Consumer preferences shaping the post-pandemic bakery industry
Food Marketing & Technology - India|November 2020
Food Marketing & Technology Magazine attended a recent webinar hosted by the Mintel’s on “Consumer trends shaping India’s biscuits and cookies category”. The webinar talked about the changes in the Bakery Industry post -pandemic. Food & Drink Analyst Rushikesh Aravkar assessed the current changes in the consumer demand graph and also how it is going to open new opportunities in the food industry.

An 86% hike is analyzed in the consumption of biscuits and cookies consumed at least once a week. During the lockdown, the consumption rate has been on an all-time hike without any dip in the curve. This has proven to be a relief for the bakery industry. Post-pandemic demand for bakery products consumed did not diminish as manufacturers continued to witness a significant rise in demand.

The study conducted by Mintel’s suggest that over four in ten people consume seven or more varieties of biscuits or cookies products. This includes choices preferred by the younger generation who tend to consume varieties. The potential exists only when manufacturers in the industry track down the economic effect caused by external changes.

Marie biscuit, one of the largest producers of biscuits, is consumed by a large number of the Indian population. During the COVID-19 situation, many people have switched to making a healthy choice, even in biscuits. Healthy biscuits are said to have over 50% market penetration. Consumers in metropolitan cities are more inclined to choose healthy alternatives. It is often assumed that healthy is not tasty. Hence, the idea of healthy can be tasty can help break unseen barriers in the bakery industry. People are now more inclined towards choosing healthy biscuits alternatives over ordinary ones, yet a healthy and tasty alternative, as a combo, is preferred over any other option, if found with multiple-choice options.

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