Exercise 1

Trends

SNACKING TRENDS IN INDIA

Approach

Looked at current lives, need states & motivations of kids, youth, adults and older consumers I See how their lives are impacting snacking trends In India I Bringing trends alive I Mapping key need states for Snacking

Indian Kids
Attraction towards complexities Increased awareness Tendency to get bored of things easily Dreamers Not about pester power, its about decision making power

Increasing accessibility & affordability

Need to rebel Need to be constantly engaged

Need to get attention from others

From C for Cats to C for computers

Seeks Variety and change Curious, need to know everything

Need to be better than the peers

Need to be dress fancy, eat fancy From Paranthas to Pastas

Indian Youth
Need to be part of social groups Treats friends as the new family Managing time between friends and family Navigates in front of parents

More independent, choses own career paths, goals in life Connected with friends 24*7 Goes thorough immense amount of career pressure Need for good job, good life

Need to be better different & unique.. In being so garner attention & admiration

I Vs. We syndrome, Need to be belong to the group yet be differentiated (individualistic yet conforming nature)

Indian Adults
Both partners working Kids are matter of pride Faces time crunch No dreaming, living in reality Goes through monotony in life, work stress becomes part of life Need to spend more time with family Highly aspirational, need to have car, first house Role reversal is seenMen participating in household chores Have set priorities in life

Do not want complexities Need to experience life better

Need to meet old friends, have get together, reunion, travel, holiday on wish lists etc.

Need to get freedom from the time tabled life

Excited about shift from routine Increased amount Living in nuclear families of travelling

Older consumers
Exploring newness in everything, new styles of cooking, new restaurants Learning computers, learning english Worried about health Older people trying out their hands on digital media like facebook, twitter etc.

Letting kids take up professions of their own choice Much friendly with kids, grandkids Need to be seen as independent, & not burden on children Celebrating western style ocassions Valentines day, Ros day etc. Need to live in the moment Doing what they could not beforeholidaying with partners, friends Women participating in financial decisions

SNACKING TRENDS

TREND #1

SNACKING ON-THE-GO
Traditionally most of the food consumption used to be at home with family. With change in society such as, nuclear family, rapid urbanization, womens participation in work force, travelling and extensive holidaying. Number of out of home and on the go consumption is increasing. This gives rise to single serve packaged food over traditional multi serve and family packs.

SNACKING ON-THE-GO

The increased incidence of multi-tasking while eating is causing the demand for on-the-go handheld meals and snacks to accelerate.

TREND #2

SMART SNACKING
Healthy food is becoming a fast-growth category, particularly in cash-rich middle class Indian. People are resorting to multi-grain snack, made from oats, corn, ragi, rice, wheat and flax seeds, which is rich in fibre and provides wholesome nutrition. Other options include whole-grain crackers or snacks like those made from oats or ragi, a handful of roasted nuts like almonds, pistachios, walnuts or sprouted pulses.

SMART SNACKING
Amul has introduced a range of functional products, from energy drink Stamina to Probiotic Ice-creams, Probiotic Lassi and Curd, and High Calcium Milk; Reduced Salt Butter Frito Lay, the snack food division of PepsiCo was one of the first to do away with transfat and MSG across the entire range of its foods. Recently, it also began using rice bran oil to reduce the saturated fat content in its snacks.

Dabur has a very Indian range of vegetable juices. ITC Foods is combining fun and food with Benne Vita Flax Seed biscuits, with ingredients that lower cholesterol levels and maintain gut health

TREND #3

CONVENIENT SNACKING
From a mindset where homecooked and fresh food was preferred and housewives insisted on making everything from snacks to multi-course meals in-house, today it has become commonplace to seek convenience and variety using the vast menu of ready to cook and eat foods.

ITCs Sunfeast Pasta Treat, is a quick, tasty and healthy snack designed to delight children. Tasty Bite has a range of entres and Ready Meals. They have special retort pouches developed for the Apollo space program, which are tested to withstand extreme temperatures and heights from well below sea level to as high as the moon. MTR foods currently comprise twentytwo Indian curries, gravies and rice.

CONVENIENT SNACKING

TREND #4

ORGANIC SNACKING
Functional food, also termed as the nutraceutical products (a hybrid of nutrition and pharmaceutical), is any fresh or processed food claimed to have healthpromoting ingredients apart from its basic nutritional function. A general increase in awareness has been fuelled by the favorable scientific reports about the health benefits of nutraceutical ingredients. The ageing populations who are more health conscious look towards consumption of such supplements and foods that provide an optimum balance of nutrition.

ORGANIC SNACKING

FabIndia organics range include teas, natural drinks, spices, herbs, candied fruits, seeds/pulses, breakfast foods, soups and SNACKS.

TREND #5

EXPERIENTIAL SNACKING

With the Indian palate getting more and more experimental, out-of-the-box thinking and quality of food and service is getting more crucial. This new trend of experimentation can be seen across all segments of food, from the restaurants to the ready-to-eat, from the sauces to the icecream. This new trend of experimentation can be seen across all segments of food, from the restaurants to the ready-to-eat, from the sauces to the icecream.

EXPERIENTIAL SNACKING

EXPERIENTIAL SNACKING

TREND #6

PRESTIGE SNACKING
Food as plain nutrition has passed its sell-by date. Today, food is about many different things, including lifestyle choices or values, and affluent consumers are using food elitism to signal their affluence or arrived status. Up-market variants of the plain vanilla products are being preferred from plain chocolate to dark chocolate to chocolate by country of originthe same movement in coffee and tea, buying a richer version of the same old thing seems to be the new flaunt mantra.

PRESTIGE SNACKING
ITCs food business has neatly segmented the ready to eat market with the premium Kitchens of India gourmet food range of Dal Bukhara, Dum Pukht, Chicken Chettinad, Baingan Mirch Ka Salan along with the Aashirwaad range of more regular paneer, chholey and dal tadka style dishes.

Food Classics Ice-cream by Mother Dairy is a range of premium ice creams with more fruit blended with creamy ice cream. Cadbury Temptations is a range of delicious premium chocolate, Amul has added Gold Milk to their Fresh Milk portfolio, and there are various premium variants in the Amul cheese category: Emmental and Gouda.

TREND #7

GUILT FREE SNACKING

As health products are gaining popularity with the consumers, a majority of these consumers feel the gap between tasty food and healthy food. This gap has led to the emergence of a new trend: the Guilt Free Sin trend. Consumers are now looking out for a tasty way to good health which allows them to indulge in food that they crave for along with keeping a check on their calorie intake and other dietary restrictions. Spotting this trend, marketers have launched several products in the market that allow consumers to enjoy health and indulgence at the same time.

GUILT FREE SNACKING

Mapping Key Need States for Snacking

Mapping key need states for Snacking

Convenience Relaxation/ Rejuvenation Satiation of craving Hunger fill Health consciousness As an accompaniment

Style/ prestige
Experimentation Sharing Just like that

Thank You