Fast forwarding to about 6years hence, as we enter the age of freedom of expression and the equality of sexes, the change began manifesting at the dinner table. What, however still remained, was the deep rooted need of the woman to serve her family with fresh food in spite of time being a precious commodity. It was this sentiment that kept the ready-to-cook/heat/eat category from taking off at launch a few years ago.
Today, the increase in the number of nuclear families, young adults staying away from family, packaging innovation and affordability have been responsible for the inclusion of ready-to-use sauces, spices, mixes and meals in the grocery list. Also, owing to the increase in business and leisure travel, most city dwellers have begun flirting with their palate since they are more acquainted with foreign products, brands and global cuisines.
More offerings in the basket
The Indian customer has opened up to experimenting with food leading to an increasing trend of inclusion of varied cuisines in everyday cooking or as special preparations to be served to guests. Food retailers have been sniffing the change and have certainly stepped up to satisfy the hunger pang. Most retailers have gone from single shelves to dedicated sections for ready-to cook/ heat products. Where Retailer X offers a dedicated corner for customer’s to learn exotic recipes from Master Chefs, Retailer Y & Z takes it up a notch by providing the customer with a wide range of international food products to choose from including exotic cheeses to salad dressings and sauces that enable customers to create a gourmet meal in a matter of minutes.
Going organic way
Organic food is another component making its way to the dining table with much fervor. With awareness on the rise with reference to food adulteration and its impact on health, customers have become informed shoppers and consider health risks when buying food.
Wine: the latest entry
The last few years have also seen the rise of wine as a symbol of sophistication. The upsurge of information on wines and numerous wine tasting events have led to an increase in its allure, thus making it a must-have in personal bar counters at home. In response to this increased interest, dedicated sections have sprung up within food retail chains like Godrej Nature’s Basket, Food Bazaar, Spencer’s, Reliance Mart & Fresh Signature that enable customers to select their wine in a clean and spacious environment as opposed to picking them from a traditional, hole-in-the wall liquor stores.
Evidently, the Indian palate is at the helm of its curiosity and food retailers seem eager to satiate the craving.
Store visits & Research: Ms Ashwini Nair
