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A study on the breakfast habits of Urban Indian Consumers

Article · June 2014

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 A Study of Breakfast Habits of Urban Indian Consumers
Mrs. Lakshmi Shankar Iyer
Assistant Professor, Christ University Institute of Management
Kanmanike, Kumbalgodu, Mysore Road, Bengaluru – 560 060

Mr. Nishanth Kumar P

Student, Christ University Institute of Management, Kanmanike, Kumbalgodu
Mysore Road, Bengaluru – 560 060

Abstract

Breakfast, an essential part of any household, is turning out to be more tempting with quick fix and
tasty options which are creating a wave in the Indian market. Being strapped for time and having the
need for fast and nutritious breakfast, the Indian urban household is moving away from traditional
breakfast as it consumes more time for preparation. The Indian consumer is waking up to the need of a
healthier lifestyle and also to the need to start the day with a King’s breakfast. The affluent urban
consumer looks for convenient options to have quick, nutritious and tasty breakfast. The shift to low
fat and healthy options, the awareness to keep weight in control and maintain healthy lifestyle is
another trend that could make the segment change to top gear. The current study focuses on change in
the breakfast pattern of Urban Indians from traditional to modern methods. The study also tries to
understand the brand positioning and marketing strategies of companies in the evolving breakfast
segment.
Keywords: Breakfast pattern, Ready to eat foods, Traditional and modern breakfast, Urban Indian
consumers

INTRODUCTION

Breakfast is an essential part of an Indian household and therefore holds immense opportunity
for marketers. The sheer variety that is possible in this space makes it exciting to explore. Moreover,
today’s consumer is willing to experiment in this category and hence there in an ongoing innovation
and a slew of new product launches in this space. While consumers of all age groups view the nascent
segment of breakfast ready-to-eat versions as nutritious and convenient, the companies marketing the
varied products are seen as a market of considerable potential.
Food Industry experts point out that India is a late entrant into the breakfast ready-to-eat
market. But the entry is better late than never. (VIJAY, 2013) There is no doubt that the multinationals
hold sway to the ready to eat breakfast market and are well ahead in terms of novel ingredients and
flavor adding zest to this segment. While the domestic players are getting into the space at a faster than
expected pace on their market share in most markets, they are not much aware about the cereal market.
Paucity of time, dual income and need for fast and nutritious breakfast drives the Indian urban
household to opt for breakfast cereals. The Indian consumer is waking up to need of a healthier
lifestyle and the need to start the day with the breakfast of a King. The affluent consumers facing lack
of time is looking for convenient options to make breakfast quick, nutritious and tasty. It is these three
needs that are driving the influx of options for the players to grow. The shift to low fat and healthy
options, the awareness to keep weight in control and maintain healthy lifestyle is another trend that
could make the segment top gear.
Considerable inputs are also coming in from nutritionists, pediatricians and cardiologists who
are looking to power the breakfast options with cereals that could sustain for hours and also provide
the necessary weight control. From the simple stir cereals in milk, to oats, ready to cook upma, poha
and ready to heat and eat chapattis there is likely to be an explosion of concepts in the category.
A change is taking place at the breakfast table of an average urban Indian household which is
nothing short of a revolution. The home-made idli is being replaced by one dished out from a

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packaged, branded ready-to-cook batter. A bowl of cereal is elbowing out the hot-from-the pan aloo
paratha. Even the regular quick-fix kanda-poha is being shoved aside by multigrain bread flaunting
health benefits. The time-starved working Indian consumer, who is in no mood to spend an hour in the
kitchen preparing breakfast, is adopting this new eating habit to suit her lifestyle. She is stocking up on
packaged and branded cereals, ready-to-eat/cook products that not only serve the purpose of a
sumptuous breakfast, but also save time. Her children are easily adapting to the new morning regime,
while her neighbours and friends are keen on converting to a similar lifestyle.
Convenience is a vital factor, with increasing number of working people and rising household
incomes, nuclear families and time constraints there has been greater demand for value-added foods.
As a result families have devised their own strategies to cope with this situation. It ranges from
missing breakfast to having an inadequate breakfast to packing something to eat on the way to school
or work to having street side snacks. It has also allowed consumers to accept and adopt packaged
breakfasts.
REVIEW OF LITERATURE

