Fun Foods

8/7/2019 Fun Foods

1/16

CHAPTER 1

1.1 INTRODUCTION

Fun Foods is not a term which has been defined by industry leaders across the world but it

remains a category which is consumed by one and all. Fun Foods are basically munching

foods, for lack of a better term. Fun-Foods have been divided into three sub-categories into.

They are-

Carbonated Drinks- soft, energy and fruit drinks

Chips/Crisps- branded, local

Confectionary Products- these include cookies

They are those food products that do not satisfy ones appetite but only leave behind the drastic

ill-effect of obesity among other health problems. This category of food products is infamous for

using chemicals like food additives to increase the shelf life of the food product. The addition of

these additives also enhances the taste and flavour of the product which may also lead to

increased craving for the same. With the changing face of technology, new and more potent

food additives have been discovered by scientists. Studies have conclusively shown that in the

last two decades, obesity rate in children has been on the rise with fun foods being one of the

major causes. This research is confined to India. July 1991, marked the beginning of

globalization and liberalization for India, which was also the time when she opened the door for

hungry MNCs from across the globe. Big players in this field like Pepsi co, Coca Cola, Nestle,

to name a few entered the Indian market and spread their wings in every corner of the country in

less than a decade. With time, inflation rate began its upward climb and prices were hiked, which

led to increment in household expenditure. This category of food products became necessity for

younger generation. With changing trends scene everywhere in the world and now in India is

that these products have carved a prominent niche for themselves in nearly every household.

There has been a slowdown when it comes to these products; increasing demands have yieldedincreasing profits. Looking to the future consumption of these products, over the next 50 years,

the scale of profit margin is unimaginable to say the least. With intense and vigorous marketing

and advertising campaigns splashed across televisions, banners, hoardings, bill boards, etc, it has

become very tough to distinguish the reality from the fake antics these advertisements bank

upon. The munching sounds, savouring expressions, inconceivable stunts after gulping down an

carbonated drink are all fake yet effective mechanisms for attracting consumers. Indian cuisine

8/7/2019 Fun Foods

2/16

has always favoured fresh flavours and products over stale ingredients or inorganic additives.

The main aim of discussion on this topic is to study food additives that are used across the world,

the health problems that they are responsible for, and finally to raise and mobilize awareness

against them so that their consumption through various food products is restrained.

1.2 AIM

The research is about the food additives and health effects from fun foods on the human race.

The study will help people to understand those chemicals and there ill-effects. The goal is to

gather as much information from electronic sources about food additives and having a direct

conversation with the medical practitioner about the excess intake of these additives on a humanbody.

The other target of the study is to study the average consumption rate of these products in Indian

market and comparing it with its past and future.

1.3 RESEARCH STRUCTURE

The theme of the research of the researchers title is based on Fun Foods and its

dominance in Indian market. The theme of the research will include the food

additives, ill-effects of additives due to excess consumption by the consumer,

consumption rate in Indian household and comparing consumption of these

products with the developed nations like United States of America, United

Kingdom and Australia etc.

The researcher will do the primary research which is the field

research taking interviews of managers of Mega-Stores (Spencer, Big Bazzar) to

understand the consumption of city Lucknow, doctors to have a detailed

knowledge of the ill-effects on human body due to excess dosage of additives and

getting questionnaire filled from people of various age groups to understand the

consumption rate of these products. The inadequacy of the research will be limited

to India; no other country other than India is emphasized for research.

8/7/2019 Fun Foods

3/16

1.4 OBJECTIVES

Globalization in 1991 made these Fun Food companies enter the market and in less than two

decades these products are easily available in every corner of the country. The first objective is

to study the consumption pattern and popularity of these products after 1991. The second and the

most important objective of the study is about the food additives and there ill-effects of them dueexcessive consumption of these products.

Developed nations like U.K., U.S.A, Japan, Germany etc are the countries which consumed these

products during World Wars and adapted these products when India wasnt aware of these food

items. The third objective talks about the comparison of the consumption between India and

these developed nations.

