Normally we assume that in grocery as a category one would not see many new categories emerge, but for the last couple of years or slightly more one can see at least 4-5 new categories emerge and become high growth categories..
Frozen food (the likes of smiles….)
There seems to be two strong reasons for the emergence of these categories, one is the increasing health consciousness among the Indian consumers and second is the increasing presence of organized retail. The first factor heavily influences three out of the four categories, but the organized retail impacts all the four, because for many of them some handholding is required which is easier in the organized retail domain rather the dominant mom-n-pop stores….
May be the category of energy drinks can also be added to the list….