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消費者動向の分析:インドの乳製品市場における消費者動向・行動促進要因

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Dairy Food Market

発行 Canadean 商品コード 298613
出版日 ページ情報 英文 56 Pages
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消費者動向の分析:インドの乳製品市場における消費者動向・行動促進要因 Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Dairy Food Market
出版日: 2014年03月31日 ページ情報: 英文 56 Pages
概要

インドの乳製品市場は、世界で最も急速に成長している市場です。一方、可処分所得の少なさやコールドチェーン流通の未発達から、加工乳製品の1人当たり消費量は非常に低い水準にあります。

当レポートでは、インドの乳製品市場における消費者の傾向・行動やその促進要因について分析し、人口コホート(性別・年齢)別および製品カテゴリー別の消費量の傾向を調査すると共に、消費行動に対する影響要因を複数のメガトレンドの尺度から考察して、その結果を概略以下の構成でお届けします。

定義

  • カテゴリーの分類と人口構造の定義
  • 分析手法の概略
  • 食品の選択を促す9つのメガトレンドと20のサブトレンド

市場の文脈

  • 健康・利便性・新製品開発:インドの乳製品消費の主な促進要因
  • インドの乳製品市場:4668億インドルピーの規模に達し、今後更に成長する
  • 牛乳が全消費量の97.4%を締める
  • 乳製品の摂取回数:全体で978億回(2012年)、大半を児童・乳幼児が占める
  • インドの乳製品市場の成長率(数量ベース)は世界第2位
  • インドの1人当たりの加工乳製品消費量は、世界最低の水準となる

人口階層(コホート)別の消費パターン

  • インドの女性消費者は、男性よりも多く乳製品を消費する
  • 高齢者の乳製品消費量はやや低い:消費拡大の機会の存在
  • 乳製品消費頻度は男性も女性も同等
  • 0〜9歳の消費者が、最大の乳製品消費者となる

消費者動向の分析

  • 年齢層別のニーズが、乳製品の消費パターンに影響する
  • 消費者動向の消費量への影響:主要市場間の比較
  • ライフスタイルの変化:増加中の青年層が、年齢に即した栄養上のニーズを満たす乳製品を求めている
  • 連続性:消費者は文化的つながりを感じる乳製品を求めている
  • 利便性:忙しい消費者は、家の外でも消費できる乳製品を求めている
  • 倫理性:ヒンドゥー教の影響から、消費者は乳牛に対する倫理的な取り扱いを要求している
  • 体験・娯楽:乳製品の消費量1/3を占める若年層にとって、嗜好性は特に重要である
  • 健康・ウェルネス:インドの消費者は自らの栄養的ニーズの充足を求めている
  • 個性:乳製品の消費動機の1/3は、「現実逃避」「自分だけの時間」「快適性」に基づいている
  • 信頼性:牛乳の異物混入事件が、乳製品の消費に一定の影響を及ぼしている
  • 価値:メーカーは低所得層の開拓のため、安価・小型の製品を生産している

製品開発の事例

  • どのカテゴリーでも、メーカーは消費者ニーズ拡大に合わせた製品開発を推進している
  • メーカー各社は新しい形態・位置づけ・包装に注目している

推奨すべき行動

  • メーカー/マーケター/小売業者は、新鮮さ・価値・健康上の価値を訴えて乳製品の消費を促進し、また今の生活ニーズに合った従来型商品を開発する必要がある

付録

目次
Product Code: FD0003IS

This report provides an overview of the Indian Dairy Food market, analyzing market data, demographic consumption patterns within the category, and the key consumer trends driving consumption. The report highlights innovative new product development for effectively targeting the most pertinent consumer need states and offers strategic recommendations to capitalize on the evolving consumer landscape

Key Findings

  • India's Dairy market is one of the fastest-growing worldwide in volume terms
  • India's booming youth population is looking to Dairy to fulfil age-based nutritional needs
  • Time-scarce consumers are increasingly seeking products that can be consumed outside of the home
  • Fun and Enjoyment is particularly important to young consumers, who consume a third of all Dairy
  • Consumers are motivated by the ethical treatment of cows due to their status in Hindu culture
  • India's low per capita consumption of packaged Dairy products provides significant room for growth as disposable incomes rise and cold-chain distribution networks improve.

