Consumer Trends in the Bakery & Cereals Market in India

Date: March 29, 2012
Pages: 103
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Report type: Strategic Report
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Consumer Trends in the Bakery & Cereals Market in India
Synopsis

This report provides the results for the Bakery & Cereals market 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, and brand and private label 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 Bakery & Cereals 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 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 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: Baking Ingredients, Baking Mixes, Bread & RollsCakes, Pastries & Sweet Pies, Cereal Bars, Cereals, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits.

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

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” gaps exist 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.
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 Bakery & Cereals 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 Baking Ingredients
  2.2.2 Baking Mixes
  2.2.3 Bread & Rolls
  2.2.4 Cakes, Pastries & Sweet Pies
  2.2.5 Cereal Bars
  2.2.6 Cereals
  2.2.7 Cookies (sweet Biscuits)
  2.2.8 Dough Products
  2.2.9 Energy Bars
  2.2.10 Morning Goods
  2.2.11 Savory Biscuits
2.3 Behavioral Trends and Market Value
  2.3.1 Baking Ingredients
  2.3.2 Baking Mixes
  2.3.3 Bread & Rolls
  2.3.4 Cakes, Pastries & Sweet Pies
  2.3.5 Cereal Bars
  2.3.6 Cereals
  2.3.7 Cookies (sweet Biscuits)
  2.3.8 Dough Products
  2.3.9 Energy Bars
  2.3.10 Morning Goods
  2.3.11 Savory Biscuits

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Baking Ingredients
  3.1.2 Baking Mixes
  3.1.3 Bread & Rolls
  3.1.4 Cakes, Pastries & Sweet Pies
  3.1.5 Cereal Bars
  3.1.6 Cereals
  3.1.7 Cookies (sweet Biscuits)
  3.1.8 Dough Products
  3.1.9 Energy Bars
  3.1.10 Morning Goods
  3.1.11 Savory Biscuits
3.2 Consumer Profiles by Product Category
  3.2.1 Baking Ingredients
  3.2.2 Baking Mixes
  3.2.3 Bread & Rolls
  3.2.4 Cakes, Pastries & Sweet Pies
  3.2.5 Cereal Bars
  3.2.6 Cereals
  3.2.7 Cookies (sweet Biscuits)
  3.2.8 Dough Products
  3.2.9 Energy Bars
  3.2.10 Morning Goods
  3.2.11 Savory Biscuits

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Bakery & Cereals Brand Choice and Private Label Shares
  4.2.1 Baking Ingredients
  4.2.2 Baking Mixes
  4.2.3 Bread & Rolls
  4.2.4 Cakes, Pastries & Sweet Pies
  4.2.5 Cereal Bars
  4.2.6 Cereals
  4.2.7 Cookies (sweet Biscuits)
  4.2.8 Dough Products
  4.2.9 Energy Bars
  4.2.10 Morning Goods
  4.2.11 Savory Biscuits

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Bakery & Cereals
  5.1.2 Baking Ingredients
  5.1.3 Baking Mixes
  5.1.4 Bread & Rolls
  5.1.5 Cakes, Pastries & Sweet Pies
  5.1.6 Cereal Bars
  5.1.7 Cereals
  5.1.8 Cookies (sweet Biscuits)
  5.1.9 Dough Products
  5.1.10 Energy Bars
  5.1.11 Morning Goods
  5.1.12 Savory Biscuits

