Report
Understanding masala consumer habits in India
Key Consumer Segments and Profiles
- Urban v/s Rural Consumers
o
- Working Professionals v/s Homemakers
o The food processing sector’s rapid expansion, owing to the busy work
schedules of consumers, and the inactive lifestyle of people, significantly
enhances the India spices market demand.
- Age Group Variations
o Exposure to online content and ease of purchase online, as 90% of purchases
are online. (mintel)
o
- Health Conscious and Convenience Seeking Demographics
o The demand for organic and sustainable products is rapidly growing globally,
positively influencing the India spices market growth, and the trend continues
to expand with the increasing consumer awareness of health, environment, and
sustainability. The global inclination towards organic spices free from
chemicals and pesticides, and innovative packaging choices have significantly
propelled the development of the market.]
- The number of health-conscious consumers has grown
rapidly post-covid era, a recent survey by a leading
manufacturer shows that 58% of urban Indians prioritize
nutritional benefits over taste.
- This number clarifies that Indian consumers look for
healthier RTE options compared to traditional food products
which contain several unhealthy ingredients resulting in
obesity, diabetes, and high fat.
- As a result, Manufacturers are responding by introducing
low-fat frozen meals, high-protein snacks, and trans-fat-free
offerings. Subsequently, Clean labels, gluten-free products,
and portion-controlled meals are setting a trend for fitness-
focused consumers.
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india
o
- Income and Dietary Preferences
o Price elasticity differences in whole singular spices in comparision to masala
mixes and spice powder
o
Regional and Cultural Cuisine Preferences
- North Indian Cuisine
- South Indian Cuisine
- West Indian Cuisine
- East Indian Cuisine
- Central Indian Cuisine
Market Data & Consumption Trends
- 2020
- 2021
o Furthermore, the demand for healthy spices such as turmeric, ginger, and
garlic has increased significantly due to the pandemic, and the growing
popularity of herbal drinks is also driving the market forward.
- 2023
o in 2023, India exported 15,39,692 tonnes of spices and spice-based product
valued at USD 4,464,17 million,
o The India blended spices market size is forecast to increase by USD 855.8
million at a CAGR of 13.8% between 2023 and 2028.
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analysis
- 2024
o The global spices and seasonings market reached a value of more than USD
27.93 Billion in 2024. [Link]
and-seasonings-market
- 2025
- The global market is expected to grow at a CAGR of 5.60% during the forecast period
of 2025-2034, likely to attain a value of USD 48.16 Billion by 2034.
- the spices and seasonings market share of whole spices can increase in the future due
to rising level of adulteration in powder spices.
Channels of Purchase
Packaging Preferences and Brand Loyalty
Building taste and loyalty in Masala Consumption
- Preference for branded masala
o with 56% of Indians stating that they currently purchase unpackaged single
spices
o 44% purchasing unpackaged masala mixes,
- Impact of Regional Identity
- Role of Flavour Consistency
- Adulteration
o Rising consumer awareness and concern about the negative health impact of
synthetic additives in spices are augmenting the demand for natural and
organic spices. Over three-fourths (79%) of metro-dwelling Indians agree that
unpackaged/loose spices are adulterated (vs 72% of the total sample). This
research suggests that organic variants can find a niche among packaged
single spices consumers who intend to stick to packaged formats in the near
future.
o Health consciousness and digestion-related issues have led consumers to seek
out high-quality and organic spice blends, including turmeric, ginger, garlic,
and garam masala.
Changing Health and Dietary Trends
Export v/s Domestic Markets
- NRI Preferences Matter
- Leverage Export Data
- State Wise Insights
- In India, Karnataka, Kerala, and Tamil Nadu are the top pepper-producing states,
whereas Telangana, Maharashtra, Karnataka, Tamil Nadu, and Andhra Pradesh are
the top turmeric-producing states.
Openness to South Indian cuisine in northern states
Exploration of north cuisine in south India
Many consumers in different regions are becoming increasingly passionate about Asian food
and cooking them at their homes, which has driven the demand for spices and seasonings.
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Market Development v/s Product Development
However, fluctuations In the prices of key ingredients, such as clove, cinnamon, and
cardamom, pose a challenge to market growth.
However, factors such as convenience, competitive pricing and rapid urbanization are
propelling consumers towards the packaged format of spices and masala mixes.
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Nearly a quarter of Indians (22%) state that they currently buy unpackaged single spices and
intend to switch to packaged formats in the next 12 months, and this goes further to 27% for
masala mixes.
