Authenticity and consumer involvement drive growth in Indian

As reported by the Grocery Trader last month, award-winning Indian food brand, Geeta’s has enjoyed a 4.4% increase in chutney sales this year, against a market decline of 2%, with particularly strong growth recorded for its flagship Premium Mango Chutney.
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“The increased demand for premium products in the grocery market, illustrated by the above average performance of Waitrose and M&S food, has been reflected in some categories within World Foods, including Indian”, says Sally Campbell, Geeta’s Category Manager. “We have a fiercely loyal consumer base for our flagship product, Geeta’s Premium Mango Chutney, which has been established in the UK for over 20 years and become a heritage product”.

Geeta’s chutneys and pickles are made in India and as consumer demand for real authenticity and provenance has continued to build, the company has seen an increase in demand for the products. “Our distributors help tailor the range to fit each store’s consumer base”, says Campbell “Geeta’s Mango & Chilli Chutney is now our no. 2 line, ahead of Lime & Chilli Chutney, in line with the ongoing trend for spicier flavours. We predict that traditional Indian varieties such as Tamarind Chutney and Lime Pickle, and new twists on the market-leading Premium Mango e.g. Pomegranate and Mango will grow in 2017”.

In 2017 Geeta’s plans to further increase brand awareness, and will focus on increasing distribution for it’s distinct range of Indian curry pastes, cooking sauces, spice mixes and new cooking sauce kits, all of which feature the vibrant turquoise packaging, instantly recognisable as Geeta’s and giving strong shelf stand-out.
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Meal kits are an established feature in some ethnic cuisines e.g. Mexican and Thai, and are beginning to see growth in other areas, such as Indian, where traditional cook-in sauces have stagnated in recent years. Indian meal kits are valued at £2.8m, with value predicted to be over £10m by 2018.

“We believe Indian meal kit growth will come from products that bridge the gap between simple sauces and scratch cooking. Geeta’s new Indian Sauce kits can be cooked in three ways; as a traditional curry, as a drier stir-fry or oven-bake; methods which are in line with the trend for healthier eating and bring much-needed excitement to this mature category,” says Campbell. Source Kantar Worldpanel July 2016

GEETA’S

Tel: 0208 450 2255

Email: trade@geetasfood.com

www.geetasfoods.com

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