Consumer Awareness and Distribution Effectiveness of Dehydrated Food Products in Emerging Urban Markets

The growing demand for healthy, convenient, and nutritionally rich food products has significantly increased the market potential of dehydrated food products in India. Despite the advantages of extended shelf life, ease of storage, and nutritional retention, consumer acceptance and market penetration remain dependent upon effective distribution systems and awareness-building activities. This study examines consumer awareness and distribution effectiveness of dehydrated food products in emerging urban markets with special reference to Foodo Savy LLP and its Instasprouts product range in Pune city, Maharashtra. The study adopts a descriptive research design and utilizes primary data collected from 100 respondents through a structured questionnaire. Percentage analysis, tabular analysis, and graphical interpretation were employed to evaluate consumer awareness, purchasing behaviour, promotional effectiveness, and product availability. The findings indicate that 63% of respondents were aware of dehydrated food products, whereas only 42% were aware of the Instasprouts brand. Social media emerged as the most influential source of awareness, while online platforms were identified as the preferred purchasing channel. Product quality, health benefits, and availability significantly influenced consumer purchasing decisions. Lack of awareness and limited retail availability were identified as major barriers affecting product adoption. The study concludes that effective digital marketing and improved distribution channel management are critical determinants of consumer awareness and market growth for dehydrated food products. The findings provide valuable implications for food processing enterprises, marketers, and supply chain managers seeking to expand market reach and improve consumer acceptance of healthy food products