Description
The document presents the market research report on consumption pattern of fruit juices.
MARKET RESEARCH PROJECT
Primary Research Objective
To determine the consumption pattern of fruit juices at Symbiosis InfoTech Campus.
Secondary Research Objectives
• • • • • •
To determine gender wise patterns of juice consumption. To determine institute wise (SCMHRD, SIIB and SCIT) patterns of juice consumption. To determine patterns of time of consumption. To determine seasonal patterns of consumption. To determine patterns of consumption of branded (packaged) and unbranded (freshly prepared) juices. To determine various reasons of consumption (e.g. Health consciousness, liking, trends, etc.) To determine variation in consumption pattern of juices according to mood. To determine variation in consumption pattern of juices according to price. To determine variation in consumption pattern of juices according to availability. To determine variation in consumption pattern of juices according to container,package. To determine variation in consumption pattern of juices according to location.
•
• • • •
QUESTIONNAIRE
Secondary Data:
(taken from internet)
- The fruit juice market has not been fully tapped in India because of poor infrastructure, poor storage facilities, and highly unorganized market, chiefly constituted by road side vendors. India is the second largest market for foods and vegetables in the world. Hence, organised sector is growing fast and attracting more players in the market. - Though the unorganized corner shop vendors dominate this market (more than 90% sales), Indian consumers are moving towards branded fruit juice because of their improvement in health consciousness. - The major growth drivers in fruit juice market are, increase in health consciousness among consumers, increase in disposable incomes, and more sophisticated cocktail culture. Facts & Figures: ? Indian fruit juice market is having a net-worth of 1200 crores as of now and increasing at a rate of 35% to 40% per year. ? The total production of foods and vegetables is estimated to be around 148.5 million tonnes, out of which fruits account for only 48.5 million tonnes and the rest 100 million tonnes is accounted for by vegetables. However, the fruit juice market has not been fully tapped because of poor infrastructure, poor storage facilities, and highly unorganized market, chiefly constituted by road side vendors. This has given space for the packaged fruit juice market to come up. New Product coverage includes: ? 100% fruit juice :- either natural or 100% concentrate without added sweeteners ? Nectars :- have around 20 to 99% concentrate. ? Fruit drinks :• defined as calorically sweetened beverages with a small percentage of fruit juice or juice flavoring containing carbonated water • have less than 20% concentrate • fortifiers such as vitamin C or calcium are also added
Break-up of Fruit beverages’ market share (value)
30%
Juice Nectar Fruit Drink
60%
10%
Major players and their brands • Dabur (Coolers and Real) • Pepsi(Tropicana, Tropicana twister,Tropics, Slice) • Coca Cola (Maaza, Minute made) • Mother Diary (Safal) • Godrej (Xs range) • Ladakh Foods(Leh berry) • Parle Agro(Frooti) These are marketed in different flavors: orange, mango, pineapple, litchi, apple, grape etc and include fruit juices, fruit drinks and nectars.
Organised Fruit Beverage Market
Sabyasachi Samajdar, New Delhi)
Fruit juices are perceived as anytime beverages, with consumption being spread more or less evenly between the mid-mornings, afternoons and evenings. And Generation Now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. Packaged fruit juices are as much recognised as social drinks now, with dominant consumption being observed in the company of family and friends. The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi,
Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years. Some findings(magindia.com) indicate that the average Indian may have a legendary weakness for mango, but when it comes to preference of fruit-based juices, his choices are in tune with international trends. Therefore, it is orange juice that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed fruit.
Questionnaire Age:Sex:Q1. Why do you consume juices?
Q2. Which brands and flavours of juices do you know and prefer?
Q3. What are the factors you consider for consumption of juices (price, seasonality etc.)?
Q4. At what point of day do you consume maximum amount of juices?
Exploratory Research Findings:A small sample of 10 respondents was chosen all over SIC.
• • • •
Majority of them could recall Tropicana and real juice amongst packaged juices. Flavours known were apple, mango, guava, orange, mixed fruit, litchi, pomegranate, mausambi etc. Their reason for consumption was nutrition, taste, vitality, mood, freshness and removal of fatigue. 80% of them preferred unpackaged juice to packaged juice provided it is prepared in hygienic conditions.
They preferred juices throughout the year but consumption increased in summers. • Their time of consumption varied from morning till evening. • All of them preferred juices to carbonated drinks. • Cost varied from 10-20 Rs. per 250 ml. • All of them preferred 100% juices to all other packaged drinks, good packaging also affected their choice. The new variables which were found out after exploratory research are:• Variation in consumption according to mood • Variation in consumption according to price • Variation in consumption according to availability • Variation in consumption according to container/package • Variation in consumption according to location
•
doc_203935479.doc
The document presents the market research report on consumption pattern of fruit juices.
MARKET RESEARCH PROJECT
Primary Research Objective
To determine the consumption pattern of fruit juices at Symbiosis InfoTech Campus.
