Welcome to the world of ITC Foods, where innovation meets the needs of a unique consumer segment – the 45+ age bracket. In a market saturated with products aimed at the younger generations, ITC Foods is breaking the mold by focusing on those who seek healthier food options but may struggle to find the right mix on retail shelves.
The ‘right shift’ range by ITC Foods offers a variety of products including upma, oats, cookies, and atta packed with natural ingredients specifically tailored for this discerning consumer group. With nearly 10 million households in this category, the potential market is vast, and ITC Foods aims to expand this offering across all its food categories.
Hemant Malik, Executive Director at ITC, explains, “By 2050, 40% of India will be over 45 years of age. This age group is actively seeking to make healthier food choices but often lack guidance. They have the means to spend, with food being a significant part of their discretionary expenses. Our goal is to provide them with the right options to maintain their health and well-being.”
As FMCG brands strive to tap into new market opportunities, ITC Foods is leading the way with a robust portfolio strategy and innovation across segments. The focus on the 45+ age group aligns with the company’s broader vision of creating a future-ready portfolio under the ‘ITC Next’ strategy.
Moreover, this new offering not only caters to the health-conscious consumer but also contributes to the trend of premiumization in the FMCG sector. With increasing disposable incomes, affluent consumers are upgrading their purchases and shifting towards premium brands – a trend that ITC Foods is well-positioned to capitalize on.
Join us on this journey towards healthier, premium choices with ITC Foods – where age is just a number, and good food knows no bounds.
