream leverages the night-time
Netflix binge snacking occasion by directly communicating it on its front
of pack (Israel).
Curing the blues
Late July Snacks Summertime Blues Multigrain Tortilla Chips is said to
have been created as a reminder of that perfect summer beach picnic
all year long, while providing a wholesome snack (US).
In-home movie experience
The Theatre Project Movie Theatre Butter Gourmet Popcorn cleverly
communicates at-home movie watching occasions on its front-of-pack
(India).
24

90s salty snacks
Plug in aroma-enhanced nostalgia in salty
snack flavours
Aroma is bound up with memory and emotion. Experts believe that
memories associated with smells tend to be older and are thought about
less often, making the recollection stronger and vivid when it happens.
This 'nostalgia' can help brands establish stronger and loyal bonds with
their customers.
The Mintel Trend Driver Nostalgia highlights that many global brands
have turned to fulfilling consumers' desire to relive happy experiences
and draw on the comfort of the past. This is especially relevant in the
wake of the pandemic, with consumers experiencing higher stress levels.
Brands can promote unique campaigns that focus on sensorial
Experiences, such as smell, which in turn drives the emotional factor.
Salty snack flavours can play a crucial role in driving nostalgia by
introducing childhood favourite flavours with emphasis on aroma.
Indian brands go nostalgic
Indians are in search for
meaningful emotional
experiences that lead them to
seek comfort of the known,
such as 51% of Indians who
say that they enjoy things that
remind them of the past.
In response, brands are
looking for novel ways to
respond to this demand. For
instance, GO DESi and Paper
boat have a range of products
inspired by regional and local
flavours with emphasis on
nostalgia. McDonald's, in its
latest campaign, spotlights
'memory bites' to celebrate its
25th anniversary in India.
McDonald's India's latest
campaign #25ActsofHappy:
Memory Bites
GO DESi brings back
regional, local flavours
Source: McDonalds, GODESi
25

Rising influence of 'hallyu' culture in India
K-boom in the pandemic
In India, K-dramas on Netflix recorded a X.Xx growth in 2020 (vs 2019). Seeing its popularity, Netflix
announced XX new K-dramas for 2022 as younger generations turn to Korean dramas, music and food in
search for comfort and escapism.
Tap into the burgeoning K-wave
'Hallyu' refers to the increasing popularity of Korean culture all around the
world. Even in India, there is a substantial increase in Hallyu Google
search terms such as BTS, K-pop and K-drama. In fact, as per Duolingo,
Korean is the fastest-growing language in India. The influence of the K-
wave is even seen in food and drinks, where Google search terms such
as Korean food, Korean noodles, kimchi and Korean snacks have
emerged in the last two years.
Korean flavours can be one of the trends to watch out for, given the rise
in popularity of K-culture and consumers' demand for experimental
flavours in salty snacking. Some of the DTC brands are cashing in on this
opportunity. For instance, Myseoulbox delivers authentic Korean snacks,
MasterChow offers a Korean Starter Kit to leverage at-home
consumption of Korean food and Indo Nissin launched Super Spicy
Korean Instant Noodles in the Indian market.
Source: Creatrip
26

Increasing K-wave influence on Indian food and drinks
Source: King Potato Snack with Creamy Chilli Sauce; Potato Snack with Ranch Sauce; Stir-Fried Seafood
Seasoning Flavoured Potato Snack; Havana Corn Flavoured Snack; Sweet Vanilla Flavoured Turtle Chips
27

CONSUMER INSIGHTS
28

Beyond plain lies the opportunity to differentiate
Plain flavour dominates the Indian salty snack category. However, Indian spices is the most popular
flavour while plain is not even in their top five preference list.
This underscores the untapped opportunity of using flavours as the key differentiator to gain a
competitive advantage in this cluttered snacking market.
Delve into each generation's flavour bias
Indian spices is the most popular flavour in India that spans across all generations.
Having said that, consumers of different age groups have diverse salty snacks flavour preferences,
making it imperative for brands to undertake targeted approaches when it comes to flavour innovation.
Tailor flavour innovation as per snack type
Though bucketed as snacks, every major snacking category has its unique product journey. Potato
chips, popcorn and nuts enjoy wide market reach but their consumer perception and demographics
differ from each other. This dynamic differentiation calls for brands to look at flavour innovations from the
snack type perspective.
29

Create differentiation with flavours
In a highly competitive salty snacks category, it is vital that brands use flavour as a key differentiator to
create a stand-out product on the shelf.
That 62% of total launches in the salty snacks category in India are in plain/salted flavours hints at potential
for brands to differentiate with flavour innovation.
This is especially true considering Indian consumers' familiarity and affinity towards spices and complex
flavours.
In addition to that, there is a growing appetite for experimental flavours. Deploying flavour as a
differentiating factor as a market strategy can even help addressing this growing demand for experimental
flavours in salty snacks.
India: top flavour components in salty snacks, 2019-22
Flavour innovation is the key to create shelf differentiation in
salty snacks
Source: Mintel GNPD, Mar 2019-Feb 2022
30

Flavour exploration is important to Indian consumers;
ecommerce can be an enabler
In a crowded snack space, let flavour make the product stand out. This differentiation can induce impulse
purchase amongst these experimental consumers.
XX%
of Indians* say they are
on a lookout for new
foods/flavours to try most
of the time
XX%
they prefer trying
unfamiliar flavours when
indulging in salty snacks
XX%
they are actively looking
for new flavours to try on
ecommerce websites
Base: * 1,000 internet users aged 18+; 3,000 internet users aged 18+
Source: * Dynata/Mintel, August 2021; Ipsos Observer/Mintel, November 2021
FLAVOURS,
FAVOURED
XX%
flavour is more
important than
nutritional value when
choosing salty snacks
Indians prioritise flavour over nutrition
when choosing salty snacks
There is an influx in consumer demand for healthy snacking. However,
nearly four in 10 Indians consider flavour over nutritional value. This is
on-par across age groups, city tiers and regions.
This indicates consumers' unwillingness to compromise on indulgence,
with flavour playing a pivotal role in delivering the indulgence that they
seek from their snacking rituals.
XX% of Indians find salty snacks that are both healthy and indulgent
appealing. Even for brands that wish to offer permissible indulgence to
these health-conscious consumers, flavours can be a key purchasing
driver. For instance, ingredients and their manufacturing process can
bring in the health aspect while flavour can be the taste booster to
elevate snacking indulgence.
31

