The Indian Soft Drinks Market: What Consumers Drink and Why?

The Indian Soft Drinks Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185328
Pages: 80
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Soft Drinks 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 as well as retailer choices in organized sector. 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 Soft Drinks 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 Soft Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink Tea & Coffee products. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

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: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready To Drink Tea & Coffee.

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
Slightly more women than men consume Bottled Water, highlighting a greater knowledge of the health trends driving Bottled Water consumption in this gender.

Consumption of Ready to Drink Tea and Coffee declines as consumers get older, suggesting that younger consumers are more open to trying these relatively new products than consumers in older age groups.

Consumption frequency analysis of Sparkling Soft Drinks reveals that Light and Medium consumption are most common. As such, producers of Sparkling Soft Drinks should consider strategies to increase the consumption frequency of current consumers.

Key Highlights
Kids & Babies are the largest consumer age group by value. This is due to India’s large young population, suggesting strong return on investment for products targeting younger consumers.

Brand analysis reveals that while private labels’ market penetration in India's Soft Drinks market remains less than 5% for most of the categories, its presence in the Smoothies market is near to 30%. This is indicative of a lack of strong brands present in this category.

Soft Drinks’ ability to provide relaxation and identity is the most important trend affecting consumers’ choices of Soft Drinks after the country’s large population growth.

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Related research categories

By sector: Soft drinks, General drinks

By market: India (in Asia), India (in BRICM)


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