Navigating the Flavorful Future The Boom in India's Snacking Market

By Shalin Khanna, CMO ProV Foods

Shalin Khanna, CMO of ProV Foods, sheds light on this booming trend in his article. He believes that a comprehensive approach, including a flavor-first strategy, innovative product offerings at attractive price points, and a strong digital presence, positions snacking brands for success in the fast-paced growth of the healthy snacking industry.

Post the pandemic the Indian snacking market is experiencing a notable 20% surge in demand for diverse and unique flavours. Consumers, especially the younger demographic, actively seek novel snacking experiences, creating an ideal environment for healthy snacking brands to innovate and stay ahead. Mondelez International and The Harris Poll conducted a global online survey among 6,292 adults around the world from 6-20 October. The survey spanned 12 markets and 508 respondents were from India. The survey informed that during the peak of lockdown, Indians took to elaborate cooking and baking and also snacked more. As individuals return to mainstream work post-COVID, there is a growing interest among consumers for healthier snacking choices within the packaged food sector.

The snacking industry is largely influenced by young individuals who have migrated or are living on their own in bigger cities. For a lot of them the preference lies in finding something tasteful and healthy which is decently priced and can be had in portion controlled sizes. In my perspective 2023 has seen a resurgence year in nuts and dry fruits being chosen as popular and healthy snacks. It is important to have a flavour-first strategy that is aligned with the preferences of 72% of Gen-Z consumers, who prioritise taste over brand loyalty. Introducing fusion snacks with global influences can capture a significant market share at this point. Not just tier 1 cities,but also tier 2 and 3 cities are also catching up with these trends and pose a great market for healthy snacking brands’ manufacturers.

We are in a time where social media and digital marketing are one of the primary influencers in driving people to try new brands and products, leveraging digital platforms for marketing can enhance brand presence among the flavour-conscious Gen-Z demographic. From Influencer marketing to product campaigns, subtle product placements definitely help in reaching the target audience.

A flavour first strategy, leveraging digital media and bringing about new and innovative products in the market at a good price point will definitely make any snacking brand build a strong market. The healthy snacking industry is also at a stage of fast paced growth, those who adopt this comprehensive approach are positioning themselves for success.