The demand for snacks outside homes in India is surging, exceeding the global average threefold. This highlights the Indian consumers' preference for taste over health. Out-of-home consumption of snacks and beverages grew by 44%, outpacing the global average of 14%. Biscuits and cookies are the most popular category, while salty snacks, chocolates, juices, and ice creams are predominantly consumed outside homes. Existing consumers are driving the growth, and portion control is becoming increasingly important. India's snack industry is expected to grow further, focusing on taste and healthier choices.
The consumption of snacks outside homes in India is experiencing remarkable growth, surpassing the global average by threefold. This trend highlights the Indian consumer's inclination towards taste over health and nutrition, according to a report by market tracking firm Kantar. Out-of-home consumption of snacks and beverages in India grew by an impressive 44% as of April-end, outpacing the global average of 14%. This surge in consumption of products like soft drinks, juices, biscuits, chocolates, and salty snacks indicates that Indians have a penchant for indulging in their favorite treats while on the go.
Krishnarao Buddha, senior category head at Parle Products, a leading biscuits maker, emphasized the importance of taste in generating demand for food products. While health and nutrition are crucial factors, taste remains a prerequisite. Indulgent and impulse categories, such as snacks and beverages, are easily accessible to consumers with small, affordable packs, making them desirable options.
Biscuits and cookies emerged as the most widely consumed category in India, with approximately 90% of the population having consumed them at least once last year. Consumption patterns vary between in-home and out-of-home settings. While biscuits are mostly consumed at home, salty snacks are equally popular in and outside the home. Chocolates, juices, and ice creams are predominantly consumed outside homes, as reported by Kantar.
K Ramakrishnan, managing director-South Asia at Kantar's worldpanel division, highlighted that the growth in consumption is primarily driven by existing consumers increasing their consumption, rather than a surge in new consumers entering the category. Snacks account for one in every four purchases made outside the home, with evening snacking and brunch being the two most significant occasions, contributing to 70% of overall consumption.
Food safety concerns have risen in India due to increased consumer activism. However, companies in the consumer goods sector emphasize portion control as a key parameter for consumption. Hindustan Unilever, India's largest consumer goods firm, adheres to progressive global nutritional standards that include lower levels of salt, sugar, saturated fats, and calories per serving. Managing Director Rohit Jawa stated that while indulgent options exist in their portfolio, they are designed to be consumed in controlled portions.
Portion control has gained importance worldwide, with 67% of consumers expressing a preference for portion-controlled snacks. A survey conducted by Mondelez and the Harris Poll, encompassing consumers from various countries, revealed that seven in ten individuals would choose a smaller portion of an indulgent snack over a larger portion of a low-fat or low-sugar alternative. In India, the top three motivators for snacking are nutritional needs, mood enhancement, and relaxation.
The thriving demand for snacks outside homes in India reflects the country's preference for delicious flavors and convenient snacking options. While taste remains a priority, companies are increasingly considering portion control and healthier choices to cater to evolving consumer needs. With the snacking culture gaining momentum, India's snack industry is set to witness continued growth and innovation in the years to come.
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