Monday July 11, 2011

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By Taru Sugandha  ( Assistant Editor )

India: Demand for ready made breakfast options up on the rise

GREAT change is being noticed on the breakfast table of an average urban Indian household. There is a growing demand for ready made breakfast options such as idli and poha. A bowl of cereal is now preferred over savoury aloo paranthas, considering the growing health consciousness in India.According to the industry data, packaged breakfast market in India is annually growing at the rate of 30 per cent. This has prompted companies like PepsiCo India, Britannia Industries and Marico to launch their respective brands, 'Quaker Oats', 'Britannia Healthy Start' and 'Saffola Oats'.Indians are in no mood to spend an hour in the kitchen preparing their breakfast. This is leading to development of new eating habits. More and more women are  stocking up on packaged and branded cereals, ready to eat products that not only serve the purpose of a sumptuous breakfast but also save time."There is a steady growth in the number of households adopting new breakfast categories at around 30 per cent and the penetration of breakfast cereals has doubled although they are still around 10 per cent of absolute penetration," says Saugata Gupta, CEO, consumer products business, Marico.

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