Aug 22, 2012: Edible oil major Marico and Consumer Healthcare GlaxoSmithKline are entering the emerging food categories such as muesli, oats and olive oils making the market more competitive. Marico plans to extend its Saffola brand to Rs100 crore muesli market.
The FMCG companies are betting high on the growing adoption of healthy food habits in the country. Growing concern over lifestyle diseases and obesity are expanding the profitability of muesli, oats and olive oil in the food market. According to the industry specialists, food categories that have health benefits are less likely to be effected by price changes once they become a part of their lifestyle.