FLAVOUR
DESCRIPTOR FOR
MASSES
XX%
of consumers who
belong to SEC C (vs
total average of 39%)
agree that on-pack
description can
encourage them to try
new flavours
Clear and relatable flavour descriptions can
drive trials among the masses
Product packaging affects consumer perception and purchase decision.
It is the first physical contact between the product and consumers. Thus,
it is used as a tool to stand out, especially among a wide range of similar
products.
Salty snack brands predominantly use colour to showcase flavour
differentiation. Though, with time, flavour colour becomes generic, as
rival brands use the same colour to communicate the same flavour palate
(eg blue – masala, red – spicy). Thus, brands can look beyond colour to
emphasise on their flavours.
One way to do this is by giving appetising visual cues of flavour
ingredients along with a descriptor on what to expect from the flavour (eg
spice, sour, sweet, salt meter for each of the flavour variants) in order to
help brands hero their flavour story. This can even propel trials amongst
uneducated/illiterate consumers, tier 2 city dwellers and SEC C group.
32

Indians are emotional snackers. Nearly four in every 10 Indians consume snacks as a response to
emotional triggers. Therefore, their reasons for snack consumption differ – some snack to de-stress or
relax, while some snack to treat themselves and boost their mood. Women are more likely than men to
consume snacks for mental wellness benefits.
Since reasons of consumption vary, snack brands can use flavour as a tool to provide different experiences
for each of these snacking reasons.
For example, consumers seek indulgence when self-treating; therefore, sweeter or extra cheesy flavours
can be offered. Chilli pepper can be well suited for boosting moods and de-stressing as it is known to
release endorphins.
India: select reasons for snack consumption in the last month, by gender, 2021
Male Female
Address emotional triggers with flavours
33

FEED THE MIND
XX%
of women (vs XX% of
men) are interested in
flavour ingredients that
offer mental wellness
benefits
Ingredients that offer emotional wellbeing
can drive flavour innovations
The COVID-19 outbreak has spotlighted the importance of holistic
wellness across the globe. This sentiment is mirrored in India, pushing
consumers to seek physical and mental wellness products. This demand
is not limited to healthcare products, with XX% of Indians showing interest
in salty snack flavour ingredients that offer mental wellness benefits.
Additionally, most Indians consume snacks in response to their emotional
triggers. Brands can harness this demand by innovating products that
provide mental wellness benefits by using adaptogenic ingredients (eg
Shatavari, Ashwagandha) that are known to relieve/reduce mental stress.
Brands can also look at nootropics such as coffee, which is well known
as a cognitive enhancer. Brands can target lower SEC groups and
women and highlight these ingredients as flavouring agents.
CHILDHOOD
FAVOURITES
XX%
of Indians find salty
snack flavours that
remind them of their
childhood appealing
Indians get nostalgic in their search for the
comfort of familiar
Amidst the pandemic, Indians turn to snacks to deliver momentary
escapism while seeking comfort of the familiar. As a result, 41% of them
find salty snack flavours that remind them of childhood appealing. Salty
snack brands can leverage this demand by innovating nostalgic flavours
that can make consumers reminisce their happy childhood moments.
It is ideal for brands to look at flavours from the late 80s and early 90s as
XX% of Millennials agree that having a stressful life has made it more
important to treat themselves. Brands can focus on SEC A consumers by
playing up on bolder regional flavours with emphasis on aroma-inducing
nostalgic flavours.
Revive or co-brand with then popular snacks (eg Uncle chips, Cheetos)
or older brands can launch limited editions with old packaging and
recipes. Brands can elevate the fun quotient by associating products with
80s and 90s pop culture movies, music and games.
Source: Iposos Observer/Mintel, November 2021
34

Target affluent Indians with regional nostalgic flavours
Brands can target this consumer segment by playing up on familiar nostalgic flavours such as chilli pepper
or maggi masala. Explore offbeat nostalgic regional flavours such as tamarind chaat and jaljeera.
CHAID Analysis 2022
Salty snack flavour preference
Indian spices is the most popular salty snack flavour
35

More than half of Indians rank Indian spices in their top five preferred salty snack flavours. This is followed
by hot and sweet, as well as spicy flavour.
Despite the dominance of unflavoured/plain snacks, Indians prefer masala, ie complex flavours, when it
comes to salty snacks consumption. This also indicates consumers' preference of spicy over sweet, sour
or plain flavour palates in salty snacks.
% of consumers
India: top five (any ranking) preferred salty snack flavours , 2021
36

Indians have diverse preferences in salty snack flavours
When we rank consumer preference towards salty snack flavours, the result showcases no significant
preference towards one particular flavour.
India: ranking of top five preferred flavours of salty snack consumers, 2021
1 2 3 4 5
37

