French Fries Are The New ‘Aloo Pakoda’

The Indian snack market is witnessing a ‘French’ revolution of sorts. French fries have turned out to be the fastest growing snack food, not just across fast-food chains but also at modern retailers and frozen food manufacturers. In fact, the Indian market for French fries is growing at an annual rate of more than 30%. Fast food chains like McDonald’s and KFC have declared that French fries are among their top three billing items and the largest selling side dish. Retail chains like Big Bazaar, More and Spencer’s have also said that the frozen RTE French fries are among the largest selling snack items in their stores.

Going by this trend, it can be said that French fries are fast replacing hugely popular potato snacks like aloo parantha, aloo pakoda and vada pav, at least in urban households. That’s not surprising as it is a convenient snack that can be easily shared in a country where har ek friend zaruri hota hai and asli maza sirf sab ke sath ata hai. Then they are easily dippable in ketchups and other condiments (and that adds to the taste). Besides, they are easy to cook or buy. In the west, French fries sold by the fast food chains in small paper sacks are hugely popular and account for about half of the potatoes sold in the US. In India, the concept is totally new, but for a food-crazy nation, anything that is tasty and convenient stands strong and becomes our own.

We have seen such things before. The traditional gift of sweets is giving way to chocolate, thanks to Cadbury insisting on – kuch meetha ho jaye. Similarly, French fries are fast replacing the pakoda. The country has seen many tasty snacks making their way from our kitchens to fast food chains – items like thepla, parantha, pakoda and more. But the French fries have started a reverse journey – they are entering our kitchens from the fast food chains. To some extent, they have even replaced chips and noodles, which are immensely popular among kids and young people.

Retailers claim that overall sales of frozen French fries brands like McCain, Sumeru and Al Kabeer are growing at about 30-40%, sometimes accounting for about 70% of the total potato-based frozen snack sales. Potato-based frozen snacks also include paranthas, cutlets, patties, etc.

Today, the Canadian firm McCain Foods is the world’s largest manufacturer of French fries and assorted potato snacks. McCains’ French fries and potato smiles are its fastest moving products in India, a category driven by the ease of cooking without compromising on the taste.

The situation is similar to how microwave popcorn, as a category, had taken the market by storm when it was introduced in India. Growing consumer awareness, taste preferences and higher freezer penetration are driving the frozen foods category. The frozen foods market has an estimated size of Rs 800 crore including vegetarian and non-veg snacks.

French fries offer the ease of cooking and the convenience of eating, coupled with great accessibility. With fast food chains and modern retail outlets opening up stores on every street and in every locality, French fries are becoming easily accessible to consumers. And they enjoy huge popularity not just in the metros but also in other cities and towns. As urbanisation seeps down and stores spread across non-metros, French fries are set to get all the more popular in India.