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Cookie market - Flavours, new ingredients & packaging
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Saturday, 01 June, 2024, 16 : 00 PM [IST]
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N Indra
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 Trends in the Indian cookies market
The Indian cookies market is witnessing an increasing demand for unique and exotic flavours. India's culinary landscape is as diverse as its culture, and its love affair with cookies is no exception. Over the years, cookies have evolved from being an occasional tea-time treat to a more popular snack option for consumers of all ages, reflecting the changing consumer preferences and increasing disposable incomes.
The region's rich culinary traditions and preferences for diverse flavours provide opportunities for brands to introduce innovative and localised cookie variants.
Figure – Millet Cookies
Growing Demand: The demand for cookies in India has witnessed exponential growth in recent years. Initially, cookies were mainly consumed during festivals or offered to guests. However, with the advent of urbanisation and the bustling middle class, cookies have found their way into every household, becoming a staple snack.
The shift in consumer behaviour towards on-the-go snacking options has fueled the demand for cookies, leading to the mushrooming of both local and international brands. Consumers are looking for new and exciting taste experiences, which has led to the introduction of unusual and exotic flavours such as salted caramel, matcha, and red velvet.
This trend is expected to continue, with growing demand for exotic food flavours due to the rising preference of companies to develop new unique products. As a result, the Indian cookies market is expected to grow at a CAGR of 11% in the forecast period of 2023-2028.
Expanding Variety: Indian consumers have always been fascinated by new flavours, and cookie manufacturers have readily catered to this demand. From the traditional butter cookies to innovative variations such as chocolate chip, oatmeal, and even savoury options like masala cookies, the variety of choices seems endless. This diversification not only allows companies to appeal to a wider range of consumers but also encourages experimentation, driving the industry's growth further.
Emerging Health Consciousness: In recent years, health consciousness has taken centre stage in the Indian consumer market, resulting in a growing demand for healthier alternatives. Responding to this trend, cookie manufacturers are now introducing sugar-free, gluten-free, and organic options.
Additionally, manufacturers are incorporating nutritious ingredients such as whole-grain flours, nuts, and seeds, enhancing the nutritional value of cookies. This shift towards healthier cookie options is not only a boon for consumers but also opens up new avenues for manufacturers to tap into a wider customer base. The Indian cookies market is also witnessing an incorporation of new and healthier ingredients. Consumers are becoming increasingly health-conscious, and there is a growing demand for cookies made with natural and organic ingredients.
The India food ingredients market is segmented into flour, dairy ingredients, herbs & spices, nuts ingredients, processed vegetables, and processed fruits, among others. Brands are incorporating ingredients such as oats, whole wheat flour, and nuts to make cookies that are healthier and more nutritious. This trend is expected to continue, with consumers seeking healthier options in their snacks.
Retail Expansion: The retail landscape in India has transformed significantly, with the rise of modern trade channels, including supermarkets, hypermarkets, and specialty stores. These retail formats have given cookie manufacturers the perfect platform to showcase their products to the masses. With increased visibility and strategic promotions, both domestic and international brands are now able to penetrate deeper into the Indian market, making cookies readily available to consumers across the country.
Brand Competition: The Indian cookie market is highly competitive, with both domestic and international brands vying for a larger marketshare. Established Indian brands like Britannia, Parle and Sunfeast continue to dominate the market with their wide range of offerings, while international giants like Mondelez and United Biscuits have entered the Indian market with their globally recognised products. This competition has fueled a constant drive for innovation, quality, and affordability, ultimately benefiting consumers and further expanding the market.
Packaging: Innovative packaging designs are also becoming increasingly important in the Indian cookies market. Packaging plays a crucial role in attracting consumers and creating brand awareness. Major players in the market are now focusing on packaging innovation, flavour, and pricing strategies to gain a competitive edge. Introducing innovative shapes, new flavours, attractive packaging, and healthier alternatives can attract consumers and contribute to market expansion. Factors contributing to the market's growth include the increasing availability of several biscuits and cookies and rising per capita household income. As a result, effective pricing and marketing strategies are crucial for steady growth in the Indian cookies market.
The Indian cookie market has witnessed remarkable growth in recent years, driven by changing consumer preference. However, the Indian cookies market is expected to continue evolving, driven by innovations, convenience, and consumer demand for enjoyable and snackable treat.
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