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The Indian Dairy Market: What Consumers Eat and Why?

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LONDON, Jan. 27, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Indian Dairy Market: What Consumers Eat and Why?


Product Synopsis

This report provides the results for the Dairy market in India from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Dairy market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Dairy market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As India undergoes rapid development and population dynamics start to take effect, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This makes early identification of the consumer groups and trends driving market behavior essential.

What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data-analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Butter & Spreadable Fats, Cheese, Cream, Milk, Puddings/Desserts, and Yoghurt.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption tends to vary little across age groups; however, it is unusually Light among Pre-Mid-Lifers. Marketers need to target Pre-Mid-Lifers with marketing messages designed to increase their consumption frequency to the higher levels recorded in all other age groups.

Female consumption of Puddings/Desserts is higher than male consumption. While each gender records similar numbers of Heavy and Light frequency consumers, 21% of women consume these products at a Medium frequency compared to only 14% of men.

While most adults record similar levels of Yoghurt consumption as children, the Early Young Adults age group records very low consumption levels. Consumers in this age group are newly independent, often breaking the consumption habits developed under parental guidance. Suppliers need to target this age group in order to increase their consumption, or face the prospect of continued low consumption as these consumers transition into older age groups.

Key Highlights

Market valuation indicates Milk has more than a 90% value share of the overall Dairy market. However, this value share could decline as the Indian economy grows, and consumer behavior changes to consume more value-added products such as Butter &Spreadable Fats, Pudding/Desserts, and Cheese.

Private label penetration is extremely low, not exceeding 5% in any Dairy product category. One reason for this is the fragmented nature of the Indian retail market, with private labels typically more successful in mature, concentrated retail markets.

Not only do a large proportion of Indian consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international, program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Dairy Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Butter and Spreadable Fats
3.2.2 Cheese
3.2.3 Cream
3.2.4 Milk
3.2.5 Puddings/desserts
3.2.6 Yoghurt
3.3 Behavioral Trends and Market Value
3.3.1 Butter and Spreadable Fats
3.3.2 Cheese
3.3.3 Cream
3.3.4 Milk
3.3.5 Puddings/desserts
3.3.6 Yoghurt
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Butter and Spreadable Fats
4.1.2 Cheese
4.1.3 Cream
4.1.4 Milk
4.1.5 Puddings/desserts
4.1.6 Yoghurt
4.2 Consumer Profiles by Product Category
4.2.1 Butter and Spreadable Fats
4.2.2 Cheese
4.2.3 Cream
4.2.4 Milk
4.2.5 Puddings/desserts
4.2.6 Yoghurt
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Dairy Brand Choice and Private Label Consumer Penetration
5.2.1 Butter and Spreadable Fats
5.2.2 Cheese
5.2.3 Cream
5.2.4 Milk
5.2.5 Puddings/desserts
5.2.6 Yoghurt
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Dairy
6.1.2 Butter and Spreadable Fats
6.1.3 Cheese
6.1.4 Cream
6.1.5 Milk
6.1.6 Puddings/desserts
6.1.7 Yoghurt
7 Consumption Impact: Market Valuation
7.1 Dairy Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Dairy Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Dairy Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Dairy Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Dairy Value Share (%), by Age Groups, 2012
Table 5: India Dairy Value Share (%), by Gender, 2012
Table 6: India Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Dairy Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Dairy Value Share (%) by Wealth Groups, 2012
Table 9: India Dairy Value Share (%) by Busy Lives Groups, 2012
Table 10: India Butter and Spreadable Fats Consumer Group Share (% market value), 2012
Table 11: India Cheese Consumer Group Share (% market value), 2012
Table 12: India Cream Consumer Group Share (% market value), 2012
Table 13: India Milk Consumer Group Share (% market value), 2012
Table 14: India Puddings/desserts Consumer Group Share (% market value), 2012
Table 15: India Yoghurt Consumer Group Share (% market value), 2012
Table 16: India Total Butter and Spreadable Fats Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Cheese Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Total Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: India Total Milk Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: India Total Puddings/desserts Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: India Total Yoghurt Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: India Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Cheese Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: India Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: India Milk Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: India Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: India Puddings/desserts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: India Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: India Yoghurt Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: India Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: India Butter and Spreadable Fats Consumer Profiles (% consumers by sub-group), 2012
Table 35: India Cheese Consumer Profiles (% consumers by sub-group), 2012
Table 36: India Cream Consumer Profiles (% consumers by sub-group), 2012
Table 37: India Milk Consumer Profiles (% consumers by sub-group), 2012
Table 38: India Puddings/desserts Consumer Profiles (% consumers by sub-group), 2012
Table 39: India Yoghurt Consumer Profiles (% consumers by sub-group), 2012
Table 40: India Dairy Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 41: India Butter and Spreadable Fats Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 42: India Cheese Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 43: India Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 44: India Milk Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 45: India Puddings/desserts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 46: India Yoghurt Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: India Dairy: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 48: India Butter and Spreadable Fats: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 49: India Cheese: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 50: India Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 51: India Milk: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 52: India Puddings/desserts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 53: India Yoghurt: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: India Dairy Market Value (Indian Rupee million), by Category, 2012
Table 55: India Dairy Market Value (US$ million), by Category, 2012
Table 56: India Dairy Market Volume (Kg m), by Category, 2012
Table 57: India Dairy Market Value (US$ million), by Category, 2012
Table 58: India Dairy Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 59: India Dairy Expenditure Per Capita (US$), by Category, 2012
Table 60: India Dairy Expenditure Per Household (Indian Rupee), by Category
Table 61: India Dairy Expenditure Per Household (US$), by Category
Table 62: India Dairy Market Volume Share (Kg m), by Category, 2012
Table 63: India Dairy Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 64: India Dairy Consumption Per Household (Kg m / Households m), by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Dairy Value Share (%), by Age Groups, 2012
Figure 3: India Dairy Value Share (%), by Gender, 2012
Figure 4: India Dairy Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Dairy Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Dairy Value Share (%) by Wealth Groups, 2012
Figure 7: India Dairy Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Butter and Spreadable Fats Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Butter and Spreadable Fats Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Cheese Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Cheese Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Milk Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Milk Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Puddings/desserts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: India Puddings/desserts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: India Yoghurt Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: India Yoghurt Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: India Dairy Market Value (US$ million), by Category, 2012
Figure 21: India Dairy Expenditure Per Capita (US$), by Category, 2012
Figure 22: India Dairy Expenditure Per Household (US$), by Category


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The Indian Dairy Market: What Consumers Eat and Why?
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