Whole­some di­ets over in­dul­gence el­e­vate the break­fast ce­real mar­ket

Progressive Grocer (India) - - Expert Speak -

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.

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