The Indian Meat Market: What Consumers Eat and Why?

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 59 pages

Product Synopsis

This report provides the results for the Meat 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 Meat 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 Meat 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 and 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: Fresh Meat (counter), Frozen Meat, Raw Packaged Meat – processed, and Raw Packaged Meat – whole cuts.

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

Urban dwellers consume meat at a slightly above average rate, with a share of 91% of the market despite accounting for 88% of the population.

Segmentation of the Meat market by wealth group shows that no single group consumes Meat 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.

Private labels account for approximately 20% of the volume of products distributed in most Meat categories. However, this can be expected to increase as India’s retail market matures and becomes less fragmented, developments which tend to aid the growth of private labels.

Key Highlights

Not only do consumers state that Changing Age Structures and Changing Lifestages are the leading market trends driving the meat market in India, but these trends also influence a significant share of the market, indicating that these trends influence the actual value of the market. Consumers are acting on these trends and therefore companies need to consider these key behavioral attributes while creating their products or marketing strategies to effectively reach their target audience.

The Personal Space and Time trend influences 18% of the value of the Raw Packaged Meats – whole cuts market. This shows that consumers of these products value them for the preparation and cooking process involved in their consumption, providing an escape from their busy lives.

The value of the Meat market by age group closely matches the country’s population breakdown. As such, India’s young population are a key target for marketers, with Kids & Babies accounting for 22% of the market.

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
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 Meat 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 Fresh Meat (counter)
3.2.2 Frozen Meat
3.2.3 Raw Packaged Meat - processed
3.2.4 Raw Packaged Meat - whole cuts
3.3 Behavioral Trends and Market Value
3.3.1 Fresh Meat (counter)
3.3.2 Frozen Meat
3.3.3 Raw Packaged Meat - processed
3.3.4 Raw Packaged Meat - whole cuts
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Fresh Meat (counter)
4.1.2 Frozen Meat
4.1.3 Raw Packaged Meat - processed
4.1.4 Raw Packaged Meat - whole cuts
4.2 Consumer Profiles by Product Category
4.2.1 Fresh Meat (counter)
4.2.2 Frozen Meat
4.2.3 Raw Packaged Meat - processed
4.2.4 Raw Packaged Meat - whole cuts
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Meat Brand Choice and Private Label Consumer Penetration
5.2.1 Fresh Meat (counter)
5.2.2 Frozen Meat
5.2.3 Raw Packaged Meat - processed
5.2.4 Raw Packaged Meat - whole cuts
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Meat
6.1.2 Fresh Meat (counter)
6.1.3 Frozen Meat
6.1.4 Raw Packaged Meat - processed
6.1.5 Raw Packaged Meat - whole cuts
7 Consumption Impact: Market Valuation
7.1 Meat Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Meat 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 Meat 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 Meat Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Meat Value Share (%), by Age Groups, 2012
Table 5: India Meat Value Share (%), by Gender, 2012
Table 6: India Meat Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Meat Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Meat Value Share (%) by Wealth Groups, 2012
Table 9: India Meat Value Share (%) by Busy Lives Groups, 2012
Table 10: India Fresh Meat (counter) Consumer Group Share (% market value), 2012
Table 11: India Frozen Meat Consumer Group Share (% market value), 2012
Table 12: India Raw Packaged Meat - processed Consumer Group Share (% market value), 2012
Table 13: India Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2012
Table 14: India Total Fresh Meat (counter) Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: India Total Frozen Meat Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Total Raw Packaged Meat - processed Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Raw Packaged Meat - whole cuts Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: India Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: India Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2012
Table 27: India Frozen Meat Consumer Profiles (% consumers by sub-group), 2012
Table 28: India Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2012
Table 29: India Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2012
Table 30: India Meat Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: India Fresh Meat (counter) Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: India Frozen Meat Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: India Raw Packaged Meat - processed Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: India Raw Packaged Meat - whole cuts Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: India Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: India Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: India Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: India Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: India Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: India Meat Market Value (Indian Rupee million), by Category, 2012
Table 41: India Meat Market Value (US$ million), by Category, 2012
Table 42: India Meat Market Volume (Kg m), by Category, 2012
Table 43: India Meat Market Value (US$ million), by Category, 2012
Table 44: India Meat Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 45: India Meat Expenditure Per Capita (US$), by Category, 2012
Table 46: India Meat Expenditure Per Household (Indian Rupee), by Category
Table 47: India Meat Expenditure Per Household (US$), by Category
Table 48: India Meat Market Volume (Kg m), by Category, 2012
Table 49: India Meat Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 50: India Meat Consumption Per Household (Kg m / Households m), by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Meat Value Share (%), by Age Groups, 2012
Figure 3: India Meat Value Share (%), by Gender, 2012
Figure 4: India Meat Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Meat Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Meat Value Share (%) by Wealth Groups, 2012
Figure 7: India Meat Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Meat Market Value (US$ million), by Category, 2012
Figure 17: India Meat Expenditure Per Capita (US$), by Category, 2012
Figure 18: India Meat Expenditure Per Household (US$), by Category

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