India is becoming the biggest profit generating country for these MNCs and huge investment

has been by the company to meet the hungry demands of this country. The projections for soft

drink market growth in India till 2014-15 is 6%. Seeing at this kind of growth in Indian marketfuture seems unpredictable hike for this segment. This calls for the fourth objective future

consumption rate of these products and comparing Indian market with developed nations.

The fifth objective is about the preferences of the vast Indian consumers. India being the second

largest populated country with various age groups everyone likes to consume these products but

they have their own preferences which every company cant deliver to all the customers. This

object would be fulfilled by interacting with different age groups and getting a questionnaire

filled by them.

1.5 MOTIVATION

Fun foods have become available for everyone. These products are becoming meals for

many students and single people working. But the awareness about the additives and

health disorders caused by excess intake is still not spread to masses.

For example, In April 2003, Pepsi Co and Coca-Cola were accused of using surplus

amount of pesticide residue according to global standards. The tests were conducted by

Pollution Monitoring Laboratory (PML). Three bottles out of twelve bottles of Pepsi and

Coca-Cola across the city were found to surplus amount of pesticide residue surpassing

the global standards by 30-36times. The bottles contained Lindane, DDT and Malathionwhich were known to cause cancer, damage to nervous system and reproductive system

and birth defects.

The motive for the study is to examine food additives used in Fun-Foods and there

harmful effects on human body which would be carried to local masses.

8/7/2019 Fun Foods

4/16

CHAPTER 2

2.1 TITLE

The Dominance of Fun Foods on the Indian Consumers- A Culinary Investigative Study. This

topic has been chosen by the researcher to understand the overview of a part of food industry

which involves addition of chemical additives which are harmful to a human body. A lot of

articles have been written in recent times and there was scandal in which pesticides were found

in soft drinks in 2003. People are kept on informing by all means of media technology but there

always seen a rise in consumption of these products. A teenager nearly spends around half of its

pocket money in which additives are added.

2.2 AIM

The main aim of the study is to understand the world of additives and its harmful effects on

human body due to excess consumption. These food products have become prominent in our

lives but people are not aware of their harmful effects on human body. Maggi plays an important

role in lives of students staying in a hostel. Maggi has Monosodium Glutamate (MSG) as

flavor enhancer which is a substitute of common salt. Some of the problems due to excess

sodium are kidney stones, high blood pressure or stomach cancer. Soft drinks have a high rate of

consumption among youngsters but many of them are not aware of the simple food additives in

them. Sugar in soft drinks can lead to health problems like dental caries; obesity; Neuro-toxicity;

teratogen; devoid of nutrition and Caffeine can lead to Cancer; hyperactivity; insomnia,glaucoma, arrhythmia; affects blood sugar levels.

India is the worlds second largest country next to China. The MNCs interest has been shifted

towards India after seeing the potential of the middle class and huge population to cater. Since

globalization in Aug91 and up-till Feb 2000 proposals for projects in food and agro sector have

been over Rs.53, 800 crores. It includes establishing manufacturing units for Pepsi, Coca-Cola

and Lays etc. The industry has witnessed fast growth in most of the segments.

Indias middle class segment holds the key to success or failure of the fun-food market in India.Of the countrys total population of one billion, the middle class segments account for about 350-

370 million. It has been found out that an Indian household is spending huge amounts on theseitems. Snack food market which includes chips, noodles and cookies is estimated to grow at an

annual rate of 18% to 20% according to projections in 2008. With time these products have beenprominently seen in every household in India which shows a huge success of these products.

The fun-food industry in future has potential for a changing the consumption pattern ofhousehold. The factors which will make the change are increase in income levels, increasing

numbers of women joining the work force; rapid urbanization, changing lifestyles, and mass

8/7/2019 Fun Foods

5/16

media promotion are fuelling the growth of these products. Many foreign companies haveentered this market and many more are evaluating their options to enter. Other factors which will

help these products to rise are the increasing population, rise in income, changing lifestyles dueto which these products are and will be included in the diet of changing India. Projections made

by the MOFPI for soft drinks are- for 2009-10-2014-15 the market will grow by 3.5% and they

are expecting it to grow by 5.2% in near future. For biscuits they have projected for 2009-10-2014-15 the growth would be 6.2% and in future it will be 7.2%.

