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As tomato prices zoom, people turn to puree & ketchup; sales up 20-25%
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Tuesday, 24 November, 2015, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Due to steep rise in price of tomatoes, people are turning to ‘quick-fix solutions’ like tomato puree/ ketchup, which have shot up by 20-25% within two weeks, to keep their kitchen budget in tact, according to a latest survey undertaken by ASSOCHAM recently.
According to the survey by Associated Chambers of Commerce and Industry of India (ASSOCHAM) under the aegis of ASSOCHAM Social Development Foundation (ASDF), about 72% of middle income group (MIG) and lower income group (LIG) are finding it difficult to manage their household budget and squeezing families' finances to the lowest level due to sudden rise in price of vegetables like tomatoes, onion, and ginger.
The survey was conducted in major cities like Delhi-NCR, Mumbai, Kolkata, Chennai, Ahmedabad and Hyderabad. Over 1,000 housewives and 1,000 employees took part in it. The maximum impact was felt in Delhi-NCR followed by Mumbai and Ahmedabad. Around 72% of lower middle class families have been forced to skip or squeeze their budgets for vegetables to keep their kitchen budget in tact, reveals the survey.
“The demands for tomato puree and ketchup, ginger-garlic pastes have gone up by 20-25% due to high fluctuations of market prices of vegetables,” adds D S Rawat, secretary-general, ASSOCHAM, while releasing the survey.
Tomato prices have increased to Rs 65 per kg in Delhi from Rs 40 per kg a month ago. The average prices of tomatoes across major cities have risen to Rs 55/kg from Rs 30 a month ago. Similarly, onion prices have increased to Rs 37.52 per kg from Rs 36 a week ago.
The survey pointed out that with prices of kitchen staples such as garlic and ginger (Rs 160 to Rs 200) and tomatoes (Rs 40 to Rs 60) increasing, the demand for their ready-to-use version has risen by 20-25% within two weeks.
According to the survey, local grocers have increased stock of tomato puree/ketchup and ginger-garlic paste. As per local grocers, in the last two weeks, there has been a rise in sales of products such as puree, ginger-garlic paste, bhindi masala, and chola masala.
Prices of tomatoes, onions besides fruits have gone up by 50-55%. Fruits have also become a luxury for the lower middle-class; one spends less on buying puree/ ketchup than a kilo of fresh tomatoes. Packed food products appeared to be a better option for middle or lower income group, adds the survey.
According to the survey, a middle-class family cannot predict their monthly household expenses for next month cause prices are unpredictable it is not only the prices of pulses, rice and so on but prices of vegetables, fruits, milk and other household items also undergo similar fluctuations. So families are now forced to rethink their daily menus as they prefer to buy veggies in bulk instead of every day.
As per the findings, about 87% of the respondents said that rising food prices have made their life even tougher, 76% of the respondents felt that vegetables at current prices are not even an option for a family of six, where the monthly salary is Rs 10,000-15,000, said the majority of respondents.
As per the survey, most of the low-income families are highly dependent on vegetables to make their main meal as pulses are already out of their reach.
Most ready-to-eat food products are priced Rs 25 upwards and serve 2-3 adults. From readymade vegetable cutlets, methi vadas to aloo tikkis all are priced appropriately to suit the middle-class pocket.
Rawat said that the sudden spurt in vegetables prices has hit the ordinary consumer, especially in metro cities. He added that consumers were now being forced to avoid fresh fruits and vegetables and turning to packaged foods. Several households are stocking up on packaged food, unable to afford fresh vegetables (fresh tomatoes priced anywhere between Rs 60 and Rs 65 a kg).
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