Consumer preference towards sellers of Ready-made Food Items

(RAJMOHAN. P, 2005) The study has been conducted to estimate and measure the effect of
socioeconomic factors and other influencing factors for purchasing the readymade food items among
the consumers. Three hypotheses pertaining to the objective were framed and tested in the study. 27
variables were grouped under two factors using factor analysis namely (i) Variables of Socioeconomic
factors and (ii) Variables of demand factor for readymade food items.
Whole Grains and Dietary Fiber: Acceptance of Whole Grain Foods and the Effect of Whole
Grains and Dietary Fiber Characteristics on Food Intake and Satiety
(SCHROEDER, December, 2009) Current dietary guidance recommends at least three daily servings
of whole grains, which is rarely attained by the American public. In order to investigate approaches to
enhance whole grain intake, the feasibility of introducing whole grain foods into elementary schools
was assessed. A second study compared the effect in humans of whole grain high fiber barley, whole
grain wheat and refined rice on satiety and energy intake at a lunch meal after consuming a hot cereal
breakfast and snack mix. Satiety was assessed using a modified visual analog scale. Energy intake did
not differ among treatments, but consumption of whole grain high-fiber barley foods significantly
decreased hunger whereas whole wheat and refined rice foods did not.
Modifications of Indigenous Food Habits of Indians Currently Residing In Columbus, Ohio
(BALASUBRAMANIAM, 1976) The study of food habits gives a clear index of the economic and
social changes within a society. Therefore, the purpose in this study is to describe the changes in the
indigenous food habits of a sample of Indian individuals and families currently residing in Columbus,
Ohio and to identify factors influencing these changes.
Breakfast and the Achievement Gap among Urban Minority Youth
(BASCH, 2011) The study was done to know the prevalence and disparities of breakfast consumption
among school-aged urban minority youth, causal pathways through which skipping breakfast adversely
affects academic achievement, and proven or promising approaches for schools to increase breakfast
consumption. Skipping breakfast is highly and disproportionately prevalent among school-aged urban
minority youth, has a negative impact on academic achievement by adversely affecting cognition and
absenteeism, and effective practices are available for schools to address this problem.
Changes in Food Habits among Pakistani Immigrant Women in Oslo, Norway
(MELLIN-OLSEN, 2005) The main objective of this study was to provide information on dietary
change and factors leading to these changes in Pakistani women after migration from Punjab, Pakistan
to Oslo, Norway. In accordance with the Koctu¨rk model, the cultural importance of breakfast and
lunch has diminished, and dinner has become the most important meal. Meals on weekends tend to be
more traditional than on working days. The focus group interviews revealed a rich variety of factors
influencing dietary change: health aspects, children’s preferences, work schedules, social relations,
stress, traditional beliefs, climate, season and access of foods.

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National patterns of breakfast consumption: Nutritional and Health implications
(DESHMUKH-TASKAR, MAY, 2010) The nutritional and health implications of breakfast skipping
and type of breakfast consumed were assessed in children, adolescents and young adults via three
studies. A 24-hour dietary recall was used to assess self-reported breakfast/brunch consumption,
nutrient intakes, nutrient adequacy, and diet quality. Covariate-adjusted sample-weighted means were
compared using analysis of variance between breakfast skippers (BS), ready-to-eat cereal (RTEC)
breakfast consumers, and other breakfast (OB) consumers. Associations between breakfast
consumption, overweight/obesity, and risk factors were determined using covariate-adjusted
multinomial logistic regression. Compared to BS and OB consumers, RTEC consumers had better
nutrient intakes/adequacy and diet quality, as well as lower adiposity measures and serum/plasma
metabolic risk factors.
Benefits of Breakfast in Adolescents
(Racki, 2007) The study identified whether the incorporation of breakfast leads to beneficial
improvements surrounding the regulation of food intake in breakfast-skipping adolescents. The study
examined the effects of a protein-rich breakfast (38% protein, 13% Fat, 49% CHO) on appetite and
subsequent food intake in breakfast-skipping adolescents. The study examined the effect of a protein-
rich breakfast (38% protein, 13% Fat, 49% CHO) on food preferences and food cravings in breakfast-
skipping adolescents.
Food Culture and Globalization in the San Francisco Bay Area and America
(JAYASANKER, 2008) Globalization disoriented geography and Americans responded by searching
for authenticity in foods, for global trade made that possible. The flattening nature of fast food and
processed foods also caused many to search for authentic eating experiences. All of these elements –
expanded food choices, homogenized eating habits; the translation of ethnic foods, the search for
authenticity, and the importance of suburbs come together in the way that Chinese food changed in
America after the 1960s. It evolved from homogenized chop survey to differentiated dim sum to
homogenized orange chicken, all in the span of four decades.

