India Spices and Seasonings Market Report 2024
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Indian consumers rely primarily on loose spices and masala mixes. Metro consumers lead in purchasing branded/packaged formats, while Younger Millennials and working women are potential targets, intending to shift to the branded spices and seasonings.
The Report delves into the rise of vigilant shoppers, who actively seek reliable proof of purity in spice products. This growing demand for transparency has led to a willingness among consumers to pay a premium for high-quality options that guarantee purity and the absence of harmful chemicals. The claims and communication that are more likely to resonate with quality-conscious consumers are highlighted in the Report.
Freshness is the most sought-after feature of interest in spices, posing a threat to packaged products. Brands that can innovate to deliver and effectively convey a sense of freshness are more likely to win over loyal users of loose spices.
The evolving needs of modern consumers are creating room for innovations that cater to their taste palates and health goals. The Report highlights opportunities for spice and seasoning products that prioritise reduced sodium, incorporate healthy ingredients, and offer milder intensities alongside a variety of global flavours.
This report looks at the following areas:
- Purchase of single spices and masala mixes in loose and packaged/branded formats
- Consumers’ intention to transition to the branded format; key consumer cohorts for recruitment and retention
- Loyalty to the loose format – 2022 vs 2024
- Focus on purity of spices; willingness to pay a premium for chemical-free products
- Top three features that convince consumers of the purity of spices
- Features of interest when buying packaged spices/seasonings; focus on freshness of spices
- Opportunities to adapt spice blends to align with modern tastes and health goals – low sodium spice blends, mild flavoured versions, global and desi-global flavours
- Exploring seasoning preferences – Indian vs global seasonings, sachet vs bottle format, regular vs occasional usage
Rising purity concerns open doors for premium products showcasing credible proof. Focus on 100% natural claims and freshness, while catering to modern consumers’ evolving health needs and taste palates.
Anamika Banerji, Senior Research Analyst – Food and Drink, India
Market Definitions
For the purpose of the Report,
- ‘Single spice‘ is defined as a spice that is not blended with any other spices. It excludes whole spices and only considers powder format spices (eg red chilli, turmeric, coriander, jeera in powder format).
- ‘Masala mixes‘ are defined as blended spices. That is, two or more spices blended together (eg garam masala, kitchen king, biryani masala, pani puri masala).
- ‘Seasoning‘ is defined as spices and herbs that are used for adding taste and garnishing to the cooked food. It excludes salt and salt variants (eg oregano, chilli flakes, chaat masala).
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- Purity concerns drive premium acceptance
- Graph 1: additional percentage premium* that consumers are willing to pay as compared to regular packaged spices/seasonings for chemical-free products, 2024
- Natural claims win over chemical-free
- Graph 2: top three most important features that convince consumers of the purity of a spice product, 2024
- Freshly ground remains a key consumer preference in spices
- Graph 3: features of interest when buying packaged spices/seasonings, 2024
- Indian seasonings are top of mind, but the demand for global seasonings is notable
- The outlook for packaged spices, masala mixes and seasonings in India
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Savvy, mindful shopping is gaining momentum
- Concern for health and safety drives conscious consumerism
- Social media influencers guide consumers to research products before making a purchase
- Reports of adulterated spices sparked concern and outrage
- The ‘Label Padhega India’ initiative is set to raise awareness about the contents of packaged foods
- Initiatives to promote local, fresh and safe food are emerging globally
- Increased focus on purity and safety is key to stand out in the Indian spice market
- Experimental eating opens new avenues for spices and seasonings
- Indian consumers embrace cooking diverse and specialty meals at home
- Graph 4: agreement with select attitude statements about RTC products, 2022
- Consumers prioritise Indian cuisine, but opportunity exists for innovating around global cuisines
- Regional players try to win hearts with homegrown flavours
- Provenance is leveraged as a tool to deliver authenticity
