Cover Image
市場調查報告書

消費者趨勢的分析:印度的乳製品市場之消費者趨勢、行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Dairy Food Market

出版商 Canadean 商品編碼 298613
出版日期 內容資訊 英文 56 Pages
訂單完成後即時交付
價格
Back to Top
消費者趨勢的分析:印度的乳製品市場之消費者趨勢、行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Dairy Food Market
出版日期: 2014年03月31日 內容資訊: 英文 56 Pages
簡介

印度的乳製品市場是全球最急速成長的市場。另一方面、可處理所得較少及低溫運輸物流未發達之故、加工乳製品平均1個人的消費量相當的低。

本報告書為印度乳製品市場的消費者傾向、行動及促進因素的分析、人口世代(性別、年齡)分類及產品種類分類的消費量傾向的調查外、對於消費行動的影響因素由複數的大趨勢尺度來考察、其結果概述如下。

定義

  • 種類的分類和人口構成的定義
  • 分析分法的概略
  • 促進食品選擇的9個大趨勢和20個小趨勢

市場的文脈

  • 健康、利便性、新產品開發:印度乳製品消費的主要促進因素
  • 印度乳製品市場:達到4668億印度盧比的規模、今後會有更進一步的成長
  • 牛乳佔總消費量的97.4%
  • 乳製品的攝取次數:整體有978億次(2012年)、大部分為兒童、嬰幼兒
  • 印度乳製品市場的成長率(數量基礎)為全球第2
  • 印度平均1人的加工乳製品消費量是全球最低的水準

人口階層(世代)分類的消費模式

  • 印度的女性消費者比男性消費更多的乳製品
  • 高齡者的乳製品消費量偏低:存在擴大消費的機會
  • 乳製品消費頻率男性跟女性同等
  • 0∼9歲的消費者是最大的乳製品消費者

消費者趨勢的分析

  • 各年齡層的需求、影響乳製品的消費模式
  • 對消費者趨勢的消費量影響:主要市場間的比較
  • 生活型態的變化:增加中的青年層追求滿足年齡上與營養上的需求
  • 連續性:消費者追求與文化感相繫的乳製品
  • 利便性:繁忙的消費者在外面也追求可以消費的乳製品
  • 倫理性:受到印度教的影響、消費者對年乳有倫理性的使用
  • 體驗、娛樂:對於佔乳製品消費量1/3的年輕層來說、嗜好性特別的重要
  • 健康、健康:印度的消費者追求自我的營養需求
  • 個性:乳製品的消費動機之1/3以「現實逃避」「自我的時間」「快適性」為基礎
  • 信賴性:牛乳的異物混入事件、影響乳製品的消費
  • 價值:廠商為開拓低所得層、生產便宜、小型的產品

產品開發的事例

  • 不管是哪一個種類、廠商配合消費者需求的擴大推動產品開發
  • 各廠商關注新的形態、定位、包裝

應推薦的行動

  • 廠商/營銷/零售業者、關注新鮮度、價值、健康上的價值促進乳製品的消費、此外需要配合目前的生活需求開發傳統型商品

附錄

目錄
Product Code: FD0003IS

This report provides an overview of the Indian Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape

Key Findings

  • India's Dairy market is one of the fastest-growing worldwide in volume terms
  • India's booming youth population is looking to Dairy to fulfil age-based nutritional needs
  • Time-scarce consumers are increasingly seeking products that can be consumed outside of the home
  • Fun and Enjoyment is particularly important to young consumers, who consume a third of all Dairy
  • Consumers are motivated by the ethical treatment of cows due to their status in Hindu culture
  • India's low per capita consumption of packaged Dairy products provides significant room for growth as disposable incomes rise and cold-chain distribution networks improve.

This report allows readers to identify the key demographic groups driving consumption in the Indian Dairy market, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Indian market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for India and nine other countries across the globe
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future
  • Examples of international and India-specific product innovation targeting key consumer needs.

Reasons to buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Indian Dairy consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Health, convenience, and new product innovation are the key factors driving Dairy consumption in India
  • The Indian Dairy Food market has a value of INR466.8 billion and is forecast to witness strong sales growth over the next five years
  • Milk accounts for 97.4% of Dairy consumption by volume
  • There were over 97.8 billion Dairy Food occasions in India in 2012, with Kids & Babies leading consumption
  • India is the second fastest growing Dairy market in terms of volume consumption
  • India has the lowest per capita consumption of packaged Dairy globally

Demographic cohort consumption patterns

  • Indian women consume more Dairy products than men
  • Older Consumers are marginally under-consuming Dairy products indicating opportunities for increasing Dairy consumption
  • Males and females follow a similar frequency consumption pattern for Dairy products in India
  • Consumers aged between 0-9 years are heavy consumers of Dairy products in India

Consumer trend analysis

  • Age-specific needs influencing consumption patterns in the Indian Dairy Food market
  • Comparing the influence of consumer trends on consumption of Dairy products across major markets
  • The Changing Lifestyle mega-trend: India's booming youth population is looking to Dairy to fulfil age-based nutritional needs
  • The Connectivity mega-trend: Consumers seek Dairy products that they feel a cultural connection with
  • The Convenience mega-trend: Time-scarce consumers are increasingly seeking products that can be consumed outside of the home
  • The Ethics mega-trend: Consumers are motivated by the ethical treatment of cows due to their status in Hindu culture
  • The Experience & Enjoyment mega-trend: Fun & Enjoyment is particularly important to young consumers, who consume a third of all Dairy
  • The Health & Wellness mega-trend: Indian consumers look to Dairy to fill their nutritional needs
  • The Individuality mega-trend: A third of Dairy consumption is motivated by a desire for escapism, me-time, and comfort
  • The Trust mega-trend: Milk adulteration scandals lead trust to have a moderate influence on consumption
  • The Value mega-trend: Manufacturers are producing cheap, small sized products to target poorer consumers

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Indian consumers
  • Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Manufacturers, marketers, and retailers need to encourage consumption of Dairy by communicating freshness, value, and health benefits, as well as developing traditional products to meet the needs of modern lives

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
Back to Top