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Indias Food Vision:
Arvind Singhal
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Key Emerging Themes
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Fundamental Impact On Food Sector
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3 Key Themes .
Population &
Incomeincrease
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Impacton Food
Demand
Palate &
LifestyleChanges
IncreasingNuclear
Families andWorkingWomen
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Theme # 1: Population & Income Increase
In the next 10 years, India would have added another 180 million
toits population, taking it to over 1.3 Billion inhabitants
Over 65% of them will still be below 40 years of age and the
caloric-intake demand will therefore rise faster than the simple
increase in
.
In addition, with real per-capita incomes likely to nearly
double inthe next 10 years and more than 2/3rds of the current
populationstill just above or below the poverty line, as incomes
increase, the
first category to see increased spending will be food. For
therelatively more affluent, the increase will be in meat, dairy,
freshvegetables, and fruit intake
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Theme # 2: Palate & Lifestyle Change
Increased urbanization, increased movement within India,
and increase globalization all in the context of a very
young(and more adventurous and exploratory) population will see
rapid changes in Indian palate: multiplicity of cuisines
will
become the norm having its own implications
Lifestyle changes will become even more pronounced, and
therefore the changes in what we eat, where we eat, and
when we eat will be very significant
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Theme # 3: Nuclear Families & Working Women
The impact of nuclearization of Indian family is already
visible
in major urban centers.
As more women enter the urban workforce, touching by 2020
,
be profound on the dynamics of kitchen and the dining
table
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Key Impact Areas
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Challenges & Opportunities
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Key Impact Areas
Rising consumption:
With agriculture productivity rising much slower than
theconsumption increase, India may see its food security erodedvery
substantially by 2020.
Pressure on land and water resources will increase,
andconsumption of more meat, dairy, and horticulture willexacerbate
these pressures
Sustained food inflation very much a stark reality in the
nextdecade
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Key Impact Areas
Evolving palate and changing lifestyle:
Eating out and demand for multi-cuisine ready-to-eat (and
ready-to-cook) food will increase as more households
acquired tastes that go beyond moms cooking
Eating on the move / shorter meal times will lead to rise in
more
convenience foods with at least one main meal (week-day
lunch) in urban centers likely to become more convenience
driven
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Key Impact Areas
Nuclearization & increase in working women:
Steadily reduced time for spending in the kitchen
ea y re uce exper se n coo ng per se
However, desire to have home-cooked, healthier, tastier
meals will actually enhance creating new opportunities for
some very different kinds of businesses and new products
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Implications &
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Intuitively Simple
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Implications & Recommendations
All stakeholders in the Food business (producers,
processors,logistics and other supply-chain partners, and
retailers) shouldvery meticulously study and analyze the three key
themes i.e.
Consumption changes
Palate and lifestyle changesSocial changes
Indias agriculture challenge will need very out-of-the-box
solutions : water and arable land resource crunch will
requirefactoring in global sourcing options rather than only
Indiabased
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Implications & Recommendations
Changes in what we will consume, how we will consume, and
when we will buy and consumer will create
unprecedentedopportunities for producers, marketers, and retailers
of food
changed value equation which will require simultaneous
optimization on many dimensions including taste, quality,
health, convenience, and price / affordability.
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For Further Dialogue, Please Contact:
Arvind Singhal
ChairmanTechnopak Advisors
Tel: +91 124 4541111
[email protected]
www.technopak.com
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