Secondary Research Objectives
• • • • • •
To determine gender wise patterns of juice consumption. To determine institute wise (SCMHRD, SIIB and SCIT) patterns of juice consumption. To determine patterns of time of consumption. To determine seasonal patterns of consumption. To determine patterns of consumption of branded (packaged) and unbranded (freshly prepared) juices. To determine various reasons of consumption (e.g. Health consciousness, liking, trends, etc.) To determine variation in consumption pattern of juices according to mood. To determine variation in consumption pattern of juices according to price. To determine variation in consumption pattern of juices according to availability. To determine variation in consumption pattern of juices according to container,package. To determine variation in consumption pattern of juices according to location.
•
• • • •
QUESTIONNAIRE
Secondary Data:
(taken from internet)
- The fruit juice market has not been fully tapped in India because of poor infrastructure, poor storage facilities, and highly unorganized market, chiefly constituted by road side vendors. India is the second largest market for foods and vegetables in the world. Hence, organised sector is growing fast and attracting more players in the market. - Though the unorganized corner shop vendors dominate this market (more than 90% sales), Indian consumers are moving towards branded fruit juice because of their improvement in health consciousness. - The major growth drivers in fruit juice market are, increase in health consciousness among consumers, increase in disposable incomes, and more sophisticated cocktail culture. Facts & Figures: ? Indian fruit juice market is having a net-worth of 1200 crores as of now and increasing at a rate of 35% to 40% per year. ? The total production of foods and vegetables is estimated to be around 148.5 million tonnes, out of which fruits account for only 48.5 million tonnes and the rest 100 million tonnes is accounted for by vegetables. However, the fruit juice market has not been fully tapped because of poor infrastructure, poor storage facilities, and highly unorganized market, chiefly constituted by road side vendors. This has given space for the packaged fruit juice market to come up. New Product coverage includes: ? 100% fruit juice :- either natural or 100% concentrate without added sweeteners ? Nectars :- have around 20 to 99% concentrate. ? Fruit drinks :• defined as calorically sweetened beverages with a small percentage of fruit juice or juice flavoring containing carbonated water • have less than 20% concentrate • fortifiers such as vitamin C or calcium are also added
Break-up of Fruit beverages’ market share (value)
30%
Juice Nectar Fruit Drink
60%
10%
Major players and their brands • Dabur (Coolers and Real) • Pepsi(Tropicana, Tropicana twister,Tropics, Slice) • Coca Cola (Maaza, Minute made) • Mother Diary (Safal) • Godrej (Xs range) • Ladakh Foods(Leh berry) • Parle Agro(Frooti) These are marketed in different flavors: orange, mango, pineapple, litchi, apple, grape etc and include fruit juices, fruit drinks and nectars.
Organised Fruit Beverage Market
Sabyasachi Samajdar, New Delhi)Fruit juices are perceived as anytime beverages, with consumption being spread more or less evenly between the mid-mornings, afternoons and evenings. And Generation Now is as much inclined to sipping fruit juices as colas, with teenagers driving the maximum trials. Packaged fruit juices are as much recognised as social drinks now, with dominant consumption being observed in the company of family and friends. The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars, drinks and juices combined) and the segment is growing at about 30 per cent per annum. Big players like Dabur, Pepsi,
Godrej and Parle Agro are already in the market and in view of the swift growth in the market, newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods, Pioma Industries have come into the market with new products in the recent years. Some findings(magindia.com) indicate that the average Indian may have a legendary weakness for mango, but when it comes to preference of fruit-based juices, his choices are in tune with international trends. Therefore, it is orange juice that is the most preferred fruit juice flavour in India, followed by apple, sweet orange and mixed fruit.
Questionnaire Age:Sex:Q1. Why do you consume juices?
Q2. Which brands and flavours of juices do you know and prefer?
Q3. What are the factors you consider for consumption of juices (price, seasonality etc.)?
Q4. At what point of day do you consume maximum amount of juices?
Exploratory Research Findings:A small sample of 10 respondents was chosen all over SIC.
• • • •
Majority of them could recall Tropicana and real juice amongst packaged juices. Flavours known were apple, mango, guava, orange, mixed fruit, litchi, pomegranate, mausambi etc. Their reason for consumption was nutrition, taste, vitality, mood, freshness and removal of fatigue. 80% of them preferred unpackaged juice to packaged juice provided it is prepared in hygienic conditions.
They preferred juices throughout the year but consumption increased in summers. • Their time of consumption varied from morning till evening. • All of them preferred juices to carbonated drinks. • Cost varied from 10-20 Rs. per 250 ml. • All of them preferred 100% juices to all other packaged drinks, good packaging also affected their choice. The new variables which were found out after exploratory research are:• Variation in consumption according to mood • Variation in consumption according to price • Variation in consumption according to availability • Variation in consumption according to container/package • Variation in consumption according to location
•
doc_203935479.doc
