ITC Foods is making a strategic shift by launching a new range of health-oriented products specifically designed for consumers aged 45 and above. Traditionally known for its popular brands like Aashirvaad atta and Sunfeast biscuits, ITC is now introducing a line that includes upma, oats, cookies, and enriched atta under the “Right Shift” brand, aiming to cater to the dietary needs of an often-overlooked age group.
This move targets a significant market segment, with nearly 10 million households falling within this demographic. ITC plans to incorporate these offerings into every food category in which it operates, recognizing the growing market potential among consumers aged 45 and above.
“By 2050, 40% of India’s population will be over 45, and this group is increasingly looking to make healthier food choices as they age,” said Hemant Malik, Executive Director at ITC. “This demographic has a strong propensity to spend, with food making up a substantial part of their discretionary spending. Our goal is to provide them with the right options to stay healthy and active.”
The launch of the “Right Shift” line aligns with ITC’s broader strategy, dubbed ITC Next, which focuses on creating a future-ready portfolio. This includes expanding into new categories and capitalizing on trends like premiumization, where consumers with rising disposable incomes opt for higher-quality products.
“We aim to gain market share by developing a robust portfolio and innovating across various segments,” Malik added. “Creating relevant differentiations that cater to the evolving needs of different consumer groups is crucial for us.”
By targeting the 45+ age group, ITC Foods is addressing a market gap and aligning with broader industry trends of health consciousness and premium product offerings. This approach positions the company to capture a larger share of consumer spending by meeting the unique needs of this financially capable demographic.