印度消費者對於零嘴的喜好與變化 是由出版商Datamonitor在2010年05月所出版的。
這份英文市場調查報告書包含Pages: 57 價格從美金2495起跳。
本報告是以印度消費者對於零嘴的喜好與變化作出走向分析，包含印度零食廠商的成長方向與新商品的開發促進、品牌的價值整理與明確化、如何對於零食消費行為模式做出投資等，以下記概要向您呈現。
第1章 概要
第2章 未來期許
- 導論：印度消費者購買零食習慣及需求因為健康及便利性等因素開始改變。
- 零食本身就是印度食文化的一部分，近年印度消費者的飲食習慣及喜好逐漸轉變造成零食的購買習慣亦隨之改變
- 印度的零食市場每年成倍數增長
- 理解印度消費者特殊的消費習慣之重要性
- 製作傳統零食的人數減少但是零食的需求增加
- 都會的印度人生活習慣開始改變，對於零食的需求也相對變化
- 針對可攜帶外出的零食市場
- 趨勢：市場開發負責人努力改變「吃零食不健康」的印象
- 「健康的零食」概念
- 因應作息時間的變化，在正餐時間被切割的同時對於零食的需求自然會產生
- 「加入纖維」「全麥」「低脂」等宣傳標語對於印度消費者的選擇產生影響
- 趨勢：新形態零食潮流
- 西方文化的影響帶動新形態的氣勢
- 印度消費者需要更加健康的飲食
- 以「甜食」為主體販售的巧克力
- 考查：印度女性對於健康相當關心
- 印度文化的重組伴隨著印度人的飲食習慣改變，對於健康的關心程度也相對提高
- 考查：印度消費者對於是否為國產的關心程度不高，「真材實料」「自製」「原創」等宣傳標語對於消費者產生相當大的影響
- 當地企業的商品價格多半較低，相對的全國性品牌及進口產品等於高級商品
- 考查：不分年齡層，印度消費者對於精美的包裝及註明營養成分容易促進購買
- 印度消費者對於健康管理相當積極，並對於飲食與健康的關係等情報感到興趣
第3章 行動重點
- 行動：在生產出更加健康的零食需求上投資
- 行動：在商品包裝上不單單只是標明口味，而需要對於信賴感及對於健康的效用更加清楚的說明
- 行動：與其在分成小包裝上下工夫，更應該對可攜帶外出的需求作出改良
附錄
Abstract
Introduction
This report is based on the current trends observed in the changing snacking
behavior of the Indian consumers. The report identifies growth opportunities
for the snacking products manufacturers in India and aims to facilitate the
NPD and branding teams to capitalize on the changing snacking patterns.
Scope
- Detailed analysis of the Indian consumers' evolved snacking behavior and
its influences on current and future prospects of snacking products.
- Insights highlighting the willingness of Indian consumers to move beyond
traditional snacking options for the sake of variety and health.
- Geographic scope is India.
Highlights
Among all Indian snacking categories, chocolate, potato chips and nuts and
seeds had the highest CAGR over the period 2004-09.
Although snacks have been a part of Indian culture for long and were earlier
associated with leisurely consumption, the purpose of snacking has evolved
with time to be more individualistic in nature, and consumers are now
demanding snacks that are convenient, satiating and suitable for
out-of-home/on-the-go consumption.
There is a marked preference for ethnic Indian flavors among a large
percentage of Indian consumers, and therefore marketing claims related to
authenticity and originality have a strong influence on the consumers' product
choices.
Reasons to Purchase
- Provides pertinent insights on the Indian consumers' changing perspective
on snacking products.
- Provides actionable insights and recommendations for existing as well as
potential market players in India.
