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市場調查報告書

消費者動向分析:印度冰淇淋食品市場的消費者動向與消費行動促進因素

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Ice Cream Market

出版商 Canadean 商品編碼 306999
出版日期 內容資訊 英文 56 Pages
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消費者動向分析:印度冰淇淋食品市場的消費者動向與消費行動促進因素 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Ice Cream Market
出版日期: 2014年06月30日 內容資訊: 英文 56 Pages
簡介

本報告針對印度冰淇淋食品市場提供各種市場數據、人口構成層消費模式、促進消費行動的主要消費動向詳細分析。對消費者需求最適合的創新產品開發分析、從多變的消費者中產生利益的策略建議。

第1章 定義

  • 種類分類與人口構成定義
  • 調查方法
  • 促進食品選擇的9項主要趨勢: 20個詳細分類

第2章 市場狀況

  • 媒體影響與冰淇淋、下午茶店等促進印度冰淇淋市場成長
  • 現在達236億印度盧比市場規模的印度冰淇淋市場預計今後5年會更高度成長
  • 印度冰淇淋市場中店面消費佔冰淇淋消費量最大佔有率
  • 印度有22億冰淇淋消費機會、大部分為年輕層消費
  • 印度冰淇淋市場消費量是主要市場整體最高的成長率
  • 印度冰淇淋市場是全球成長最快的市場之一

第3章 人口構成層消費模式

  • 印度人男性比女性更常消費冰淇淋
  • 冰淇淋消費由年輕人帶動
  • 男女皆為冰淇淋「高頻率」消費者
  • 印度消費者的冰淇淋「高頻度」消費

第4章 消費動向分析

  • 印度消費者因享受與輕鬆等情緒需求而購買冰淇淋
  • 改變的生活風格趨勢: 印度消費者依照自己的年齡購買冰淇淋
  • 連結主要趨勢: 印度消費者積極的網路採購、是推廣販售品牌的好機會
  • 便利性主要趨勢: 消費者購買馬上就可享用的便利商店冰淇淋
  • 道德主要趨勢: 印度多數素食、冰淇淋需求比平均更高
  • 體驗與享受主要趨勢: 印度消費者享受冰淇淋的樂趣
  • 健康主要趨勢: 消費者不特別受健康冰淇淋吸引
  • 個性相關主要趨勢: 印度消費者認為冰淇淋讓人輕鬆
  • 信賴主要趨勢: 印度消費者認為大企業的冰淇淋具有安全性
  • 價值主要趨勢:印度消費者重視外帶冰淇淋價格、但願意購買較貴的店面消費冰淇淋

第5章 技術創新範例

  • 冰淇淋製造商瞄準印度消費者高度需求提供各項技術創新
  • 製造法與產品定位相關技術以及全球技術革新都是印度製造商的靈感來源

第6章 建議

  • 製造商應該依照印度消費者個性化需求設定目標製造「午茶風格」冰淇淋
  • 製造商、行銷人員、零售店應改善基本設施、照著各種客層透過媒體廣告折扣促進消費

第7章 附錄

目錄
Product Code: FD0043IS

Understanding Consumer Trends and Drivers of Behavior in the Indian Ice Cream Market provides an overview of the market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product developments that effectively target the most pertinent consumer need states, and offers strategic recommendations to capitalize on evolving consumer landscapes.

Key Findings

  • Indian consumers prioritize the fun that ice cream products can offer above all else
  • India experiences an above average need for ethical Ice Cream due to its large vegetarian and Hindu populations
  • Manufacturers should target India's booming young population, as well as overstretched inhabitants of urban cities
  • India's hot climate and unreliable electrical infrastructure will boost demand for slow-melting ice cream
  • Indian consumers are becoming increasingly active internet users, creating opportunities for brands

Understanding Consumer Trends and Drivers of Behavior in the Indian Ice Cream Market identifies the key demographic groups driving consumption, 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. The report also identifies the most important trends within the market and shows whether beliefs over what influences consumer behavior within the category are accurate.

Get access to:

  • Key consumer demographic groups driving consumption within the Indian market. The figures showcase the number of times consumers of specific ages and genders consume Ice Cream, 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 the India and nine other countries to give a global context
  • The degree of influence that the 20 key consumer trends identified by Canadean have on Ice Cream consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • Insight into the implications behind the data, and analysis of how the needs of 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 Ice Cream 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 Ice Cream 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

  • Media influence and penetration of Ice Cream parlors is driving the Indian Ice Cream market
  • The Indian Ice Cream market, currently valued at INR23.6 billion, is forecast to register high growth over the next five years
  • Impulse Ice Cream accounts for the highest share of volume consumption in the Indian Ice Cream market
  • There were 2.2 billion Ice Cream occasions in India with majority of consumption driven by young population
  • The Indian Ice Cream market is forecast to register highest growth across major markets, in volume terms
  • The Indian Ice Cream market is one of the fastest growing markets globally

Demographic cohort consumption patterns

  • Indian males are marginally over-consuming Ice Creams over their female counterparts
  • Consumption of Ice Cream is driven by the younger demographics
  • Both Males and Females can be classified as 'heavy frequency' consumers of Ice Creams
  • Indian consumers follow 'heavy frequency' consumption of Ice Creams

Consumer trend analysis

  • Indian consumers seek Ice Creams that fulfill emotional needs, such as those offering fun and relaxation
  • Consumer trends influencing Ice Cream consumption can be compared globally to highlight the degree of influence of each trend
  • The Changing Lifestyle mega-trend: Indian consumers seek ice cream that meets the needs of their age and lifestage
  • The Connectivity mega-trend: Indian consumers are becoming increasingly active internet users, creating opportunities for brands
  • The Convenience mega-trend: Consumers look for convenient impulse ice creams that can be enjoyed on the go
  • The Ethics mega-trend: India experiences an above average need for ethical Ice Cream due to its large vegetarian and Hindu populations
  • The Experience and Enjoyment mega-trend: Indian consumers prioritize the fun that ice cream products can offer above all else
  • The Health and Wellness mega-trend: Consumers aren't drawn to healthier ice cream offerings, fearing a sacrifice in taste
  • The Individuality mega-trend: Indian consumers look to ice cream for moments of comfort and relaxation
  • The Trust mega-trend: Indian consumers look to offerings from larger ice cream producers to ensure product safety
  • The Value mega-trend: Indian consumers look for value in their take-home offerings but will pay more for impulse treating

Innovation examples

  • Manufacturers of Ice Cream are innovating across categories to target growing needs of the Indian consumers
  • Global innovations on formulation and positioning can be a source of inspiration for Indian manufacturers

Recommended actions

  • Manufacturers should target Indian consumers' desire for fun and personalisation with 'parlor style' ice cream kits
  • Manufacturers, marketers, and retailers need to encourage consumption by improving infrastructure, targeting adults, and using media campaigns

Appendix

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