|
市場調查報告書
印度RTE（Ready To Eat）食品市場的新市場機會
Emerging opportunities in Indian Ready To Eat foods market
| 出版商 |
Datamonitor |
| 出版日期 |
2010年04月 |
商品編碼 |
120829 |
| 內容資訊 |
英文 Pages: 47 |
| 價格 |
|
|
印度RTE（Ready To Eat）食品市場的新市場機會 是由出版商Datamonitor在2010年04月所出版的。
這份英文市場調查報告書包含Pages: 47 價格從美金1495起跳。
本報告，針對印度RTE（Ready To Eat）食品市場的現狀與新市場機會進行調查分析，並彙整印度生活方式的變化、飲食習慣與其變化、印度人對食品的需求、RTE食品的成長刺激因素・阻礙、成長區分、製造・銷售公司的市場行銷&商品開發策略等，由下列摘要形式闡述。
概要
今後展望
- 簡介：滿足味道與便利性的需求，牽引著在時間壓力漸增的印度社會的乾燥速煮食物的成長
- 動向：生活方式的變化與印度人的社會經濟檔案：加速了國內RTE食品的成長
- 動向：印度人對於不規則的飲食生活・速食消費相關的長期性健康問題的意識
- 分析：壓力的減少與工作生活平衡的改善：大部分的印度人為了最大化閒暇時間，尋求縮短時間的產品・服務
- 分析：印度的男女一樣對於食品與健康之間關係的了解抱持興趣
- 分析：所有年齡族群的半數以上在食品・飲料的選擇上會受到'better-for-you'標示的影響
- 分析：標示'新鮮'的食品・飲料擁有對消費者的影響力
- 分析：不每天做晚餐的人與其外食，傾向選擇外帶
行動重點
- 行動：藉由更健康的成分與產品包裝上的適當標示，以去除對於RTE食品鮮度的疑慮
- 行動：為了提供給單人食用與試吃方便，將包裝大小縮小
- 行動：做為消費地點之一，將職場納入視野內
- 行動：提供受歡迎的國際性飲食，並將種類多樣化
- 行動：以有健康意識的人為目標，並導入RTE沙拉
- 行動：開發米飯/麵包・咖哩的組合
- 行動：提供可以直接從容器食用的包裝型態的RTE食品
附錄
圖表
Abstract
Introduction
This report is based on trends observed in the changing Indian lifestyles,
dietary intake patterns and the heightened need for convenience. It captures
the current attitudes towards consumption of ready to eat foods and is aimed
at enabling the NPD and marketing team in FMCG companies, to identify
potentials in terms of advertising, product formulation & packaging, and
emerging consumer segments.
Scope of this research
- Identifies current and emerging categories in ready-to-eat foods
- Explores drivers and inhibitors behind Indian consumers' product choices
of ready-to-eat foods
- Focus areas for FMCG companies in terms of marketing communication,
product formulation and packaging and target consumers
- Geographic scope is India
Research and analysis highlights
There is a rise in the demand for foods based on traditional Indian recipes
across different states in India and abroad. This can be attributed to a
number of factors including paucity of time and declining skills to prepare
several traditional Indian foods, and the rise in the globalization of Indians
and Indian food.
The extensive coverage of topics related to health and wellness in the media
is increasing awareness amongst Indian consumers regarding health issues and
the long term ill-effects of consumption of fast-food.
Since Indians' dietary patterns have changed such that they don' t have their
ethnic foods during their breakfast, lunch or evening snack, there is an
inclination to balance the dietary intake by opting for a traditional Indian
cuisine during dinner.
Key reasons to purchase this research
- Information on current consumer and product trends in the Indian
ready-to-eat foods market
- Insights into Indian consumer attitudes towards purchase and consumption
of such ready to eat foods
- Identifies opportunities in terms of marketing communication, product
formulation&packaging,and emerging consumer segments for FMCG companies in
India
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: The need to meet taste and convenience needs is fueling the
growth of dried ready meals in an increasingly time-pressed Indian society
- Changing societal trends in India are having a major impact on Indians
consumers' food behaviors
- There are two forms of convenience food, although this report only
covers the shelf stable fare
- The Indian RTE food market is growing at a rate well in excess of the
country' s overall GDP growth
- TREND: The changing lifestyles and socioeconomic profile of Indians is
fueling the growth of RTE foods in the country
- The concept of nuclear families and moving away from one' s hometown is
now commonplace in Indian society
- Blurred gender roles and responsibilities have arisen from ongoing
societal changes
- An emerging generation of Indian women now exists that have neither the
necessary knowledge nor the time to prepare traditional Indian meals on a
regular basis
- Indians have become more experimental with respect to their food and
drink choices, as there is a need for variety in dietary intake
- Glocalization of Indians and Indian food is increasing the acceptance
and demand for RTE foods
- Key takeouts and implications: Changing lifestyles and socio-economic
status of Indians is going to drive the demand for more convenient dietary
options such as, RTE foods
- TREND: There has been an increase in Indian consumers' awareness of
long-term health issues associated with an irregular diet and fast food
consumption
- Mealtime fragmentation is leading to irregular and smaller portion
intake, although the importance of having a wholesome and home-cooked dinner
is still apparent
- Claims associated with health and wellness have a significant influence
on consumers' product choices
- Key takeouts and implications: Ensuring and communicating freshness, and
offering more convenient product concepts should be the areas of focus for
RTE manufacturers in India
- INSIGHT: To reduce stress and improve work-life balance, a high majority
of Indians are seeking time saving products and services in an attempt to
maximize leisure time
- Pressure to achieve professional satisfaction is ever rising
- Indians are showing a significant tendency to choose products with a
convenience positioning
- Key takeouts and implications: All aspects of convenience-driven
benefits should be at the forefront of marketing communication from the RTE
manufacturers
- INSIGHT: Both Indian men and women are equally interested in knowing the
relationship between food and health, but more women tend to use on-pack
nutritional information
- Since Indians are taking more interest in taking control of their
personal health than ever before, there is a renewed interest in reading
information related to health and wellness
- Key takeouts and implications: Detailed and descriptive nutritional
information on product packaging is vital in gaining the consumers' trust
