Taste first, think second: Consumers in India like to enjoy moments of indulgence and escapism

Taste first, think second:

Consumers in India like to enjoy moments of indulgence and escapism

Consumers in India have higher levels of self-entitlement than previous generations, something which is reflected in the food and drink that they turn to. This can be attributed to several factors such as consumers having higher levels of disposable income than previous generations, whilst also being exposed to more choice than ever before. This is resulting in consumers seeking out products that offer moments of small indulgence, either for treating or escapism purposes. The tendency to be turning to products for escapism purposes is something that will have intensified over the last twelve months due to COVID-19, with consumers seeking out products to alleviate constant stress.

As such, consumers in India will want products that challenge their sensory perceptions and offer them a new experience as they become more adventurous. This is something that will drive demand for new flavours, textures, colours and serving suggestions. When launching such experimental products, it is crucial that they align with local palate preferences.

42%

of consumers in India say that they like products with new and unusual flavours (2020)

57%

of consumers in India say that they have become more experimental with food over the last five years (2020)

34%

of consumers in India say that they like food products with new and unusual textures (2020)

59%

of consumers in India say that they like food and drink with new and unusual colours (2020)