OBJECTIVES OF THE STUDY

1. To study the breakfast pattern among Urban Indian Consumers.
2. To study the factors influencing the choice of breakfast among Urban Indian Consumers.

RESEARCH DESIGN
This study was conducted in Chennai and Bangalore where people from varied culture, languages and
food habits make their livelihood. Data collection was done through structured questionnaire and
interview method with various households in these cities. Simple random sampling was used while
selecting 135 independent samples.
DATA ANALYSIS
Gender
Frequency Percent
Male 94 69.6
Female 41 30.4
Total 135 100.0
Table 1 Profile of the respondents

From the table, we find that 30.4% of the respondents were female and the rest were male.

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 > 45 1

36 - 45 5

25 - 35 54

18 - 24 75

0 10 20 30 40 50 60 70 80
No of Respondents

Chart 1 Age group category

We observe that 55.6% of the respondents were in the age group of 18-24 years and 40% in the age
group of 25-35 years.
SEC
Frequency Percent
A1 62 45.9
A2 43 31.9
B1 5 3.7
B2 25 18.5
Total 135 100.0
Table 2 Socio Economic Classification of Respondents
45.9% of the respondents belong to A1 and 31.9% of them belong to A2 category in the Socio
Economic Classification.
Total Family Members No Of Kids No Of Elderly People
Frequency Percent Frequency Percent Frequency Percent
2 15 11.1 0 106 78.5 32 23.7
3 25 18.5 1 14 10.4 17 12.6
4 62 45.9 2 12 8.9 55 40.7
>4 33 24.4 >2 3 2.2 31 23.0
Total 135 100.0 Total 135 100.0 135 100.0
Table 3 Number of members, Kids and Elderly person in respondent’s family

We find that 45.9% of respondents were part of a family with size of four members while 24.4% of
them had four members in the family while rest of them had less than four members.

Chart 2 - Employment status and type of shifts in respondents are working

Majority of the respondents were employed out of which only 30.1% were working on shift basis and
out of this only 32.3% of the respondents worked on night shifts.

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To Study the breakfast pattern among Indian consumers
Respondents were asked to map their food style they have followed till present scenario from among
options like traditional and modern at different stages of their life so as to understand which stage of
life the transition of breakfast habits happen.
Age Traditional % of Respondents Modern % of Respondents
< 18 yrs 122 90.37 13 9.63
18 - 25 Yrs 72 53.33 63 46.67
26 - 35 Yrs 20 14.81 26 19.26
s36 - 50 Yrs 4 2.96 2 1.48
> 50 Yrs 1 0.74 0 0.00
Table 4 Type of breakfast consumed in the past
 About 90% of the respondents consumed traditional food when they were below 18 yrs of age.
 About 53.3% of the respondents consumed traditional food when they were in 18 - 25 yrs of
age.
 About 14.81% of the respondents were consuming traditional food when they were in 26 - 35
yrs of age.
 The transition of breakfast pattern from traditional to modern has been seen clearly has started
in the age group of 18 – 25 years.
Respondents were asked what kind of breakfast they consumed mostly and from those types they were
asked for the dishes they consume in detail.

70
60
Conveni
ence 59
50
Food, 26 52
40

Tradition 30
32 31
al, 65 20
10
Modern, 12 11 9
44 0

Traditional food

Chart 3 Type of breakfast consumed currently

 About 65 out of 135 respondents were seen consuming traditional breakfast followed by 44
respondents in modern breakfast and a considerable amount of 26 respondents consumed
convenience Ready-to-eat breakfast.
 Among the traditional breakfast, dosa was consumed maximum followed by idli, chapathi and
upma and the least respondents consumed pulses for their breakfast.