2.3OBJECTIVES

2.3.1 Tostudy the consumption pattern of Fun-Foods in India after globalization -1991-

India has always been a lucrative destination because of its vast population and untapped

consumer base. The government of India wanted the country to be exposed to some changes

so in 1991 Indian globalization started. The MNCs entered Indian market with a sole

purpose of profit and provided many jobs to people and lead to an increase in middle class

segment. With increase in middle class segment and income to afford new food products in

the market it made these companies to touch new profits which were not projected.

The country is seeing a tremendous hike in the consumption of these products. Soft

drinks is said to be the third largest market in India and the industry estimated that it will

grow at twice the rate ofGDP growth. The growing rate has been 6% which was

estimated for 12% (twice the GDP of India).

In 1990-91 105million cases were sold in 2003-04 291million cases and in 2009-10

203million cases were sold of soft drinks.

With globalization a lot of MNCs started entering which provided many jobs to people

and lead to an increase in middle class segment.

2.3.2 To study the different chemicals used in Fun-Foods and their harmful effects

on human body- Eating is becoming a dangerous business day by day. Food

additives sound like the product of a chemical factory but there is no such reason to

be afraid of them. The effect of any chemical substance depends not only on itscomposition and basic properties but also on its dosage by an individual. The

companies dont mention the chemical name they write them as the use in that

product with numbers which are provided by scientist. The list of additives in soft

drinks are-

8/7/2019 Fun Foods

6/16

Sugar- it is Also known as Cane sugar, also known as Sucrose. It serves as a sweetener,preservative. The ill effects of it are dental caries; obesity; Neuro-toxicity; devoid of nutrition.

Colour (150d) Also known as Caramel, Caustic Sulphite, Ammonia, Sulphite Ammonia

Caramels; may be GE. It provides brown and flavouring to soft drink.

Food Acid (338) Also known as Phosphoric Acid and is made from phosphoric rock. The ill-effects know to humans due to excess intake are Neuro-toxicity; severe eye & skin irritation;

tooth enamel erosion; osteoporosis

Caffeine Obtained as a by-product of decaffeinated coffee. The ill-effects are Cancer;

hyperactivity; SIDS; insomnia, glaucoma, restlessness, arrhythmia; liver- neuro- gastrointestinal-kidney- and musculoskeletal- toxicity; affects blood sugar levels; teratogen.

Phenylalanine it is known as Amino Acid. It serves as artificial sweetener. It leads to mental

deterioration in children.

Food Acid (330) chemically it is known as Citric Acid and derived from citrus fruits which addsflavouring and food acid in soft drinks. Excess dosage leads to aggravate celiac disease, tooth

erosion with large doses.

Food Acid (331) chemically it is known as Sodium Citrates, Monosodium citrate. Harmful effect

on human body is it alters urinary excretion.

Sweetener (950) it is known as Acesulphame Potassium Acesulfame K. The purpose in softdrink is to provide artificial sweetener. Excess dosage may lead in increased levels of cholesterol

in the blood or cancer.

Sweetener (951) it is known as Aspartame. It is used as an artificial sweetener. The ill-effectsare Cancer, asthma, MS -like symptoms, headache, hyperactivity, fatigue, anxiety, dizziness,

migraine, memory loss, depression, insomnia, irritability.

Preservative (211) it is known as Sodium Benzoate. It helps to preserve drink for a long time

which helps to increase the shelf life of the product. Excess dosage leads to Liver-, kidney- andneuro-toxicity, asthma, gastric burning, hyperactivity.

