As explored in Mintel 2022 Global Consumer Trend Enjoyment Everywhere, consumers are proactively seeking joyful respites to combat the anxiety and stress caused by the global pandemic and the current economic uncertainties. Thus, consumers are looking forward to celebrating festivities like never before. They are eager to break out of their confines and explore, play and embrace novel experiences. This pent-up consumer demand to celebrate and enjoy life events show a positive trajectory for festive foods and drinks.
CONSUMPTION PREFERENCES FOR FESTIVE FOODS
Despite the cultural dominance of traditional sweets in the festive foods segment, modern food categories are finding increased relevance as favourable alternatives. Mintel research shows that traditional festive foods such as ladoo, kaju kalti/roll, dry fruits and rasgulla/ gulab jamun dominate consumer preferences, but at the same time, modern food items like chocolate and sweet bakery are not far behind¹.
Categories like bakery, snacks and chocolate confectionery have had the highest number of launches with 'seasonal' positioning claim over a five-year period between March 2017 and February 2022 according to Mintel Global New Products Database (GNPD).
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