Move Over, Grocers! It's Time To Become 'Grocerants'!

There is a new trend in the making wherein grocery shops are adding to their business on-the-go food items and this has led to coining an innovative term for conventional grocers – they are now called grocerants.

- Tanya Krishna

India is now being known for its evolving market and its ability to adapt to the changing trends in different sectors. Like technology, trends in the food industry too have become difficult to follow these days and this industry is coming up with its own peculiar lingo when describing market shifts. Supermarkets of today are raising the bar on their food service offerings serving prepared meals, giving rise to a concept known as the ‘grocerant’, thereby attracting the attention of the coveted millennials in the process. While this trend goes way back, what made it an in-thing for millennials were the services and experiences offered by the likes of Whole Foods and Trader Joe’s in the States. However, it took long for food and beverage companies in India to understand the potential of blending a dine-in experience with the grocery store experience. Grocers have now realised that in a fast paced life as is the case with today’s generation, grocery shopping has become very boring and nobody wants to do it anymore – so they are evolving themselves into