The Evolving India Palate: ‘Indo-Western Vegetarian’ is the new rage reveals IPSOS Survey

Global market and opinion research specialist, Ipsos, today revealed findings from a new survey to understand western food consumption patterns among urban Indians. Survey titled ‘The Evolving Indian Palate’, which establishes the growing popularity of western foods among Indians was commissioned by Dr. Oetker which houses Fun Foods, a leading brand for Western Sauces and Spreads in India. Survey was conducted with 1000 households across 14 cities that consumed non-home cooked western food in the last 1 month and prepared western food at home, with the help of western sauces or spreads, at least once a month.

Revealing the purpose behind the study, Mr Oliver Mirza, Managing Director & CEO for Dr. Oetker India & SAARC said, “As a leader in Western pleasure food category, Dr. Oetker is architecting the growth for western sauces and spreads in India. It is our endeavour to constantly learn and understand how consumption habits are evolving to further innovate and introduce offerings that appeal to consumers. The Dr. Oetker- Ipsos survey has revealed some interesting insights on the encouraging for us to see that consumers today are more open to experimenting with food in their kitchens with Indo-Western fusion food becoming a rage in particular. Even in our new campaign, we are focusing on this aspect of Indo-Western food.”

“We have been growing at a healthy rate on the back of our product and marketing innovations. While many FMCG companies are reporting slowdown, we have witnessed high double-digit growth in 2019. This strongly establishes that western and Indo-Western food prepared at home and are fast evolving as significant new categories in the Indian homes.”

Speaking on the occasion, Sreyoshi Maitra, Executive Director, Ipsos, said, “India is a country with diverse food preferences with starkly different regional cuisines. Despite the entrenched traditional food habits, urban Indians are increasingly becoming open to Western cuisine with more people taking to Western food as a part of their regular consumption regime. Wide access to information, time-pressed and evolving lifestyles, are the key factors to this change.” The advantage that western food has in terms of ease of preparation makes it a convenient choice, the Dr. Oetker – Ipsos survey has further revealed.

“Interestingly, kitchens in the western food consuming Indian households have on an average three western sauces (apart from Ketchup) of which mayonnaise and pasta pizza sauce top the charts. This has contributed to the affinity towards Indo-Western fusion food in India, with western sauces making its way into the repertoire even when desi food is being prepared.” she added. 


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