Edible oils: India

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This is a collection of articles archived for the excellence of their content.

Consumption trends

2015

Namrata Singh, Sales of packaged edible oil surge, May 27, 2017: The Times of India

In a clear uptrading of consumers in edible oils, even as those categorised under the high Socio Economic Classification (SEC) A and B are the main drivers of packaged edible oils in the country , increasingly , consumers from SECs C, D & E -the mid-to-lower categories -are converting to packaged edible oils from traditional loose oils.

On the other hand, with growing health consciousness, premium oils priced upwards of Rs 110 a litre are sourcing gains from loose oils as well as mid-priced packaged oils. This has gradually resulted in the bridging of the gap between premium oils and other packaged oils, said industry experts.The average consumption of premium oils is 1.2 litres per household per month, while the average consumption of other packaged oils stands at 1.59 litreshouseholdmonth.

According to IMRB data on edible oils, consumption of packaged edible oils is on the rise while that of loose oils has declined. In 2016 (January-December volumes in terms of litres per household member), all India urban plus rural average consumption of packaged edible oils rose to 4.6 as compa red with 4 in 2015. On the other hand, loose oils consumption declined to 4.5 from 4.6.

Sudhakar Desai, CEO, Emami Agrotech, which recently launched its `Emami Healthy and Tasty' brand nationally -and which is a leader in West Bengal -said, “Due to a constant trend of users upgrading themselves to premium variant, by the law of averages only, usa ge of premium edible oil does not get significantly affected by any healthy lifestyle trend. With fast changing lifestyles and health awareness, demand shift to premiumhealthy oils will increase at a faster phase.“

Desai said consumption of packaged edible oil commands a share of around 38% in the entire edible oil market in India, mainly driven by SEC A and B users. The premium variants among the packaged edible oils have higher penetration among these two segments of users, which accounts for almost a fifth of the total packaged oil users in India.

According to Saugata Gupta, MD & CEO, Marico, which markets `Saffola' edible oil, premium oils are expected to grow fast since this segment is maturing through penetration. Current household penetration of any premium oil is 21%, with huge headroom for growth.