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