- Brands are enabling consumers to sprinkle global flavours in their meals
- Consumers seek value for money
- Price is a primary consideration when shopping for food & drink
- Can’t skip groceries, can cut costs
- Graph 5: categories on which consumers spend on a monthly basis, 2023
- Graph 6: frequency at which consumers stick to a set budget for groceries*, 2024
- Consumers are on the lookout for the best deals
- Graph 7: agreement that it is worth taking the time to compare products to find the best deal, 2024*
- Graph 8: changes in food & drink purchase or consumption in the past year, 2024*
- Small pack size and functionality draw the attention of value-conscious consumers
- Graph 9: consumer attitudes towards spending, 2023
- Graph 10: attributes that would encourage purchase beyond just price, 2023
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- The loose format leads the Indian spice category; the packaged format is more popular for mixed masala than single spices
- Graph 11: purchase of masala mixes, 2024
- Graph 12: purchase of single spices, 2024
- Usage of packaged spices is centred in metro cities
- Regional brands give tough competition to national brands
- Graph 13: select attitudes towards branded spices, 2024
- Graph 14: select attitudes towards branded spices, 2024
- Focus on consumers who intend to transition to the packaged/branded format
- Graph 15: current purchase and intention for future purchase of single spices and masala mixes in different formats, 2024
- Divide and conquer the Indian spice market
- Key consumer cohorts for recruitment and retention
- Loyalty to the loose format has strengthened over the past two years
- Graph 16: consumers who currently buy unpackaged/loose format and do not intend to switch to packaged/branded format, in single spices and masala mixes, 2022 vs 2024
- Graph 17: consumers who currently buy unpackaged/loose format and do not intend to switch to packaged/branded format, in single spices, by region, 2022 vs 2024
- Branded formats need to provide stronger evidence of their superior purity and quality
- Graph 18: agreement with the statement “There is little to no difference in quality between packaged/branded and/or unpackaged/loose spices, masala mixes and/or seasonings”, 2022
- Graph 19: agreement that credible proof of purity when buying spices is very important, 2024
- Loyalty to loose formats is also likely to stem from freshness and affordability needs
- Unveiling the focus on purity and safety
- Consumers prioritise credible proof to build trust in spice purity
- Graph 20: importance assigned to credible proof of purity when buying spices, 2024
- Purity proof is key for working women and metro dwellers
- Graph 21: ‘very important’ as the level of importance assigned to credible proof of purity when buying spices, by employment and gender, 2024
- Graph 22: ‘important’ as the level of importance assigned to credible proof of purity when buying spices, by city tier, 2024
- Purity concerns drive premium acceptance
- Graph 23: additional percentage premium* that consumers are willing to pay as compared to regular packaged spices/seasonings for chemical-free products, 2024
- Northern, metro dwellers and financially healthy consumers are more open to paying a premium
- Graph 24: willingness to pay 21-30% additional premium as compared to regular packaged spices/seasonings for chemical-free products, 2024
- Graph 25: willingness to pay 31-40% additional premium as compared to regular packaged spices/seasonings for chemical-free products, 2024
- Natural claims win over chemical-free
- Graph 26: top three most important features that convince consumers of the purity of a spice product, 2024
- Natural claims win over chemical-free
- Promise 100% naturalness to strengthen brand loyalty
- Graph 27: “100% natural mention on the pack” as one of the top three most important features that would convince consumers of the purity of a spice product, 2024
- Graph 28: “100% natural mention on the pack” as one of the top three most important features that would convince consumers of the purity of a spice product, 2024
- The ‘all-natural’ claim remains under-explored, as attention continues to centre on ‘no-nasty’ claims
- Graph 29: select claims in packaged seasonings, 2019-24
- Leverage the faith associated with the 100% natural claim
- Illustrate naturalness through the farm-to-fork journey
- Highlight provenance and natural processing to cultivate an authentic, natural feel
- Elevate the natural message by integrating health claims
- Engage consumers by teaching simple hacks to spot adulteration
- Citizens of upper-tier cities show higher receptivity to technological and scientific verification