Explore wider market reach by building on
flavour portfolio
Despite of Indian spices being the most popular salty snack flavour, its
ranking did not show any significant difference compared to other
flavours. For instance, XX% of consumers ranked Indian spices as their
first preference while XX% of them rated it at second place. This pattern
is more or less similar to other flavours.
This signifies that there is no clear winner when it comes to salty snacks
flavour preferences. Therefore, in order to cater to a wider audience,
maximise market penetration and stay relevant, it is imperative for brands
to introduce a wide range of flavour offerings.
Even as cheese flavour lags on overall popularity in comparison to the
other flavours, there's a higher likelihood that cheese is the most
preferred flavour (XX%) among those who consider it among their top 5
choices. That means cheese flavoured snacks have high chances of
becoming a first choice for consumers who have chosen cheese as their
top 5 favourite flavours in salty snacks.
On the contrary, XX% of consumers consider tangy/sour as one of their
top 5 flavour preferences in salty snacks but only XX% (lowest) of them
rank it as their topmost flavour preference. This signifies that even though
sour flavour is popular but it is less likely to be picked by consumers in
comparison to other flavours when making a salty snack purchase.
Target different generations in accordance to their preference
Although the top five most
preferred flavours are more or
less similar across generations,
the ranking of these top five
flavours is unique for each
generation.
By exploring these differences,
brands can modify or
restructure their flavour
offerings in accordance to each
generation's preference.
38

India: % of consumers who selected 'Indian Spices' (any ranking) in their top five most preferred
salty snacks flavours, by generations, 2021
Indian spices resonates with all generations, but slowly and
steadily loses consumer interest as they age
There is a wide variety of Indian spices available in India. It is not surprising to see acceptance and strong
preference of Indian spice flavours in snacking across all age groups. Although the decline is merely 10%, it
is interesting to observe that preference of Indian spices decline as consumers age.
Nevertheless, it is an opportunity for brands to have Indian spice-flavoured offerings as it is one of few
flavours that resonates amongst the majority, cutting across all generations.
Moreover, only X% of all salty snacks launches are in masala flavour in the last five years. Brands can
harness the popularity of Indian spices further by formulating more complex flavour recipes such as Garam
or Tikka Masala.
39

India: most preferred salty snack flavours – ranked first, by age, 2021
Make it spicy for Gen Z
Spicy/hot flavour is the third most preferred salty snack flavour. However, Gen Z consumers aged 18-24
overindex in ranking this flavour as their first preference.
Only XX% of launches in salty snacks are in spicy flavour (eg spicy, hot, masala) in India. Brands can fill this
need gap for spicy flavours by positioning it as a form of indulgence targeted towards this consumer cohort.
Also, the level of spiciness that one prefers in their snacking differs from person to person. For this reason,
street food snack dishes and even restaurant takeaways offer sachets/sauces that give consumers the
ability to customise the level of spiciness.
Thus, brands can go beyond the spice meter, and can also introduce spicy powder sachets that enable
consumers to adjust the spiciness of their snacks.
40

LOAD IT WITH
CHEESE
XX%
of younger Millennials
(vs total average of XX
%) listed cheese
(any ranking) in their
top five most preferred
salty snack flavours
Younger Millennials like it cheesy
Globally, in the last five years, cheese flavour has found its foothold in
salty snacks, with year-on-year, near consistent X% launches. India is an
unsaturated market for cheese flavoured salty snacks as only X.X% of
total launches in salty snacks are cheese flavoured. This is backed by the
38% of consumers who place cheese flavour as one of their top five most
preferred salty snack flavours.
Brands can appeal to Millennials with cheese flavoured salty snacks. This
is because XX% of younger Millennials ranked cheese as their top
preferred flavour. Brands can experiment with different types of cheese to
gain first-mover advantage by adding sub-categories of cheese flavour
(eg cheddar, Mozzarella) in brands' flavour portfolios.
Offer value-for-money propositions with cheese flavour in salty snacks
that can further help in winning over lower city tier dwellers and SEC B
and C consumers.
Explore opportunities within hot and sweet flavour palates
Hot and sweet flavours such as pani puri and
schezwan are familiar and popular in India. In fact,
it is the second most popular salty snack flavour
among Gen Z, X and Baby Boomers while it ranks
third amongst Millennials.
There is a significant consumer inclination towards
hot and sweet flavours in salty snacks but the
consumer ranking list showcases that only XX% of
these consumers rank it as their topmost
preference. This indicates the potential that this
flavour holds in salty snacks as there is a limited
number of product offerings in this flavour tone.
Brands can more often highlight hot and sweet
flavours in their communication and target Gen Z
men as 58% of them (vs total average of XX%)
listed hot and sweet as one of their top five most
preferred salty snack flavours.
41

HERBALICIOUS
FLAVOURS
41%
of Generation X (vs
listed herbs (any
ranking) in their top
five most preferred
salty snack flavours
Target Gen X with herbs-flavoured salty
snacks
Consumers are familiar with Indian herbs such as mint, bay leaves,
fennel and coriander and are also exposed to international herbs such as
oregano, Italian basil, rosemary and thyme. Since these herbs and
seasonings relatively have less complex but strong flavour profiles,
brands can use them as flavours to add a twist to plain/salted salty
snacks.
Though herbs are not on the top five list of the most preferred salty snack
flavours, there is a significant preference amongst Gen X consumers.
Brands can highlight the health benefits of herbs to target this set of
consumers. Ayurvedic herb flavours can also be explored by health-
centric salty snack brands.
With the help of herbs, brands can even communicate international
cuisine flavours (eg Italian pesto with oregano and basil or Mediterranean
with rosemary, bay leaves and thyme) that can strike a chord amongst
younger generations.
42

India: % of consumers who selected 'garlic' as their top five preferred flavour (any ranking) in
salty snacks, by generation, 2021
Targeted towards senior citizens, garlic flavour can add a twist to
plain salty snacks
With age, lifestyle diseases and other health-related issues increase, consequently leading to certain eating
restrictions. Thus, this consumer segment seeks salty snacks that have better-for-you benefits while not
aggravating existing medical problems. Due to this reason, plain/unflavoured is the third most preferred
salty snack by Baby Boomers.
Interestingly, XX% (vs total average of XX%) of senior citizens (Baby Boomers) have chosen garlic in their
top five most preferred salty snack flavours. Brands can leverage this by introducing garlic flavour salty
snacks to cater to senior citizens, which can add a twist to the usual unflavoured/plain salty snacks.
Brands can even lay emphasis on garlic's health benefits, coupled with product offering that has reduced/
low sodium content.
43

