Food MArketing & Technology In India Food Marketing & Technology In India Vol 10 | Page 32

Processing
HEALTH BREADS
ARE CHANGING THE FACE OF
MEALS IN URBAN INDIA
BY: AMRINDER SINGH *
W
ith around 1.5 kg to 1.75 kg
being consumed per capita
in various zones in the
country, availability of an extensive
variety in bread categories is changing
the appearance of everyday meals in
India. With 32 percent consumption,
Southern India ranks first in the list
of the largest bread consumer base in
India, closely followed by northern
states with 27 percent. Whereas,
western states and eastern states have
a moderate bread consumption pattern
of 23 percent and 18 percent come
lower in the list. However, the pattern
of consumption is changing positively
and is quite evident. India’s bread
market stood at $640.73 million in 2017,
and it is estimated to grow at a CAGR
of over 10.70 percent, in value terms,
during 2018-2023, to reach $1024.54
million by 2023.
Changing Lifestyles
Driving Bread Preferences
Spiced up vegetable curry and deep
fried poori has lost popularity amongst
the urban population and that reflects
in their meals. A traditional English
breakfast consisting of scrambled eggs
with buttered toast or bread with a
choice of spreads like jam or peanut
butter has become an integral part of
many urban household’s morning
rituals. Sandwich, toast, burger, French
toast, garlic bread and many more
such variants of bread recipes that are
becoming popular among “parantha &
poori” loving population. is making bread a food-of-choice for
the urban demographic.
From the first meal of the day to the
last meal; bread is steadily replacing
paranthas or chapatti from the dining
table and with the growing popularity
of ready-to-cook food, working women
are not hesitant to club their soup and
salad dinners with bread. Fast-paced
lifestyles, hectic workloads and, with
more and more youth coming to
metro cities, breads with an array of
conveniently made western delicacies Obese Youth and the
Need for Alternative Staples
Researchers have pointed
towards the swelling numbers
of overweight people in
developing countries that has
created havoc. Around 14.4
million people suffer from
obesity in India
An urban individual, falling within the
95 to 100 percent top income-group
consumes 487gms of flour-based
products a month with bread being the
preferred item of the meal.
Researchers have pointed towards
the swelling numbers of overweight
people in developing countries that
has created havoc. Around 14.4 million
people suffer from obesity in India. A
sample study conducted on a sample of
309 people has revealed that 56 percent
of them were generally obese, around
72 percent suffer from abdominal
obesity and over 50 percent have
combined obesity (most obese also
have abdominal obesity). According
to the World Obesity Foundation,
all these numbers will escalate by 5
percent by 2025.
Evaluating the reasons will unearth the
fact that India’s staple carbohydrates
may be to blame. A traditional Indian
meal comprises of rice, roti, paratha,