This report provides the results for the Bakery & Cereals 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 Bakery & Cereals 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 Bakery & Cereals 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. 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: Baking Ingredients, Baking Mixes, Bread & Rolls Cakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods, and Savory Biscuits.
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
More women consume Baking Ingredients than men. While more men record Heavy frequency consumption, women outnumber men in the Medium and Light frequency consumption groups.
Consumption frequency analysis reveals that Early Young Adults have the lowest proportion of overall consumption of Cereals in India as they break with previous consumption patterns developed under parental guidance. This low consumption is continued by Older Young Adults, presenting a potential issue if these consumers continue their low consumption as they increase in age.
Older consumers record the lowest consumption of Cereal Bars in India, with no Heavy frequency consumers. However, the age group does record significant numbers of Medium and Light frequency consumers, presenting a core base whom suppliers can encourage to consume their products more often.
Market valuation shows Bread & Rolls account for one-third of the Bakery & Cereals market in India, over twice the size of the second-largest product category, Cookies (sweet Biscuits).
Private label penetration is extremely high in Morning Goods, accounting for approximately two-thirds of the market by volume. Bakery & Cereals tend to record a very high private label penetration rate given the undeveloped and fragmented state of the Indian retail market, as private labels are typically most successful in mature and concentrated retail environments.
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. 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.