B U S I NE S S
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o tackle the day ahead successfully, a healthy and hearty breakfast is essential. And the youngsters in middle class urban India today do not prefer ‘dahi-parantha’ for breakfast anymore. We are witnessing a drastic turn in the breakfast culture in urban India. This could be attributed to the fact that 65 percent of India’s population comprises of youth, who are responsible for changes in the India’s breakfast segment. Some of them are health freaks, some are tech savvy and some others just want to save their time. Many among this young population in urban India are from nuclear families where both husband and wife go to work. Thus they often do not have the luxury to have elaborate breakfasts made at home. Besides that nowadays more Indians than ever before are well travelled and are exposed to global lifestyle, which includes global eating habits. Moreover, today Indian consumers are more hygiene conscious, taste conscious, brand conscious and experimental than ever before. All these factors have contributed to the growth in the RTE(ready to eat) and
Feb-Mar ’18
spurred innovation, and comes in different formats—right from smart packaging to multi-grain formulations. Such an evolution of a category has the advantages of ensuring choice, immediate consumption and easy availability of a product not native to a particular region.
RTE, RTC and Healthy
Deepika Warrier RTC(ready to cook) breakfast options in the country. Mintel Trend ‘FSTR HYPR’ discloses that several brands in India have launched readymade idli or dosa batter for households looking for easier breakfast or meal solutions that are not too different from everyday fare. Formats range from shelf-stable dry mixes to fresh, ready-to-use batter. The popularity of the ready-made batter has
Breakfast menu in post-modern India has changed since the day grandma made parathas with various fillings or malpuas that were lapped up by the family. Today, few have the time to lovingly develop these time consuming dishes. Moreover, these dishes are considered unhealthy by many upwardly mobile new generation of Indians who influence the market forces. Breakfast options comprising dishes made from ready-to-cook or ready-to-eat packages or cereals like cornflakes, muesli, oats, etc. are now common among middle and upper class urban Indian homes. Health consciousness has become the watchword for the new generation India. Yes, one can truly say that the breakfast menu in India has undergone a conspicuous change. One of the major transformations
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