This report allows readers to identify the key demographic groups driving consumption in the Indian Dairy market, and what motivates their consumption. The report uses a unique method of quantifying consumer trends to highlight the degree of influence they have on consumption within the category. This enables the reader to identify the most important trends within the market and also determine whether beliefs over what influences consumer behavior within the category are accurate.

In particular, this report includes:

  • Key consumer demographic groups driving consumption within the Indian market are identified. The figures showcase the number of Dairy occasions attributed to specific age groups and gender, as well as identifying whether these demographic groups "over" consume in the category (i.e. they account for a higher proportion of occasions than the proportion of society they represent overall)
  • Market value and volumes over 2008-2018 for India and nine other countries across the globe
  • The report quantifies the degree of influence that the 20 key consumer trends identified by Canadean have on Dairy consumption volumes, with granular analysis on the extent that degree of influences varies between gender and age group
  • The report provides insight to highlight the "so what?" implications behind the data, and analysis of how the need states of consumers within the Dairy category will evolve in the short-to-medium term future
  • Examples of international and India-specific product innovation targeting key consumer needs.

Reasons to buy

This report brings together consumer analysis and market data to provide actionable insight into the behavior of Indian Dairy consumers. This is based on Canadean's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Dairy sector. This allows product and marketing strategies to be better aligned with the leading trends in the market.

Table of Contents

Definitions

  • Category classification and demographic definitions
  • Summary methodology
  • Canadean has identified nine mega-trends that drive food choice: these can be broken down into 20 sub-trends

Market context

  • Health, convenience, and new product innovation are the key factors driving Dairy consumption in India
  • The Indian Dairy Food market has a value of INR466.8 billion and is forecast to witness strong sales growth over the next five years
  • Milk accounts for 97.4% of Dairy consumption by volume
  • There were over 97.8 billion Dairy Food occasions in India in 2012, with Kids & Babies leading consumption
  • India is the second fastest growing Dairy market in terms of volume consumption
  • India has the lowest per capita consumption of packaged Dairy globally

Demographic cohort consumption patterns

  • Indian women consume more Dairy products than men
  • Older Consumers are marginally under-consuming Dairy products indicating opportunities for increasing Dairy consumption
  • Males and females follow a similar frequency consumption pattern for Dairy products in India
  • Consumers aged between 0-9 years are heavy consumers of Dairy products in India

Consumer trend analysis

  • Age-specific needs influencing consumption patterns in the Indian Dairy Food market
  • Comparing the influence of consumer trends on consumption of Dairy products across major markets
  • The Changing Lifestyle mega-trend: India's booming youth population is looking to Dairy to fulfil age-based nutritional needs
  • The Connectivity mega-trend: Consumers seek Dairy products that they feel a cultural connection with
  • The Convenience mega-trend: Time-scarce consumers are increasingly seeking products that can be consumed outside of the home
  • The Ethics mega-trend: Consumers are motivated by the ethical treatment of cows due to their status in Hindu culture
  • The Experience & Enjoyment mega-trend: Fun & Enjoyment is particularly important to young consumers, who consume a third of all Dairy
  • The Health & Wellness mega-trend: Indian consumers look to Dairy to fill their nutritional needs
  • The Individuality mega-trend: A third of Dairy consumption is motivated by a desire for escapism, me-time, and comfort
  • The Trust mega-trend: Milk adulteration scandals lead trust to have a moderate influence on consumption
  • The Value mega-trend: Manufacturers are producing cheap, small sized products to target poorer consumers

Innovation examples

  • Manufacturers are innovating across categories to target the growing needs of Indian consumers
  • Manufacturers are focusing on innovative formulation, positioning, and packaging

Recommended actions

  • Manufacturers, marketers, and retailers need to encourage consumption of Dairy by communicating freshness, value, and health benefits, as well as developing traditional products to meet the needs of modern lives

Appendix

  • An explanation of the sub-trends
  • Detailed methodology
  • About Canadean
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