Indian supermarkets are brimming with food, and there is more to come. Milk, Biscuits, Masala, Pulses, Chocolates, Salt, Coffee, Cakes, Tea, Fruit, Vegetables – every category is seeing new entrants. The focus seems to be shifting from functional benefits to purity, product traceability and trust building. Product benefits and their communication has taken on a new meaning. Consumer trends demand fresh fruits and vegetables without pesticide, milk without antibiotics and packaged foods without excess sugar, salt and other high impact ingredients. The Indian customer now has several options in each category and is open to being wooed by the brand that can demonstrate high-quality traceable ingredients to build trust.
Food traceability and quality takes precedence over taste
Brands double down on building trust. Fresh, organic, natural, free of chemicals but fortified with vitamins
Technology will be used to build trust ecosystems with customers being able to trace the originating farm of their purchase
Consumers want to take control of what they eat. Farming comes closer to cities and urban agriculture becoming more relevant and customers taking pride in the origin of their food