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Consumer Trends in the Prepared Meals Market in India

  • Published:
  • 41 Pages
  • Canadean

Abstract

Summary

Why was the report written?

Marketers in the Prepared Meals 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 data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Prepared Meals market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

Rapid economic growth has led to a fast developing middle class with a growing propensity to consume Prepared Meals, be these convenience versions of traditional dishes or ways of trying out new cuisines. In order to maximize the potential these trends offers marketers will need to understand which consumer groups, and which trends, offer the greatest rewards for their products.

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: the Meal Kits, Pizza and Ready Meals
  • 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

  • While not accounting for the whole of the market, Time Poor people account for around 60% of the market's value in India. Interestingly, in contrast a significant share is accounted for by those who are Time Rich. This perhaps indicates that while some consumers are seeking the sheer time saving benefits of these products, a significant second group is looking to save the effort involved in meal preparation, instead preferring to maximize the amount of times for other things.
  • Overall branded products dominate the market in India, with Private Label penetration being under 10% in all categories covered. At present this pattern is very favorable to branded products, but if they are to maintain this position they will need to continue to offer valued-added benefits compared to Private Labels
  • While Private Labels have not been able to take a major share of the market the leading brands have at most taken around a 16% share of any one category, with few others having any major share of the market. This fragmented picture highlights the potential room for growth for either new brands or Private Labels.

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 Prepared Meals 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 Meal Kits
    • 2.2.2 Ready Meals
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Meal Kits
    • 2.3.2 Ready Meals

3. Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Meal Kits
    • 3.1.2 Ready Meals
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Meal Kits
    • 3.2.2 Ready Meals

4. Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Prepared Meals Brand Choice and Private Label Shares
    • 4.2.1 Meal Kits
    • 4.2.2 Ready Meals

5. The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Prepared Meals
    • 5.1.2 Meal Kits
    • 5.1.3 Ready Meals

6. Consumption Impact: Market Valuation

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

List of Figures

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