Packed to Perfection

The pandemic has made the people more aware of consuming healthy food products, which are untouched by hand. Health is high up on the priority list and there is thus a leaning towards baked food, which is considered to be more nutrient. The bakery industry is thus seeing an increasing demand for its products. However, since the consumers are also insisting on products untouched by hand, packaging is assuming an increasing role in bakery products. Bread, biscuits and other products which are mechanically packaged are being preferred. There is thus an increasing demand for packaging material in the industry and the demand for this is expected to continue. Ashok Malkani examines the market for packaging bakery products and also other types of material that are needed by the industry.

- Ashok Malkani

The Coronavirus pandemic has led to a rise in demand for healthy food. According to a research study by Mintel, three out of four Indians have given a higher priority to healthy eating as compared to pre-pandemic days. This has led to a rise in demand for healthy and functional bakery products.

Bakery products, due to their high nutrient value and affordability, are becoming the preferred food items. The consumers are also demanding newer options from the industry, forcing the bakers to fortify bakery products to satiate the burgeoning appetite of the health-conscious consumers. Several healthy wheat-based products have thus been launched by the Indian bakery products’ manufacturers.

But the industry is seeing a change. Since there is a growing awareness of healthy and clean products, people prefer packaged bakery products. Today, even the loose bread loaves (popularly called pav, in Maharashtra) are preferred in the packaged format. This is mainly due to the cleanliness concept in people’s minds, which want products that are untouched by hand.

The bakery packaging market is thus on a growth path too. There is an upward trajectory in healthy packaging of bakery products like bread, cakes, pastries, biscuits, breakfast cereals, etc. The bakery packaging market is expected to witness a positive impact during the forecast period owing to the widespread growth of the COVID-19 pandemic.

The allure of natural solid and naturally baked items among the consumers is sure to have a positive effect on bakery packaging market. Packaging, it may be mentioned, does not only protect the contents but also allows for ease of transportation. It provides information about the product and adds convenience in stocking, marketing and communicating the value of the product.

Segmentation