Snacking is being called the new mealtime.
Studies on snacking motivators have revealed that hunger is not the only reason why people indulge in snacking. Most people agree that they eat snacks to entertain or reward themselves as well. Snacking has also become more popular than consuming three heavy meals because of the perception that snacking reduces stress. A study conducted by Mintel revealed that Indians are relying on nibbles to beat stress while taking a break – in fact, almost half of the sample size admitted that snacking helps them relieve stress.
India is currently witnessing change across many categories, Let’s see how Snacking is changing its face in India.
Snacking Is Becoming Experiential
Food is no longer just about taste. With an average Indian spending nearly 17 hours a week on social media, technology has become an essential part of our lives. The Times of India notes that this Instagram generation requires everything to be aesthetic, including the food they eat. Food manufacturers are catering to this demand by coming up with new ways to make their products look more appetizing and appealing. In fact, the Pantone colour of the year 2018 – Ultraviolet, which took all major industries by storm – was popular in the snacking sector as well.
Snacks like Beetroot Wedges, Unicorn Ice Creams and Purple Blueberry Smoothies gained popularity and the increase in the availability of micronized colour pigments have provided more striking hues to food, making them appear more attractive and vibrant.
Being Adventurous with Flavour
Millennials and Gen-Z, true to their innate curious nature, are demanding more variety in their snacks. They have a never-ending appetite for innovation and new products, and their interest in experimenting with food surpasses every generation before them. Keeping this in mind, manufacturers are trying to come up with innovative concoctions to satisfy consumers.
Consumers are also leaning towards ethnic flavours, with traditional home-cooked snacks like Murrukku and Mathri gaining immense popularity. Taste of Indian snacks like Dahi Papdi, Aloo chaat, Punjabi Tadka Mumbai Masala is now been replicated in packaged snacks.
Baked Is the New Fried
The increasing awareness and consciousness of fitness have led to Indian consumers to seek baked snacks that are both low-calorie and fat-free. This has resulted in the growing demand for baked snacks. Indian snacks are now getting a “bakeover,” and consumers are adapting to the baked versions of the quintessential samosas, gujia and mathri.
Food manufacturers have recognized this change and are offering more baked alternatives. They’re also trying to bring the flavours of these food items into readymade snacks like baked chips.
Awareness of Functional Dietary Claims
A survey conducted by a leading publication on Indian consumer behaviour suggest that nearly one-third of the respondents always read food labels and are influenced by nutritional facts.
Amongst conscious “label reading” Indians, snacks like nuts, soya chips, and protein bars are becoming prevalent. These snacks meet the demands of the consumers by being low in calories and high in nutritional content, helping them in maintaining a balanced diet.
We understand these trends, and through our Reimagine Culinary® programme, we cater to every aspect that our consumers consider while picking out snacks.
We can make store-bought snacks deliver the same sensorial experience as home-cooked food. For example, with our IFF TRU2RICH™ technology, we can add the same taste, body, and aroma to packaged chips as freshly prepared homecooked mathri or street chaat and evoke the same emotions associated with eating these mouthwatering delicacies.
We also make it possible to balance the salt and sugar content in these snacks and uplift the flavour of low-calorie alternatives. With our Taste Design team, we can help you add more depth and complexity to any flavour system and make it possible for your customers to enjoy gourmet snacks without having to compromise on convenience.