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 35 25

30 20 22
30 29
25 15
24 16
20
10 13
15 18
16 5 8
10
1
5 0

Convenience food
Modern food
Chart 4 Type of breakfast that they consume currently (Contn)
 Among the modern breakfast dishes the respondents consumed bread, fruits and juices were the
maximum followed by egg and cereals because all these dishes were very easy to cook and
consume.
 From the convenience food category ready-to-eat dosa followed by idli, chapathi and parathas
were seemed to be consumed a lot.
In order to understand the eating-out habits of the consumers due to many reasons, respondents were
asked whether they go and eat outside and if so the frequency of visit.
Breakfast eat-outside habit 35
30
30 29
25 28
20
19 20
15
No, 45 10
5 9

0
Yes, 90 Daily Once in More Once in Rarely Very
a week than two rarely
Once in weeks
a week
Frequency

Chart 5 Eat out habits

 From the responses it is found that 90 of 135 respondents had the habit of having their
breakfast outside home.
 Majority of respondents nearly were seen to eat their breakfast outside on daily basis followed
by more than once a week.
In order to understand the breakfast skipping habits of the consumers respondents were asked whether
they skip breakfast and if so the frequency and reason for the same.

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 45
Breakfast Skipping habit
40
35 40
30
25
20
15 19
No, 54 10
12
5 2 7
Yes, 81 0

Frequency

Chart 6 Breakfast skipping practice of the respondents

 Majority of consumers of 81 out of 135 were skipping their breakfast.
 About 40 out of 135 respondents were seen to skip breakfast sometimes and negligible
respondents were seemed to skip breakfast always.
80 45
70 40
69 35 40
60
30
50
25
40
20 22
30 19
15
20 10
10 5
10 2
0 0
Lazy to cook Short of Financial At home On the way to At
time constraint Office/College Office/College
Reason Place

Chart 7 Reason for skipping breakfast & place of having breakfast

 Major reason for skipping was short of time to cook among their busy schedule followed by
laziness to cook.
 Respondents consume their breakfast at home followed by work place. About 19 respondents
were seen to consume their breakfast during the travel time from their house to office due to
lack of time.
H0: The independent variables which influence the selection of breakfast are not correlated in the
population
H1: The independent variables which influence the selection of breakfast are correlated in the
population
KMO and Bartlett’s test of Sphericity
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .914
Bartlett's Test of Sphericity Approx. Chi-Square 1859.049
df 153
Sig. .000
From the table we can see that the Bartlett’s test of Sphericity is significant. That is, it is associated
probability is less than 0.05. We can continue with the factor analysis model and other tests to check
the correlation between the independent variables to the dependent variables.

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 Rotated Component Matrix
Component
1 2 3 4
Advertisement Influence .812
Promotional Influence .808
Children Influence .770
Social Group .708
Brand loyalty .562
Cultural Influence .561
Calorie .894
Fat content .845
Nutrition .796
Health concern .679
Handling / Storage .780
Varieties available .743
Product availability .721
Shopping convenience .679
Time taken to cook .738
Stress involved in cooking .736
Office / College Timing .698
Taste .598
Total 3.748 3.400 3.214 3.106
% of Variance 20.820 18.888 17.853 17.255
Cumulative % 20.820 39.708 57.561 74.816
From the above table we can see that out of 20 variables that were taken only 18 variables had
correlation above 0.5 and rest 2 were not above 0.5 so we eliminate both of the variables and grouping
is done with the rest of the 18 variables. From the above table we can observe that 4 factors have been
extracted from 18 variables. The % of variance explained by the factors is 20.820, 18.888, 17.853, and
17.255 respectively. Overall 74.816 % of variation among the variable has been captured by these 4
factors. In this process, 25.184% of information is lost.
Naming of Factors
Factors Variables Factor loadings
Advertisement Influence .812
Promotional Influence .808
Children Influence .770
Purchase behavior
Social Group .708
Brand loyalty .562
Cultural Influence .561
Calorie .894
Fat content .845
Health consciousness
Nutrition .796
Health concern .679
Handling / Storage .780
Varieties available .743
Availability
Product availability .721
Shopping convenience .679
Time taken to cook .738
Stress involved in cooking .736
Preparation behavior
Office / College Timing .698
Taste .598
H0: Stress involved in cooking breakfast does not have significance in breakfast skipping behavior.
H1: Stress involved in cooking breakfast has significance in breakfast skipping behavior.

