FMCG brands focus on no-cook foods, boost spends on Q-Comm amid LPG worries

As concerns around LPG availability and rising refill costs persist in several parts of India, FMCG companies are sharpening their focus on the no-cook food category, seeing it as a timely growth lever driven by both necessity and evolving consumption habits.

Industry executives say that intermittent supply disruptions, coupled with higher cylinder prices, are nudging consumers toward convenient, ready-to-eat (RTE) and ready-to-prepare (RTP) options that require little to no cooking. This shift is particularly visible in urban lower- and middle-income households, as well as among students and working professionals seeking cost and time efficiencies.

Brands across categories such as instant poha, upma, oats, cereals, snack bowls, and meal kits are witnessing a steady uptick in demand. Companies are also expanding portfolios to include products that can be consumed with hot water or even cold milk, eliminating the need for gas usage altogether.

Capturing this shift, Ankit Jha, Founder and CMO of Doctor’s Choice said, “LPG supply constraints have accelerated a shift we were already observing consumers actively seeking convenience without compromising on nutrition. For us, this has reinforced our focus on products that require minimal to no cooking, such as ready-to-eat or quick-prep formats.” 

He noted that the company is prioritising innovation in formats that can be prepared with water or milk, or consumed directly, to reduce reliance on cooking infrastructure while delivering balanced, protein-rich nutrition. While convenience has always been core to the proposition, it is now being articulated more explicitly in communication through real-life use cases such as busy mornings, limited kitchen access and LPG shortages, without diluting the broader promise of taste and everyday ease.

The impact of this shift is also being felt in commercial kitchens. Ajay Mariwala, Managing Director at Food Service India Pvt Ltd, a HoReCa-focused food and beverage solutions provider catering to over 20,000 clients across hotels, cafés, restaurants, catering and QSR segments, said, “Restaurants and Brands are pushing the messaging in terms of reduced fuel consumption and energy efficiency created due to convenience foods, as they don't wish to compromise in taste and offerings to the end consumers.”

Mariwala added that kitchens can operate consistently and without disruption, with brands such as Sunbay kitchen solutions and Chef’s Art flavour offerings enabling up to 50% energy conservation.

As consumption patterns shift, brands are also recalibrating their messaging and media strategies. Sini Magon, COO and Global Partner at Grapes Worldwide, noted that brands are increasingly emphasising convenience and cost savings, with messaging focused on ease, reduced time in the kitchen, and minimal cooking.

“On the media front, brands are putting more weight on digital and quick commerce platforms, where a lot of these decisions are made on the spot. The messaging is also shifting to reflect everyday realities like rising fuel costs and time pressures, rather than talking only about product features,” she said, adding that brands are also using short-form and creator-led content to show how these products fit into everyday routines.

Increased spends on quick commerce and retail media

The shift is also translating into sharper media allocations. To capture this momentum, brands are increasing ad spends on quick commerce and retail media platforms, leveraging in-app visibility, sponsored listings, and search placements to drive discovery and conversions. 

Yasin Hamidani, Director, Media Care Brand Solutions said, “When consumers are actively looking for easy food options, visibility on these platforms converts faster than traditional media.” He noted that brands are prioritising search placements, in-app banners, and category dominance on platforms like Blinkit, Zepto, and Instamart to drive immediate uptake.

Magon further explained why these platforms are getting the larger stick of the bargain. “In categories like no-cook and minimal-cook foods, people usually decide quickly, often because they need something right away. Because of this, platforms closer to the purchase point tend to work better than traditional awareness-led channels.” 

Meanwhile, Jha noted that these platforms have themselves accelerated the shift, with quick commerce in particular emerging as a strong demand driver. He said that in moments of immediate constraints such as limited LPG availability, consumers instinctively seek instant solutions, making these platforms critical.

 “We’ve seen higher traction for SKUs positioned around convenience and immediate consumption on these channels. Their ability to deliver within minutes aligns perfectly with the urgency-driven purchase behaviour we’re currently witnessing,” he said. 

Current momentum to sustain in the long run?

With demand surging, the question now is whether this momentum will sustain.

Magon noted that brands are likely to ramp up marketing to capitalise on demand triggered by rising cooking costs, with an aggressive push to capture share. While some cooling is expected as external pressures ease, she added that a portion of demand will persist as consumers adopt these products into regular routines, keeping the category structurally stronger even as growth stabilises. 

Meanwhile, Hamidani added that while demand intensity may soften as external pressures ease, the category has gained a lasting consumer base, with convenience-led behaviour likely to persist.

He said, “ Brands that use this phase to build habit, not just push volume, will sustain growth. So while urgency-led messaging may reduce, the category will continue to see steady, strategic investment going forward.”

Mariwala said, “LPG crisis has definitely triggered a conversation and the need for a convenient instant foods segment, but this trend isn't momentary. It is flowing with the changing and ever evolving kitchen needs.” 

He explained that adoption is rising across both households and commercial kitchens, with packaged solutions increasingly being used for faster, more efficient cooking, indicating the trend is here to stay. Citing the company’s Sunbay gravies as an example, he said such offerings help reduce prep time and gas usage while ensuring consistency across outlets.

He further noted that demand from restaurants has nearly tripled in recent weeks, as kitchens look to serve quickly while conserving fuel. The company, he added, continues to focus on practical, technology-led solutions that streamline preparation, improve productivity, and help manage rising operational costs.

Thus, as LPG concerns reshape consumption patterns, no-cook and minimal-cook formats are emerging as more than just a temporary fix, evolving into a sustained convenience-led habit.

While growth may moderate as external pressures ease, brands are expected to continue investing in the category, signalling a structurally stronger and more resilient demand ahead.