2.3.3 To study the consumption pattern of fun-foods in last couple of years and what

will be the future consumption level of these products- fun foods have gone globalfor more than 50years. These products have become popular and common

everywhere in the world. The leading companies in this field are experimenting and

introducing new products every year to make a tight grip on their segment of food

industry.

8/7/2019 Fun Foods

7/16

8/7/2019 Fun Foods

8/16

2.3.4 To examine and compare the Indias future consuming pattern with differentcountries consuming pattern of Fun Foods- The fun-food industry has changed

considerably in recent years to adapt to the demands and lifestyles of domesticconsumers, particularly the growing middle class. This is due to the rapid expansion

of the retail distribution in modern supermarkets, superstores and convenience stores.

After globalization these products have seen steep rise in their sales and slowly andsteadily the companies have captured every segment in the country. India has becomeone of the largest emerging markets and India is one of the largest economies in the

world in terms of purchasing power due to which MNC have started paying attentiontowards this large population to cater.

The per capita consumption of soft drinks in different countries are- India is 5-6 bottles(same as Nepals), Pakistans 17 bottles, Sri Lankas 21, Thailands 73, Mexico 605 and

Philippines 173. Looking at the per capita consumption the figures wont differ much incoming years when compared to countries.

2.3.5 To examine the consumer segments, consumption patterns, preferences in Indianhousehold- India has around 370million middle class segment people which has theirown preferences according to the taste provided by the MNCs to cater this largelypopulated country. The companies have their own clientele in the country to target. Each

company provides different taste to their customers. If you compare Pepsi with ThumbsUp there would be people who will always like to go with Thumbs Up because of the gas

and a bit low in their sugar content. On the other side there would be people will like toconsume Pepsi because of its sweetness and maximum celebrities doing advertisement

for this company. Same goes with in the world of potato chips some will prefer Layscompared to Bingo by ITC.These products have taken a prominent place. These products are getting popular day by

day in youngsters and these companies promote their brand with the help of celebrities tocater the large population of India.

2.4 RESEARCH DESIGN

For this research, the collection of data is done by primary and secondary research. The

scholar is supposed to complete the research within a period of four months.

2.4.1 PRIMARY DATA

Primary research is being conducted by the researcher to gain firsthand knowledge about the

topic and its objectives. The primary research carried out will be qualitative in nature. The

researcher will also carry out a descriptive survey to understand the awareness and knowledge ofpeople about the food additives in these products. Observational survey will also be conducted to

understand these trends.

8/7/2019 Fun Foods

9/16

2.4.1.1 Questionnaire Administration or Survey

A descriptive survey will be conducted by the researcher to understand the preference, weekly

consumption and awareness about the food additives in fun-foods. As this study requires an

analysis of various aspects of the population, Simple Random Sampling method will be used to

collect valid data. The researcher will meet people of different ages and income groups fromdifferent locations would be requested to fill an individual questionnaire based on their

preference and awareness of fun-foods.

2.4.1.2 Observational SurveysThe researcher will visit different supermarkets or superstores to better understand the preference

of these products.

2.4.2 SECONDARY DATA:

Secondary research will be conducted by the researcher to understand and examine what authors,

reports by various organization and doctors have to say about the additives and there harmful

effects on the body, increase in consumption of these products and the future of these food

products. The researcher will refer to books, journal articles, magazines and websites in order to

obtain this data.

2.5 METHODS OF DATA COLLECTION

The researcher will carry out a questionnaire to understand the knowledge about the foodadditives among different age groups and their consumption pattern. The researcher will also

read and examine literary data available in printed form and on the internet. All this will help the

researcher gather valid information on the topic of study.

2.5.1 SAMPLE SIZE

The researcher intends to go with a convenience sampling technique. The technique is

used in exploratory research where the researcher is interested in getting an inexpensive

approximation of the truth.

To study the objectives a questionnaire will be made which will be convenient for peopleto understand and fill them. The questionnaire will be filled by various age groups.

Different age groups are selected to get a better overview of the people and which will

help the researcher to make future assumptions.