Sodium content poses a barrier for salty snacks consumption
On average, Indian salty snacks have salt content
of 1.86 g per 100g. This is significantly higher in
vegetable and wheat and grain-based snacks. Salt
is a cause of a concern as XX% of Indians agree
that high salt content limits their snack
consumption.
This sentiment is higher amongst older consumers.
However, offering salt reduction in salty snacks is
tricky as it plays a pivotal role in delivering
indulgence. With that in mind, brands must tread
with caution when looking at alternative solutions
to reduce salt in salty snacks.
Source: Mintel GNPD, January 2017-December 2021
44

Flavours for different types of salty snacks
Chips is the undisputed leader in salty snacks
Chips is the most consumed salty snack, followed by popcorn and nuts. Categories such as puffed rice,
makhana and khakhra gains traction with its better-for-you health appeal.
India: % of snack consumers, by salty snack types, 2021
45

All categories within snacks are in the fight for a share of snack occasions, with most of them focusing on
evening snacking occasions.
For instance, salty snacks such as biscuits, snack mixes and chips are typically positioned by brands as an
evening snack. However, there lies an opportunity to increase consumption frequency as a significant
proportion of Indians consume them even during morning, afternoon and night-time snacking occasions.
Therefore, salty snack brands can take the blue ocean strategy route by focusing on mid-morning
occasions with healthier chips made from nutrient-rich ingredient flavours. Build association around 'Netflix
and binge' pop culture to target night-time consumption.
India: % of chips consumers, by snack occasions, 2021
Salty biscuits Chips Snack mixes (ie namkeen)
Opportunity exists beyond evening occasions for salty snacks
46

India: % of chips consumers, by types of chips consumers, 2021
Potato chips lead the segment, but corn-based and vegetable
chips show potential
Salty snacks have a near universal reach in India led by chips, as XX% of Indians claim to have consumed
any type of chips in the past month.
Potato chips is the uncontested leader in the chips category with nearly XX% Indians consuming potato
chips in the last one month, followed by banana chips at XX%.
Even though corn-based and vegetable chips are relatively new entrants in the chips segment, they are
consumed by more than one third of the Indian population.
Opportunity exists especially for multigrain and vegetable chips as they can perfectly fit the bill as a
healthier, more flavourful option to potato chips for consumers who are on a lookout to consume healthier
version of snacks.
Base: 1,744 internet users aged 18+ who have eaten chips in the last month
47

India: % of potato and banana chips, by socio-economic class, 2022
Total SEC A
Premiumise potato and banana chips with authentic regional
flavours
Most of the packaged potato and banana chips target Indian masses and are therefore competitively priced.
With most of the brands positioned to cater to the masses, premiumisation opportunity exists as SEC A
consumers overindex on potato (XX%) and banana (XX%) chips consumption vis-à-vis to the total average
consumption.
Brands can not only premiumise their offerings by delivering on quality, taste and health but also with
flavours. Explore authentic regional Indian flavours such as Maharashtrian chilli garlic chutney or Tamil
Nadu Podi Masala, with XX% of potato chips consumers and XX% of banana chips consumers showing
interest in trying regional Indian flavours in salty snacks. Also, differentiate from the rest of cheese flavoured
potato chips by offering different types of cheese flavours (eg Parmesan, Mozzarella, Gouda).
Base: 1,744 internet users aged 18+ who have eaten chips in the last month
48

Go beyond plain, salt and pepper flavour in banana chips
Consumed more in Southern and Western India,
the banana chips market has many local and
regional players, with a strong presence in the
unorganised market. These chips are
predominantly available in plain, salt and pepper
flavours. These three flavours make up for
approximately XX% of the whole banana chip
segment. Flavour variations are rare to find and
often underemphasised on shelves. This indicates
scope for brands to innovate and offer flavours
with potential to be a unique selling point.
Explore Indian spices (eg maggi masala), hot and
sweet (eg Pani Puri) and spicy (eg Peri-peri) as
these are the top three most preferred salty snack
flavours by banana chips consumers.
49

Vegetable chips are well placed to deliver on both flavour and health. Vegetable chips can leverage its
healthy halo by targeting health-conscious and permissible indulgent-seeking consumers with better-for-you
positioning. Brands can look at flavour innovations as a lever to heighten the indulgent quotient.
Brands can target working women and Millennials by emphasising on the intrinsic taste of the vegetable
base. Make it more interesting by adding other complementing vegetable flavours (eg tomato and spinach).
Additionally, simpler flavour palates like herbs and single spices such as turmeric, oregano and basil can
elevate its health and taste quotient. Garlic and barbeque can be explored as vegetable consumers are
slightly more inclined towards these flavours than average consumers.
India: % of vegetable snack consumers, by age and employment and gender, 2021
Vegetable chips: Target younger, working Millennials with better-
for-you positioning
Base: 1,744 internet users aged 18+ who have eaten any type of chips in the last month
50

SPICE IT UP
XX%
of corn-based chips (vs
consumers claim to be
interested in extra
spicy flavours in salty
snacks
Give an extra spicy and tangy twist to corn-
based chips
Corn-based chips brands emphasise on their Mexican roots and highlight
their authenticity with salsa and cheese flavours. However, there is a
demand for adventurous flavours amongst corn-based chips consumers,
with almost half of this consumer cohort interested in extra spicy flavours
in salty snacks.
Though spicy flavour is currently present in the market, brands can
leverage consumers' adventurous nature by exploring chilli-based
flavours (eg bhut jholokia chillies) that can deliver on 'deadly-hot'
spiciness levels. Like Jolochip, brands can market this as a challenge to
consumers with the help of social media channels.
XX% of corn-based chips consumers ranked tangy to be in their top five
most preferred flavours in salty snacks. There is also another opportunity
for brands to explore tangy with hit of spicy flavours (eg tomato with
Jalepeno or lime chilli).
Corn-based chips can ride on the pop culture trend with North
Asian flavours
KOREAN
XX%
of corn-based chips
consumers (vs total
average of 28%) are
interested in Korean
flavours in salty snacks
JAPANESE
XX%
of corn-based chips
consumers (vs total
average of 30%) are
interested in Japanese
flavours in salty snacks
51

