Uncovering Indian Cities: Consumers’ Preference Towards Packaged Foods

December 2021

The briefing explores consumer preferences when shopping for packaged foods across 14 key Indian cities. While tier 1 cities continue to remain strategically important and priority markets for leading companies, food companies must explore growing opportunities in the tier 2 cities as adoption of different packaged food categories increases. The briefing also highlights the growing opportunities in health and wellness space which is creating an opportunity for brands to premiumise offerings.

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Key Facts

This briefing provides insights into the consumers’ shopping behaviour, retail and channel preferences, and consumers’ choices of and attitude towards healthier packaged food, for 14 key cities in India. The briefing allows easy comparison of consumer behaviour across key cities on purchase habits and motivations behind selection of products, product wellness attributes and retail channels.

44% of surveyed consumers across 14 Indian cities consider health and wellness attributes when buying packaged food

With 30% of household spending on packaged food done online, Bangalore has the highest online share among the surveyed cities

 60% of consumers from Hyderabad were extremely willing to pay a premium for healthy foods; highest among surveyed cities.

 

Scope and Definitions
What is this briefing about?
Indian Cities (Un)Covered
How does the spending on packaged foods vary between tier I and II cities?
Tier I consumers to spend more on packaged foods in 2022

Purchase: Shopping frequency

Small pack sizes to be preferred in cities with higher purchase frequency
Health benefits is a clear top priority for all packaged foods consumers
Preferred packaged food attributes varies between tier I and tier II cities
Soulfull Foods: reviving millets, the ancient Indian grain
Popular claim across packaged food categories
24 Mantra Organic rides on consumers’ focus on preventative health
North and West India more willing to pay for healthier packaged foods
Immunity building is the top priority for tier 1 while tier 2 expects to boost energy
New launches that target immunity boosting products and energy boosting
E-commerce gains prominence equally in tier 1 and tier 2 cities
Top five consumer preferences when choosing a retailer, online vs offline
Tier 1 shoppers prefer variety while tier 2 prefer price when selecting online retailer
Consumers across cities prefer gourmet stores for the purchase of healthier food products
Swiggy Instamart : grocery delivery in 15-45 mins
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