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 Stress involved in cooking Vs Skipping breakfast
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
a
Pearson Chi-Square 1.545 4 .819
Likelihood Ratio 1.555 4 .817
Linear-by-Linear Association .003 1 .956
N of Valid Cases 135
a. 1 cells (10.0%) have expected count less than 5. The minimum expected count is 4.80.
From the Chi-Square test conducted to ascertain the significant relationship between stress involved in
cooking breakfast and breakfast skipping behavior. p = 0.819 with high significance value. Hence we
accept null hypothesis.
Age Vs Skipping Breakfast of Respondents
SkipBF
Yes No Total
Age of the 18 – 24 Count 45 30 75
respondents % within Age 60.0% 40.0% 100.0%
25 – 35 Count 32 22 54
% within Age 59.3% 40.7% 100.0%
36 – 45 Count 3 2 5
% within Age 60.0% 40.0% 100.0%
> 45 Count 1 0 1
% within Age 100.0% 0.0% 100.0%
Total Count 81 54 135
% within Age 60.0% 40.0% 100.0%
 It is seen that out of 135 respondents 60% of them skip breakfast and among the 60% majority
of them are from age group of 18 – 24 followed by 25 – 35 age group of respondents with 32 of
them.
 There were no respondents who skipped their breakfast in the age group of >45.

FINDINGS
 Most of the respondents consumed breakfast outside on a daily basis followed by more than
once a week.
 Most of the respondents were found to skip breakfast.
 Among the traditional breakfast dosa was consumed maximum followed by idli, chapathi and
upma and the least respondents consumed pulses for their breakfast.
 Among the modern breakfast dishes the respondents consumed bread, fruits and juices
followed by egg and cereals because all these dishes were very easy to cook and consume.
 From convenience food category ready-to-eat dosa is followed by idli, chapathi and parathas.
 Since majority of respondents were seen to skip their breakfast the major reason for skipping
was found to be short of time to cook among their busy schedule followed by few of them were
lazy to cook.
 On an average, majority of respondents cooked their breakfast for 15-30 minutes daily
followed by cooking time of 30 min – 1 hr.
 Considerable respondents cooked two main dishes and one side dish for their breakfast which
would have increased their work load and the time taken to cook their breakfast.
 Stress involved in cooking breakfast does not have significance in breakfast skipping behavior.
 There were no respondents who skipped their breakfast in the age group of >45.
 It is seen that out of total number of respondent who cooks breakfast at home is about
traditional way of cooking followed by convenience food.

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CONCLUSION AND SUGGESTIONS
From the above study we conclude that urban consumers tend to opt for new and easy way of
consumption of breakfast due to stress, work pressure, lack of time and other constraints. Transition
from traditional to modern breakfast is taking place in the age groups between 24 and 35. Consumers
prefer healthy breakfast options as they are conscious about health and fitness. With dual earning high
disposable incomes consumers accept breakfast options available in the market with variety of
products and brands. Hence marketers could formulate and restructure their strategies to penetrate into
this less explored market because the end consumer is willing to experiment. Choice of breakfast
options is induced by social groups and family members.
During the purchase stage, nutrition labeling in the product packaging plays an important role in
choice of brand. Marketers can come out with more of ready to eat/cook breakfast options for time
constrained consumer. In this manner there could be conversion of a huge population who skip
breakfast to consuming healthy breakfast which is the important meal of the day. To maintain cultural
eating habits, traditional foods can be made into easy to consume packets. Breakfast skipping as a
habit has increased, which is not a good sign for good health. So companies can use this concept as a
cause and run campaigns to attract more attention and bring in more awareness of regular breakfast
eating habit.

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