Planters Apple Coffee Cake
breakfast blend trail mix
(US)
Opportunity for snack mixes to target mid-
morning occasions with permissible
indulgence positioning
XX% of Indians are snack mixes consumers. Not just another evening
snack, it is consumed around the clock. XX% of snack mixes consumers
eat it in the morning and XX% of them consume it in the evening. Brands
can pivot their product offerings and marketing communications that focus
on morning snacking.
Flavours can play a crucial role in targeting breakfast occasions for snack
mixes with XX% of snack mixes consumers finding salty snack flavours
that can go well with tea/coffee appealing. Brands can highlight flavours
such as sweet-savoury and pepper, which goes well with chai.
XX% of snack mixes consumers find salty snacks that are both healthy
and indulgent appealing. Nutrition trail mixes can be an ideal offering.
Brands can take cues from Planters, which has a dedicated line of
products aimed towards breakfast snacking. Flavours such as coffee can
go well for this kind of product offering.
Room to further regionalise and localise snack mixes
Snack mixes consumers are slightly more inclined to street-style (XX%) and regional (XX%) flavours.
Brands can explore city-specific street food favourites such as Mumbai pav vada red garlic chutney or pav
bhaji, Kolkata puchka and lucknowi chaat.
Even though many snack mixes flavours are region-specific, there is still room to regionalise it further. For
instance, extra spicy kolhapuri or sour rasam flavour, or even highlighting 'Bhavnagar' in gathiya mix.
India: select interest in flavour innovations, by snack mixes consumers, 2021
Total Snack Mixes
52

HERBS
XX%
of Makhana
consumers ranked
herbs in their top five
favourite salty snack
flavours
Makhana can leverage the demand for
holistic wellness
In the wake of the pandemic, there is a surge in holistic wellness. This is
closely associated to Ayurveda, which lay emphasis on a delicate
balance between the mind, body and spirit. Products like Makhana can
leverage this shift in consumers' approach towards health and wellness,
for it already has a better-for-you/health halo attached to it.
Makhana consumers are slightly more inclined towards herb flavours, as
41% of them included herbs in their top five salty snack flavours. This is
higher than other snack type consumers (total average of XX%). Brands
can use Ayurvedic/botanical herb flavours, such as Shatavari and
Ashwagandha, that offer multiple health benefits including mental
wellness benefits as they consume Makhana more than other
demographics. Target this product offering towards North region dwellers
and working women as they consume more Makhana than other
demographics.
53

India: select interest in flavour innovations, by Makhana consumers, 2021
Total Makhana consumers
Targeting weight watchers, Makhana can explore tea/coffee and
fusion flavours
Makhana has a health halo surrounding it. Along with having a strong nutritional value, It is also low in
cholesterol, sodium and saturated fats, making it an ideal snack for weight watchers.
With the dominance of salted/roasted flavours, brands can differentiate themselves from the rest by
innovating Makhana with offbeat flavours that are popular amongst weight-conscious consumers.
XX% of Makhana consumers are interested in tea/coffee flavours. This can resonate well with weight
watchers as green tea is popular amongst weight watchers and coffee is known to be an excellent
metabolism booster for weight loss.
Explore bitter with savoury flavours (eg kale or karela with lemon or masala) as 43% of Makhana
consumers showcased interest in this flavour innovation.
54

India: top five emerging flavours in popcorn, 2017-21
Unflavoured/plain Cheese Caramel/caramelised Butter Chocolate
Popcorn: slowdown in flavour launch activity creates room for
innovation
Popcorn is a popular snack with XX% of Indians claim to consume popcorn in the last one month. Unflavoured/
plain, butter and salted flavours make up for approx. XX% of the whole popcorn market in India.
There is a slow down in flavour innovations in popcorn. Unflavoured/plain flavour in popcorn is still the top
emerging flavour in the last 5 years, despite being heavily dominated by unflavoured/plain flavour. It rose from
XX% to XX%, contrasting the decline of other flavours. It indicates an opportunity for popcorn brands to
innovate with flavours, as a way to create a niche for itself.
With XX% of Indians prefer trying unfamiliar flavours while indulging in salty snacks, there is a demand for
experimental flavours in salty snacking that can propel popcorn's market reach in India.
55

CROSS-CATEGORY
CUES
XX%
of potato chips
consumers are
popcorn consumers
Popcorn brands can take inspiration from
potato chips
While there an opportunity to premiumise popcorn, there is also room for
popcorn brands to appeal to the masses, as there are only few big
brands operating in this snacking segment.
With potato chips being a mass favourite snacking segment, it is
interesting to note that XX% of potato chips consumers have also
consumed popcorn in the last one month. Popcorn brands can look at
potato chips for flavour inspiration as it will be a tried and tested flavour
that Indian masses prefer. Familiarity of flavours can be an added
advantage.
The base flavour of popcorn does not have a strong taste of its own and,
therefore, it allows flavours to stand out. This is similar to potato chips.
This indicates that there is a greater possibility that flavours that work for
potato chips can also go well with popcorn. Besides salted, brands can
explore popular potato chips flavours such as masala, tomato, spicy and
sour cream onion.
Base: 1,560 internet users aged 18+ who have eaten popcorn in the last month
Source: Ipsos Observer/Minitel, November 2021
56

Packaged ready-made popcorn is a relatively new snacking category in India. It is crucial for popcorn
brands to build on its differentiation as they compete with various local and regional players.
Made from wholegrain, popcorn is a naturally healthy snack. Brands can take advantage of its health
quotient while using flavour to offer indulgence.
There is an opportunity for popcorn brands to premiumise their offerings with 56% of SEC A consumers
being popcorn consumers. Explore indulgent flavours like dark chocolate cake, extra cheese and salted
caramel cheesecake to target working women. Appeal to this consumer segment by co-branding with
popular bakeries that can translate to higher indulgence quotients.
India: % of popcorn consumption, by socio-economic group and employment and gender, 2021
Premiumise popcorn with elevated indulgence
57

