Synopsis
This report provides the results for the Meat market in India from Canadean’s unique, highly detailed and proprietary survey 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 and the value of the market these trends influence, brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Summary
Why was the report written?
Marketers in the Meat 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 survey-based data on consumer trends, consumer groups and market data which show exactly the 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, 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 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: Fresh Meat (counter), Frozen Meat, Raw Packaged Meat – processed and Raw Packaged Meat – whole cuts.
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
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.
Meat And Poultry Industry in India
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 Meat 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 Fresh Meat (counter)
2.2.2 Frozen Meat
2.2.3 Raw Packaged Meat - processed
2.2.4 Raw Packaged Meat - whole cuts
2.3 Behavioral Trends and Market Value
2.3.1 Fresh Meat (counter)
2.3.2 Frozen Meat
2.3.3 Raw Packaged Meat - processed
2.3.4 Raw Packaged Meat - whole cuts
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Fresh Meat (counter)
3.1.2 Frozen Meat
3.1.3 Raw Packaged Meat - processed
3.1.4 Raw Packaged Meat - whole cuts
3.2 Consumer Profiles by Product 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
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Meat Brand Choice and Private Label Shares
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 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Meat
5.1.2 Fresh Meat (counter)
5.1.3 Frozen Meat
5.1.4 Raw Packaged Meat - processed
5.1.5 Raw Packaged Meat - whole cuts
6 Consumption Impact: Market Valuation
6.1 Meat Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Meat 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 Meat 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 Meat Market
Table 2: Foreign Exchange Rate – INR Vs. US$, 2011
Table 3: India Survey Respondent Profile (weighted), 2011
Table 4: India Meat Value Share (%), by Age Groups, 2011
Table 5: India Meat Value Share (%), by Gender, 2011
Table 6: India Meat Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: India Meat Value Share (%) by Education Level Achieved Groups, 2011
Table 8: India Meat Value Share (%) by Wealth Groups, 2011
Table 9: India Meat Value Share (%) by Busy Lives Groups, 2011
Table 10: India Fresh Meat (counter) Consumer Group Share (% market value), 2011
Table 11: India Frozen Meat Consumer Group Share (% market value), 2011
Table 12: India Raw Packaged Meat - processed Consumer Group Share (% market value), 2011
Table 13: India Raw Packaged Meat - whole cuts Consumer Group Share (% market value), 2011
Table 14: India Total Fresh Meat (counter) Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 15: India Total Frozen Meat Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: India Total Raw Packaged Meat - processed Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: India Total Raw Packaged Meat - whole cuts Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: India Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 19: India Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 20: India Frozen Meat Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 21: India Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 22: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: India Fresh Meat (counter) Consumer Profiles (% consumers by sub-group), 2011
Table 27: India Frozen Meat Consumer Profiles (% consumers by sub-group), 2011
Table 28: India Raw Packaged Meat - processed Consumer Profiles (% consumers by sub-group), 2011
Table 29: India Raw Packaged Meat - whole cuts Consumer Profiles (% consumers by sub-group), 2011
Table 30: India Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 31: India Fresh Meat (counter) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 32: India Frozen Meat Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 33: India Raw Packaged Meat - processed Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 34: India Raw Packaged Meat - whole cuts Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 35: India, Overall Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 36: India, Fresh Meat (counter): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 37: India, Frozen Meat: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 38: India, Raw Packaged Meat - processed: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 39: India, Raw Packaged Meat - whole cuts: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 40: India Meat Market Value (Indian Rupee million), by Category, 2011
Table 41: India Meat Market Value (US$ million), by Category, 2011
Table 42: India Meat Market Volume (Kg m), by Category, 2011
Table 43: India Meat Market Share (US$ million), by Category, 2011
Table 44: India Meat Expenditure Per Capita (Indian Rupee), by Category, 2011
Table 45: India Meat Expenditure Per Household (Indian Rupee), by Category
Table 46: India Meat Expenditure Per Household (Indian Rupee), by Category
Table 47: India Meat Expenditure Per Household (US$), by Category
Table 48: India Meat Market Volume Share (Kg m), by Category, 2011
Table 49: India Meat Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 50: India Meat Consumption Per Household (Kg m / Households m), by Category, 2011
List of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: India Meat Value Share (%), by Age Groups, 2011
Figure 3: India Meat Value Share (%), by Gender, 2011
Figure 4: India Meat Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: India Meat Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: India Meat Value Share (%) by Wealth Groups, 2011
Figure 7: India Meat Value Share (%) by Busy Lives Groups, 2011
Figure 8: India Fresh Meat (counter) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: India Fresh Meat (counter) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: India Frozen Meat Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: India Frozen Meat Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: India Raw Packaged Meat - processed Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: India Raw Packaged Meat - whole cuts Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: India Meat Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 17: India Meat Market Share (US$ million), by Category, 2011
Figure 18: India Meat Expenditure Per Capita (US$), by Category, 2011
Figure 19: India Meat Expenditure Per Household (US$), by Category
