You’ve just had a scrumptious biryani and are craving a shahi tukda. Well, you’re not alone. A recent survey reveals that 82% of Indians prefer indulging in traditional sweets like Rasmalai and Shahi Tukda following their meals. This preference for traditional sweets stands out significantly against other dessert options, such as chocolates, ice creams and Western desserts like cakes. This insight highlights a significant trend in the Indian culinary landscape, underscoring the enduring appeal of mithais as the quintessential post-meal treat.
Cultural significance of ‘Mithai’
Mithais are a deeply ingrained part of India’s food culture and they reign supreme after meals for several reasons. Indian cuisine is known for its bold flavours and spices and mithai provides the ideal sweet counterpoint, balancing the heat and adding a perfect end note to a flavorful meal. The tradition of wanting something sweet after lunch or dinner is a deeply ingrained cultural practice, often encapsulated in the phrase ‘Kuch meetha ho jaye.’ This practice not only satisfies the palate but also symbolises a sweet ending to a meal, making desserts an integral part of the dining experience.
Diversity of flavours and textures
From rich milk-based sweets like barfi to lighter, nut-filled options like peda, there’s a mithai for every taste and occasion. The diversity of Indian sweets caters to a wide range of preferences, ensuring that everyone finds something they enjoy. This variety is one of the reasons why mithai remains a favorite among Indians. The traditional recipes, often passed down through generations, offer a sense of nostalgia and comfort, while innovative twists on these classics cater to modern tastes and trends. Traditional sweets have been given a modern twist to appeal to contemporary palates. For instance, vanilla barfi combines the rich, creamy texture of classic barfi with the subtle, aromatic flavour of vanilla, creating a delightful fusion that maintains the essence of the original while introducing a new taste experience. Similarly, mithai sundaes blend traditional sweets with ice cream, offering a refreshing take on beloved desserts like gulab jamun or jalebi, served with a scoop of vanilla or pistachio ice cream.
Natural ingredients and
nutritional value
Many traditional Indian sweets are made with natural ingredients like milk, nuts and ghee. These ingredients not only offer a burst of flavour but can also be a source of essential nutrients. Milk provides calcium and protein; nuts add healthy fats and vitamins; and ghee, when consumed in moderation, offers a rich taste and several health benefits. This focus on natural, wholesome ingredients sets Mithai apart from many other dessert options that rely heavily on processed components.
Untapped market potential
The post-meal impulse consumption of Indian sweets represents a huge white space and a massive untapped opportunity. Despite the widespread love for traditional sweets, the market for post-meal indulgence remains relatively unexplored. New-generation one-stop shops and innovative dessert brands are beginning to tap into this potential, creating products that cater to the evolving tastes and preferences of Indian consumers. These brands are not only focusing on traditional favourites but also introducing fusion sweets that combine the familiar with the novel, appealing to a broader audience.
Trends in consumer preferences
The recent data indicates a noticeable shift towards healthier dessert options. Consumers are becoming more conscious of their dietary choices, seeking desserts with less sugar, healthier ingredients, and greater nutritional value. This trend has led to the emergence of innovative and fusion variations of traditional desserts, such as mithai sundaes and vanilla angoori basundi. These new creations retain the essence of traditional sweets while offering a modern twist that caters to contemporary tastes.
Saccharine saga
The enduring popularity of traditional Indian desserts is a testament to their cultural significance, diverse flavours and nutritional value. As consumer preferences evolve, there is a growing demand for innovative and healthier options within the category of traditional sweets. By understanding and tapping into these trends, brands and businesses have the opportunity to redefine indulgence and cater to the ever-evolving tastes of Indian consumers. This dynamic landscape offers a promising future for the post-meal consumption of mithai, ensuring that these beloved sweets continue to hold a special place in the hearts and palates of Indians.
(The author, Sanket S, is the co-founder of Scandalous Foods.)