Target experimental consumers
EXPERIMENTALISTS
XX%
of Indians prefer trying
unfamiliar flavours
when indulging in salty
snacks
Target experimental consumers by feeding
their mind
There exists two kinds of contrasting consumer segments in India – one
that prefers sticking to familiar flavours (XX%) and another that prefers
trying unfamiliar flavours (XX%) when indulging in salty snacks.
For the first segment, brands can explore familiar and favourite flavours
with a twist of new eg desi schezwan, pickled masala. For the latter
segment novel and offbeat flavours can be a major purchase trigger.
Therefore, in order to retain the existing experimental consumers, it is
crucial for brands to consistently offer flavour innovations.
Brands that Feed the Mind, ie provide indulgent experiences, will
resonate well with this consumer cohort. This indulgent experience can
also come from adventurous flavours offered to them in salty snacks.
58

HEALTHIFY YOUR
FLAVOURS
XX%
of experimental
consumers (vs total
average of 69%) agree
that healthier versions
of their favourite
snacks are appealing
Healthier versions of snacks appeal to the
experimentalists
Experimental consumers are health-conscious. Nearly seven out of 10
experimental consumers find healthier versions of their favourite snacks
appealing. Salty snack brands can leverage this demand by using health-
centric flavours in their favourite snacks.
Experimental consumers are more inclined towards murmura/rice puffs
(XX%), Makhana (XX%), corn-based chips (XX%), snack mixes (XX%)
and vegetable chips (30%) than the rest. Brands belonging to this
category can take advantage of this by innovating healthier yet
experimental flavours.
For example, XX% of experimental consumers (vs total average of XX%)
are interested in trying a fusion of bitter flavours with savoury flavours.
So, think of karela and kale with lime or lemon. Brands can even
experiment with citrus flavours, which are known to have immunity-
boosting benefits.
59

Explore non-vegetarian flavours to cater to experimental East
Indians
XX% of snacks in India carry vegetarian claims. While vegetarian snacks appeal to non-vegetarians as
well, there is a set of experimental consumers (XX%) who are interested in non-vegetarian snacking
flavours.
Brands can focus on East India with non-vegetarian salty snack flavours as their interest is more
pronounced vis-à-vis other regions.
Brands can take inspiration from instant noodles category for non-vegetarian flavours.
India: % of consumers who are interested in non-vegetarian flavours in salty snacks, by region
and gender, 2021
60

India: % of consumers who are interested in trying Japanese and Korean flavours in salty
snacks, by region and gender, 2021
Japanese flavours Korean flavours
Target experimental women with North Asian flavours
Snack brands have long since associated themselves with pop culture. They are quick to adapt, enabling
them to stay relevant to the evolving tastes of consumers.
With that mind, brands can take a more futuristic approach when it comes to the K-wave popularity in India.
For instance, XX% of Indians are interested in trying Korean flavours in salty snacks, with more interest
observed amongst Northern and Western-dwelling women. Brands can explore popular Korean flavours
such as kimchi and sweet, hot tteokbokki.
XX% of Northern-dwelling women are interested in trying Japanese flavours in salty snacks. Thus, brands
can also look at flavours like wasabi, umami and teriyaki. Such flavour innovations can also serve as a first-
mover advantage that appeals to experimental consumers.
61

GO DIGITAL
37%
they actively look out
for new flavours to try
on ecommerce sites
Unlock the power of LTFs with ecommerce
push for experimental consumers
Limited time flavours (LTFs) is a great way for brands to drive
excitement, interest and induce trials. Additionally, it helps to keep
oversaturation at bay. LTFs can be a beneficial tactic when targeting
experimental consumers, for they are actively on the lookout for novel
flavour experiences. This can be especially useful for brands when
innovating adventurous or novel flavours in salty snacks.
41% of experimental consumers said that they actively look out for new
flavours to try on ecommerce sites. Brands can utilise ecommerce and
social media platforms to target this consumer cohort with limited edition
flavours. This can enable brands to utilise minimal distribution resources
while evaluating the response on new flavours and also having a safety
net to discontinue certain flavour innovations as per their discretion.
62

MARKET APPLICATIONS
63

Opportunities: key areas of focus
Snack bases can influence flavour innovation
• While Indian spices is a favoured flavour, popcorn brands can innovate sweeter and cheesier flavours.
• Potato snacks can expand their existing flavour portfolio with cuisine-inspired flavours.
• Corn-based snacks can get experimental and look beyond salsa and cheese.
• Drive Makhana consumption with trending salty snack flavours.
Target experimentalists with adventurous flavours
There exists a set of consumers who proactively seek new flavours in salty snacks. In order to target
these experimentalists, brands can explore offbeat flavours like non-vegetarian and bitter fusion mixes.
Get the first-move advantage by innovating flavours from Japanese and Korean cuisines.
'Feed the mind' with intense flavour offerings
Majority of consumers snack as a response to emotional triggers. As a result, snack is a comfort food
and indulgence is key.
Flavours can play a big role in increasing the indulgence quotient in salty snacks – be it spicier, cheesier
or innovating ingredient flavours that promote mental wellbeing.
64

