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Food & Beverages Mega Trends

Our team complied all the data collected in the previous years, & put together a brief overview of Mega Trends in the domain of Food & Beverages industry for India. Mega Trends show up in majority consumer behaviours over the years, and usually exhibit themselves in domains other than they were designed for. F&B industry has grown tremendously in the past few years owing to various factors which include the advent of Social Media, Globalization, and Destination tourism. A more aware consumer these days, would not only like to eat but would prefer to know about what he is eating in all the available parameters like demography, culture, etc.

 

Based on our data, following are the Mega Trends we should see more so than often in Consumer behaviours:

  1. Identity
  2. Sociality
  3. Hobby
  4. Creativity
  5. Quick & Healthy

Identity

Identity

What It Means?

F&B has become more & more associated with its culture, than just being the means of consumption for the end consumer. Consumers today, are looking forward to experiencing new cuisines, delicacies which are carrying a particular flavour for a particular geography, & preferably has some historical importance or story associated with it.

F&B has, thus acquired an Identity of its own in the minds of the consumer. This has further been catalysed by the ever increasing global tourism. People have been, more so than often tasting new, a& exotic delicacies from various geographies. The food identity has thus acquired many factors of its own such as the following

  • Source, or Origin
  • Spices, or Condiments
  • Ways to Prepare & Present
  • Associated Appetizers & Spirits

Culinary Tourism has indeed acquired a centre stage in terms of F&B trends. As per the new report on Food Tourism issued by the UN World Tourism Organisation states that “over a third of tourist spending is devoted to food”, which clearly shows how important the cuisine of a destination is today. In fact, says Chatterjee, “Gone are the days when sights and nature would entice people. Today a major section of travellers travel for food – and not just gourmet food, that was the key a few years ago – but for local tastings.”

Experts & Evidences

  • Says Zubin D’Souza, Executive Corporate Chef, Mars Enterprises, “2014 saw single-origin food as one of the big trends in the food & beverage industry. Procuring food from a single farm or a single region was given a lot of importance, more so as it translated into better quality, better tasting food.”
  • Indrajit Saha, Executive Chef, Sofitel, “More F&B outlets began stocking products like wine and chocolate made from a single source as it not only established a certain credibility to the product but also consistency in the end product.”
  • 2013 end saw the rise of local ingredients, with more chefs using locally produced ingredients in international cuisines to bring forth better flavours. This changed the way food was presented as simple flavours saw more takers than complex dishes. Even Chef Sergi Arola decided to go hugely local with Arola by using Indian tomatoes and the naan for his menu in place of exporting ingredients from Spain. Ask him why and he would cite the ‘tartiness’ of Indian tomatoes that are better than those found in Spain.

Sociality

Sociality

What It Means?

F&B, over the last couple of years, has become more than just something to eat & drink. The fusion of Social Media into the F&B arena has dramatically changed the choices & habits of the consumers. Twitter, Facebook, Zomato, Food Blogs like Chilli & Mint, Cook in a Curry etc. has dramatically changed the decision making process of Indian Consumer when it comes to F&B. These sources has allowed Indian Consumer to be become more aware of what they are eating, & that how they should be eating. Indian consumer is currently dealing with an information overload when it comes to F&B, and has not realized that till now.

F&B has risen to become the topic of conversations on these SNS.

Commensality (eating together) is a ritualistic form of Social Interactions that circles around food within the personal & professional spaces of Indian population.

Women in India play an important role in Sociality & Hospitality around food.

Experts & Evidences

More than 75% of the people we talked to are using social media as a primary tool/influencer when it comes to making their F&B choices in terms of the following:

  1. Eating out
  2. Eating at Home
  • Planning a Party at Home

Realizing this, more than 90% of major restaurants either have their websites up & running, or have created their profiles on the likes of Zomato, further inviting their customers to write reviews about their food.

Top F&B Brands on Facebook Facebook Fans
Red Bull 42,994,624
Oreo 40,001,327
Starbucks Coffee 35,605,809
Pepsi 32,926,078
Nutella 29,257,648

Source: KDASS Research Database

 

COMMENSALITY IN FOOD

Diverse regions, religious groups and caste communities in India have different cuisines, the vast majority of which are only experienced in people’s homes, and not in majority of restaurants. Eating together a local/Glocal cuisine provides the space needed for Social Interaction.

Food served within the home is a point of pride and honour in itself, and must often be ostentatiously appreciated by guests.

WOMEN, SOCIALITY & HOSPITALITY

A women exercises power and control over home by legislating food and hygiene practices. Such authority may be expressed through elaborate expressions of hospitality.

Guests may observe and later comment upon the elaborate manner (adaa, sha’eli) in which her hospitality was operationalized.

The widely shared cultural assumption is that a woman’s feminine genius may be experienced through the flavours of the food she creates. There is therefore an alimentary relationship forged between this woman and those who have tasted ‘food made by her own hands.’

The lady of the house will often eat last. Others who share in hosting a meal event will also take care to help themselves later, only after guests have been satisfied.

