India is a nation of snackers. In fact, according to Mintel research, almost 9 out of 10 Indians have snacked between meals in the last six months to March 2020. Furthermore, snacking is a daily habit for almost half of the Indian snackers.
With snacking habits so well-entrenched among consumers, there’s little room to recruit new snackers. Having said that, specifically targeting the needs of less frequent snackers presents an opportunity for brands to have increased engagement.
Day-Part-Specific Offerings Can Fuel Growth
There are two sets of opportunities that a snack brand should look at. One is how to increase the frequency of consumption among regular/daily snackers so that they are encouraged to snack multiple times a day and two, driving purposeful consumption in non-regular consumers to make snacking as a daily habit.
What is fuelling the snacking culture in India today is the time-pressed and busy lifestyle and irregular mealtimes. Mintel research reveals that consumers are looking for different snack attributes for different times of the day, depending on their need states at that point in the day.
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