Emerging flavours in different types of snacks
65

Plain flavour dominates most of the snack types, followed by
spicy palate flavours
Nuts %
Wheat
and
other
grain-
based
snacks
%
Potato
snacks
%
Bean-
based
snacks
%
Plain/
salted/
roasted
XX%
Plain/
salted/
roasted
XX%
Plain/
salted/
roasted
XX%
Plain/
salted/
roasted
XX%
Chilli/
pepper
XX% Masala XX% Masala XX% Spicy XX%
Masala XX% Cheese XX%
Onion
and
cream
XX% Masala XX%
Spicy XX%
Chilli/
pepper
XX%
Chilli/
pepper
XX%
Chilli/
pepper
XX%
Cheese XX% Tomato XX% Tomato XX% Garlic XX%
Vegetable
snacks
%
Rice
snacks
%
Cassava
and
other
root-
based
snacks
%
Snack
mixes
%
Chickpea XX%
Plain/
salted/
roasted
XX%
Plain/
salted/
roasted
XX% Nut XX%
Plain/
salted/
roasted
XX% Masala XX% Masala XX%
Plain/
salted/
roasted
XX%
Bean/
moong
XX%
Chilli/
pepper
XX% Spicy XX% Spicy XX%
66

Masala XX% Spicy XX%
Chilli/
pepper
XX% Raisin XX%
Chilli/
pepper
XX% Butter XX%
Peri-peri/
Piri-piri
XX% Masala XX%
Source: Mintel GNPD, Jan 2019 and Dec 2021
Cheese flavour is more notable in newer snack formats such as
corn-based snacks and popcorns
Popcorn % Corn-based snacks %
Plain/salted/roasted 41% Cheese XX%
Butter XX% Chilli/pepper XX%
Cheese XX% Plain/salted/roasted XX%
Masala XX% Tomato XX%
Chilli/pepper XX% Masala XX%
Source: Mintel GNPD, Jan 2019 and Dec 2021
67

% change: 2019 vs 2021
India: fastest growing flavours* in salty snacks, 2019-21
Sweet flavours garner attention from niche brands
Savoury-spicy flavours are seen to dominate the Indian salty snacks category. However, brands have
incorporated flavours like khatta-meetha, sweet and chilli, especially in recent times.
XX% and XX% of Indians have rated hot and sweet as well as sour and sweet as one of the top five
preferred flavours in salty snacks, respectively. This goes to show that sweet flavours are well received by
consumers but with a twist of sour or spicy flavours.
Globally, many snack brands, especially in categories like popcorn, trail mixes and foxnuts, are launching
sweet flavours like salted caramel, honey and chocolate.
In fact, salty snacks launched with caramel flavour in India has grown XXX% in the last three years.
Though still catering to a niche consumer set, brands can look at sweet flavours as an addition to their
existing flavour portfolio.
* more than 10 launches between 2018-20
68

Give consumers the free will to add sweeter flavours in salty
snacks
Koikeya Jagano Aji+Plus
Cheese & Tiramisu Flavour
Potato Snack (Japan)
Directions to change the
flavour
Salty snacks are consumed
for their savoury flavours.
However, savoury flavours
also include khata meetha or
hot and sweet flavours as
well.
With consumers seeking
higher indulgence, brands can
induce trials of sweet flavours
in salty snacks by giving them
an opportunity to experiment
with it as per their free will.
For example, Koikeya Jagano
Aji+Plus cheese potato snack
can be changed to tiramisu
flavour when sprinkled with
the powder.
69

Big players such as PepsiCo, Balaji Foods, Haldiram's, ITC, Parle and Prataap snacks are present in the
potato chips segment. These brands offer a wide range of chips flavours to cater to the diverse flavour
demands of Indian consumers.
When it comes to the chips segment in India, plain/salted flavour dominates the market. On the flip side,
new brands will find it difficult to stand out with these flavours as fierce competition persists with big and
small brands present in these flavours.
In order to differentiate based on flavours, brands can look at relatively popular or trending flavours such as
chilli/pepper, cream/sour cream and tangy, as they are the top emerging flavours in the last three years.
Brands can explore these flavours to stay up to date with market trends.
India: top three emerging flavours in potato snacks, 2019-21
Cream/creme/whipped cream Chili/chilli pepper Tangy
Cream, chilli pepper and tangy are emerging potato snack
flavours
70

Call out specific dishes instead of generic cuisines in potato
snacks
Brands can target consumers' dish-specific cravings. This can also attract consumers who are eating
snacks as a meal replacement.
Thai-inspired
Pringles introduced limited edition Tom Yum Soup flavoured potato
chips (Australia).
Middle Eastern-inspired
Hunter's Gourmet introduced shawarma flavoured potato chips (UAE).
American-inspired
Elbbin & Nibble introduced flame-grilled cheeseburger flavoured potato
chip sticks (Kenya).
71

Beyond cheese and salsa, corn-based chips can target
experimental consumers with Japanese and Korean flavours
Explore popular North APAC flavours such as kimchi, Korean BBQ, umami or wasabi.
Korean BBQ
Lundberg Family Farms Bold Bites Korean Style BBQ Organic Bite-
Sized Tortilla Chips is described as sweet, saucy and savoury small
chips with huge flavour made from organic rice, corn and black chia and
topped with foodie flavors (US).
Kimchi Cult
Calbee Grill-A-Corn Kimchi Flavoured Corn Snack (Japan).
Pride of Japan
Frito Lay Doritos Wasabi & Soy Sauce Flavour Corn Snack is said to
feature a perfect balance of Azumino wasabi powder and soy sauce's
umami (Japan).
72

Use flavours to amplify Makhana's health quotient
XX% of Makhana/foxnuts launches in the last three years have antioxidant claims, followed by high/added
protein (XX%) and fibre (XX%). Brands can amplify their health halo further with flavours by introducing
Ayurveda-inspired ingredient flavours such as turmeric and ghee.
Instead of generic plain/salted, introduce Himalayan/rock salt flavour variants to target consumers who
are conscious about their sodium intake.
India: % of Makhana/foxnuts launches with select flavours, 2019-21
73

Make Makhana more desirable with flavours
For consumers seeking indulgence in Makhana, indulgent flavours can act as a purchase trigger.
Chilli cheese taco
The Bread Company Chilli Cheese Taco Multigrain Munch Mix (India)
Tandoori
RP-Sanjiv Goenka Group Too Yumm! Tandoori Makhana (Foxnuts)
(India)
Salted caramel
Roast Health Foods Schezwan Mix Foxnuts (India)
74

