Brands can help consumers adopt millets and ancient grains by providing education, convenience and innovations in ethnic foods and snack formats.
Anamika Banerji, Research Analyst – Food and Drink, India
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Executive summary
- Key issues covered in this Report
- Graph 1: reasons for not consuming millets and ancient grains, 2023
- Graph 2: agreement with select statements related to millets and ancient grains, by city tier, 2023
- Graph 3: select attitudes towards millets/ancient grains, by city tier, 2023
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KEY TRENDS AND MARKET FACTORS
- Focus on health and and traditional wisdom drives interest in millets
- Graph 4: top factors when shopping for food*, 2023
- Millets are gaining eminence due their positive impact on the environment
- The government, food brands and foodservice are trying to fuel the millet mission
- Graph 5: food & drink launches with millets in the last three years*, 2020-23
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WHAT CONSUMERS WANT AND WHY
- Consumption of millets and ancient grains
- Graph 6: consumption of millets and ancient grains in the last three months, 2023
- Graph 7: consumption of different types of millets and ancient grains in the last three months, by region, 2023
- Graph 8: consumption of millets and ancient grains in the last three months, by gender and employment, 2023
- Graph 9: consumption of select millets in the last three months, 2023
- Barriers in consumption of millets and ancient grains
- Graph 10: non-users of different millets and ancient grains, 2023
- Graph 11: [no title]
- Graph 12: reasons for not consuming millets and ancient grains, 2023
- Graph 13: select reasons for not consuming millets and ancient grains, by city tier, 2023
- Graph 14: "Family members don't like them" as a reason for not consuming millets and ancient grains, by work situation and region, 2023
- Graph 15: Reasons for not consuming millets/ancient grains, 2023
- Graph 16: agreement with select statements related to millets and ancient grains, by city tier, 2023
- Graph 17: select reasons for not consuming millets and ancient grains, 2023
- Graph 18: 'difficult to digest' as a reason for not consuming millets and ancient grains, 2023
- Graph 19: 'more expensive than wheat and rice' as a reason for not consuming millets and ancient grains, by city tier, 2023
- Graph 20: agreement with the statement "I would buy more of ancient grains/millets if they were less expensive", by socioeconomic group, 2023
- Graph 21: agreement with the statement "I would like to learn more about the health benefits of eating ancient grains/millets", by city tier, 2023
- Graph 22: agreement with the statement "Mixing multiple ancient grains is healthier than a single grain", by city tier, 2023
- Opportunities to expand consumption of millets and ancient grains
- Graph 23: top three formats/products consumers would prefer for consuming ancient grains/millets, 2023
- Graph 24: agreement with the statement "I would like to see more pre-packaged ethnic foods that contain ancient grains/millets", by city tier, 2023
- Graph 25: select attitudes towards millets and ancient grains, by city tier, 2023
- Graph 26: how often consumers look for a healthy product when choosing a snack, 2023
- Graph 27: agreement with the statement "Snacks containing ancient grains/millets are more appealing than meal preparations", 2023
- Graph 28: select top three snack products preferred for consuming millets/ancient grains, 2023
- Graph 29: % launches of snacks, breads and biscuits with millets as ingredients, 2020-23
- Graph 30: agreement with the statement "I would like to see more varieties of products containing ancient grains/millets", by generation and city tier, 2023
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APPENDIX
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