Table of Contents
- Overview
- Catalyst
- Summary
- Table of Contents
- Table of figures
THE FUTURE DECODED
- INTRODUCTION: Indian snacking has transformed as consumers seek
convenient, healthy and novel snacking alternatives
- Snacking has long been a part of Indian culture, but a gradual
transformation in Indian consumers' overall dietary patterns and preferences
has resulted in changing snacking habits
- The Indian snack market is experiencing double-digit annual growth
- Recognizing this different segments of Indian consumers is important
- Key takeouts and implications: A gradual shift in Indians' dietary intake
patterns has resulted in greater number of snacking occasions and a demand for
a greater variety of snacks from the organized market
- TREND: Diminishing culinary skills and the increased demand for
convenience is changing the perception of snacking products and the associated
consumption occasions
- Diminishing ability of Indian consumers to prepare traditional snacks is
driving the demand for snacks
- Snacking has gradually evolved to encompass emerging needs resulting from
changes in urban Indians' lifestyles
- Snacks are typically designed for on-the-go consumption, therefore
appealing to the increasing tendency of Indians to multitask
- Key takeouts and implications: The demand for branded ethnic snacks and
smaller, on-the-go packs of snacks is poised to increase substantially in the
near future in India
- TREND: Marketers are focusing on reducing the unhealthy image of snacks as
Indian consumers look for guilt-free options when snacking
- The notion of ‘healthy indulgence' is driving the need for
ingredient modification in snack products, and the inclusion of new categories
under the purview of snacking
- Lifestyle changes and meal-time fragmentation have created demand for
healthy ‘hunger busters' or between-meal snacks
- Among the claims made in the promotion of snacking products,
‘added/high in fiber' , ‘wholegrain' and ‘low/reduced fat'
have the highest influence on Indian consumers' product choices
- Key takeouts and implications: As the Indian consumers have started
looking at snacks as meal-replacers or compensation, the demand for nutritious
and healthy snacks will increase in the near future
- TREND: Novel snacking formats are gaining momentum as Indians show
increasing willingness to experiment with snacks
- Novel snacking options are gaining momentum in India as a result of the
increasing incorporation of Western culture into Indian lifestyles
- As Indian consumers are moving towards a healthier dietary regimen, a
number of product categories have gained acceptance as snacks by virtue of
offering a healthier way to mitigate between-meal hunger pangs
- Many chocolate brands in India are being marketed as ' sweet snacks' rather
than the traditionally ‘elitist food' positioning
- Key takeouts and implications: To keep up with the Indian consumers'
increasing inclination to experiment with their choice of snacks,
manufacturers have to explore the possibility of launching new flavors,
textures and formats
- INSIGHT: While Indian women make more conscious attempts to eat healthily
and try to practice a viable diet plan, men associate the same guilt with
snacking
- Changing socio-cultural framework is altering Indians' dietary intake and
regime, but there is a strong focus on health
- Key takeouts and implications: As the Indian women are making a conscious
attempt to eat healthily, snacking products which are positioned on the same
lines could help combat the guilt factor
- INSIGHT: While Indians are not particular about buying locally produced
food and drinks, claims such as ‘authentic' , ‘homemade' and
‘original' exert significant consumer influence
- The product range made by regional players is often the most competitively
priced, followed by the national brands and then the imported products, which
are the most expensive
- Key takeouts and implications: Since there is a marked preference for
ethnic Indian flavors among a large percentage of Indian consumers, claims of
authenticity and originality would have a strong influence on the consumers'
product choices
- INSIGHT: Indians across all age groups are more influenced by the
nutritional information on products than the aesthetics of the packaging itself
- Since Indians are proactively taking control of their personal health,
there is renewed interest in product information, especially related to the
link between eating and health and wellness
- Key takeouts and implications: Going forward, snack manufacturers' focus
on creating attractive product graphics and communication should extend to
detailing of nutritional information as well
ACTION POINTS
- ACTION: Capitalize on the demand for healthier snacks with nutritionally
rich and satiating product concepts
- ACTION: Focus on using the front of product packaging to communicate not
only flavor and taste, but also authenticity and health benefits
- ACTION: Cater to the increasing demand for on-the-go snacking with
single-serving product offerings and packaging
APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: Datamonitor' s definitions for the categories in the bakery and
cereals, confectionery and savory snacks markets, which are under the purview
of snacking
List of Figures
- Figure 1: Among all Indian snacking categories, chocolate, potato chips
and nuts and seeds had the highest CAGR over the period 2004-09
- Figure 2: Among all the snack categories (apart from ‘other savory
