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The Indian Savory Snacks Market: What Consumers Eat and Why?

  • Publication Date:October 2013
  • Publisher:Canadean
  • Product Type: Report
  • Pages:66
  • ISBN:1859348

The Indian Savory Snacks Market: What Consumers Eat and Why?

Product Synopsis

This report provides the results for the Savory Snacks 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 Savory Snacks 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 Savory Snacks 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, being able to capitalize early on the new emerging consumer behaviors will be fundamental to future growth. This is particularly important in Savory Snacks, which contains relatively new markets in the country such as Popcorn, Potato Chips, and Pretzels. 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: Ethnic/Traditional Snacks, Meat Snacks, Nuts & Seeds, Popcorn, Potato Chips, Pretzels, and Processed Snacks.

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

As well as accounting for the vast majority of the market by value, Urban consumers consume Savory Snacks disproportionally. Suppliers should therefore take into account the particular trends affecting Urban consumers to take advantage of their above average consumption.

The Better Off wealth group in India accounts for 51% of the Potato Chips 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 second-most valuable Savory Snacks market in India.

Not only do a large proportion of Indian consumers highlight that consumer trends such as Changing Age Structures, and Personal Space and Time have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.

Key Highlights

Kids & Babies account for a 22% share of the Indian Syrups & Spreads market by value. While this is the largest share of the market, other age groups such as Early Young Adults and Older Young Adults also record significant consumption and should not be ignored. Older Consumers are the least valuable age group, with a market share of 8% despite accounting for 12% of the population.

Consumption of Nuts & Seeds in India is highest among Older Consumers, many of which are traditional users of this item. The proportion of Heavy frequency users tends to increase with age among adults, with children also recording high consumption.

Consumption segmentation analysis of the Savory Snacks market by the amount of time people have to spare reveals that Time Rich people account for a larger value share of the market than people who are pressed for time. 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.
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 Savory Snacks 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 Ethnic/traditional Snacks
3.2.2 Nuts and Seeds
3.2.3 Popcorn
3.2.4 Potato Chips
3.2.5 Processed Snacks
3.3 Behavioral Trends and Market Value
3.3.1 Ethnic/traditional Snacks
3.3.2 Nuts and Seeds
3.3.3 Popcorn
3.3.4 Potato Chips
3.3.5 Processed Snacks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Ethnic/traditional Snacks
4.1.2 Nuts and Seeds
4.1.3 Popcorn
4.1.4 Potato Chips
4.1.5 Processed Snacks
4.2 Consumer Profiles by Product Category
4.2.1 Ethnic/traditional Snacks
4.2.2 Nuts and Seeds
4.2.3 Popcorn
4.2.4 Potato Chips
4.2.5 Processed Snacks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Savory Snacks Brand Choice and Private Label Consumer Penetration
5.2.1 Ethnic/traditional Snacks
5.2.2 Nuts and Seeds
5.2.3 Popcorn
5.2.4 Potato Chips
5.2.5 Processed Snacks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Savory Snacks
6.1.2 Ethnic/traditional Snacks
6.1.3 Nuts and Seeds
6.1.4 Popcorn
6.1.5 Potato Chips
6.1.6 Processed Snacks
7 Consumption Impact: Market Valuation
7.1 Savory Snacks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Savory Snacks 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 Savory Snacks 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 Savory Snacks Market
Table 2: Foreign Exchange Rate - INR vs. USD
Table 3: India Survey Respondent profile (weighted), 2012
Table 4: India Savory Snacks Value Share (%), by Age Groups, 2012
Table 5: India Savory Snacks Value Share (%), by Gender, 2012
Table 6: India Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: India Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: India Savory Snacks Value Share (%) by Wealth Groups, 2012
Table 9: India Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Table 10: India Ethnic/traditional Snacks Consumer Group Share (% market value), 2012
Table 11: India Nuts and Seeds Consumer Group Share (% market value), 2012
Table 12: India Popcorn Consumer Group Share (% market value), 2012
Table 13: India Potato Chips Consumer Group Share (% market value), 2012
Table 14: India Processed Snacks Consumer Group Share (% market value), 2012
Table 15: India Total Ethnic/traditional Snacks Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: India Total Nuts and Seeds Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: India Total Popcorn Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: India Total Potato Chips Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: India Total Processed Snacks Value (Indian Rupee millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: India Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: India Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: India Nuts and Seeds Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: India Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: India Popcorn Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: India Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: India Potato Chips Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: India Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: India Processed Snacks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: India Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: India Ethnic/traditional Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 31: India Nuts and Seeds Consumer Profiles (% consumers by sub-group), 2012
Table 32: India Popcorn Consumer Profiles (% consumers by sub-group), 2012
Table 33: India Potato Chips Consumer Profiles (% consumers by sub-group), 2012
Table 34: India Processed Snacks Consumer Profiles (% consumers by sub-group), 2012
Table 35: India Savory Snacks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: India Ethnic/traditional Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: India Nuts and Seeds Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: India Popcorn Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: India Potato Chips Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: India Processed Snacks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: India Savory Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: India Ethnic/traditional Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: India, Nuts and Seeds: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: India Popcorn: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: India Potato Chips: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: India, Processed Snacks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: India Savory Snacks Market Value (Indian Rupee million), by Category, 2012
Table 48: India Savory Snacks Market Value (US$ million), by Category, 2012
Table 49: India Savory Snacks Market Volume (Kg m), by Category, 2012
Table 50: India Savory Snacks Market Value (US$ million), by Category, 2012
Table 51: India Savory Snacks Expenditure Per Capita (Indian Rupee), by Category, 2012
Table 52: India Savory Snacks Expenditure Per Capita (US$), by Category, 2012
Table 53: India Savory Snacks Expenditure Per Household (Indian Rupee), by Category
Table 54: India Savory Snacks Expenditure Per Household (US$), by Category
Table 55: India Savory Snacks Market Volume (Kg m), by Category, 2012
Table 56: India Savory Snacks Consumption Per Capita (Kg m / Population m), by Category, 2012
Table 57: India Savory Snacks Consumption Per Household (Kg m / Households m), by Category, 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: India Savory Snacks Value Share (%), by Age Groups, 2012
Figure 3: India Savory Snacks Value Share (%), by Gender, 2012
Figure 4: India Savory Snacks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: India Savory Snacks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: India Savory Snacks Value Share (%) by Wealth Groups, 2012
Figure 7: India Savory Snacks Value Share (%) by Busy Lives Groups, 2012
Figure 8: India Ethnic/traditional Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: India Ethnic/traditional Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: India Nuts and Seeds Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: India Nuts and Seeds Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: India Popcorn Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: India Popcorn Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: India Potato Chips Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: India Potato Chips Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: India Processed Snacks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: India Processed Snacks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: India Savory Snacks Market Value (US$ million), by Category, 2012
Figure 19: India Savory Snacks Expenditure Per Capita (US$), by Category, 2012
Figure 20: India Savory Snacks Expenditure Per Household (US$), by Category
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