The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

With the rise of travel and the continued globalisation of society, snacking flavours and experiences from around the world are growing in popularity, especially in the Western world. Rhea Agarwal, director of business development for the UK and EU at Haldiram, a leading producer of authentic Indian snacks, speaks to FoodBev about India’s snacking industry and the rising popularity of Indian snacks in the West.

Food is more than just sustenance; it is a bridge to culture, tradition and new experiences. As the world continues to evolve, so do the tastes and preferences of global consumers. We are thrilled to witness a dramatic shift in the snacking industry, with Indian snacks taking centre stage in markets beyond India. What was once considered an ethnic delicacy is now rapidly becoming a mainstream snack option in the West.

The growth of the Indian snack market

India's snack market is experiencing unparalleled growth, projected to expand at a compounded annual growth rate (CAGR) of 13%. This upward trajectory is not just a reflection of India’s expanding middle class, but also an indication of a broader, global appetite for diverse, flavourful snack options. In 2022, Western snacks held a dominant share in the organised savoury snacks market, valued at INR 242 billion. Ethnic namkeens and snacks, however, garnered a significant INR 114 billion during the same period – an encouraging sign of the rising demand for authentic, regional flavours.

We have witnessed first-hand the evolving landscape of consumer preferences. While traditional namkeens (a type of savory snack, usually made from a mixture of ingredients such as lentils, peanuts, chickpeas and spices) have always been a staple of Indian snacking, today’s consumers are seeking healthier, more innovative alternatives. As the demand for snacks shifts from indulgent to wellness-oriented, there is an increasing need for products that blend the best of both worlds: authentic flavours with nutritional benefits.

This shift is clear from the rising popularity of snacks made with alternative flours, millet, quinoa and other nutrient-rich ingredients. As the snack category continues to mature, the demand for gluten-free, vegan and high-protein options is also growing.

Indian snacks going global: From local to mainstream

Indian snacks have long been an integral part of our culinary heritage, and it is incredibly gratifying to see them gaining recognition on the global stage. As more consumers in the West become increasingly interested in ethnic and exotic flavours, Indian snacks are finding their place in mainstream supermarkets like Sainsburys and Tesco, alongside their Western counterparts.

At Haldiram’s, we have expanded our reach internationally, establishing a strong retail and online presence in multiple global markets. This expansion is a testament to the growing demand for our authentic snacks and the broader global appetite for cultural culinary experiences. As consumers travel more, engage with different cultures and discover new cuisines through social media, Indian snacks have quickly become a popular choice for those seeking a unique and flavourful snack experience.

Meeting the demands for healthier, authentic flavours

One of the most exciting aspects of the rise of Indian snacks is the increasing demand for products that combine regional authenticity with a healthier twist. As the world becomes more conscious of wellness and sustainability, consumers are increasingly seeking snacks that offer both taste and nutritional value.

This trend is reflected in the growing popularity of millet-based snacks, low-oil namkeens and other health-conscious innovations that are reshaping the snack industry. Staying true to your authentic roots while adapting to these shifts is key. Snacks can be indulgent without being unhealthy. With a commitment to quality, authenticity and innovation, manufacturers must strive to create snacks that embody a perfect balance of tradition and wellness, such as flavoured makhana, ragi chips and quinoa chips, among others.

Looking ahead: The future of Indian snacks in the West

The future of Indian snacks in the West looks promising. As consumer demand for health-focused snacks continues to rise, we anticipate that the global appetite for our products will continue to grow. The demand for snacks that deliver both flavour and health benefits, such as gluten-free and plant-based options, aligns perfectly with many of the traditional snacks we’ve been making for decades.

As we look to the future, we are confident that Indian snacks will continue to reshape the global snacking industry. Our belief in the power of food to bring people together, bridge cultures and create memorable experiences drives us to deliver snacks that are not only delicious but also reflective of the diverse world we live in. The snacking revolution is just beginning – and we’re thrilled to be part of it.