Explore the potential of Himalayan pink or rock salt as an
alternative to salt reduction
Brands can offer naturalness
of Himalayan pink/rock salt as
an alternative to salt
reduction.
This means no compromise
on salt and health. Realising
this, brands such as Kettle,
Paperboat, VO, Snackible and
Mindful have introduced
Himalayan/pink salt variants
that can help them reach out
to the health-conscious as
well as permissible
indulgence-seeking
consumers.
Kettle Studio Himalayan Pink
Salt Gourmet Potato Chips
(India)
Paperboat Mixed Nuts
Smoked with Himalayan Pink
Salt (India)
Popcorn brand can play up on indulgence with the help of
flavours
Act II Triple Cheese Grilled
Cheese Ready to Eat Popcorn
(Canada)
Cobs The Caramel Collection
Dark Chocolate Caramel
Popcorn (Australia)
There is opportunity to cater
to SEC A consumers by
premiumising popcorn. This
can be done by using flavour
to communicate indulgence.
This can enable brands to
justify their premiumisation by
delivering on higher indulgent
experiences.
Explore popular gourmet
dessert flavours like dark
chocolate or cheesecakes.
Indulgent flavours like cheese
can also be amplified more by
communicating more quantity
and delivering on better
quality.
75

Excite consumers with offbeat flavours in vegetable snacks
Vegetable snacks such as
lentil (moong daal), chickpeas
and fried peas have peculiar
base flavours. Due to this,
base and plain/salted flavours
dominate this category.
In this category, standing out
from the competition is based
on quality and brand equity.
Thus, there lies an opportunity
to differentiate with flavours.
Experiment with flavours like
Habenero + Citrus in Peas
while explore popular flavours
like BBQ, cheese jalepeno
and peri-peri in chickpeas.
The Good Bean Habanero
Citrus Flavored Crispy Favas
+ Peas (US)
Eat Anytime Mindful Healthy
Bites Spicy Peri-Peri
Chickpea (India)
76

Use flavours to further enhance the taste of vegetable chips
Vegetable chips have a unique taste and, therefore, brands can use flavours that give the base ingredient
a flavourful boost. Besides salt, explore milder/simpler flavours.
Garlic and onion flavours that compliment kale
Rhythm Superfoods Roasted Garlic & Onion Roasted Kale is flavoured
with roasted garlic and onion in a delicate oil and seasoned to
perfection (US).
Flavour-boosting lime and pepper
Chazz Vegetable Chips with Lime & Pepper Flavour contains potato,
beetroot and carrot chips flavoured with lime and pepper (Poland).
Seasoned with chilli
Yema & Co Chips Beetroot Chips is seasoned with chilli (Mexico).
77

Cornitos veggie nachos heroes its veggies
Cornitos Melange Veggie
Nachos with Pink Salt and
Roasted Garlic (India)
Cornitos Veggie Nachos with
Spinach and Italian Herbs
(India)
Vegetable chips category is
showcasing potential for
expansion with its 'better-for-
you' health halo. Brands such
as Cornitos have launched
veggie nachos by blending
natural extracts of vegetables
such as beetroot, spinach and
white beans with corn. It is
said to be sprinkled with
relatively simpler flavours like
Himalayan/pink salt, herbs or
garlic.
Just like Cornitos, brand can
hero the veggie flavour base
by keeping seasoning milder
and simpler.
Lay emphasis on regional and local flavours
Kukure glorifies its 'masala' flavour
In this new TV commercial, Kurkure communicates the power of its 'chatpata' flavour that one cannot resist.
https://clients.mintel.com/report/salty-snacks-flavour-trends-indian-consumer-2022/109
Source: YouTube/Kukure
78

Expand on your 'masala' flavour portfolio
'Masala' is a generic term used by most snack brands. Address the demand for Indian-inspired flavours by
offering specific 'masala' ie tikka, sambhar and garam masala.
Tikka masala
Cornitos Tikka Masala Nacho Crisps (India)
Tandoori
Krack Nut Tandoori Tootan Coated Peanuts (India)
Achari
VO Smart Khakhra Achari Masala (India)
79

Explore regional favourite flavours
The tradtional snacking
segment in India has many
players, with stiff competition
from local as well as the
unorganised segment. In this
segment, authentic flavour
plays a role in determining its
repeat purchase.
Since traditional snack mixes
vary from region to region,
brands can root their
communication around
authentic regional delights
and use vernacular language
in their communication.
Delight Foods Odia Cuttack
Mixture (India)
Postcard Kolhapuri Bhel
(India)
80

Address demand for street-style food for at-home consumption
Due to the pandemic scare, consumers are cautious and avoid eating at street stalls. Target them with
street-style inspired flavours in snacking for at-home consumption.
Puchka Punch
Act II Sweet Pani Puri Flavoured Popcorn (India)
Aloo Chaat
RP-Sanjiv Goenka Group Too Yumm! Potato Stix Aloo Chaat (India)
Pav Bhaji
Maniarr's Slim Bites Mumbai Pav Bhaji Khakhara (India)
81

Target experimentalists with offbeat flavours
Encourage trail and consumption with on-pack flavour
description
The Golden Duck Co Sichuan
Mala Hot Pot Fragrant Mix's
spice and numbing level
meter (Singapore)
Amul Dark Chocolate
showcases on pack the taste
profile chart (India)
39% of Indians agree that
description of flavours on the
pack will encourage them to
try new flavours. On-pack
flavour descriptors not only
help induce trials, but it can
also help communicate the
taste that consumers can
expect from that specific
flavour.
Many brands use spice
meters to communicate the
level of spiciness. Brands can
also take inspiration from
Amul Dark Chocolate's taste
profile chart, which
communicates the complex
taste palate in a simple and
fun way.
82

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