snacks' ), nuts and seeds and cookies were the most active in terms of product
launches in 2009
- Figure 3: Changing dietary habits, and increased participation of
companies in the organized market through novel products and marketing
efforts, are driving the growth of the Indian snack market
- Figure 4: Indian consumers can be defined as ‘health seekers' ,
‘explorers' or ‘easygoing' , depending on the importance they
assign to health, novelty and variety while choosing a snack
- Figure 5: Healthier ingredients and positioning are driving the concept of
snacking as a ‘guilt-free indulgence' for most Indians
- Figure 6: Indian consumers are increasingly ready to experiment with novel
snacking options, formats and flavors, thereby making the market highly
competitive
- Figure 7: Indian consumers' desire for rich tastes and flavors is going to
be a key driving factor in sustaining ethnic snacking options, albeit in
healthier and more contemporary product formats
- Figure 8: Indian snacking culture has traditionally been associated with a
wide variety of homemade snacks, along with regional ethnic products sold
through the unorganized market
- Figure 9: Indian snacks manufacturers are launching ethnic snacks from
different Indian states in more contemporary formats
- Figure 10: Reducing pack size can drive both the trial and uptake of
on-the-go snacks in India
- Figure 11: Public health indicators related to dietary intake show the
possibility of a deterioration in Indians' health by 2025
- Figure 12: Among several personal lifestyle parameters, Indians show most
dissatisfaction with respect to their body weight and shape
- Figure 13: Close to 50% of the Indians are not satisfied with their
physical fitness levels or body weight and shape
- Figure 14: Frito-Lay' s Snack Smart is a move towards a portfolio
transformation and the provision of ‘better-for-you' snacks that so not
compromise on taste
- Figure 15: Processing techniques such as baking (rather than frying) allow
snack manufacturers to avoid triggering the negative perception consumers have
of traditional snacking products
- Figure 16: Since Indians are developing a tendency to skip or defer their
breakfast or lunch, they are seeking nutritional value and satiation through
more frequent snacking
- Figure 17: The inclusion of ingredients such as fiber, whole grains and
cereals in categories such as biscuits and cereal bars is creating a new wave
of healthier snacking options for Indians
- Figure 18: Among the claims used in snack promotion, ‘added/high in
fiber' , ‘wholegrain' and ‘low/reduced fat' have the highest
influence on Indian consumers' product choices
- Figure 19: The reason behind the success of Act II popcorn in the Indian
market lies in product customization to suit the local need for convenience,
and its positioning as a healthy, light snack
- Figure 20: Cereal bars are a convenient format in which to offer healthy
ingredients such as cereals, fruits and nuts alongside other nutritional
components such as vitamins and minerals
- Figure 21: Smaller packs sizes should be launched by all the snack
manufacturers to address the increasing consumer tendency to snack on-the-go
- Figure 22: Since many Indians like chocolate' s flavor and the per capita
expenditure on chocolate in the country is low, this gives snack manufacturers
an opportunity to market chocolate-based snacks
- Figure 23: Chocolate-based snacks have significant potential to be
positioned as tasty, economical indulgences as category penetration grows amid
rising prosperity in India
- Figure 24: Indian women across all groups make a more conscious attempt to
eat healthily on a regular basis than men
- Figure 25: Over 40% of Indians across all age groups are making an effort
to follow a diet plan, and this phenomenon is slightly more apparent among
Indian women
- Figure 26: Indian women across all age groups show significantly more
interest in food and beverages that help improve appetite control or provide
satiety
- Figure 27: Male and female consumers across all age groups in India show a
similar level of guilt regarding between-meal snacking
- Figure 28: Only 30% of Indian consumers try to buy locally produced food
and drinks on a regular basis, with this product credential having more impact
upon female shoppers
- Figure 29: Ethnic Indian flavors still command a sustained demand from a
majority of the Indian consumers
- Figure 30: The ‘authentic' , ‘homemade' and ‘original'
product claims have high level of influence over more than half of Indian
consumers' product choices
- Figure 31: More Indian women than men use nutritional information on
product packaging to help make food and drink choices on a regular basis
- Figure 32: Less than a third of Indians buy food and drink products
regularly on the basis of packaging aesthetics
- Figure 33: Manufacturers should look at the inclusion of ingredients such
as fruits, grains and cereals in their snack offerings to satisfy the consumer
demand for health and satiety
- Figure 34: Claims related to authenticity and health benefits should be at
the forefront of product communication, alongside flavor-related attributes
- Figure 35: Beyond packaging claims, brands must also look for product
advocates who effectively represent healthy brand values
- Figure 36: Snack manufacturers need to explore concepts such as resealable
and single-serving packs to appeal to the increasing demand for on-the-go
snacking products
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