8/7/2019 Fun Foods

10/16

QUESTIONNAIRE FOR FUN-FOODS

1. NAME

2. AGE

3. What do you prefer to drink??Soft Drink Energy Drink

Fruit Juices All of the above

4. Frequency of consumption of your preferred drink in a week?Daily 2-5 times

6-10 times More than 10

5. Do advertisements affect your purchase?Yes No

6. At what time of the year you consume your preferred drink?Winters Summers

Monsoon Autumn

Any time of the year

7. At what time of the day you prefer to have your preferred drink?Morning Afternoon

Evening Night

Any time of the day

8. Are you aware of the various food additives in soft drinks?

Yes No

9. Are you aware of the ill-effects caused due to excess intake of soft drinks?

Yes No

10. Which type of chips do you prefer?

Mild Flavoured Regular

8/7/2019 Fun Foods

11/16

Hot n Spicy Any other

11. Which brand do you prefer?

Lays ITC

Uncle Chips Kurkure

Any other

12. How often do you consume your preferred brand??

Very often Often

Sometimes Rarely

13. Are you aware of the trans-fat hidden in potato chips?

Yes No

14. Which brand do you prefer for noodles?

Maggi Cuppa Noodles

Top Ramen Foodles

Any other

15. Whats your weekly consumption of noodles?

5-10 11-1516-20 More than 20

16. Are you aware of the various additives in noodles?

Yes No

17. Are you aware of Sodium additives and there harmful effect due to excess

intake of sodium?

Yes No

8/7/2019 Fun Foods

12/16

CHAPTER 4

FUTURE RESEARCH SCOPE

The food industry needs transformation to develop new products and developing technologies in

the world of food. The fun food industry now needs to deliver fresh and authentic products,convenient and flavourful products with minimum amount of food additives in it. There is an

increase in to consume health and safe foods it is important for this industry to produce foodproducts with minimum artificial ingredients while utilising natural resources. The focus of

companies has seen a change to provide fresh and improving the quality of food are the maintargets for them.Nano technology is coming into picture and lot of companies and government

are investing in the application of food; in U.S.A. the Woodrow Wilson Institute has identified160 projects in nanotechnology for agri-food applications and Danish technology foundation has

invested 2 million in research on nanotechnology for food applications in the DanishNanofood consortium since 2006. Major food and nutrition companies like H.J. Heinz, Nestl,

Hershey, Unilever, Campina, Friesland Food, Grolsch, Kraft Foods, Cargill, Pepsi-Colacompany, ConAgra Foods, General Mills, Danisco, Arla foods are engaged in research on

8/7/2019 Fun Foods

13/16

nanotechnology for food applications.The technology has application in all aspects of foodsectors like food processing, food packaging, food monitoring, production of functional foods,

development of foods capable of modifying their colour, flavour or nutritional propertiesaccording to a persons dietary and health needs as well as production of stronger flavourings,

colourings and nutritional food additives. The technology will also help the companies to lower

the costs of adding food additives and helping to increase the shelf life of these products. In 21

st

century it is essential to keep on innovating new products, introducing new technologies to keepmarket leadership and to keep on delivering fresh authentic, flavoursome and convenient food

products to the world. In this revolutionized world Nano-technology is the key for the companiesto deliver what people have always been asking.

With modernization and people aware of every ill-effect of food additives on human body with

help of this technology can help companies to produce food items that will help people toconsume these products without any fear. For example the technology can produce low-sodium

foods that will taste salty and chances can be it wont be much side effect due to excessconsumption. Food products would be there in which fat wont be used to provide taste and

texture like in ice-cream.

