Godrej’s Food and Microbiology lab drives consumer-centric innovation
Gaurav Grover, CEO, OFI India
India’s food processing industry is undergoing a critical transformation, steered by the dynamic shift in consumer preferences, especially within the Gen Z segment. By 2030, this demographic is expected to have 370 million consumers, significantly influencing the future of the sector. To thrive in this evolving landscape, businesses should have a strategy for their growth. They should navigate the delicate balance between global food trends and the deep-rooted local culinary heritage, embracing innovation to cater to these new-age consumers. This blend of global appeal with local taste and authenticity will be key to staying ahead in an ever-changing market.
As consumers become more globally connected, their expectations for food products have also changed. It’s about time for businesses to recognise the interplay between health consciousness, environmental responsibility, and the demand for convenience, which collectively define modern consumption patterns. Health-focused consumer behaviour is reshaping product development. According to a report, India is projected to host 176 million health-conscious consumers by 2026, driving a $30 billion market. Businesses in the food processing sector are responding by incorporating functional ingredients—probiotics, superfoods, and fortified products—into their offerings. These innovations address consumer demands for items that support gut health, boost immunity, and offer high protein content. For example, reformulating products to replace artificial additives with minimally processed alternatives has become a priority. Leveraging traditional ingredients offers a health-conscious yet culturally authentic edge that resonates with India-based consumers.
Sustainability and Ethical Sourcing
The growing consumer attention on sustainability is driving businesses to rethink sourcing and production strategies. Gen Z, in particular, prioritises brands with clear commitments to ethical practices and environmental responsibility. According to the FICCI-EY report, over 50 per cent of Indian consumers are willing to pay a premium for sustainably sourced products. To adapt, food processors are embracing upcycled ingredients, reducing food waste, and implementing sustainable sourcing practices. Cascara, derived from coffee cherries, is an example of an upcycled ingredient that provides both
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