India is the world’s top spice consumer, but the market is a fragmented battlefield. With brand switching and unorganised players undercutting the giants, sharp differentiation isn’t just a strategy anymore – it is essential for long-term growth and survival. Therefore, this Report leverages key driver analysis to pinpoint the untapped white space opportunities that can help brands stand out.
Heightened concerns around adulteration have accelerated the need for packaged spices brands to build trust and credibility. The Report examines the factors that influence women from diverse socioeconomic backgrounds to trust packaged spices.
At the same time, India’s rising interest in global cuisines is reshaping expectations, as home cooks increasingly experiment with international cuisines. By identifying the specific global cuisine profiles of interest, the Report highlights where seasoning brands can innovate to stay aligned with evolving consumer tastes.
This report looks at the following areas:
- Key driver analysis for driving differentiation in a competitive blended spices/masala mix market
- Identifying factors that build trust in spice brands among women
- Exploring preferred cuisines for home-cooked meals
- Consumer attitudes towards and interest in innovations within packaged spices and seasonings
In the competitive spice market, win with authenticity in masala mixes, tailor SEC-specific strategies for building trust and expand seasoning's horizon with Asian flavours to target Gen Z.
Tulsi Joshi, Principal Food & Drink Market Research Analyst, 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, which are 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 cooked food; it excludes salt and salt variants (eg oregano, chilli flakes, chaat masala)
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
- Overview
- Outlook
- Spices continue to be a highly penetrated category in India; competition gets spicier with range extension and regional brand launches
- Graph 1: spices/seasonings used in the last three months, 2025
- Graph 2: top 10 brand launches in spices and seasonings, 2020-25
- Launch trend: single spices continue their momentum, blended spices are emerging and cuisine-based seasonings are an emerging niche
- Graph 3: flavour landscape of spices and seasoning launches, 2016-25
- Launch trend: natural claims are mainstream; health claims are emerging
- Graph 4: claims landscape of spices and seasoning launches, 2016-25
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COMPETITION GETS SPICIER – CREATE DISTINCTION IN THE BLENDED SPICES MARKET
- The packaged adoption surge spices things up for masala mixes, creating space for variety expansion and new entrants
- Graph 5: % of respondents who selected “I currently buy unpackaged/loose format but I intend to switch to packaged/branded format in the next 12 months”, by select spices and seasoning formats, 2022 vs 2024
- Unlocking growth in blended spices: from ‘just satisfied’ to exceeding expectations
- Graph 6: overall satisfaction level for blended/spiced mixes, 2025
- Stand out in the blended spices space with authentic regional flavours and the ability to retain freshness and aroma long after opening
- White space opportunities to stand out in the packaged blended spices market
- Now: offer an authentic regional flavour twist to popular masala mixes
- Now: expand region-specific product lines
- Now: beyond classics – deliver authenticity with lesser-known varieties of popular dishes
- Next: introduce spice blends to celebrate region-specific festivities and seasonal recipes
- Graph 7: % of respondents who agree with a select statement, by region and city tier, 2025
- Locking freshness, unlocking opportunity
- Now: design freshness-preserving packaging for blended spices
- Now: promote the aroma and taste longevity of blended spices by educating consumers on best storage practices
- Next: drive transparency by unveiling the entire ‘seed-to-shelf’ journey
- Next: lines will blur between masala mixes and premixes to deliver time-savvy convenience
- Future: agritech innovations will rise to ensure consistency, safety, traceability and flavour authenticity in spices
- Future: masala mixes will get a smart kitchen upgrade
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BUILD TRUST FOR BRAND LOYALTY, BUT IT’S NOT ONE SIZE FITS ALL
- Building consumer loyalty remains a challenge in packaged spices
- Adulteration scandals are pushing trust to the centre of loyalty building in spices
- Trust in spices is not built through a single cue
- Spicing up trust: tailor brand-building initiatives to diverse SEC preferences among women
- Give an emotional twist to referrals to encourage positive word-of-mouth recommendations
- Leverage cultural pride and micro-community trust to drive word-of-mouth advocacy
- Status quo: clean labels are now table stakes in the spices category
- Graph 8: % of launches with select claims in spices and seasonings, 2022-25
- Now: ingredient traceability is emerging as the next proof point beyond ‘natural’ claims
- Next: close association with farmers can be a natural extension to proving ingredient traceability
- Graph 9: % of respondents who agree with the select statement, by employment and gender, 2025
- Graph 10: % of launches with select claim in spices and seasonings, 2020-25
- Elevate transparency and traceability by embedding farmer welfare into the heart of the sourcing story
- Next: Indian packaged spices will increasingly adapt to India’s K-shaped economy
- Future: brands will extend their transparency to their pricing and climate impact
- Appeal to the affluent by blending flavours with functional health benefits and dietary preferences
- Graph 11: % of respondents who agree with select statements, by socioeconomic class, 2025
- Graph 12: % of launches with select claim category in spices and seasonings, 2020-25
- Now: lead with functional health to target affluent women
- Next: cater to niche dietary preferences
- Future: spices will rise to address consumers’ demand for macronutrient-rich spices and seasonings
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EXPANSION OPPORTUNITY WITH ASIAN CUISINES
- Wake up and smell the soy: Asian flavours are seasoning up new opportunities
- Chinese leads Asian cuisine adoption as Thai and Korean gain traction
- Graph 13: types of cuisines, by interest, trial and adoption as home-cooked meal, 2025
- Appetite for Asian flavours in India is broadening
- Spice and seasoning brands must move from supplying ingredients to enabling global cuisine experiences
- Beyond Italian: uncover the untapped demand for Chinese, Korean and Thai seasonings
- Graph 14: % of respondents who want to eat home-made meal of select cuisines, by % of respondents who have consumed select cuisines, 2025
- Beyond Italian: uncover the untapped demand for Chinese, Korean and Thai seasonings
- Now: ‘masala-meets-Mandarin’ opportunity; add an Indian twist to Chinese seasonings
- Graph 15: % of respondents who agree with select statement, by select consumer segments, 2025
- Now: instant noodles are emerging as a new customisation platform for seasonings
- Graph 16: % of respondents interested in trying select toppings in packaged instant noodles, total vs Gen Z, 2025
- Now: make instant noodles instantly better; introduce seasonings as ready-to-sprinkle toppers
- Next: explore chilli oil seasoning as a topping to give a fiery Asian twist to noodles
- Next: make room for Mexican, Mediterranean and Middle Eastern seasonings
- Now: seize the untapped air fryer opportunity for spices and seasonings
- Next: expand consumption occasions by leveraging popular global flavours to season at-home snacking
- Future: premiumise by launching global and local exotic-ingredient spice blends and seasonings
- Graph 17: % of respondents who agree with select statement, by city tier and socioeconomic class, 2025
- Key takeaways
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APPENDIX
- Report definition
- Consumer survey methodology
- Key driver analysis – correlation
- Social data research methodology
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