To tap more value, mar­keters should make food rel­e­vant for mul­ti­ple oc­ca­sions

Progressive Grocer (India) - - Expert Speak -

‘Health & Well­ness’, a global trend, is be­ing re­al­ized in In­dia as well. Con­sumers are re­al­iz­ing the im­por­tance of nu­tri­tion and are will­ing to pay a pre­mium once they are sure that the food they are be­ing served packs good nu­tri­tion. This trends holds true for Kel­logg and we are see­ing our pre­mium port­fo­lio in break­fast ce­re­als do­ing very well on the shelves. As a break­fast food com­pany, Kel­logg has re­sponded with new prod­ucts and pro­mo­tions geared to­ward bet­ter-for-you break­fast choices.

Kel­logg has been in­volved in cre­at­ing and de­vel­op­ing the break­fast ce­real cat­e­gory in In­dia. It has played a piv­otal role in grow­ing the cat­e­gory of break­fast ce­re­als and con­tin­ues to hold lead­er­ship by a sig­nif­i­cantly large mar­gin. Over the years, through a ro­bust nu­tri­tion pro­gram, we have built the im­por­tance of break­fast and the ‘good­ness of grains’ with the In­dian con­sumer. We have di­aled up the call out of rich nu­tri­tion cre­den­tials in our food and ac­cel­er­ated our avail­abil­ity in the re­tail en­vi­ron­ment by in­tro­duc­ing smaller packs and driv­ing dis­tri­bu­tion on a mass scale. The other big driver for us has been our abil­ity to adapt and cus­tom­ize to suit the In­dian con­sumer. Our in­no­va­tion into In­dian fla­vors or grains like Ragi has helped us do this.

Food in In­dia is about an oc­ca­sion and not just lim­ited to health and taste. We are see­ing the rise of an ‘ex­per­i­men­ta­tive’ con­sumer who is look­ing to try out new food for­mats, espe­cially out­side the three main meal oc­ca­sions. There is a lot of value wait­ing to be re­al­ized by mar­keters when they make their food rel­e­vant for mul­ti­ple oc­ca­sions. The chal­lenge and, si­mul­ta­ne­ously, an ad­van­tage for us is to take the cur­rent port­fo­lio and make it rel­e­vant for mul­ti­ple oc­ca­sions in a day. Many of­fer­ings from Kel­logg serve that pur­pose, for ex­am­ple Kel­logg’s Cho­cos Fills and Pringles.

Con­sumers are re­al­iz­ing the im­por­tance of nu­tri­tion and are will­ing to pay a pre­mium once they are sure that the food they are be­ing served packs good nu­tri­tion. — Gau­rav Sharma Di­rec­tor-sales, Kel­logg In­dia Pvt. Ltd.

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