To meet the growing demands, food processors are creating a new generation of microwavableitems for use at home as well as away from home, via help of microwave. Microwave cooking is

a mixture of art and science and emphasis paid on technology. Microwave food products includemeals, snacks, grilled cheese, precooked entrees, sandwiches and pizzas etc are some of the

available food products in super stores. Microwave steam cooking is coming in. In a microwavean individual meal requires 7minutes of heating time to cook from raw in an 850W microwave

oven. A new cuisine called Steam Cuisine is being adapted by the companies which heats thefood product in the microwave oven. The food is packed in specially made material which

gradually expands and excess steam vents through a valve on the package lid. A packagingconcept from Finland-based Huhtamaki called STEAM CHEF a concept which helps food to

retain colour and nutritional values. The food is still cold, microwave energy penetrates deeplyinto food tissues and convert it into heat and water content in food transforms into steam which

helps to cook the food from inside out.

Organic food or organic food productsarethe ones which doesntcontainsno chemicalcomponentsin

the form of pesticides, fertilizers orinsecticides. Theyare free fromallthe pesticidesthataregenerally

spread on plantsgrowninthe farm. Inthe past few yearsthe organic food industryhasseenan

unprecedented growthand thishasmainly been possible because oftheincreasingawarenessamongst

peopleaboutstayinghealthy.

The rate at which Indian population is growing and the size of middle and upper class is

projected to increase at 300% between 2005 and 2015 and youth population (15-25 years) who

are the biggest consumers of these products is expected to grow by 11% in India. A four timegrowth in the size of middle class has been seen. With time a migration has been seen by ruralIndia to urban India which has also led a rise in consumption of these products. With rise in

population it will lead to rise in demand and production of food products which are convenient,healthy and according to the palate of changing lifestyle and population of India. With growing

time people require products with better quality, value, taste, healthier products.

8/7/2019 Fun Foods

14/16

Growth in the size of the middle to upper classes which is projected to increase at more than 300% between 2005and 2015. During the same period the youth population (age group 15 25) in India is expected to grow by 11%.This will lead to an increasing demand for food products to meet demands of convenience, variety, health and achanging palate.

1.A four times growth in the size of Indian households in the middle to upper classes which will result in Indianhousehold consumption to doubling by 2015

2. Increase in the youth population3. Growing migration from rural India to urban India

Food companies can look at increasing the per capita consumption and spending through new product introduction,improved availability and targeted consumer education.

Consumption patternshaveevolved rapidlyinthelast fiveto tenyears. Theconsumeristrading up to

experiencethenew or whathehasnt. Heslooking for products with better functionality, quality,value,

and so on. Whathe needsis fastgettingreplaced with whathe wants.

.Given the increasing accent on health and safe foods, it will become important for theprocessing industry to produce food products with minimal artificial ingredients while utilising

natural resources in a sustainable manner. The role of technology (such as nanotechnology) inbringing food to the consumers plate is expected to be enhanced, with technology not only

serving the key roles of preservation and the consequent increase in shelf-life of perishables butalso in delivering taste in a customised manner to serve the palate and health needs of customers.

Many food companies are now investing in nanotechnology research that could provide us withsafer, healthier, more nutritious and tastier food in the future. Food production costs are expected

to fall as techniques become more efficient, using less energy, water and chemicals, andproducing less waste.

Some of the key areas in which this emerging science will play a valuable role include foodpackaging

and food safety, and interactive foods such as an ice-cream that has the taste and texture of ice-cream

without the use of fat or the use of nanotechnology to produce low-sodium foods that will stilltaste

salty due to interactions with the tongue, and nutrient delivery systems that use nano-capsules todeliver

micronutrients, antioxidants or even drugs to specific target areas of the body at designatedtimes.

In this way, foods could be customised according to the

8/7/2019 Fun Foods

15/16

specific taste and smell preferences of the consumer, along with their needs related to healthstatus,

nutrient deficiencies or allergies.

Chapter 1 (30-38%)

Background study overview

Chapter 2 (15-20%) (5-7pgs)

Title (expansion of proposal)

Chapter 3 (20-30%) (5-7pgs)

Critical evaluation

Secondary research evaluation

Qualitative analysis

8/7/2019 Fun Foods

16/16

Chapter 4

Future research scope, recommendation

Bibliography