We all know our mental health and emotional state largely determines our eating habits. A new study on consumer habits in snacking has cemented the strong association between the state of mind and ready to eat snacks. The study, which primarily focuses on the attitudes and perceptions towards the frozen snacks market, has found that 72% of Indians confessed to snacking when they are happy and this almost similar among both the genders; while 74% confessed to it, 70% men agreed doing so.
‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ - The India Snacking Report (Volume I) by Godrej Yummiez, a leading brand of frozen ready-to-cook products, in association with InQognito Insights (a market research company) found that 70% Indians feel satisfied, happy, and excited after consuming snacks. The study was conducted across North, South, West, and East regions and covered 10 cities like Mumbai, Pune, Ahmedabad, Delhi, Jaipur, Lucknow, Kolkata, Chennai, Hyderabad, and Bangalore.
56% agreed to snack more when they were sad and 40% of Indians believe that snacking helps come out of boredom and uplifts mood, the report found.
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81% of Delhiites snack more when they are happy and lead the chart among other major city dwellers like those who live in Hyderabad (77%), Chennai (77%), Kolkata (75%), Mumbai (68%), Ahmedabad (67%), Pune (66%), Bengaluru (66%), Lucknow (62%) and Jaipur (61%).
60% and above people staying in Delhi, Lucknow, Kolkata, Chennai snack often when they are sad. Jaipur, the Rajasthan city, ranks last in this category with less than 50% people coming in this list.
The fondness for ready to eat snacks seems to have migrated to families as well. The report reveals that more than half of India’s parents consider snacks as mini meals. "Not just that, more than a third of India’s parents have started considering snacks as full meal. 34% of males and 35% of females affirmed this trend," it says.
This eating habit is driven by several other factors like availability of househelp, and the ease of cooking. While 44% of Indians believe that snacks make it easier for those households who do not have maids or cooks, 60% believe that it is used mostly by younger and unmarried people.
A total of 2815 people answered the survey 25% of whom represented north India, 36% South India, 25% Western part of the country and the rest 14% from the eastern part. The all India sample comprised 42% single people and 52% married people.
“As a category thought leader, Godrej Yummiez understands consumers well and shaped trends redefining the frozen ready-to-cook segment. The India Snacking Report is one such initiative by Godrej Yummiez to analyze and predict snacking trends. The report clearly showcases consumers perceive snacking as a mood uplifter. Going forward, the dynamics that will shape India’s snacking habits will be based on the acronym STTEM- Safety, Technology, Taste, Ease & Mood Uplifter- the five pillars. Speaking specifically of the mood pillar, snacking will have a larger influence over both consumers and brands," Abhay Parnerkar, Chief Executive Officer (CEO), Godrej Tyson Foods Limited (GTFL) said about the report.
