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

Summary

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.

Synopsis

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

Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Indian Dairy Food Market
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 and 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 and Enjoyment mega-trend: Fun and Enjoyment is particularly important to young consumers, who consume a third of all Dairy
The Health and 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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