Another niche in the FMCG category pertains to the fast-expanding fleet of health conscious consumers. 
From Amul’s ‘Slim and Trim’ milk & curd (and similar variants from Nestle and Mother Dairy), to diet chocolates like Kit-Kat Lite to pro-biotic ice-creams to Diet carbonated drinks to Maggi Atta & Rice noodles to diet cornflakes like Kellogs K series… there are myriad products in this niche. “Niche marketing in food & beverage industry is a very popular phenomenon for marketers abroad and is picking up in India too. We in Mother Dairy, believe such marketing helps to capture the market well, so we will be launching lots of product for a certain class of consumer,” Paul Thachil, CEO, Mother Dairy Food Processing Ltd. told this magazine.
Besides, the inherent market segmentation that goes with FMCG products adds its own ‘niche’ flavour to various products in the sector. You have products like razors, especially for women, like Satin from Gillete. Then there is Fair and Handsome from Emami, which propagates the message that ‘Men and women are different so are should be the products they use’. Besides, there is a race among marketers to catch the kid-consumer with either a Pepsodent kids gel, Pears Junior Soap and various mild kid shampoos. So, from the earlier one shampoo for the entire family, now there are three different niches for the marketer to tap (mother, father and kids).
Another fast growing niche that marketers are eyeing is in the apparels category. The finest examples in this category are of plus size apparels, where stores like Musturd, Pluss, ‘Just Your Size Designers’ (Bangalore), et al are mushrooming in umpteen malls. ‘Even large size women want to look good’ is the sentiment that these marketers are cashing on.
From Amul’s ‘Slim and Trim’ milk & curd (and similar variants from Nestle and Mother Dairy), to diet chocolates like Kit-Kat Lite to pro-biotic ice-creams to Diet carbonated drinks to Maggi Atta & Rice noodles to diet cornflakes like Kellogs K series… there are myriad products in this niche. “Niche marketing in food & beverage industry is a very popular phenomenon for marketers abroad and is picking up in India too. We in Mother Dairy, believe such marketing helps to capture the market well, so we will be launching lots of product for a certain class of consumer,” Paul Thachil, CEO, Mother Dairy Food Processing Ltd. told this magazine.Besides, the inherent market segmentation that goes with FMCG products adds its own ‘niche’ flavour to various products in the sector. You have products like razors, especially for women, like Satin from Gillete. Then there is Fair and Handsome from Emami, which propagates the message that ‘Men and women are different so are should be the products they use’. Besides, there is a race among marketers to catch the kid-consumer with either a Pepsodent kids gel, Pears Junior Soap and various mild kid shampoos. So, from the earlier one shampoo for the entire family, now there are three different niches for the marketer to tap (mother, father and kids).
Another fast growing niche that marketers are eyeing is in the apparels category. The finest examples in this category are of plus size apparels, where stores like Musturd, Pluss, ‘Just Your Size Designers’ (Bangalore), et al are mushrooming in umpteen malls. ‘Even large size women want to look good’ is the sentiment that these marketers are cashing on.
