Bengaluru: Sandwich makers, popcorn makers and bread were the big gainers from the Maggi ban, and now, as Maggi returns to store shelves, these categories might return to their traditional rates of growth.
Data shared by e-tailer Flipkart showed that sales of snack makers -products like toasters, sandwich makers, popcorn makers and other small kitchen appliances -rose 50% month-onmonth from June, a huge leap from the 10% month-onmonth growth in the one year prior to June. The Maggi ban started taking effect from Ju ne 5, after food regulator Food Safety and Standards Authority of India (FSSAI) ordered the company to withdraw all variants of the brand, calling them unsafe for human consumption.
Flipkart's data also showed that while the unprecedented growth in snack ma kers was visible across the country , student towns like Manipal and Vellore and hill stations like Dehradun, Shimla and Ooty were the biggest sales drivers. Maggi was known to be enormously popular in colder climes, and with college students, especially those that stayed in hos tels. “Every noon I used to have a bowl of Maggi in the college canteen. After it was banned in May , I switched to sandwiches,“ says Valida Mendonca, a final year student of radiation therapy in Manipal, a university town that is home to nearly 11,000 students from around the world. Anant A, a civil engineering student at the Manipal Insitute of Technology , said that several of his friends had bought sandwich makers following the Maggi ban. “Since we study late into the night, some light snacks or food is necessary to keep us awake,“ he says.
Information from online grocer Bigbasket appeared to corroborate this trend. On a request from TOI, the e-tailer did some data crunching of 500 big Maggi consuming households. The analysis found that bread and eggs were among the three items that saw an increase during the period for those customers who sharply reduced their purchase of Maggi and similar products. The third item was fruits.
With Maggi now back in stores in some states, will the growth in these other products slow down? “It might be tough for Maggi to grow the overall noodles category sales to the level that existed before the ban during this calendar year,“ said Hari Menon, co-founder & CEO of Bigbasket.
Data shared by e-tailer Flipkart showed that sales of snack makers -products like toasters, sandwich makers, popcorn makers and other small kitchen appliances -rose 50% month-onmonth from June, a huge leap from the 10% month-onmonth growth in the one year prior to June. The Maggi ban started taking effect from Ju ne 5, after food regulator Food Safety and Standards Authority of India (FSSAI) ordered the company to withdraw all variants of the brand, calling them unsafe for human consumption.
Flipkart's data also showed that while the unprecedented growth in snack ma kers was visible across the country , student towns like Manipal and Vellore and hill stations like Dehradun, Shimla and Ooty were the biggest sales drivers. Maggi was known to be enormously popular in colder climes, and with college students, especially those that stayed in hos tels. “Every noon I used to have a bowl of Maggi in the college canteen. After it was banned in May , I switched to sandwiches,“ says Valida Mendonca, a final year student of radiation therapy in Manipal, a university town that is home to nearly 11,000 students from around the world. Anant A, a civil engineering student at the Manipal Insitute of Technology , said that several of his friends had bought sandwich makers following the Maggi ban. “Since we study late into the night, some light snacks or food is necessary to keep us awake,“ he says.
Information from online grocer Bigbasket appeared to corroborate this trend. On a request from TOI, the e-tailer did some data crunching of 500 big Maggi consuming households. The analysis found that bread and eggs were among the three items that saw an increase during the period for those customers who sharply reduced their purchase of Maggi and similar products. The third item was fruits.
With Maggi now back in stores in some states, will the growth in these other products slow down? “It might be tough for Maggi to grow the overall noodles category sales to the level that existed before the ban during this calendar year,“ said Hari Menon, co-founder & CEO of Bigbasket.
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