ITC Foods is targeting the over-45 demographic with a new health-focused range, including upma, oats, cookies, and enriched atta, under its “Right Shift” brand.

The firm’s new initiative aims to tap into the large market of nearly 10 million households, seeking to expand this offering across all its food categories.

ITC’s executives highlight that the 45+ age group is a significant and growing market opportunity.

Hemant Malik of ITC noted that by 2050, 40% of India will be aged 45+, and this group is increasingly seeking healthier food options due to age-related changes. This demographic is also a significant spender on food and is exploring diet choices to stay healthy and active.

A new tactic, ITC Next, aims to develop a future-ready portfolio by creating new categories and expanding product offerings. 
This includes focusing on premiumization, where rising disposable incomes are leading consumers to choose premium brands over standard ones.

Malik also stated that the company aims to expand market share through a strong portfolio strategy and innovation, focusing on creating relevant products for different consumer segments and their evolving needs.

By targeting an older, financially capable demographic, ITC Foods plans to address a market gap with healthier options. This strategy aligns with industry trends of health consciousness and premium products, positioning the company to capture more consumer spending by meeting the unique preferences of the 45+ age group.

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