Back to basics: Organic food brands betting big to change consumer trend

The search for simplicity is growing as people battle fatigue. Companies need to respond quickly, say experts

At a recently held food show in Greater Noida, near Delhi, almost 25 startups specialising in organic food, set up stalls to inform delegates about their fare. This was the first time, the organisers, an arm of the Department of Commerce, Government of India, said they had seen interest coming from so many brands within the category. They were surprised.

But experts say the interest shown by organic food players to pitch their ware to a captive audience is part of a larger consumer trend. People are going back to the basics, say research agencies Euromonitor International and Kantar IMRB, as many increasingly turn to a lifestyle that is simple, devoid of the trappings of materialism. The trend is also linked to the fatigue experienced by consumers to the surfeit of information, technology and social media around them.

“Digital detox is emerging as a big business, starting at the very top of the heap,” says Preeti Reddy, CEO, South Asia, Kantar Insights Division, in a report that maps the key trends defining consumers in 2019. “As people embrace physical activity from the new-age Zumba to traditional yoga, long-distance running and cycling, the athleisure market is growing. There are over 1000 marathons organised in big and small cities across India. Book reading clubs, litfests are all growing as people explore their roots,” she says.

Ina Dawer, research manager, India, Euromonitor International, says the need for ethically-positioned authentic products and experiences is also growing in the country, which is showing up in the increased adoption of herbal and ayurvedic products. Market research agency Nielsen had said earlier that the naturals segment accounted for 41 per cent of the overall personal care market in India and could touch 50 per cent in the next few years.

“Companies now have to embrace higher welfare products if they wish to tap into this trend for authentic experiences,” says Dawer. Some companies such as the country's largest consumer goods player Hindustan Unilever (HUL) have already understood these changes and have strategies in place to address it.

Sanjiv Mehta, chairman and MD, HUL, says, “Brands with a purpose are selling more today. Consumers are increasingly growing conscious of the company behind the brand; wanting to know the values it espouses. Firms therefore can no longer alienate their brand and corporate identities. The lines are blurring.”

HUL itself has pushed the concept of brands with a purpose aggressively over the last few years. If Surf Excel spoke of how dirt was good (‘Daag Acche Hain’) earlier, it is now addressing the need for handling failure with courage  through ‘Haar ko Harao’. Brooke Bond Red Label, on the other hand, has endeavoured to bring people together over a cup of tea, while Lifebuoy has focused on hand hygiene and cleanliness among children.

Rivals such as Procter & Gamble (P&G) and Tata Global Beverages (TGB) have also gone down the road of purpose-led marketing, pushing campaigns such as ‘Share the Load’ (for P&G’s Ariel) and ‘Jaago Re’ (for  TGB’s Tata Tea) recently. P&G’s Ariel and Whisper brands, in particular, have attempted to address gender inequality and the awkwardness around a woman’s menstrual cycle, both pressing issues in India, with sensitivity. Gillette, which is P&G’s male grooming brand, on the other hand, has just touched upon the issue of toxic masculinity globally, asking men to reject sexual harassment and bullying. While some have welcomed Gillette's move, some have criticised it for stereotyping the male gender.

Gillette itself has clarified that the campaign, which was released on digital and social media last week, was intended to start conversations and spark change. There were no plans, it said, to pull down the ad or change its tone following negative feedback.

Euromonitor International says social consciousness will only grow — which Mehta describes as “righteous anger” — as tolerance for what is wrong reduces. While millennials have been driving this change over the last few years, experts say that older men and women are now joining the bandwagon. This trend is expected to grow this year, putting pressure on firms to react appropriately to situations.

When the #Metoo movement began last year, for instance, women from all walks of life and all age groups came forward to share their experiences, empathising with those who were victims of sexual harassment, said experts.

Kantar IMRB says that #Metoo has spurred women to find ways to defend themselves. Smart jewellry brand Leaf Wearables, based in Delhi, embeds a device called Safer Pro, which sends out an alarm signal and the user's location to predetermined contacts, the agency said. Titan has launched smart watches for women that allow them to alert their folks.