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Emerging trends in the Indian snacks market
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Tuesday, 10 October, 2023, 16 : 00 PM [IST]
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Dr Poojitha P
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The Indian snacks market, an integral and ever-evolving facet of the country's culinary landscape, stands as a testament to India's rich diversity in flavours, textures, and ingredients. It has long been a source of delight for millions, with its streets adorned by vendors peddling savoury samosas, spicy chaats, and crisp pakoras.
Yet, as India undergoes rapid urbanisation, lifestyles shift, and the demand for convenience soars, this vibrant market is experiencing a transformation of its own. It is here, amidst the vibrant tapestry of India's snacking culture, that we find emerging trends poised to shape the future of this savoury universe.
Traditionally, Indian snacks have been synonymous with indulgence, often rich and deep-fried, designed to tantalise the tastebuds with a burst of flavours. However, in this age of heightened health awareness, the narrative is shifting. Snacking in India is no longer solely about gratification; it now also incorporates considerations of well-being. This shift towards more health-conscious choices represents a broader global trend as consumers seek to balance their love for snacking with their desire for healthier lifestyles.
As we delve into the intricate tapestry of emerging trends in the Indian snack market, we will uncover how the industry is adapting to these evolving consumer expectations. From the fusion of flavours that brings global influences into the heart of Indian snacking to the rise of plant-based options in response to a growing awareness of environmental concerns, the Indian snack market is undergoing a metamorphosis, aligning itself with modern sensibilities while still preserving the essence of age-old flavours.
In this article, we embark on a journey through these tantalising transformations. We will explore healthier snacking options, the melding of diverse culinary traditions, the premiumisation of snacks, and the impact of digital commerce on the industry. We will also delve into the fascinating world of sustainable packaging and the growing demand for snacks with a compelling narrative. Ultimately, we will see how these trends are not only redefining the way we snack but also reflecting the broader shifts in Indian society and its palate.
Health-Conscious Snacking
In a world increasingly concerned with health and wellness, the Indian snack market is undergoing a notable transformation. Consumers are now seeking snacks that not only satisfy their tastebuds but also align with their health goals. This has led to the emergence of healthier snack options, such as baked chips, roasted nuts and gluten-free snacks. Companies are also incorporating functional ingredients like quinoa, chia seeds, and kale into their products to cater to health-conscious consumers.
Fusion Flavours
One of the most exciting trends in the Indian snack market is the fusion of traditional Indian flavours with international influences. Snack brands are experimenting with exotic ingredients and flavours, blending them with local favourites to create unique and enticing products. For example, we now find snacks like "Tandoori Pizza Puffs" and "Paneer Tikka Nachos," which combine Indian spices with global snacking concepts.
Plant-Based Snacks
The growing popularity of plant-based diets and increased environmental awareness have given rise to a surge in plant-based snacks in India. Consumers are actively seeking snacks made from ingredients like chickpeas, lentils, and sweet potatoes, as they are perceived as healthier and more sustainable choices. Plant-based snacks also cater to the vegetarian and vegan demographic, a significant and expanding market in India.
Ethnic Regional Snacks
India's diverse culinary traditions are a treasure trove of flavours, and snack manufacturers are tapping into this wealth of regional specialties. The trend of offering traditional regional snacks from different parts of the country is gaining momentum. Consumers can now savour snacks like Kerala Banana Chips, Punjabi Aloo Tikki, and Rajasthani Bikaneri Bhujia, all in one snack aisle.
Premiumisation
As disposable incomes rise, consumers in India are increasingly willing to spend more on premium snacks. The premiumisation trend has led to the development of high-quality, gourmet snacks that use top-notch ingredients and innovative packaging. Premium snacks are often positioned as indulgent treats, making them an attractive choice for gifting and special occasions.
Convenience and On-the-Go Snacking
With hectic lifestyles becoming the norm, the demand for on-the-go snack options has skyrocketed. Single-serve packs, miniatures, and resalable pouches are becoming more prevalent in the market, catering to consumers looking for convenient snacking solutions. Snack manufacturers are also exploring ways to make snacks more portable, mess-free, and suitable for busy individuals.
E-Commerce and Direct-to-Consumer Models
The digital revolution has significantly impacted the snack market in India. E-commerce platforms have become a vital distribution channel for snack brands. Moreover, many companies are adopting direct-to-consumer (DTC) models, allowing them to interact directly with customers, gather valuable feedback, and offer exclusive products and deals.
Sustainable Packaging
In response to growing environmental concerns, snack manufacturers are revaluating their packaging choices. There is a noticeable shift towards eco-friendly and sustainable packaging materials, such as biodegradable wrappers, recyclable containers, and reduced plastic usage. This trend not only aligns with consumer preferences but also contributes to the industry's sustainability efforts.
Snacking with a Story
Consumers are increasingly drawn to snacks with a compelling narrative. Brands that emphasise the origin of their ingredients, the craftsmanship behind their products, or a commitment to social responsibility are gaining traction. Consumers are more likely to choose snacks that resonate with their values and beliefs.
Personalisation and Customisation
Advancements in technology have enabled snack manufacturers to offer personalised and customisable options. From choosing spice levels to creating your flavour combination, consumers now have more control over their snacking experience. This trend is especially popular among younger consumers who seek unique and tailored products.
The Indian snack market is evolving at a rapid pace, driven by changing consumer preferences, health-consciousness, and technological advancements. Snacking in India is no longer confined to traditional favourites; it has expanded into a world of innovation, fusion, and experimentation. As the industry continues to adapt and grow, it presents exciting opportunities for both consumers and snack manufacturers. Whether you are a health-conscious snacker, an adventurous foodie, or simply someone looking for a quick bite on the go, the emerging trends in the Indian snack market are sure to offer something deliciously satisfying for everyone's palate.
(The author is assistant professor and HoD, Department of Food Technology, Bannari Amman Institute of Technology. She can be reached at poojithap@bitsathy.ac.in)
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