- INSIGHT: More than half of Indians across all age groups are highly
influenced by ' better-for-you' claims while making food and beverage choices
- Key takeouts and implications: RTE foods should be reformulated to
contain low-fat and low-cholesterol
- INSIGHT: Food and beverages marketed with ' Freshness' claims have more
influence on consumers, compared to ' Authentic/home-made/original' or even '
No artificial additives'
- Traditionally, Indians have long believed in the benefits of consuming
freshly prepared food at home
- The ongoing preference for ' fresh' food is influenced by growing
understanding of the benefits of food products which are free from
artificial additives or are made from ' natural' ingredients
- Key takeouts and implications: Freshness-linked claims gain precedence
over authenticity and home-made claims in consumers' choice of food products
- INSIGHT: Indians who do not cook dinner at home on a sustained basis
choose take-away meals more often than eating out, driven by an innate
preference for at-home consumption
- Key takeouts and implications: Driven by a desire for eating at home,
Indians are increasingly looking for convenient and healthy alternatives
which give the taste of home-cooked meals
ACTION POINTS
- ACTION: Remove the skepticism surrounding the freshness of RTE foods via
healthier product formulation and appropriating communication on product
packaging
- ACTION: Make smaller pack sizes to allow for single serve usage and to
encourage trial
- ACTION: Target the workplace as a consumption occasion
- ACTION: Introduce greater variety by offering popular international
cuisines
- ACTION: Introduce RTE salads targeted at the health conscious
- ACTION: Explore meal combinations of rice/bread and curries
- ACTION: Offer RTE foods in packaging formats that allow for direct
consumption from the container
APPENDIX
- Definitions
- Canned ready meals
- Chilled ready meals
- Frozen ready meals
- Dried ready meals
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: Changing lifestyles, gender roles and the need for products that
offer a balance between taste and convenience are driving the growth of RTE
foods in India
- Figure: Manufacturers in India need to work on delivering better taste,
health and convenience to make RTE foods a more formidable competitor to other
dinner time meal considerations
- Figure: Three waves of supermarket diffusion have influenced emerging
market retailing
- Figure: Indians' diet diversification over the last two decades has taken
place through two distinct stages
- Figure: Several Indian manufacturers have launched ethnic Indian cuisines
in the RTE format, but with slightly different value propositions communicated
through package literature
- Figure: Regional Indian cuisines, sweets and combination meals present
significant opportunities for Indian RTE food manufacturers to explore new
product development
- Figure: Public health indicators related to dietary intake among Indians
show possibilities of a deterioration by 2025
- Figure: Many consumers do not feel that they have the time to prepare and
eat ' three square meals a day'
- Figure: Most Indians make a conscious attempt to eat healthily, but on a
sustained basis, female consumers do so more than the males
- Figure: RTE food manufacturers are increasingly using ' Natural' and ' No
preservatives' claims on the front of the product packaging
- Figure: In 2009, Indians felt that their lives became more stressful, and
this can be attributed to a decreasing satisfaction with respect to work-life
balance
- Figure: Over the last two years, rising inclination to maximize leisure
time has resulted in close to 80% of the Indians giving more importance to
time-saving products and services
- Figure: There are at least two broad dimensions of convenience
- Figure: Close to 70% of Indian men and women show a keen interest in
reading or hearing about the relationship between food and health
- Figure: A large proportion of Indian consumers remain unsure about whether
they feel food and health information is confusing and conflicting
- Figure: Compared to the men, more Indian women use nutritional information
on product packaging to help make food and drink choices on a regular basis
- Figure: Across all ages, ' Low or lowers cholesterol' and ' Low or reduced
fat' has a high level of influence on 50% of the Indians' choice of food and
beverages
- Figure: Across all age groups, Indians value ' Freshness' claims more than
' Authentic/home-made/original' or even ' No artificial additives' claims
- Figure: On a regular basis, if not for home-cooked dinner, Indians prefer
at-home consumption of take-away meals over eating out
- Figure: RTE manufacturers in India should focus on reducing the fat
content in their curries or at least use and communicate the fact that
healthier oils have been used in the preparations
- Figure: Leverage product packaging to promote the nutritional value of RTE
foods and create trust among consumers
- Figure: Time pressure and an attempt to ' eat moderate to stay healthy'
are driving Indians to eat and drink smaller portions
- Figure: Easy to use RTE meal concepts targeted at lunch-time consumption
at the workplace is a potential opportunity to increase ' share of stomach' in
India
- Figure: As preferences broaden, Indian RTE manufacturers should explore
convenience-meal concepts based on popular international cuisines, such as
Chinese and Italian
- Figure: RTE salad concepts present a significant opportunity, as they
potentially satisfy Indians consumers' converging needs for taste, health and
convenience
- Figure: Introducing combinations of rice and curries to make RTE offerings
a comprehensive meal is a potentially compelling market offering
- Figure: RTE foods in bowl or dish-type packaging could further increase
the convenience-led value proposition
|