Hobby

Hobby

What It Means?

F&B has emerged, in the recent years, as a major hobby enabler amongst Urban & Semi-Urban set ups in India.

Popular Cookery shows, Contests on Entertainment channels like Masterchef has developed a fan following amongst masses. A dedicated F&B channel “Food-Food” is on the cable TV subscription for a majority of households.

Entertainment channels has turned names like Chef Sanjeev Kapoor, Chef Kunal, Chef Vikas Khanna, Chef Harpal Singh into household names. People, especially men, have now stepped into the kitchen for weekend cooking exercises.

Beer & Barbeque has become a major get-together option in the Urban set ups over the weekends in Winters.

Cooking has been identified, & recognized by a major set of our respondents as an effective stress-buster for them.

Coffee has introduced itself in the Indian masses as a recent craze.

Experts & Evidences

More than 75% of the respondents our team interviewed last year admitted to cooking/mixing spirits for cocktail as their hobby.

Students residing in hostels admitted to cooking more so than often in their dorm rooms.

Majority female respondents, though cooking on a regular basis, admitted to the habit of experimenting with their cooking skills & using recipes from magazines/internet to learn more exotic recipes.

Cooking Competition shows like Masterchef India has encouraged people to pursue cooking as a hobby to the next level with the opportunity for the people to pursue their hobby to a higher level of social & economic achievement.

Cities like Mumbai & Bangalore are offering courses in Bartending for people interested in the same. These courses draw in a good number of students willing to pursue their hobby to a professional level.

Though Coffee is not doing well in terms of the Coffee Chain Business in India, with Turin-based coffee company Lavazza, the owner of Barista Coffee in India, selling the Indian coffee chain to Carnation Hospitality, changing the ownership of the company for the fifth time in two decades. People have been experimenting with variety of Coffee drinks within the domain of their homes.

Creativity

Creativity

What It Means?

Concepts like Molecular Gastronomy, Fusion techniques etc. have penetrated the niche segments of Indian masses to a good extent.

People have began experimenting with their F&B in its conventional form.

Glocal (The Global-Local) is the new form of food being prepared in most Indian homes today.

Entertainment Industry is playing a major role here with Global Chefs offering Global recipes, & thereby more options in the kitchen for Indian masses.

People are looking for newer ingredients to create new kinds of recipes.

Mocktail & Cocktail menus have introduced numerous offerings owing to the ever increasing demand by Indian consumer.

Experts & Evidences

Zorawar Kalra, Founder & Managing Director, Massive Restaurants Pvt. Ltd (that owns Masala Library and Farzi Café), “Suddenly, people – diners and chefs – discovered how one could use concepts like molecular gastronomy and other sciences to ring in anew dimension to each Indian dish presented and up the dining experience. Chefs became experimental, kitchens became lab and the concept of Progressive Indian Cuisine was born. In fact, restaurants began focusing on offering high quality dining experiences, at par with international standards with a better understanding and implementation of this science.”

In the coming years, adds Zorawar, “showcasing lesser-known Indian cuisine using modern techniques while preserving the ancient culinary traditions will be biggest trend.”

With entertainment channels showcasing Global Chefs with their international delicacies, Indians feel a limitation considering their Food Culture Etiquette. Given this, there arises a need to get creative and create a Global-Local delicacy.

Our research shows that though people appreciate the varied cocktail menu, there are fewer options available in terms of Mocktails for the Non-alcoholic consumers.

Quick & Healthy

Quick Healthy

What It Means?

Owing to their ever hectic lifestyles, on an everyday basis  most respondents prefer to eat something which is available On The Go.

Indian consumer has realized the importance of healthy eating.

Indian consumer is looking for transparency in advertising & ingredients.

Indian consumer will be looking for prescribed Health food.

Food packaging will become an important part of the purchase process.

Experts & Evidences

“Earlier, you would see quick-service restaurants being used for occasions and celebrations,” said Mr. Jatia, vice chairman at Hardcastle Restaurants. “Today, the weekend and family business continues, but working adults are using the sector far more than in the past. We’ve now also become an option for young professionals with disposable income to use us for a meal on a weekday.”

Most people in the Urban & Semi-Urban set ups of India are resorting to the Quick & Healthy breakfasts like cereals, muscli, omelette, toasts etc.

As the consumer becomes more aware of their health risks, they are paying more attention to the components/ingredients of the F&B purchases they make. Some respondents pointed out the difference between the “No Added Sugar”, & “Activ” varieties of juices by Real. According to them, the “No Added Sugar” varieties contains higher calories & sugar, whereas the “Activ” varieties are totally free from any added sugar.

With an ever increasing rate of Cholesterol related disorders & Diabetes , consumers will be looking for prescribed food options for such disorders, digging deeper into the labels & ingredients.

With people becoming more & more environmentally aware, they will be looking for options with packaging more environment friendly. These choices are also indirectly influenced by children at home. With a dedicated Environment Sciences program at school, children will influence the grown ups to choose environment friendly products & packaged goods.

 

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