Sweets, or mithai, are an essential part of Indian festivities – whether as gifts or for self-consumption. Confirming the conspicuous preference of Indian consumers via a survey conducted by the community-focused social media platform LocalCircles, which reveals that 53 per cent of consumers gravitate towards sweets, chocolates, and baked products when shopping for festive gifts. At the same time, the confectionery sector is also constantly evolving and innovating, to cater to changing customer tastes and emerging preferences. The dominant themes this year reflect the intersection of aspirational purchases, conscious consumption, and the desire for guilt-free indulgences.
Classics with a modern twist
Festivals evoke the nostalgic desire to revisit cherished memories through familiar flavours and textures – certain flavours have the ability to transport consumers to a different time and place. Concurrently, consumers are also eager to temper their fascination for all things familiar with a touch of experimental, and openness of their palates to global infusions. Brands, in turn, are responding to this duality by adding an innovative spin to established classics. For instance, since nuts and dried fruits are traditionally gifted and consumed in copious amounts during Indian festivals, combining nougat or chocolate with high-end nuts such as pistachios, walnuts, and almonds offer a delightful textural contrast, while still evoking familiarity.
The high costs of cocoa are influencing chefs and brands to experiment with traditional fruit-based flavours and innovate with the format of presentation. Sweets infused with a sour kick have caught the fascination of Indian and Global consumers, while exotic ingredients such as matcha and cranberries are finding their way into fusion mithais to offer an element of contrast. Another interesting trend is the ‘swicy’ flavour, which merges spicy notes with sweet elements to create an unexpected burst of taste, a popular example of which is chocolate infused with paprika.
Health-forward and purposeful
Even as festivals are commonly recognised as a time for excesses, contemporary consumers are eager to investigate new ways to combine their fitness goals with their festive indulgences. Such consumers seek products that combine flavour with function, by factoring in nutrition-packed ingredients. Accordingly, products that feature a higher concentration of protein, fibre, antioxidants or even super foods are gaining in popularity. A rising preference for all-natural ingredients have led to many brands opting for fruity and floral flavours. Brands are also taking into account changing dietary preferences by leaning towards recipes that eliminate gluten, dairy, and preservatives. There is also a growing appreciation for alternative sweeteners such as jaggery and dates, in place of refined sugar. Further, the Asia Pacific region is expected to be the fastest-growing regional market for plant-based confectionery, due to the rising cases of lactose intolerance and the increasing popularity of plant-forward diets.
An appetite for sustainability
The looming threat of climate change has led luxury consumers to seek information about how products are made and where their ingredients are sourced from. There is a rising preference of locally made products, comprising ethically sourced ingredients that have been produced in a socially and environmentally responsible manner. Many brands are coming forward to voluntarily disclose their manufacturing and sourcing practices, and highlight these as the salient points distinguishing their products. Parallelly, while consumers are focusing on the overall experience of consuming a product, in which the packaging plays a significant role, they are much more likely to gravitate towards products that are enclosed in eco-friendly packaging. A recent survey by McKinsey & Company also found that 66 per cent of respondents claimed that they consider sustainability when making a purchase. Many brands are now switching to plastic-free alternatives that are kinder to the environment, while still retaining the premium look and feel that luxury consumers expect from their purchases.
The contemporary consumer is mindful, aware and purposeful. This presents an incredible opportunity for Indian confectionery brands to reinvent and re-imagine the boundaries of traditional Indian mithai. By tapping into their evolving preferences and their openness to experiment, the Indian confectionery sector can unlock new horizons and make a definitive mark in a rapidly expanding market.
By Ms. Shivani Sharma, Chefpreneur and Founder of Gourmestan
