The Evolution of the Breakfast Category in India – The New Indian Express

By Express press service

HYDERABAD: Every morning, the first thing that comes to mind is, “What are we having for breakfast? But the most important meal of the day as we know it today has not always been part of our daily routine or culture (of India), nor has the transition to it. “Until the 14th century, it was not particularly common in India to consume a meal early in the morning. Meals did not begin until about noon for us. The only other large meal was an evening supper, which was once lighter than midday meal. Since the population consisted mainly of farmers and land-owning gatherers, this method worked best for them,” says Amarnath Halember, Executive Director and CEO of NextG Apex India Pvt. Ltd.

With the advent of employment in the country, things started to change. People who worked in other people’s fields, homes, or mills began to make time for an early morning snack, which was the case earlier with lonely children, the elderly, and the sick.

In the 17th century, ever since Europe discovered coffee, tea and chocolate, when the East India Company made their expedition to India in the 19th century, they brought with them the concept of breakfast. In the social elite circles of that time, people would gather at their tables for breakfast before going about their business in the era of the industrial revolution. And that era also coincided with the rise of crackers and the birth of breakfast cereals. And with that, came the era of marketing ready-to-eat breakfast items.

In India, meanwhile, regional dishes were being created specifically for breakfast. In the North, poha, parantha, suji ka halwa, upma, puri-sabji, samosa, chole bhature, dhokla, kachori, chilla etc. began to make regular appearances on our breakfast plates. In the South, varieties of idli, vada, dosa, upma, etc. began to be associated with many chutneys, rasams and sambars to enjoy in the morning. There were also bhajjis and sweet sheera for the sweet tooth.

While so many areas of our lives are undergoing drastic change, the breakfast palate remains more or less uniform in today’s Indian homes. It was very rare that these lovingly prepared and time-consuming delicacies were replaced by bowls filled with cornflakes and milk, oats or muesli. Even though these are also reported to be more nutritious than the beloved Indian breakfast items. Slowly however, hectic lifestyles especially of matriarchal family figures, the need for convenience, changing taste buds, etc. began to drive sales of ready-to-eat breakfast food products. , even in India. In 2020, the global ready-to-eat food category experienced a boom driven by increasing demand from emerging markets, due to reasons such as increasing disposable incomes, greater buyer power, etc.

Now, brands are taking notice of the Indian palate and our regional tastes and approaching the breakfast and snack segment from a localized perspective, even in the cereal category. Indians have always loved traditional Indian flavors and so this could be a major turning point, especially when you combine them with traditional Indian grains such as the beloved ragi and millet.

All over the world, the breakfast category looks simple but takes a lot of time and effort to create. Innovations added to traditional flavors, brought about by a deep understanding of consumer behavior, may well be the key to unlocking massive growth towards more nutritious ready-to-eat breakfast lines that include items such as varieties of cornflakes, muesli, peanut butter and chocolate spread in India.

HYDERABAD: Every morning, the first thing that comes to mind is, “What are we having for breakfast? But the most important meal of the day as we know it today has not always been part of our daily routine or culture (of India), nor has the transition to it. “Until the 14th century, it was not particularly common in India to consume a meal early in the morning. Meals did not begin until about noon for us. The only other large meal was an evening supper, which was once lighter than the midday meal. Since the population consisted mainly of farmers and land-owning gatherers, this method worked best for them,” says Amarnath Halember, Executive Director and CEO of NextG Apex India Pvt. Ltd. With the advent of employment in the country, things began to change.People who worked in other people’s fields, houses or mills began to take time to have a snack early in the morning, this which was the case earlier with single children, the elderly and the sick.In the 17th century, since Europe discovered coffee, tea and chocolate, when the East India Company made its expedition in India in the 19th century, they brought with them the concept of breakfast. In the social elite circles of that time, people would gather at their tables for breakfast before going about their business in the era of the industrial revolution. And that era also coincided with the rise of crackers and the birth of breakfast cereals. And with that, came the era of marketing ready-to-eat breakfast items. In India, meanwhile, regional dishes were being created specifically for breakfast. In the North, poha, parantha, suji ka halwa, upma, puri-sabji, samosa, chole bhature, dhokla, kachori, chilla etc. began to make regular appearances on our breakfast plates. In the South, varieties of idli, vada, dosa, upma, etc. began to be associated with many chutneys, rasams and sambars to enjoy in the morning. There were also bhajjis and sweet sheera for the sweet tooth. While so many areas of our lives are undergoing drastic change, the breakfast palate remains more or less uniform in today’s Indian homes. It was very rare that these lovingly prepared and time-consuming delicacies were replaced by bowls filled with cornflakes and milk, oats or muesli. Even though these are also reported to be more nutritious than the beloved Indian breakfast items. Slowly however, hectic lifestyles especially of matriarchal family figures, the need for convenience, changing taste buds, etc. began to drive sales of ready-to-eat breakfast food products. , even in India. In 2020, the global ready-to-eat food category experienced a boom driven by increasing demand from emerging markets, for reasons such as increased disposable income, more purchasing power, etc. From now on, brands are taking notice of the Indian palate. and our regional tastes and approaching the breakfast and snack segment from a localized perspective even within the cereal category. Indians have always loved traditional Indian flavors and so this could be a major turning point, especially when you combine them with traditional Indian grains such as the beloved ragi and millet. All over the world, the breakfast category looks simple but takes a lot of time and effort to create. Innovations added to traditional flavors, brought about by a deep understanding of consumer behavior, may well be the key to unlocking massive growth towards more nutritious ready-to-eat breakfast lines that include items such as varieties of cornflakes, muesli, peanut butter and chocolate spread in India.