Now, consumers scan snacks for ingredients, shows survey
New Delhi:
Consumers in India are turning more mindful of the snacks they eat, seek more information on the ingredients used, exercise portion control and look for greater variety, pointing to a clear shift in the way they are eating snack food.
The findings were part of the third annual State of Snacking survey conducted online by The Harris Poll on behalf of packaged foods company Mondelēz, the maker of Oreo biscuits and Cadbury choclocates.
“The headline is that they’re investing a much greater amount of time in their snacks; it was a transactional exercise in the past, it’s becoming more meaningful,” said Anil Viswanathan, vice president, markettheir ing, Mondelēz India.
This survey was conducted online between October 5-27, 2021, among 253 respondents in India.
Viswanathan said consumers are looking at snacks beyond the lens of foods that fulfil their functional and emotional needs but also see if they double as wellness promoters and meal alternatives.
One of Indian consumers’ top growing motivators for snacking choices is finding foods that help take care of their body or serve nutritional needs. In fact, 86% of those surveyed said they snack to boost their mood, find quiet moments, find a sense of comfort, and relax, as per the report released on Friday. 95% Indians said they are likely to seek snacks with a special ingredient or health qualities in the near future, compared to 87% consumers globally.
This shift is key in a market like India where consumers are upgrading to more packaged foods and expanding their repertoire of consumption. The general affluence among urban households is prompting consumers to seek options beyond glucose cookies and salted chips.
The shift has been more pronounced post-covid as consumers spend longer hours at home and cook more meals at home.
Concerns around general well-being as a consequence of the pandemic are also influencing their eating habits.
“In the wake of the pandemic’s pause, consumers from India are reassessing what snacking looks like, tastes like, and what it means to them in the context of their lives,” the report said.
Eight in 10 surveyed in India said they look for snacks that are portion-controlled. “Health and well-being are playing a more active role where it’s becoming part of the purchase decision hierarchy,” said Viswanathan.
Consumers are also seeking more variety. Eight in 10 Indians said they eat different snacks today than they ate three years ago; a similar number of consumers expect wider snacking options to choose from in the next three years.