Mintel Announces Key Trends Shaping India’s Consumer Market

Mintel has announced the Indian Consumer Report 2022, which highlights key trends that will shape the future of the Indian consumer market, including their preferences and expectations for brands in the food, beverage and and beauty.

The report points out that the time has come to highlight plant proteins in India in the food and beverage category, while indicating that in the beauty and personal care segment, the emphasis is shifting from “health care skin to skin health,” among other information. .

Rushikesh Aravkar, Associate Director, Food and Drink Research, South APAC at Mintel, said: “The pandemic has challenged many habits that we took for granted. The change in behavior it has induced has pushed consumers towards new routines and opened up new avenues for brands. Even when the lockdown curbs were relaxed, the home emerged as a backdrop for fitness, work and socializing.

“Today, Indian consumers are also prioritizing their spending, whether it is food and drink or beauty and personal care products. The underlying criterion for consumers to make these purchases is to get value for money. There has also been an increased interest in holistic wellness than there was before the pandemic, with traditional aryuvidic ingredients finding their way into modern, urban Indian lifestyles. These market trends are driving brands to embrace multifunctionality and address new opportunities. »

Consumer and market trends observed by Mintel include:

Food and drink

Tapping into the protein trend

Growing awareness of the importance of complete nutrition and the role of macronutrients in the process has led Indian consumers to watch their intake. Between November 2018 and October 2021, there was a 25% increase in launches of various food and beverage products with high protein claims.

Additionally, plant-based claims among protein-rich/added food and drink launches in India continue to emerge, albeit a small base of 1.5%. It is therefore an opportune time to promote plant-based proteins in India.

Exposure and testing are key to boost consumption of meat substitutes

Preconceived notions about taste and experience remain the biggest hurdle for plant-based meat with more than half of Indian consumers (55%) agreeing that vegetarian meat alternatives are of no interest to them. This resonates with just over half of vegetarians across all age groups and more prominently among meat eaters aged 18-44 than among vegetarians. The key is to conduct trials and demonstrate how meat substitutes approximate the “real thing”. Dozens of start-ups in India now offer a range of second-generation meat alternatives such as vegan chicken, veggie burgers, keema and kebabs, which precisely mimic their animal-based counterparts.

Beauty and personal care

Moving from skin care to skin health

The mindset of consumers towards skincare has shifted during the pandemic. The conversation about beauty has shifted from taking care of the outer appearance to one that comes from within. About half of Indians attribute skin problems to stress (51%), lack of sleep (50%) and poor diet (47%). Today, consumers have a different view of beauty and expect brands to respond to their new definition of beauty.

Improve the hair care regimen of Indian consumers with scalp care

Shampoo is an integral part of the hair care regimen of Indian consumers and is an essential non-discretionary expense. However, most brands continue to operate in the safe zone by only addressing hair issues and promoting the typical herbal/herbal-and-free claims.

Tapping into new scalp care territory can help grow the shampoo category even further. Almost three-quarters (74%) of Indian consumers have scalp-related issues, but only 26% of shampoo launches focus on dandruff or skin disorders. This is a huge void that brands can fill.

Experience is everything’ ─ a desire for holistic experiences

The popularity of social media is influencing Indian consumers’ product choices and expectations. They want products to be “more than just products” that create deeper and more meaningful experiences, as the Mintel trend “Experience is Everything” emphasizes.

Mintel data also shows that for Gen Z (47%) and Millennials (52%) Indians, experiences are more important to them than material possessions. Brands have the opportunity to accentuate value-added experiences that can define and influence the consumer journey from decision-making to consumption.

Rushikesh Aravkar, Associate Director, Food and Drink Research, South APAC at Mintel, said: “As Indian consumers continue to rethink different aspects of their lives, there are opportunities for food, drink and beauty brands. to complement these changes, whether to enhance the experience of local brands or connect consumers with their roots through beloved local ingredients and flavors. Going forward, consumers will also expect brands to take a more active role in driving social change and responding to this sense of caring about society as they become more aware of the complexity of the problems facing the world.

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