SYS-CON MEDIA Authors: Greg Ness, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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The Indian Ice Cream Market: What Consumers Eat and Why?



 

LONDON, Jan. 30, 2014 /PRNewswire/ -- Reportbuyer.com just published a new market research report:

The Indian Ice Cream Market: What Consumers Eat and Why?


Product Synopsis

This report provides the results for the Ice Cream 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 Ice Cream 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 Ice Cream 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. India's young population, adapting to increasing affluence, will shape the market for years to come. 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: Artisanal Ice Cream, Impulse Ice Cream, and Take-home Ice Cream.

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

Pre-Mid-Lifers record the lowest consumption of Artisanal Ice Cream, with only 15% of this age group recording Heavy frequency consumption and 10% Medium frequency consumption. In contrast, 20% of Older Young Adults record Heavy frequency consumption and 14% record Medium frequency consumption. Suppliers need to find out why their marketing strategies are successful among 25–34 years olds, but not 35–45 year olds.

Take-home Ice Cream is extremely popular with Mid-Lifers, only 22% of whom are Non-users of these products. However, only 12% of this age group are Heavy frequency consumers, indicating that suppliers should develop strategies to increase how often Mid-Lifers eat Take-home Ice Cream.

The Better Off wealth group accounts for 47% of the market by value. However, segmentation of the Ice Cream market by wealth group shows that no single group consumes Ice Cream disproportionately to their share of the country's population. As such, companies should introduce differentiated products targeting various income groups so that every income group is effectively targeted.


Key Highlights

Private label penetration is negligible in the Ice Cream market in India. One reason for this is the fragmented nature of the Indian retail environment, with private labels typically more successful in mature, concentrated retail markets.

Market valuation reveals that Impulse Ice Cream has a value share of 65% in the overall Ice Cream marketing India, followed by Take-home Ice Cream. Artisanal Ice Cream has the smallest market share.

A significant "attitude-behavior" gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. For instance, 43% of consumers' state that the Fun and Enjoyment trends affect their choice of Ice Cream consumption, but this trend affects less than 20% of the value of each Ice Cream market. This is because consumers don't always act on these trends – the result is that overall trend influence is limited, but has the potential to grow.
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 Ice Cream 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 Artisanal Ice Cream
3.2.2 Impulse Ice Cream
3.2.3 Take-home Ice Cream
3.3 Behavioral Trends and Market Value
3.3.1 Artisanal Ice Cream
3.3.2 Impulse Ice Cream
3.3.3 Take-home Ice Cream
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Artisanal Ice Cream
4.1.2 Impulse Ice Cream
4.1.3 Take-home Ice Cream
4.2 Consumer Profiles by Product Category
4.2.1 Artisanal Ice Cream
4.2.2 Impulse Ice Cream
4.2.3 Take-home Ice Cream
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Ice Cream Brand Choice and Private Label Consumer Penetration
5.2.1 Impulse Ice Cream
5.2.2 Take-home Ice Cream
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Ice Cream
6.1.2 Artisanal Ice Cream
6.1.3 Impulse Ice Cream
6.1.4 Take-home Ice Cream
7 Consumption Impact: Market Valuation
7.1 Ice Cream Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Ice Cream 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 Ice Cream 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 Ice Cream Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Ice Cream Value Share (%), by Age Groups, 2012
Table 5: India Ice Cream Value Share (%), by Gender, 2012
Table 6: India Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Ice Cream Value Share (%) by Wealth Groups, 2012
Table 9: India Ice Cream Value Share (%) by Busy Lives Groups, 2012
Table 10: India Artisanal Ice Cream Consumer Group Share (% market value), 2012
Table 11: India Impulse Ice Cream Consumer Group Share (% market value), 2012
Table 12: India Take-home Ice Cream Consumer Group Share (% market value), 2012
Table 13: India Total Artisanal Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: India Total Impulse Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: India Total Take-home Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: India Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: India Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: India Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: India Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 23: India Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 24: India Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2012
Table 25: India Ice Cream Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: India Impulse Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: India Take-home Ice Cream Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: India Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: India Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: India Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: India Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: India Ice Cream Market Value (Indian Rupee million), by Category, 2012
Table 33: India Ice Cream Market Value (US$ million), by Category, 2012
Table 34: India Ice Cream Market Volume (Kg m), by Category, 2012
Table 35: India Ice Cream Market Value (US$ million), by Category, 2012
Table 36: India Ice Cream Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 37: India Ice Cream Expenditure Per Capita (US$), by Category, 2012
Table 38: India Ice Cream Expenditure Per Household (Indian Rupee), by Category
Table 39: India Ice Cream Expenditure Per Household (US$), by Category
Table 40: India Ice Cream Market Volume (Kg m), by Category, 2012
Table 41: India Ice Cream Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 42: India Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2012


List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Ice Cream Value Share (%), by Age Groups, 2012
Figure 3: India Ice Cream Value Share (%), by Gender, 2012
Figure 4: India Ice Cream Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Ice Cream Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Ice Cream Value Share (%) by Wealth Groups, 2012
Figure 7: India Ice Cream Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Ice Cream Market Value (US$ million), by Category, 2012
Figure 15: India Ice Cream Expenditure Per Capita (US$), by Category, 2012
Figure 16: India Ice Cream Expenditure Per Household (US$), by Category


Read the full report:
The Indian Ice Cream Market: What Consumers Eat and Why?
http://www.reportbuyer.com/food_drink/chilled_frozen_food/indian_ice_cre...

For more information:
Sarah Smith
Research Advisor at Reportbuyer.com
Email: [email protected]
Tel: +44 208 816 85 48
Website: www.reportbuyer.com

SOURCE ReportBuyer

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