Description
This presentation highlights changing consumer behaviour of the Indian consumer.
Indian Palate: Changing Food Habits & Consumer Behavior
Raghav Gupta President, Technopak Advisors 29 July 2009
|2
Evolving Indian Consumer
The Indian Consumer’s Needs from Processed Food
1.2 Mn Lifestyle & Aspiration
Cheese, Wine, Gourmet Food, etc.
|3
1
> INR 10.0 Lacs
2
INR 5.0 – 10.0 Lacs
2.4 Mn
Convenience & Time Saving
RTE, RTC, Purees, etc.
3
INR 2.0 – 5.0 Lacs
10.9 Mn
Food Inflation Protection
Frozen Fruits & Vegetables, Juices
4
INR 0.5 – 2.0 Lacs
91.3 Mn
Wholesome Nutrition
Milk, Juices, Meats, etc.
5
< INR 0.5 Lacs
101.0 Mn
No. of Households
Basic Nutrition
Fortified Atta, Iodized Salt, etc.
Annual Household Income
Need from Processed Food
The Indian Consumer’s Changing Spending Patterns
Changing consumer behaviour is catalyzing change in spending patterns, freeing up income for discretionary expenditure
|4
27% 40% 2003 4% 9% 20%
30% 2008
4% 10% 20%
36%
32%
32%
2013
5% 11%
20%
Food & Grocery Rent, Utilities & Education
Fuel, Transport & Communication Savings & Investment
Discretionary Expenditure
A More Evolved Consumer, at the Upper Income Strata
2003 The Age of Altered Mindsets 2008 The Age of Consumption 2013
|5
The Age of Maturity
Phase I: Necessity Approach towards Packaged Goods
Phase II: Status Phase III: Necessity
Affluence
|6
Emerging Trends
Shift to Thrift
Redefining Value
Small Wonders
Small Perk Me Up Products
‘Mummy ka Magic’
Stays Intact
Eating ‘Out’ at Home
Evolving Home Delivery Model
Taste Bhi, Health Bhi
A very strong co-relation
Food On The Go
Instant Pick Me Up
Eco Conscious
Eco Conscious
A light shade of green
Food As Discovery
More Experimenting
The Food ‘Connect’
Use of Social Media
POP will remain Supreme
The final test
What does this mean for food companies?
| 17
• Deepen Understanding of Consumer
• Offer Greater Value
• Offer Convenience
• Move to a Dialogue, as opposed to a Monologue
• Product & Packaging Innovation
• POP Emphasis
Thank You!
[email protected] +91 99585 22993 www.technopak.com
doc_782804005.ppt
This presentation highlights changing consumer behaviour of the Indian consumer.
Indian Palate: Changing Food Habits & Consumer Behavior
Raghav Gupta President, Technopak Advisors 29 July 2009
|2
Evolving Indian Consumer
The Indian Consumer’s Needs from Processed Food
1.2 Mn Lifestyle & Aspiration
Cheese, Wine, Gourmet Food, etc.
|3
1
> INR 10.0 Lacs
2
INR 5.0 – 10.0 Lacs
2.4 Mn
Convenience & Time Saving
RTE, RTC, Purees, etc.
3
INR 2.0 – 5.0 Lacs
10.9 Mn
Food Inflation Protection
Frozen Fruits & Vegetables, Juices
4
INR 0.5 – 2.0 Lacs
91.3 Mn
Wholesome Nutrition
Milk, Juices, Meats, etc.
5
< INR 0.5 Lacs
101.0 Mn
No. of Households
Basic Nutrition
Fortified Atta, Iodized Salt, etc.
Annual Household Income
Need from Processed Food
The Indian Consumer’s Changing Spending Patterns
Changing consumer behaviour is catalyzing change in spending patterns, freeing up income for discretionary expenditure
|4
27% 40% 2003 4% 9% 20%
30% 2008
4% 10% 20%
36%
32%
32%
2013
5% 11%
20%
Food & Grocery Rent, Utilities & Education
Fuel, Transport & Communication Savings & Investment
Discretionary Expenditure
A More Evolved Consumer, at the Upper Income Strata
2003 The Age of Altered Mindsets 2008 The Age of Consumption 2013
|5
The Age of Maturity
Phase I: Necessity Approach towards Packaged Goods
Phase II: Status Phase III: Necessity
Affluence
|6
Emerging Trends
Shift to Thrift
Redefining Value
Small Wonders
Small Perk Me Up Products
‘Mummy ka Magic’
Stays Intact
Eating ‘Out’ at Home
Evolving Home Delivery Model
Taste Bhi, Health Bhi
A very strong co-relation
Food On The Go
Instant Pick Me Up
Eco Conscious
Eco Conscious
A light shade of green
Food As Discovery
More Experimenting
The Food ‘Connect’
Use of Social Media
POP will remain Supreme
The final test
What does this mean for food companies?
| 17
• Deepen Understanding of Consumer
• Offer Greater Value
• Offer Convenience
• Move to a Dialogue, as opposed to a Monologue
• Product & Packaging Innovation
• POP Emphasis
Thank You!
[email protected] +91 99585 22993 www.technopak.com
doc_782804005.ppt