A report published in a green magazine India focusing on the organic sector in the country, Pure & Eco India, says consumerism in organic foods is on an upswing more than before in urban Indian cities. The surge in demand has been fuelled by increased awareness of the perils of pesticides and adulteration, as well as, increased disposable income and an increased GDP.
The entire organic food sector as a whole that has picked up pace—domestic, export, retail and e commerce—with all stakeholders recording growth and new players jumping in the fray frequently. Thus, the market now comprises a vibrant mix of producers, exporters, local traders, retailers, e-tailers and rural and urban farmers, as per organic magazine India, Pure & Eco.
While specialty organic shops and gourmet stores have, for some time, catered to the nascent organic foods segment, a distributional spread towards mainstream outlets is occurring in metropolitan cities, with almost all supermarkets and modern trade stores displaying organic products on their shelves, reports green magazine India.
Organic magazine India, Pure & Eco India reports that in the domestic market, organic processed foods are the highest selling products, primarily including snacks, baked foods, dry fruits, pickles and ready-to-eat foods. The demand for these products is growing due to the high inclination among consumers towards ready-to-eat foods, as well as, the need to replace regular potato crisps and deep friend Indian packet snacks with easy-to-eat packaged snacks that are healthy and organic.
There is also a growing demand in urban cities for handcrafted artisanal foods such as cheeses, jams and sauces, etc, and a host of small scale and mom-and-pop players are catering these to consumers through retail stores, Farmers' Markets and even through Organic Buyers' groups on Facebook. Many of these products have Food Safety and Standards Authority of India(FSSAI) labels but several are purchased "on trust", with customers establishing trust via detailed enquiries or personal visits to the sellers' farms. But these are only relevant to short supply chains, says the Organic magazine India.
Artisanal products, although small scale, hold appeal for buyers, as they view them as more pure and fresh, being handmade and most likely emanating from a home kitchen environment. Therefore, while staples like pulses, spices, flours and rice are preferred from larger companies, for certain processed foods, consumers like to turn to small scale artisanal operations.
Women and children drive buying decisions in India, as Indian women are mostly in charge of the kitchen and decide on pantry purchases.Children, too, are responsible for sales, as parents in India make their children's nutritional needs top priority. As per a Boston Consulting Group research, Indian women make the final decision in 8 out of 10 cases related to foods and groceries. Typically, they look for fruits and vegetables as an entry point into organics and gradually start buying other products also.
Source : articlesbase.com
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