Tuesday, September 29, 2020

Recipe for Growth: Balancing Health, Indulgence and Taste Key to Drive Biscuit and Cookie Growth in India
  SocialTwist Tell-a-Friend  

Date: 30-07-2020 10:00AM
Source: Mintel
Category: General, Consumer Interest, Food & Drink, Lifestyle, Healthcare & Biotechnology, Advertising, Pr And Marketing, Manufacturing Companies, Retailers
Location: Mumbai, Maharashtra, India

Business Wire India
Sweet or savoury biscuits enjoy near universal appeal in India, now latest research from Mintel reveals how immunity-boosting ingredients are set to drive value growth in these times of heightened health consciousness.

Traditionally viewed as an affordable source of energy and nutrition in India, Mintel reveals that almost two-thirds (63%)* of Indian consumers have eaten healthy biscuits such as multigrain, high-fibre, light and low/no sugar varieties in the last six months.

Even before the pandemic, Mintel research highlighted that almost one-third (30%) of consumers said they find biscuits/cookies that improve immunity to be appealing. This number goes up to 41% for consumers in the South and 35% among consumers aged 25-34 across India. Other health related biscuit features that appeal to Indian consumers are energy-boosting (36%) and balanced nutrition (33%).

Rushikesh Aravkar, Food & Drink Analyst, Mintel India, said:

“The spread of COVID-19 has prompted Indian consumers to proactively seek preventive healthcare and prioritise immune health. While energy and nutrition needs are being addressed by biscuit brands through on-pack claims and messaging and marketing communications, immunity-boosting credentials remains a white space opportunity. For example, there is potential for biscuit manufacturers to use whole grains in biscuits and then link them to a healthier gut and better immune response to appeal to consumers. With the Indian government underscoring the importance of strong immunity and promoting Ayurveda, there is also potential for biscuits brands to use Indian consumers' familiarity with immunity-related herbs and spices such as ginger, turmeric, holy basil and ashwagandha that are commonly found in Indian kitchens to help improve immunity.”

Balancing taste and health

While healthy credentials offer huge potential, taste is a challenge. Mintel research highlights that one quarter (25%) of Indians say healthy biscuits are tasteless and this rises to 28% among existing users of healthy biscuit users, compared to 18% of non-users. Moreover, for almost a quarter (23%) of consumers taste is more important than health when eating biscuits.

“The biscuits category has been resilient to the pandemic and has shown quick recovery. Companies and brands that offer better-for-you innovations will drive value growth; balancing health and indulgence is the key. The general perception that healthy biscuits are tasteless is more prominent among existing users of healthy biscuits and needs to be addressed by biscuit makers. Without compromising on taste, biscuit brands need to incorporate healthy ingredients and provide health benefits to drive purposeful consumption. This will encourage health-conscious consumers to engage with the category more often. Brands need to make efforts to change this perception by adding a tinge of indulgence to healthy biscuits,” Rushikesh adds.

Gen Z love indulgent biscuits

Mintel research reveals that 86% of Indians have eaten biscuits at least once a week. Amongst these, salted biscuits/crackers (74%), Marie (69%) and glucose (65%) biscuits are the most consumed varieties in India. Moreover, the popularity of biscuits varies by region. While glucose and salted biscuits are favourite in North (82%) and West (78%) India, Marie biscuits are most popular in the South (75%) and East (79%).

What’s more, unlike older Indian consumers, Gen Z (aged 18-24) love eating indulgent biscuits like cream biscuits, cookies and cream wafers. Mintel research highlights that 83% of Gen Z consumers have eaten these biscuits in the past six months, compared to just 59% of consumers aged 55+.

Key to the success of the biscuit category, Gen Z’s love of biscuits is confirmed by the fact that half (48%) of consumers aged 18-24 eat seven or more biscuit types.

