Indian urban dwellers make up 91% share of nation's meat market, according to new report; children and babies account for 22% of market by value

LONDON , January 22, 2014 (press release) – just published a new market research report:

The Indian Meat Market: What Consumers Eat and Why?

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.

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