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Consumer Trends in the Ice Cream Market in India

  • Published:
  • 47 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Ice cream market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 sales across 26 consumer groups - providing through the data 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.

Scope

  • Consumer survey data for the following specific categories: Artisanal Ice Cream, Impulse Ice Cream, Take-home Ice Cream
  • Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
  • Volume shares in 2011 for brands and private label sales tracked by the survey.

Reasons To Buy

  • Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
  • Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

  • Private label penetration is negligible in the Ice Cream market in India. One driver of 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 market in 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 affects 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.

Table of Contents

1. Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 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)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2. Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Ice Cream Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Artisanal Ice Cream
    • 2.2.2 Impulse Ice Cream
    • 2.2.3 Take-home Ice Cream
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Artisanal Ice Cream
    • 2.3.2 Impulse Ice Cream
    • 2.3.3 Take-home Ice Cream

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Artisanal Ice Cream
    • 3.1.2 Impulse Ice Cream
    • 3.1.3 Take-home Ice Cream
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Artisanal Ice Cream
    • 3.2.2 Impulse Ice Cream
    • 3.2.3 Take-home Ice Cream

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Ice Cream Brand Choice and Private Label Shares
    • 4.2.1 Impulse Ice Cream
    • 4.2.2 Take-home Ice Cream

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Ice Cream
    • 5.1.2 Artisanal Ice Cream
    • 5.1.3 Impulse Ice Cream
    • 5.1.4 Take-home Ice Cream

6. Consumption Impact: Market Valuation

  • 6.1 Ice Cream Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Ice Cream Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Ice Cream Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7. Appendix

  • 7.1 About Canadean
  • 7.2 Disclaimer

List of Tables

  • Table 1: Volume Units for the Ice Cream Market
  • Table 2: Foreign Exchange Rate - INR Vs. US$, 2011
  • Table 3: India Survey Respondent Profile (weighted), 2011
  • Table 4: India Ice Cream Value Share (%), by Age Groups, 2011
  • Table 5: India Ice Cream Value Share (%), by Gender, 2011
  • Table 6: India Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 7: India Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Table 8: India Ice Cream Value Share (%) by Wealth Groups, 2011
  • Table 9: India Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Table 10: India Artisanal Ice Cream Consumer Group Share (% market value), 2011
  • Table 11: India Impulse Ice Cream Consumer Group Share (% market value), 2011
  • Table 12: India Take-home Ice Cream Consumer Group Share (% market value), 2011
  • Table 13: India Total Artisanal Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: India Total Impulse Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: India Total Take-home Ice Cream Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 16: India Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 17: India Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 18: India Impulse Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 19: India Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 20: India Take-home Ice Cream Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 21: India Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 22: India Artisanal Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: India Impulse Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: India Take-home Ice Cream Consumer Profiles (% consumers by sub-group), 2011
  • Table 25: India Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 26: India Impulse Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: India Take-home Ice Cream Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: India, Overall Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 29: India, Artisanal Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: India, Impulse Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: India, Take-home Ice Cream: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: India Ice Cream Market Value (Indian Rupee million), by Category, 2011
  • Table 33: India Ice Cream Market Value (US$ million), by Category, 2011
  • Table 34: India Ice Cream Market Volume (Kg m), by Category, 2011
  • Table 35: India Ice Cream Market Share (US$ million), by Category, 2011
  • Table 36: India Ice Cream Expenditure Per Capita (Indian Rupee), by Category, 2011
  • Table 37: India Ice Cream Expenditure Per Capita (US$), by Category, 2011
  • Table 38: India Ice Cream Expenditure Per Household (Indian Rupee), by Category
  • Table 39: India Ice Cream Expenditure Per Household (US$), by Category
  • Table 40: India Ice Cream Market Volume Share (Kg m), by Category, 2011
  • Table 41: India Ice Cream Consumption Per Capita (Kg m/ Population m), by Category, 2011
  • Table 42: India Ice Cream Consumption Per Household (Kg m / Households m), by Category, 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: India Ice Cream Value Share (%), by Age Groups, 2011
  • Figure 3: India Ice Cream Value Share (%), by Gender, 2011
  • Figure 4: India Ice Cream Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: India Ice Cream Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: India Ice Cream Value Share (%) by Wealth Groups, 2011
  • Figure 7: India Ice Cream Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: India Artisanal Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: India Artisanal Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: India Impulse Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: India Impulse Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: India Take-home Ice Cream Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: India Take-home Ice Cream Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: India Ice Cream Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: India Ice Cream Market Share (US$ million), by Category, 2011
  • Figure 16: India Ice Cream Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: India Ice Cream Expenditure Per Household (US$), by Category
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