Mumbai: a strategic market for imported food products

With a rapidly expanding middle class, a modernised distribution network and a growing openness to international cuisine, the megacity is highly attractive, particularly for imported food products, which now account for up to 20% of local consumption.

A young, urban and consumer-driven megacity

Mumbai has a population of nearly 20 million and contributes 6% of the national GDP. It is home to a particularly dynamic upper middle class, with annual incomes of between 15 and 30 lakhs rupees, equivalent to £1,800 to £3,600. Around 30% of households in the city now have the purchasing power to regularly consume imported food products.

The population is young: over 60% of residents are under 35. This age group is highly connected and sensitive to global trends, and has a strong influence on consumer dynamics. Social media, international travel and digital media are shaping food behaviours, driving demand for innovative, international and high value-added products.

Modern distribution serving global tastes

In Mumbai, organised trade accounts for around 25% of the food sector, compared with a national average of 15-20%. This dynamism is driven by the presence of retailers such as Reliance Fresh, DMart and Nature’s Basket, but also by the rise of e-commerce in the food sector. Platforms such as Amazon Pantry, BigBasket and Blinkit deliver imported food products within a few hours, making them more accessible to city dwellers.

Imported vegetable oils are among the most promising segments. India imports between 60% and 70% of its oil consumption, much of which is sold in urban centres such as Mumbai. Premium dairy products, including European cheeses, butter and Greek yoghurt, are also seeing growing demand, accounting for 5-7% of local consumption. Snacks and processed foods are growing at an annual rate of 15-20%, driven by consumer appetite for chocolate, biscuits, crisps and ready-to-eat meals. In terms of fruit, imported varieties such as New Zealand apples, South American berries and European pears account for around 5-7% of sales by volume in the city.

Consumers seeking health, quality and diversity

The eating habits of Mumbaikars are changing rapidly. Since the pandemic, more than 70% of urban consumers say they have changed their behaviour, favouring healthier, more ethical or sustainable products. Demand for organic products is growing by 20% per year, particularly for alternative flours, superfoods such as quinoa and chia seeds, and unprocessed products.

In addition, plant-based alternatives are becoming increasingly popular: plant-based milks, plant-based proteins and vegan products are finding a loyal following, mainly among young professionals and affluent families. Sales of ethical products, whether certified ‘GMO-free’, fair trade or animal welfare-friendly, are growing by between 10% and 15% annually. Mumbai also stands out for its international food scene: with more than 6,000 multi-cuisine restaurants, the city is a showcase for global tastes. Many of these establishments import high-quality cheeses, charcuterie, condiments and seafood directly to satisfy a demanding clientele.

With a young, affluent and open-minded consumer base, Mumbai is establishing itself as a leading market for imported food products. Accounting for up to 20% of national consumption of these products, the city is a strategic gateway for international brands. In a country that is still largely self-sufficient in terms of food, Mumbai is an urban and cosmopolitan exception, where quality, diversity and innovation have become the driving forces behind a booming market.

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Image credit: unsplash – Moamen Ali

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