ITC foods targets 45+ market with new health-conscious line

ITC Foods is shifting its focus to consumers aged 45 and above, a demographic often overlooked in favour of younger generations like Gen Z and millennials. The company is launching a new line of health-conscious foods under the brand “Right Shift,” targeting approximately 10 million households.  ITC believes that the 45+ age group represents a significant market opportunity, with an increasing number of consumers in this segment seeking healthier food options due to age-related changes.

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ITC Foods is shifting its focus to consumers aged 45 and up, a population that is sometimes disregarded by businesses in favour of Gen Z and millennial customers. The company, which is known for products such as Aashirvaad atta and Sunfeast biscuits, is launching a new line of health-conscious foods under the name “right shift,” comprising upma, oats, cookies, and atta packed with natural ingredients.

This effort aims to include this provision in every food category in which ITC operates, with a target market of roughly 10 million homes. Executives at ITC believe that the 45+ age group provides a large and expanding market opportunity.

“According to experts, by 2050, 40% of India will be 45+ (consumers more than 45 years of age). Due to the bodily changes that happen with age, people are consciously looking to make shifts in their food choices but often don’t know what the right option is. This consumer segment has a propensity to spend, and food accounts for the bulk of their discretionary spending. They are discussing and debating options they should be adding to their diet to remain healthy and active,” said Hemant Malik, Executive Director at ITC.

The company’s new strategy is consistent with its larger goal of creating a future-ready portfolio, known internally as ITC Next. Under this approach, ITC’s FMCG division focusses on developing future categories and extending product offerings to meet new consumer needs. This includes capitalising on current tendencies towards premiumization, in which increased disposable incomes are driving affluent customers to choose premium products over conventional ones.

“We intend to increase market share in a number of categories through a strong portfolio approach and cross-segment innovation. Creating relevant differentiations across portfolios that appeal to diverse customer segments and their changing requirements will be critical to accomplishing this,” Malik added.

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This news was originally published in the Times of India.