This report examines new product development (NPD) activity within the food and beverage categories in India’s e-commerce in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates – offering insights into what captures or misses consumer interest.
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Overview:
This Innovation Country Report is part of a series of reports providing data and analysis on new product launch activity across digital shelf across Food and Nutrition and Beauty, Health and Home categories. The reports explore what type of innovation is happening and in which retailers across selected geographies.
The data contained in these reports are based on Euromonitor’s Innovation platform - an AI-powered platform that identifies and tracks new brand and sub-brand launches across the global digital shelf from January 2021 onwards. It monitors their expansion over time into new countries, retailers and categories, and also shows if they have been discontinued.
The Innovation in India report includes:
Data and analysis on new brand and subbrand launches at online retailers within specific country across:
- Food and Nutrition categories, such as Packaged Food, Soft Drinks, Hot Drinks, Alcoholic Drinks, and Pet Care;
- Beauty, Health and Home categories, such as Consumer Health, Beauty and Personal Care, Tissue and Hygiene, and Home Care.
The Innovation in India report answers:
- Is specific country a pacesetter or follower in terms of new product launches across specific industries?
- What industries lead in terms of new product launches within specific country?
- What type of innovation is happening within specific industries and categories?
- What are the examples of some of the innovations across the categories?
- Which retailers are leading in new product launches within specific country?
Snapshot of NPD activity across food and beverage categories in India
Ice cream and biscuits drive packaged food NPD momentum in India
New ice cream launches retain their share in total category assortment
Key attributes: A focus on clean ingredients and added health benefits
The rising health awareness shapes product innovation in India
Innovation in soft drinks focuses on affordability and wellness
NPDs in energy drinks nearly double their share in total category assortment
Key attributes: Most new soft drinks focus on better hydration and low sugar content
Raw Pressery leads innovation across different soft drinks categories
Growing pet ownership and premiumisation drives NPD in pet food
NPD activity affected by economic pressure and high inactivity rates
Key attributes: Health claims are led by added functional benefits
Bark Out Loud expands treats line with fortified and functional product
Innovation in hot drinks centres around new flavours and added functionality
NPDs in hot drinks declined and struggled with retention in 2024
Key attributes: Health claims focus on functionality and reduced sugar intake
Flavour experimentation and functionality shapes new hot drink launches
Limited number of new launches detected due to restricted alcohol sales online
Tipsy Tiger’s non-alcoholic cocktail mixers detected on e-commerce
Monitoring innovation for business growth
Passport Innovation: Methodology
Passport Innovation: What’s covered?
Passport Innovation retailer coverage
Buy Innovation reports to:
- To understand what type of innovation and where is happening across the broader category scope
- To gain insights into how new product launches are aligned with changing consumer preferences and what needs remain unmet
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