Demand for whole spices on the rise as changing consumer preference post COVID drives growth 

Consumers shift towards branded whole spices post-COVID, driving growth in authentic food ingredients market, says ZOFF Foods founder.

With health and hygiene at the top of the mind post COVID, a large number of consumers are seen procuring branded khadey masaley (whole spices) indicating a shift towards authentic food ingredients in their kitchens.

The growth of the branded spices market has been fuelled by changing consumer preferences accelerated by the pandemic, said  Akash Agarwal, founder, ZOFF Foods, a Raipur based start-up which primarily deals with spices.

Out of the company’s online monthly revenue of ₹8.5 crore in December, 2024, about 50% was from sale of whole spices and the ratio is on a rise. 

The demand for branded spices has risen so much that in 2023 JM Financial invested ₹40 crore in the start-up for a minority stake valuing the company at ₹250 crore.

“The pandemic played a pivotal role in shifting consumer focus towards purity and authenticity. As people spent more time at home cooking, they sought out whole spices that deliver not just flavor, but also trust and quality. We saw this shift as an opportunity to offer minimally processed products free from additives,” Mr. Agarwal said. 

Vegan and plant-based spice blends are gaining traction, catering to the growing preference for clean, wholesome ingredients, Mr. Agarwal said. 

“People are now more discerning about what they put in their food, especially when it comes to spices. We focus on whole spices because they are pure, packed with flavor, and free from the contamination risks often found in powdered spices,” he added.