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The Indian Syrups and Spreads Market: What Consumers Eat and Why?

  • Publication Date:October 2013
  • Publisher:Canadean
  • Product Type: Report
  • Pages:58
  • ISBN:1859352

The Indian Syrups and Spreads Market: What Consumers Eat and Why?

Product Synopsis

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

What is the current market landscape and what is changing?
As India's population booms and consumers become increasingly affluent, 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, particularly given the habitual consumption patterns of Syrups & Spreads.

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: Jams, Jellies & Preserves, Savory Spreads, Sweet Spreads, and Syrups.

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

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. These gaps are greater in the Syrups, Savory Spreads, and Sweet Spreads product categories, and lower but still significant in the Jams, Jellies &Preserves product category. 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.

Consumption segmentation analysis of the Syrups and Spreads market by the amount of time people have to spare reveals that Time Rich people account for a larger value share of the market (41%) than people who are Time Poor (29%). This highlights the importance of the youngest and oldest consumers, who have plenty of free time as a result of short working days, long holidays, or retirement.

The Better Off wealth group in India accounts for 50% of the Jams, Jellies & Preserves market by value, despite comprising only 44% of the population. This highlights the strong potential for premium and value-added products in what is the most valuable Syrups& Spreads market in India.

Key Highlights

More females consume Sweet Spreads than males and they tend to do so more often. Only 36% of females are Non-users of these products, compared to 46% of males. Furthermore, 11% of females are Heavy frequency consumers compared to9% of males, and 20% of females are Medium frequency users compared to 18% of males. This highlights the potential to offer more specifically targeted Syrups & Spreads products to females in India.

While the leading brand of Savory Spreads accounts for a third of the market by volume, the rest of the market is highly fragmented. As such, these others brands may be at risk from new brands entering the market, and may also be extremely vulnerable to private labels.

Kids & Babies account for a quarter of the Indian Syrups & Spreads market by value. While this is by far the largest share of the market, other age groups also record significant consumption and should not be ignored.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
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)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Syrups and Spreads Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Jams, Jellies and Preserves
3.2.2 Savory Spreads
3.2.3 Sweet Spreads
3.2.4 Syrups
3.3 Behavioral Trends and Market Value
3.3.1 Jams, Jellies and Preserves
3.3.2 Savory Spreads
3.3.3 Sweet Spreads
3.3.4 Syrups
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Jams, Jellies and Preserves
4.1.2 Savory Spreads
4.1.3 Sweet Spreads
4.1.4 Syrups
4.2 Consumer Profiles by Product Category
4.2.1 Jams, Jellies and Preserves
4.2.2 Savory Spreads
4.2.3 Sweet Spreads
4.2.4 Syrups
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Syrups and Spreads Brand Choice and Private Label Consumer Penetration
5.2.1 Jams, Jellies and Preserves
5.2.2 Savory Spreads
5.2.3 Sweet Spreads
5.2.4 Syrups
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Syrups and Spreads
6.1.2 Jams, Jellies and Preserves
6.1.3 Savory Spreads
6.1.4 Sweet Spreads
6.1.5 Syrups
7 Consumption Impact: Market Valuation
7.1 Syrups and Spreads Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Syrups and Spreads Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Syrups and Spreads Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Appendix
8.1 About Canadean
8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Syrups and Spreads Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Syrups and Spreads Value Share (%), by Age Groups, 2012
Table 5: India Syrups and Spreads Value Share (%), by Gender, 2012
Table 6: India Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Table 9: India Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Table 10: India Jams, Jellies and Preserves Consumer Group Share (% market value), 2012
Table 11: India Savory Spreads Consumer Group Share (% market value), 2012
Table 12: India Sweet Spreads Consumer Group Share (% market value), 2012
Table 13: India Syrups Consumer Group Share (% market value), 2012
Table 14: India Total Jams, Jellies and Preserves Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: India Total Savory Spreads Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Total Sweet Spreads Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Syrups Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: India Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: India Savory Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Sweet Spreads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Syrups Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Jams, Jellies and Preserves Consumer Profiles (% consumers by sub-group), 2012
Table 27: India Savory Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 28: India Sweet Spreads Consumer Profiles (% consumers by sub-group), 2012
Table 29: India Syrups Consumer Profiles (% consumers by sub-group), 2012
Table 30: India Syrups and Spreads Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 31: India Jams, Jellies and Preserves Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 32: India Savory Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 33: India Sweet Spreads Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 34: India Syrups Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 35: India Syrups and Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 36: India Jams, Jellies and Preserves: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 37: India Savory Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 38: India Sweet Spreads: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 39: India, Syrups: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 40: India Syrups and Spreads Market Value (Indian Rupee million), by Category, 2012
Table 41: India Syrups and Spreads Market Value (US$ million), by Category, 2012
Table 42: India Syrups and Spreads Market Volume (Kg m), by Category, 2012
Table 43: India Syrups and Spreads Market Value (US$ million), by Category, 2012
Table 44: India Syrups and Spreads Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 45: India Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Table 46: India Syrups and Spreads Expenditure Per Household (Indian Rupee), by Category
Table 47: India Syrups and Spreads Expenditure Per Household (US$), by Category
Table 48: India Syrups and Spreads Market Volume (Kg m), by Category, 2012
Table 49: India Syrups and Spreads Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 50: India Syrups and Spreads Consumption Per Household (Kg m / Households m), by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Syrups and Spreads Value Share (%), by Age Groups, 2012
Figure 3: India Syrups and Spreads Value Share (%), by Gender, 2012
Figure 4: India Syrups and Spreads Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Syrups and Spreads Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Syrups and Spreads Value Share (%) by Wealth Groups, 2012
Figure 7: India Syrups and Spreads Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Jams, Jellies and Preserves Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Jams, Jellies and Preserves Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Savory Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Savory Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Sweet Spreads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Sweet Spreads Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Syrups Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Syrups Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Syrups and Spreads Market Value (US$ million), by Category, 2012
Figure 17: India Syrups and Spreads Expenditure Per Capita (US$), by Category, 2012
Figure 18: India Syrups and Spreads Expenditure Per Household (US$), by Category
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