In the wake of COVID-19, consumers may have more time to devote to cooking, eating and exploring food – and are going online for inspiration. Categories are fusing and this adds a whole new dimension to the eating experience – with as many as 87% of people in India saying that they love to experiment with new food concepts. Consumers want food to be ‘fun’, but that doesn’t mean unsophisticated as they search for high-end, premium options with natural flavours and interesting texture profiles.