With the rise in snacking in India, consumers are increasingly looking for variety in terms of flavours and ingredients. Although savoury snacks in India continues to be dominated by potato chips, new flavours like herbs and cheese, peri peri, chipotle, and barbecue are rapidly gaining acceptance among Indians.
Historically, savoury snacks in India were considered as on-the-go unhealthy options, which were often fried. This perception is starting to change as companies are coming up with innovative recipes to address the nutritional status of savoury snacks.
Owing to increasing globalisation, increasing overseas travel, and exposure to new cuisines and flavours, Indians are now more accepting of new snack options and varieties. International snacks like those from Mexico (tortilla chips, nachos, and corn nuts), America (chips and dips), the Middle East (pita chips), and Asia (sriracha and wasabi flavoured nuts and chips) are few examples of gourmet snacks which are increasingly appealing to the younger Indian demographic.
During the forecast period, savoury snacks made of healthy and locally sourced ingredients, like makhana (lotus seeds), millets, dried vegetables, corn, and rice, are expected to take a bigger share of the category. With Indian consumers becoming increasingly focused on health and nutrition, demand for baked and roasted savoury snacks will increase.
The e-commerce channel for savoury snacks is currently very restricted but set to grow over the forecast period. Many start-ups catering to millennials typically launches their products on leading e-commerce websites, as this has lower start-up costs than distributing to in-store retailing channels.
The competitive landscape in savoury snacks is currently saturated in India, with the key players dominating most of the category share. As such, only brands with unique product innovations that appeal to young consumers are likely to survive.
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