“Single sachet packaged formats can be an ideal route for masala mixes brands that wish to
enter the seasonings market. Our research shows the availability of international varieties is
the biggest purchasing motivator for packaged seasonings consumers (46%).”
Powdered forms are expected to hold the largest market share, driven by their ease of
use and wide availability
The demand for powdered spices is also increasing in the market due to the rising preference
of consumers for flavoured and spicy foods.
The increasing awareness of the nutritional benefits of spices and herbs is also propelling
their demand.
Other spice manufacturers in India are Mahashian Di Hatti Pvt. Ltd., DS Group (Catch),
Eastern Condiments Pvt. Ltd., Aachi Masala Foods (P) Ltd, Patanjali Ayurved Limited,
Sakthi Masala Private Limited, ITC Limited, Ushodaya Enterprises Pvt. Ltd. (Priya), Tata
Consumer Products Limited, Zoff Foods Private Limited, Goldiee Group, Ashok Masale, and
LIFESTYLE FOODS PVT LTD., among others.
Varieties of customers
Multiples cuisines
Major consuming cuisines
Number data
State wise or pop wise
Cited
Spilt up if major companies
Gov on adulteration
Increase in working women
Popularity of ethnic cuisines
Organic market increasing
Encapsulated technologies
Powder form holds largest share
Difference in price elasticity of raw and powdered masala
Key Market Trends
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Health and Wellness
A significant trend in the RTE food market is the growing
consumer preference for healthier options. There is increasing
awareness about nutrition, and consumers are seeking RTE foods
that offer balanced nutrition, reduced levels of salt, sugar, and
unhealthy fats, and are free from artificial additives and
preservatives. Manufacturers are responding to this trend by
reformulating their products to improve nutritional profiles,
incorporating natural and organic ingredients, and offering
options that cater to specific dietary needs such as gluten-free,
vegetarian, or vegan. This trend aligns with broader global
movements towards health-conscious eating and reflects a shift
towards wellness-focused consumer behavior.
Convenience and Time Efficiency:
Convenience remains a cornerstone of the RTE food market. With
hectic lifestyles and time constraints, consumers value RTE foods
for their ease of preparation and consumption. RTE products that
require minimal cooking or can be consumed directly from
packaging are particularly popular among urban dwellers, busy
professionals, students, and single-person households.
Manufacturers are innovating packaging technologies that
enhance convenience, such as microwaveable pouches, single-
serve portions, and resealable packs that maintain freshness. This
trend underscores the importance of convenience as a key driver
of RTE food consumption in India.
Product Innovation and Variety:
There is a growing trend towards product innovation and
diversification in the RTE food market. Manufacturers are
introducing new flavors, cuisines, and meal options to cater to
diverse consumer preferences and regional tastes across India.
RTE foods inspired by global cuisines, traditional Indian recipes,
and fusion flavors are gaining popularity, offering consumers a
wider choice of ready-to-eat meals, snacks, and side dishes. This
trend towards innovation extends to packaging formats, with
emphasis on sustainability, portion control, and shelf-life
extension technologies to enhance product appeal and freshness.
Digital and E-commerce Expansion:
The RTE food market in India is leveraging digital platforms and e-
commerce channels to reach a broader consumer base. With
increasing internet penetration and smartphone adoption,
consumers are increasingly shopping online for RTE foods due to
convenience, accessibility, and a wide range of product choices.
RTE manufacturers are partnering with e-commerce platforms,
investing in digital marketing strategies, and optimizing their
online presence to capitalize on this trend. This shift towards
digital and e-commerce platforms is reshaping distribution
channels and consumer engagement strategies in the RTE food
market.
Sustainability and Ethical Consumerism:
Sustainability is becoming a growing concern among consumers,
influencing their purchasing decisions in the RTE food market.
There is a rising demand for RTE products that are produced
using sustainable practices, environmentally friendly packaging
materials, and ethical sourcing of ingredients. Manufacturers are
responding by adopting sustainable manufacturing processes,
reducing carbon footprints, and promoting transparency in supply
chains. This trend reflects changing consumer preferences
towards eco-friendly products and corporate responsibility,
prompting RTE food brands to prioritize sustainability as a key
differentiator in the market.
