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Quick to fix options make breakfasts more tempting
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Friday, 16 August, 2013, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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fiogf49gjkf0d Breakfast , an essential part of an Indian household , is turning out to be more tempting with quick to fix and tasty options which are fast creating a wave in the new breakfast market. While consumers of all age-groups view the nascent segment of breakfast ready-to-eat versions as nutritious and convenient, the companies marketing the varied products are seen as a market of considerable potential.
According to the Euromonitor Research, the market is estimated at around Rs 870 crore in 2012. While the leading player in the space is Kellogg’s with a 57 per cent market share, the remaining are shared by GlaxoSmithKiline Consumer division with Horlicks, Pepsico’s Quaker Britannia, MTR, ITC and Mohun’s, Marico, Bagrrys India. In addition many large retail houses like Future Group’s Big Bazaar chain, Aditya Birla Retail’s More and RPG Group’s Spencer’s Retail have their own brands in the breakfast cereal space.
The new ready to eat breakfast foods consist of easy-to prepare oats, wheat bran, wheat flakes, muesli to name a few. There are some novel versions like the multi-grain mixes like multi-grain dosa, oats idli, oats upma among others from a southern ready-to-eat processed food major MTR. Hindustan Unilever and Nestle also plan to launch oats under Knorr and Maggi brands
Food industry experts point out that India is late entrant into the breakfast ready-to eat market. But the entry is better late than never. The western world is deeply entrenched in this market but those in the Asia and particularly south India are still inclined to traditional breakfasts like idli, dosa, vada to name a few.
Breakfast is an essential part of an Indian household and therefore holds immense opportunity. The sheer variety that is possible in this space makes it exciting space to be in. Moreover, today’s consumer is willing to experiment in this space and hence there is ongoing innovation and a slew of new product launches in this space. Having been a pioneer in this field and being the market leader in this category, MTR is constantly innovating and in keeping with the above trend, working on providing innovative Indian breakfast options to the consumer, said Vikran Sabherwal, VP, marketing, MTR Foods Pvt. Ltd.
There is no doubt that the multinationals hold sway of the ready to eat breakfast market and are well ahead in terms of novel ingredients and flavours adding zest to the morning. While the domestic players are getting into the space at a faster than expected pace, on their market shares in most markets, they are not much aware about the cereal market. The product is really a western invention, said Chetan Hanchate, food consultant. Centre for Processed Foods.
According to Hanchate, the concept of breakfast cereals is not a recent one. The consumption of beaten rice and poha is from time immemorial.
The development of flakes is not new for India although the credit should go to Kellogs for popularising corn flakes using the US crop. Now the Indian food processing industry in the small sector has revolutionised the cereal market with indigenous introductions like the wheat and ragi flakes. Though the breakfast cereal is not a urban driven model, it has caught up with the rural areas too as food majors have introduced the portion packs which are cheaper and are fast penetrating to the far flung areas of the country.
Breakfast cereals are a healthy choice for breakfast for the fussy and reluctant to eat children according to a panel of pediatricians.
Visible trends
Strapped for time, dual incomes and need for fast and nutritious breakfast will drive the Indian urban households to opt for breakfast cereals, said Hanchate.
“The Indian consumer is waking up to need of a healthier lifestyle and the need to start your day with the breakfast of a king is in the top of mind for such a consumer. The affluent but facing lack of time consumer is looking for convenient options to make the breakfast quick nutritious and tasty. It is these three needs that are driving the influx of options and we see this trend to grow bigger,” said Sabherwal.
The shift to low fat and healthy options, the awareness to keep weight in control and maintain healthy lifestyle is another trend that could make the segment in top gear. There is no doubt that breakfast cereals are typically low in fat. Any fat in the cereal is derived naturally from the grain and therefore mainly unsaturated.
Fat intake can be further reduced by the type of milk which is used with the breakfast cereals. Many breakfast cereals contain wholegrain and are a good source of fibre both soluble (which lowers cholesterol) and insoluble (which is essential for a healthy digestive system). Some cereals, such as oats, are naturally high in essential B-vitamins. Many breakfast cereals are also fortified with other essential vitamins and minerals.
According to Sabherwal, MTR entered the breakfast range in November 2012 with multi-grain mixes like multi-grain dosa, oats idli, oats upma among others . “Our new products have been well accepted by the consumers across urban towns in India. There is a positive traction for these products as it fulfils a significant need gap in consumer’s life today. Research has shown that consumers understand the benefits of multi -grains and would love to use them in familiar food formats but do not know how much to add, as taste is a vital aspect of the final dish. Building on this insight, MTR helps woman perform her role by enriching her regular breakfast options with the goodness of these grains without compromising on taste.
Expansion plans by players
A stiff competition is emerging in the breakfast ready to eat space. Companies are working out the varied flavours. Considerable inputs are also coming in from nutritionists, paediatricians and cardiologists who are looking to power the breakfast options with cereals that could sustain for hours and also provide the necessary weight control. From the simple to stir cereals in milk, to oats, ready to cook upma, poha and ready to heat and eat chapattis, there is likely to be an explosion of concepts in the space, notes the Central Food Technology Research Institute.
The development of breakfast cereals has been in the game plan of the Mysore based Defence Food Research Lab and it has prepared a range of nutritional bars and easy to stir cereals for the armed forces stationed in far flung areas.
The key to developing these categories is to educate the consumers about how to use and assure them about the taste of the product. The marketing plan includes a 360 degree approach to market the range of products through above and below the line promotions. Our advertising campaigns are focusing on educating the consumer on the four step process to make these products. The core message of promotions is to generate awareness about how easy is to prepare and to showcase our range of products, points out Sabherwal.
There is considerable competition in the segment of breakfast offering today. But MTR has been in this space for over 30 years and has been one of the early developers of this market. In the last 10 years we have seen the influx of the western breakfast cereal market. In 2009, we refocused our range and clustered them under the breakfast mixes and have marketed them aggressively. MTR’s strength is to bring back the Indian breakfast options in a tasty, nutritious and easy to use format back to the Indian consumers.
Challenges in ready to eat space
There is a lot of premium laid on freshly-cooked food as against packaged food. This is the biggest barrier to adoption of packaged foods. So currently the adoption of packaged foods is restricted to peripheral categories such as snacks and dips.
The home-maker’s contribution to making of food is one of the keys to lowering the resistance to adoption. MTR understands the same and our breakfast range fits very well with this premise. With the range of breakfast mixes, we have removed only the chores such as the overnight soaking of lentil/rice, determining the ratio of the lentil/rice, grinding them into a consistent paste, that are related to making products like idli and dosa and have retained the same authentic taste and freshness of home cooked food, which consumers experience during their consumption. These products are a secret friend of the home-maker because serving a variety of delicious foods would definitely help her to gain the goodwill of the entire family,added Sabherwal..
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