Children, babies comprise the highest number of heavy frequent users of chocolate products in India, according to new report

NEW YORK , November 7, 2013 (press release) – announces that a new market research report is available in its catalogue:

The Indian Confectionery Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Confectionery 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 Confectionery 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 Confectionery market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

While product penetration levels are already high, the fast-pace of growth in the Indian market will most likely offer both volume and value growth opportunities. Marketers seeking to target this growth should aim to target the specific groups which offer the most value, as well as the most important consumer trends in order to position their products effectively.

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: Chocolate, Gum, and Sugar Confectionery.
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

In general, Indian consumers are often acting upon Consumer Trends when it comes to their actual consumption behaviors. This is important as it means that effective targeting of these trends offers real value to marketers.

Consumption frequency analysis reveals that Kids & Babies in India comprise the highest Heavy Frequent users of chocolate products. Age groups such as Tweens & Early Teens and Early Young Adults also account for a significant share, especially given the overall number of people in these groups. Targeting the youth market and younger adults is therefore key to success in this market.

Across all the categories one of the key trends that is having a direct influence on market values is the Fun and Enjoyment trend. Indian consumers want this from their Confectionery purchases and meeting this need will be a powerful proposition for marketers in the future.

Key Highlights

Across the whole market, Sugar Confectionery is the leading category by some margin, accounting for over half of sales. In this large market, its youth orientation combines with a context of population growth to make this a key growth opportunity.

Brand analysis reveals that the Indian Sugar Confectionery market is dominated by branded products, while private label penetration is almost insignificant. While this situation is currently very favorable for branded products, it might be that retailers might start to seek to develop their presence in the market in the future.

Perhaps unsurprisingly, the market value for packaged Confectionery appears to be driven by the more affluent consumer groups in India, which account for the majority of market share of all wealth groups covered. This group is most able to afford these "everyday luxuries" and represent a key target market.

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