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Bakery & Cereals Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Bakery & Cereals 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 Bakery & Cereals 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 Bakery and Cereals Market
Table 2: Foreign Exchange Rate – INR Vs. US$, 2011
Table 3: India Survey Respondent Profile (weighted), 2011
Table 4: India Bakery & Cereals Value Share (%), by Age Groups, 2011
Table 5: India Bakery & Cereals Value Share (%), by Gender, 2011
Table 6: India Bakery & Cereals Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: India Bakery & Cereals Value Share (%) by Education Level Achieved Groups, 2011
Table 8: India Bakery & Cereals Value Share (%) by Wealth Groups, 2011
Table 9: India Bakery & Cereals Value Share (%) by Busy Lives Groups, 2011
Table 10: India Baking Ingredients Consumer Group Share (% market value), 2011
Table 11: India Baking Mixes Consumer Group Share (% market value), 2011
Table 12: India Bread & Rolls Consumer Group Share (% market value), 2011
Table 13: India Cakes, Pastries & Sweet Pies Consumer Group Share (% market value), 2011
Table 14: India Cereal Bars Consumer Group Share (% market value), 2011
Table 15: India Cereals Consumer Group Share (% market value), 2011
Table 16: India Cookies (sweet Biscuits) Consumer Group Share (% market value), 2011
Table 17: India Dough Products Consumer Group Share (% market value), 2011
Table 18: India Energy Bars Consumer Group Share (% market value), 2011
Table 19: India Morning Goods Consumer Group Share (% market value), 2011
Table 20: India Savory Biscuits Consumer Group Share (% market value), 2011
Table 21: India Total Baking Ingredients Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: India Total Baking Mixes Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 23: India Total Bread & Rolls Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 24: India Total Cakes, Pastries & Sweet Pies Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 25: India Total Cereal Bars Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 26: India Total Cereals Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 27: India Total Cookies (sweet Biscuits) Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 28: India Total Dough Products Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 29: India Total Energy Bars Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 30: India Total Morning Goods Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 31: India Total Savory Biscuits Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2011
Table 32: India Baking Ingredients Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: India Baking Ingredients Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: India Baking Mixes Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 35: India Baking Mixes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 36: India Bread & Rolls Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 37: India Bread & Rolls Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 38: India Cakes, Pastries & Sweet Pies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 39: India Cakes, Pastries & Sweet Pies Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 40: India Cereal Bars Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 41: India Cereal Bars Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 42: India Cereals Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 43: India Cereals Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 44: India Cookies (sweet Biscuits) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 45: India Cookies (sweet Biscuits) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 46: India Dough Products Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 47: India Dough Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 48: India Energy Bars Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 49: India Energy Bars Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 50: India Morning Goods Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 51: India Morning Goods Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 52: India Savory Biscuits Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 53: India Savory Biscuits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 54: India Baking Ingredients Consumer Profiles (% consumers by sub-group), 2011
Table 55: India Baking Mixes Consumer Profiles (% consumers by sub-group), 2011
Table 56: India Bread & Rolls Consumer Profiles (% consumers by sub-group), 2011
Table 57: India Cakes, Pastries & Sweet Pies Consumer Profiles (% consumers by sub-group), 2011
Table 58: India Cereal Bars Consumer Profiles (% consumers by sub-group), 2011
Table 59: India Cereals Consumer Profiles (% consumers by sub-group), 2011
Table 60: India Cookies (sweet Biscuits) Consumer Profiles (% consumers by sub-group), 2011
Table 61: India Dough Products Consumer Profiles (% consumers by sub-group), 2011
Table 62: India Energy Bars Consumer Profiles (% consumers by sub-group), 2011
Table 63: India Morning Goods Consumer Profiles (% consumers by sub-group), 2011
Table 64: India Savory Biscuits Consumer Profiles (% consumers by sub-group), 2011
Table 65: India Bakery & Cereals Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 66: India Baking Ingredients Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 67: India Baking Mixes Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 68: India Bread & Rolls Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 69: India Cakes, Pastries & Sweet Pies Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 70: India Cereal Bars Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 71: India Cereals Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 72: India Cookies (sweet Biscuits) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 73: India Dough Products Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 74: India Energy Bars Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 75: India Morning Goods Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 76: India Savory Biscuits Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 77: India, Overall Bakery & Cereals: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 78: India, Baking Ingredients: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 79: India, Baking Mixes: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 80: India, Bread & Rolls: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 81: India, Cakes, Pastries & Sweet Pies: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 82: India, Cereal Bars: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 83: India, Cereals: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 84: India, Cookies (sweet Biscuits): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 85: India, Dough Products: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 86: India, Energy Bars: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 87: India, Morning Goods: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 88: India, Savory Biscuits: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 89: India Bakery & Cereals Market Value (Indian Rupee million), by Category, 2011
Table 90: India Bakery & Cereals Market Value (US$ million), by Category, 2011
Table 91: India Bakery & Cereals Market Volume (Kg m), by Category, 2011
Table 92: India Bakery & Cereals Market Share (US$ million), by Category, 2011
Table 93: India Bakery & Cereals Expenditure Per Capita (Indian Rupee), by Category, 2011
Table 94: India Bakery & Cereals Expenditure Per Capita (US$), by Category, 2011
Table 95: India Bakery & Cereals Expenditure Per Household (Indian Rupee), by Category, 2011
Table 96: India Bakery & Cereals Expenditure Per Household (US$), by Category, 2011
Table 97: India Bakery & Cereals Market Volume Share (Kg m), by Category, 2011
Table 98: India Bakery & Cereals Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 99: India Bakery & Cereals Consumption Per Household (Kg m / Households m), by Category, 2011

LIST OF FIGURES

Figure 1: Consumer Panel Report Methodology
Figure 2: India Bakery & Cereals Value Share (%), by Age Groups, 2011
Figure 3: India Bakery & Cereals Value Share (%), by Gender, 2011
Figure 4: India Bakery & Cereals Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: India Bakery & Cereals Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: India Bakery & Cereals Value Share (%) by Wealth Groups, 2011
Figure 7: India Bakery & Cereals Value Share (%) by Busy Lives Groups, 2011
Figure 8: India Baking Ingredients Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: India Baking Ingredients Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: India Baking Mixes Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: India Baking Mixes Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: India Bread & Rolls Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: India Bread & Rolls Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: India Cakes, Pastries & Sweet Pies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: India Cakes, Pastries & Sweet Pies Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: India Cereal Bars Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: India Cereal Bars Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: India Cereals Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: India Cereals Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: India Cookies (sweet Biscuits) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 21: India Cookies (sweet Biscuits) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 22: India Dough Products Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 23: India Dough Products Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 24: India Energy Bars Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 25: India Energy Bars Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 26: India Morning Goods Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 27: India Morning Goods Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 28: India Savory Biscuits Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 29: India Savory Biscuits Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 30: India Bakery & Cereals Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 31: India Bakery & Cereals Market Share (US$ million), by Category, 2011
Figure 32: India Bakery & Cereals Expenditure Per Capita (US$), by Category, 2011
Figure 33: India Bakery & Cereals Expenditure Per Household (US$), by Category, 2011
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