- Graph 30: “digital tracking from source to shelf” and “access to lab test results” as one of the top three most important features that would convince consumers of the purity of a spice product, 2024
- DeHaat establishes credibility with end to end traceability and pesticide checks
- Ensure purity with verified lab testing
- What Indian consumers seek in packaged spices & seasonings
- Freshly ground remains a key consumer preference in India
- Graph 31: features of interest when buying packaged spices/seasonings, 2024
- Consumer demand for fresh spices poses a challenge to branded spice formats
- Graph 32: ‘freshly ground spices’ as a feature of interest when buying packaged spices/seasonings, 2024
- Graph 33: ‘freshly ground spices’ as a feature of interest when buying packaged spices/seasonings, 2024
- Freshly ground mixes provide comfort for everyday regional meals
- Showcase cutting-edge technology for preserving freshness
- Communicate how additional packaging features aid to retain freshness
- Integrate freshness into the packaged format
- Draw consumers’ attention to active ingredients for rich taste and aroma
- Mintel Spark imagines a packaged spice blend that locks freshness
- Explore customisation strategies to increase consumer agency in the packaged spice market
- Graph 34: select features of interest when buying packaged spices/seasonings, by brand loyalty, 2024
- Graph 35: select features of interest when buying packaged spices/seasonings, 2024
- Get consumers involved in the spice blending process
- Adapt spice blends to align with modern tastes and health goals
- Graph 36: select features of interest when buying packaged spices/seasonings, 2024
- The interest in low-sodium spices/seasonings is consistent across age
- Graph 37: ‘low sodium content’ as a select feature of interest when buying packaged spices/seasonings, by age and region, 2024
- Be transparent about the salt content in spice blends
- Differentiate by showing commitment to sodium reduction
- Global inspirations for salt-free spice blends
- Elevate seasonings with added healthy ingredients
- Well-to-do Indians prefer subtle spices and seasonings
- Graph 38: ‘mild or subtle flavour compared to traditional spice mix/seasoning’, as a select feature of interest when buying packaged spices/seasonings, by socioeconomic group and region, 2024
- Quantify sensory experiences and make room for mild flavoured offerings
- Tailor offerings to suit experimenters seeking a gentle level of intensity
- Mild spices are valuable for young palates too
- Refined flavours and new flavour notes bring freshness in the seasonings category
- Create excitement with smokey and woody notes
- Offer a combination of authentic and desi-global to reach a wide audience
- Global flavours add a dash of excitement to the category
- Indian brands are embracing a global flair
- Ride the Korean wave to spice up seasonings
- Adapt global flavours to Indian tastes for widespread appeal and familiarity
- Future: enhance spice selection with aroma labels
- Exploring seasoning preferences
- Social media chatter about seasonings is concentrated among women and those in the 25-34 age group
- Seasonings find more regular users in the North and upper-tier cities
- Graph 39: agreement with the statement “I use seasonings occasionally only when I need to prepare special dishes at home”, 2024
- Graph 40: agreement with the statement “I use seasonings regularly to prepare food at home”, 2024
- Indian seasonings are top of mind, but the demand for global seasonings is notable
- Graph 41: agreement with select statements about seasonings, 2024
- Expand Indian spice horizons
- Occasional users fancy global seasonings
- Graph 42: agreement with “Seasonings with global flavours appeal to me”, 2024
- Empower home cooks to explore cuisines from around the world
- Crista offers seasonings for home-crafted global flavours
- Global players offer professional help to master specific dishes
- Gustus Vitae offers global flavoured sprinklers for air-fried food
- Blending and flavour fusion can boost usage among occasional users
- Graph 43: select features of interest when buying packaged spices/seasonings, 2024
- Mintel Spark imagines a DIY seasoning kit for customisation
- Explore the untapped potential of sweet and salty flavour combinations
- Indian consumers lean towards seasonings in sachets
- Graph 44: agreement with select statements about the packaging format of seasonings, 2024
- Orika offers an interesting combination of single-serve savours
- Innovative format: Ocni launches fun seasoning pencils
- Global trends in seasonings – powered by Mintel LEAP
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APPENDIX
- Report definition
- Consumer survey methodology
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