There has been a paradigm shift in consumers’ preferences in the food landscape. The changing role of food in our lives, growing exposure to non-native cuisines, access to recipes and ease of trials are influencing the eating habits of consumers. It is no surprise that critical factors like the pandemic, global warming, and increased awareness related to sustainability, zero waste, and cleaning eating habits play a vital role in encouraging this change.
Even as the trends from the previous year continue into 2022, a few trends will soon dominate the dining and food experience.
A conscious approach to cooking:
Local and homegrown ingredients will spotlight consumers’ focus on conscious eating. It’s no surprise that people have been shifting to grains and proteins to fuel them throughout the day. As per the “Future of Food” report surveyed by Deloitte India, “Grains accounted for 55% of the daily calorie consumption while the intake for proteins increased to 63 gm in 2015-2017. Conscious eating is about understanding the benefits of different types of food and being familiar with their health properties. Consumers seek local and homegrown ingredients to add nutritional value to their daily diet. The rising desire of consumers for mindful eating has also led to an increase in wholesome and fresh vegetable and fruits consumption.
Healthy snacking:
Indian consumers are getting experimental with the evolving role of healthy snacking. A recent report concluded that nearly 81 per cent of Indians prefer replacing at least one meal of the day with a snack. Consumers are now looking for various snacking alternatives to balance their indulgence and functional food needs. Multiple studies have shown that consumers see snacks as more than munching; they seek healthy snacks as meal alternatives, comfort food, and wellness promoters. No single snack can satiate all the emotional, mental, and physical health parameters, which is why snacking has emerged as a critical exponent for consumers to help with their nutritional and physical needs. It is also a preferred alternative that helps boost mood and find a sense of comfort and relaxation.
Super Foods:
Superfoods like Millets, Ragi, Jowar, and Bajra have been a part of India’s food history for centuries. India grows nearly 80 varieties of millets; hence every state of India can boast a different type of millet. In the recent budget announcement, the Finance Minister of India announced 2022-23 as the ‘International Year of Millets.’ The government of India will further support millet cultivation and help companies brand the product for national and international trade.
As consumers are shifting to healthy alternatives, the evolution of ‘superfoods’ has gained momentum. Although people in tier 3 or 4 cities still consume Bajra, Ragi, or Jowar as part of their
daily diet, it is slowly growing out of its nascent stage for the urban cities. With the potential growth opportunity, many industry players are venturing into providing a solid base for convenient and traditional superfoods.
Non-Native Foods:
Olive oil is generally used in gourmet food preparation and is an aspirational flavour for out-of-home consumption for Indians. However, it has gained popularity in India as a “Healthier Oil” for at-home consumption in the last few years. According to the Indian Olive Association, 12,000 metric tonnes of olive oil is consumed by Indians annually. For the previous five years, India imported around 11,000 to 12,000 metric tonnes of olive oil annually, which was only 3,373 metric tonnes in 2010.
Over the last few months, brands have been educating consumers about the benefits and usage of olive oil for the Indian cooking experience. Recently, few brands from the edible olive oil industry have collaborated with food bloggers and chefs to create content related to cooking and using olive oil for Desi dishes.
Indian consumers are developing a taste for exotic vegetables and fruits as well. This new trend has increased interest in exotic vegetables and fruits like broccoli, red cabbage, zucchini, capsicum (red/ yellow), and dragon fruits (also considered a superfood) imported from South-East Asia).
Plant-Based Food & Drink:
One of the latest food trends in India that will continue to sustain is the rise of plant-based food and drink. Indian consumers are slowly developing a taste for plant-based meat (PBM) substitutes.
According to the report by Nirmal Bang, a retail broking company, India’s plant-based meat market is estimated to have a $30-40 million evaluation, which is driven mainly by consumer packaged food. The report also further indicates that consumption of plant-based meat is not just limited to the metropolitan crowd. The demand also goes in from the interior parts of India. Brands in this segment are constantly innovating for creating authentic taste, texture, and presentation as per the consumer’s needs.
Unlocking the potential demand, celebrities and a few mainstream packaged food players have ventured into the plant-based meat market. Consumers are shifting to plant-based milk and beverages as a healthy alternative to plant-based meat.
There is also a growing demand from Indian consumers for milk alternatives like soya milk, oats milk, and almond milk. Even multinational dairy players are expanding their product portfolio in this direction and offering plant-based options.
Zero-waste, Sustainable Living:
As the awareness of sustainable living increases, consumers adopt low-wastage and eco-friendly practices for food consumption. Even brands, restaurants, and chefs are addressing the zero-waste challenge in the Food & Beverage industry by switching to using the leftovers for a new dish or donating it to the underprivileged. Brands in the food delivery space have opted for multi-usage or bio-degradable packing while staying away from the use-and-throw plastic ware. Consumers are consciously reducing food wastage and embracing sustainable living.
A zero-waste and sustainable way to healthy food consumption is to cook with every last bit and save the environment. From peels to stem, seed, and stalk, every bit of the vegetable or fruit scraps can turn into a nutritious dish. For example, one can use broccoli stem to make a cheese soup or pesto.
The pandemic has induced a paradigm shift in consumers’ eating habits due to which consumers are seeking healthy food alternatives while also being responsible for the environment. As we move into 2022, consumers will focus on the quality of the food, ingredients used in the making, fresh produce, and practice environment-friendly eating habits. These new trends will be a crucial shift-from homely to healthy; and mainly to much bigger sustainable habits in the future.