“While generations in the past have grown up eating and appreciating glucose biscuits, these humble products are not as popular among Gen Z as among older consumers. Younger consumers are adventurous; they seek newness and are carefree, though they may not be as loyal to the biscuit category as their older counterparts. Younger Indians eat a wider variety of biscuit products and are potentially key targets for brand extension and product trial. Offering higher indulgence is an opportunity for biscuit makers to engage with the younger generation and retain their loyalty. Indulgent biscuit innovations targeted at Gen Z will help keep these consumers engaged with the category as they grow older,” concludes Rushikesh.

*3000 Indian consumers aged 18+, March 2020

Note to Editors

Press review copies of Mintel's Biscuit & Cookies Indian Consumer 2020 Report and interviews with Rushikesh Aravkar, Food & Drink Analyst, India at Mintel, are available on request from the Mintel Press Office.

More Press Releases

Skyhook Makes Location Accessible Through Smart Feature Phone Integrations

Andersen Global Strengthens Caribbean Presence with Addition of Templar Chambers

Wenatchee Valley College Evaluates IT Environment After Local College Hit with Ransomware

Moody’s Enhances Flagship Moody’s CreditView Platform With ESG Expertise

Sintavia Acquires Two Additional M400-4 Printers from EOS GmbH

Savonix and Fujitsu Connected Technologies Limited Partner to Introduce Savonix Mobile App on Raku-Raku Smartphone F-42A

Application of Forensic DNA Technology Critical to Deter Sexual Predators as Rape Complaints Reach Pre-Pandemic Levels

Oasis Fertility’s Groundbreaking Initiative to Beat COVID Apprehensions With IVF @Home

Boehringer Ingelheim invests to further develop the pet care market in China

Three Indian’s Launch Faceless Chat the World’s First App That Turns Facebook or WhatsApp Into an Anonymous Social Network

QuantInsti Celebrates 10 Years of Serving Quant Traders Globally

Toshiba Launches Ultra-Low Current Consumption CMOS Operational Amplifier That Contributes to Longer Operating Hours of Battery-Operated Devices

Corrugated Box Industry in Distress over Rising Kraft Paper Prices and Supply Disruptions

AEA2020: October 27th to 29th Online

Rimini Street Celebrates 15 Years of Delivering Client Success

Ares Management Corporation Names John Knox as Australia & New Zealand Chairman of Ares SSG

UL Launches Bureau of Indian Standards Recognized Heating, Ventilation and Air Conditioning Testing Services for Electronic Controllers

Mavenir acquires ip.access to expand OpenRAN radio portfolio for CSPs and Enterprise Private Networks

PCI Pharma Services Introduces First-of-its-Kind Digital Platform to Provide Clients with Real-Time Supply Chain Data and Analytics

Kissflow Partners with The Digital Workplace for a First-of-Its-Kind Tweetathon on Digital Workplace Day

India Pulses and Grains Association Hosts The IPGA Knowledge Series Webinar on Kharif Crop Outlook for 2020-21 Season

MetLife to Reduce Emissions by 30 Percent and Originate $20 Billion of New Green Investments By 2030

World Tourism Day: Reviving Travel and Tourism Industry in the Post- COVID-19 World

NTT Com Demonstration Test to Link GAIA-X Platform’s “IDS Connector” Technology and SDPF Based on Data Trust®

Dramz Global LLC Announces Its Global Video Streaming App vRockk

Mintel: 41 percent of Young Indian Beer Drinkers Are Willing to Switch to Low or No Alcohol Beer

L&T Technology Services Selected to Support Tenneco DRiV™ Ride Performance Division

Youth kills 11 pigeons to avenge 'insult...
Reports of gang-rape victim's tongue bei...
Maoist killed in Chhattisgarh's Bijapur...
Patnaik launches initiative to make Odis...
Teachers in Jharkhand's Dumka turn villa...
Cabinet appointments committee gives nod...
 Top Stories
Google pays tribute to late Zohra S... 
India has never accepted 1959 defin... 
BSF makes major arms haul in Mizora... 
2G case: Delhi HC to hear pleas aga... 
Is it plateauing: Drop is fine but ... 
SC directs states to provide ration... 
Faulty ammo leaves one soldier inju... 
Payal Ghosh meets Maharashtra gover...