INDIA READY TO MIX FOOD MARKET ANALYSIS

The India ready to mix food market faces significant challenges due to lack of awareness among consumers regarding pantothenic acid. Also known as vitamin B5, pantothenic acid plays a vital role in metabolism, and energy production. However, many Indians are still unfamiliar with the health benefits of pantothenic acid. As per the National Family Health Survey (NFHS) survey 2020-2021, over 50% of Indians suffer from deficiencies of one or more micronutrients including vitamin B5. Fortification of commonly consumed packaged foods could play a key role in filling this gap. However, lack of awareness acts as a hurdle for the industry in communicating the nutritional benefits of fortified products. This leads to lower demand for ready to mix food products fortified or enriched with pantothenic acid. Educating consumers about the important role of this vitamin can help address issues like fatigue, stress and weakness. However, consumer education requires extensive marketing campaigns which ready to mix food companies may not have the resources for. The challenge, therefore, is to create mass awareness in a cost-effective manner, perhaps through collaborative efforts between industry players, health organizations and the government. Overcoming this lack of awareness is critical for driving future growth in the India ready to mix food market.

Market Opportunity - Product innovation and new product launches

The India ready to mix food market presents significant opportunities for companies willing to innovate and launch new products. Consumer preferences are evolving rapidly in India with increasing health consciousness and experimentation with varied cuisine. Ready to mix food producers can leverage this by developing products aligned to popular diet trends like keto, paleo, and veganism. There is also scope to introduce mixes inspired from regional Indian cuisine beyond the usual North and South Indian options. Data published by Chef Hasti in October 2020, for example, the launch of multigrain dosa/idli mixes that allow for nutritious home-cooked South Indian snacks without the effort of grinding and fermentation has found popularity among urban youth and working professionals. Focusing on product variants tailored for different meal occasions like snacks and desserts will help drive higher consumption occasions. Companies can also enhance nutrient profiles and organically source ingredients to cater to premiumization demand. Adopting a constant new product development approach with specific focus on health, convenience and taste can deliver solid growth in the India ready to mix food market.