Snackification in India

The article sheds light on some of the underlying drivers and factors that have strengthened the trend of ‘Snackifi cation’ in recent years.

- Pradeep Srinivasan

Snackification is a trend in which consumers increasingly snack in place of meals and this has altered both the competitive and nutritional landscape of snacks in India. The article will shed light on some of the underlying drivers and factors that have strengthened this trend in recent years.

Time as a Form of Currency

Consumer lifestyles are evolving in ways that are making time an increasingly scarce resource. On the one hand, socioeconomic and demographic factors such as rising urbanisation and growing labour force participation are contributing to more time-pressed routines in India. Rapid urbanization has transformed the basic structure of households with a gradual increase in the number of single and two-person households in India. With fewer people to contribute to the many tasks required for household maintenance, these smaller households are often pressed for time.

Conversely, consumer expectations are being reshaped by technology and the rise of the ‘on-demand economy’. Technology has blurred the lines between work and leisure time. Smartphones have created expectations that people can work anywhere and at any time, contributing to more time-pressed lifestyles. At the same time, smartphones have transformed nearly all aspects of life in ways that make it easier than ever to obtain information, communicate with others, find entertainment and shop. This has helped to condition consumers for convenience.

To put things into perspective on how time-pressed Indians are - the actual weekly working hours in the country was 46.8 in comparison to the Asia-Pacific and North America average of 43.8 and 33.7 hours respectively, in 2019. In summary, people in India are increasingly seeking time-saving solutions in all aspects of life as time is becoming a form of currency.