Rice and pulses, both kitchen essentials in Indian households, are primarily purchased in the loose format. This report throws light on the potential for market expansion of the packaged/branded formats by identifying the target segments likely to make the shift from loose to branded.
Basmati rice is associated with rich flavours and premium dining experiences. The report investigates how consumers perceive authentic basmati and reveals the top purchase factors when choosing basmati products. Consumers’ thoughts on fortified rice are also discussed.
Consumers have a large variety of loose and branded options in dals/pulses. What do they prioritise when making a purchase? The report highlights the top purchase factors and reveals means to differentiate on the crowded shelf.
Target switchers for packaged rice & pulses. Taste & brand reign supreme in basmati while time-saving is an untapped opportunity in pulses.
Anamika Banerji, Research Analyst – Food and Drink, India
Rice includes: Specialty rice (eg basmati), regular rice (eg broken basmati, kolum, sona masuri etc), unpolished brown/red rice, black rice, fortified rice in both packaged and loose formats
Pulses includes: pulses (daal) in packaged and loose/unpackaged format
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