India dines together more, leaves solo dates behind

India is experiencing a shift towards more group dining experiences and healthier food choices, according to a new report by Worldpanel by Numerator (Kantar). The study reveals that packaged food and beverage consumption in groups of five or more has risen to 43%, up from 34% two years ago, while solo consumption has dropped to 23%, down from 29%.

Overall food and beverage volumes have declined by 8.6% in the past year. This suggests that consumers are not eliminating out-of-home occasions but are becoming more selective, with larger groups driving a larger share of volume. K Ramakrishnan, managing director, South Asia, Worldpanel by Numerator, suggests that brands can capitalize on this trend by enabling the purchase of larger packs through promotions, discounting, or marketing.

The trend is also evident in when consumers spend, with OOH consumption rising significantly in the final week of the month, particularly among younger and less affluent households. This is likely due to leftover budgets in this cohort, according to K Ramakrishnan. Moreover, health is becoming an increasingly important consideration in out-of-home consumption, with healthy snacks, drinks, and sports beverages among the fastest-growing categories.

Health is no longer a niche but a mainstream concern, according to K Ramakrishnan. Companies are also adapting to this shift, with Danone India focusing on identifying unmet nutritional needs rather than simply expanding into existing categories. The company's MD, Shashi Ranjan, emphasizes that the rising middle class and disposable incomes in India, coupled with increasing awareness, are driving this shift.