Wholesome diets over indulgence elevate the breakfast cereal market
When it comes to breakfast options, the Indian palate is still majorly catered to by traditional Indian dishes and their RTC versions. However, ready-to-eat cereals are steadily and surely making inroads into India’s breakfast menu. Euromonitor International pegs the breakfast cereal market in India to hit Rs. 2,160 crore by 2020. The burgeoning Indian middle-class and double-income households hold sizeable potential for the category. The need of the hour is to provide healthy and convenient breakfast options addressing this increasing demand. That is what we aim to do with our brand, Kwality.
With increased options, price competitiveness, enhanced variety and innovation, competitors must utilize sampling processes to stand out in the customer’s eye. We see more competition not only at regional levels but also across categories. As innovation becomes a vital part of the product’s journey, traditional staples transform into their modern avatars and battle for a share of the market. Increasing awareness among urban audiences also accounts for more focus on quality standards and lifestyle needs, both in terms of product and packaging. A widening consumer base means that players will have to make cereals more accessible and affordable through a strong distribution network. Due to multilevel marketing approaches and consumer-to-consumer strategies, regional players have an advantage here.
Nevertheless, urbanization, health consciousness and emergent lifestyle diseases tilt the balance in favor of the market. The maturing market opts for a wholesome diet over indulgence. Brands that develop a certain affinity by understanding and addressing the consumer’s behavior and palate will prosper in this environment.
Increasing awareness among urban audiences also accounts for more focus on quality standards and lifestyle needs, both in terms of product and packaging. — Dheeraj Jain Director, Pagariya Food Products Pvt. Ltd.