Segmental Insights
Product Type Insights
In the Indian Ready-To-Eat (RTE) food market, the ready-to-cook
segment has emerged as a dominant and rapidly growing
category. Ready-to-cook products cater to consumers who seek
convenience in meal preparation without compromising on the
freshness and taste of homemade food. This segment includes a
variety of products such as pre-marinated meats, curries, gravies,
spice mixes, and meal kits that require minimal cooking or
assembly by the consumer. One of the key reasons for the
popularity of ready-to-cook products is their ability to offer a
balance between convenience and customization. Consumers can
enjoy the convenience of quick meal preparation while retaining
control over the cooking process and flavor preferences. This
flexibility appeals to busy urban households, working
professionals, and millennials who value time-saving solutions
without compromising on the quality or authenticity of their
meals.
Moreover, ready-to-cook products often leverage traditional
Indian recipes and flavors, appealing to consumers' preferences
for regional cuisines and authentic taste experiences.
Manufacturers in this segment focus on innovation in packaging,
recipe formulations, and ease of use to enhance consumer
convenience and market appeal. As consumer lifestyles continue
to evolve and demand for convenient yet wholesome meal
solutions grows, the ready-to-cook segment is poised to expand
further, driving innovation and competition within the Indian RTE
food market.
Distribution Channel Insights
In the Indian Ready-To-Eat (RTE) food market, supermarkets and
hypermarkets have become the dominant distribution channels,
playing a pivotal role in the accessibility and growth of RTE
products across the country. These retail formats offer significant
advantages that cater well to the needs and preferences of Indian
consumers. Supermarkets and hypermarkets provide a wide
range of RTE food options under one roof, offering convenience
and variety to shoppers. Consumers can browse through shelves
stocked with frozen meals, snacks, ready-to-cook products, and
other RTE items, allowing them to compare brands, flavors, and
prices in a single visit. This variety is particularly appealing in
urban areas where consumers have busy schedules and seek
time-efficient shopping experiences. Supermarkets and
hypermarkets invest in infrastructure that supports the storage
and display of RTE foods, ensuring product freshness and quality.
Cold storage facilities and proper handling practices maintain the
integrity of frozen and refrigerated RTE products, which are
crucial for preserving taste and nutritional value. Moreover, these
retail formats often run promotions, discounts, and product
demonstrations that attract consumers and drive sales of RTE
foods. Brands and manufacturers benefit from the visibility and
marketing opportunities provided by supermarkets and
hypermarkets, which help in building brand awareness and
influencing consumer purchasing decisions. Lastly, supermarkets
and hypermarkets are preferred by RTE food manufacturers for
their efficient distribution networks and reach across both urban
and semi-urban markets. This widespread presence ensures that
RTE products are accessible to a broad consumer base, from
metropolitan cities to tier-2 and tier-3 towns. In conclusion,
supermarkets and hypermarkets dominate the distribution of RTE
foods in India due to their convenience, variety, infrastructure
capabilities, promotional opportunities, and expansive reach. As
the RTE food market continues to grow and evolve, these retail
channels are expected to play a crucial role in shaping consumer
preferences and driving market expansion.
Regional Insights
In the India Ready-To-Eat (RTE) food market, the northern region
has emerged as a dominant segment, significantly influencing
consumption patterns and market dynamics. Several factors
contribute to the northern region's prominence in the RTE food
sector. The northern states of India, including Delhi-NCR, Punjab,
Haryana, Uttar Pradesh, and Rajasthan, have densely populated
urban centers with a high concentration of consumers who value
convenience and ready-to-eat meal solutions. These urban areas
experience rapid urbanization and lifestyle changes, leading to
increased demand for RTE foods among busy professionals,
students, and dual-income households. The northern region has a
rich culinary heritage with diverse regional cuisines that appeal to
both local and national preferences. RTE food manufacturers
capitalize on this cultural diversity by offering a wide range of RTE
products that cater to specific regional tastes and preferences.
From traditional North Indian curries and snacks to fusion dishes
and international cuisines adapted to local palates, RTE brands in
the northern region emphasize authenticity and flavor
diversity. The northern region benefits from robust infrastructure
and distribution networks, including well-established retail chains,
supermarkets, and hypermarkets. These channels ensure
widespread availability and accessibility of RTE foods,
contributing to higher consumption rates compared to other
regions. Lastly, increasing disposable incomes and changing
consumer lifestyles in the northern region further drive the
demand for RTE foods. As consumers prioritize convenience, time-
efficiency, and quality in their dietary choices, RTE products meet
these demands effectively, positioning the northern region as a
key market for RTE food manufacturers and retailers. In
conclusion, the northern region's dominance in the India RTE food
market is underscored by its urbanization, culinary diversity,
robust distribution channels, and evolving consumer preferences
towards convenience-driven food options. RTE food brands
continue to innovate and expand their offerings to cater to the
dynamic needs of consumers in this influential market segment.
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