Consumer products with rapid evolution (FMCG) manufacturer Marico Ltd used Artificial intelligence in the mapping of flavors, consumer Representation of trends to develop its products and bring them to the market within a shorter period.
The manufacturer of popular products such as SAFFOLA oats and parachute hair oil were able to use AI to determine the change in consumer demands in weeks, compared to years so far.
“Artificial intelligence is part of the work we do. We use AI to help us carry out a lot of data and analysis and to understand consumer preferences. The flavors in the products are very regional, the profiles of Korean and Mexican flavors can be pan-Indian, but there is a lot of regionality in our flavors and we use AI to make this mapping of flavors. What could have traditionally taken one or two years to suppress flavors, we can now do in a few weeks and months through AI, “said Shilpa Vora, Marico Ltd Research and Development Manager Businessline.
With the intelligent use of AI, the company is able to determine consumers’ choices, reduce innovation periods and create custom custom products that are ready for markets.
“AI helps us understand the trends, then we can decide if we want to enter it. It helps to understand how consumers use and talk about our products. With easily available data analysis, AI also helps the company screen innovation deadlines, “she said.
Consumer preferences
While the FMCG segment has increased in the alternatives of healthier products among consumers after the cocovated pandemic, Marico has seen consumers opt for convenience products.
“The upward trend of consumers we are witnessing is convenient. Today, consumers are much more aware and aware of what they have, so they are looking for food products that offer. They want the right nutritional content without compromising (on) the taste. It is a combination of nutrition, taste and convenience, ”she said.
The company has launched a CUPPA oats to meet consumer demand for practical products.
“We are oat market leaders and we have been on this trip since 2012. Convenience is what consumers are looking for, which is why we have introduced the cup cup oats, which can be made in 4 minutes. We launched two variants – classic Masala and spicy Mexicana, ”added Shilpa Vora.