2013 – 2023 INDIA BREAKFAST CEREAL MARKET BY PRODUCT TYPE, BY PRICING, BY PACK SIZE, BY DISTRIBUTION CHANNEL, BY CITY, COMPETITION, FORECAST & OPPORTUNITIES
PUBLISHED: January 2019 MARKET INTELLIGENCE . CONSULTING
Ta b l e o f C o n t e n t s
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
S. No.
2
Contents
1.
Product Overview
2.
Research Methodology
3.
Executive Summary
4.
Voice of Customer
5.
4.1.
Brand Recall & Brand Awareness
4.2.
Average Consumption of Breakfast Cereal Per Month
4.3.
Factors Influencing Purchase Decisions
4.4.
Source of Information
4.5.
Preferred Point of Purchase
India Breakfast Cereal Market Outlook 5.1.
Market Size & Forecast 5.1.1.
5.2.
By Value & Volume
Market Share & Forecast 5.2.1.
By Product Type (Hot Cereal and Ready To Eat Cereal)
5.2.2.
By Pricing (<INR20 (USD0.30), INR20-50 (USD0.30-0.75), INR51-100 (USD0.76-1.50), INR101-200 (USD1.51-2.99), INR201-500 (USD3.00-7.46), >INR500 (USD7.46) )
5.2.3.
By Pack Size (Less than 100 gm, 101-250 gm, 251-500 gm, 501 gm-1 KG, More than 1 KG)
5.2.4.
By Distribution Channel (E-Commerce, Modern Grocery Store, Traditional Grocery Stores)
5.2.5.
By Region (North, South, West and East)
5.2.6.
By Company
5.2.7.
By City © TechSci Research
Ta b l e o f C o n t e n t s S. No.
Contents 5.3.
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
6.
3
Market Attractiveness Index (By Product Type, by Distribution Channel and by Region)
Delhi-NCR Breakfast Cereal Market Outlook 6.1.
Market Size & Forecast 6.1.1.
6.2.
7.
Market Share & Forecast 6.2.1.
By Product Type
6.2.2.
By Pricing
6.2.3.
By Pack Size
Mumbai Breakfast Cereal Market Outlook 7.1.
Market Size & Forecast 7.1.1.
7.2.
8.
By Value & Volume
By Value & Volume
Market Share & Forecast 7.2.1.
By Product Type
7.2.2.
By Pricing
7.2.3.
By Pack Size
Bengaluru Breakfast Cereal Market Outlook 8.1.
Market Size & Forecast 8.1.1.
8.2.
By Value & Volume
Market Share & Forecast 8.2.1.
By Product Type
8.2.2.
By Pricing
8.2.3.
By Pack Size Š TechSci Research
Ta b l e o f C o n t e n t s S. No. 9.
Contents Hyderabad Breakfast Cereal Market Outlook
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
9.1.
4
Market Size & Forecast 9.1.1.
9.2.
10.
Market Share & Forecast 9.2.1.
By Product Type
9.2.2.
By Pricing
9.2.3.
By Pack Size
Chennai Breakfast Cereal Market Outlook 10.1.
Market Size & Forecast 10.1.1.
10.2.
11.
By Value & Volume
By Value & Volume
Market Share & Forecast 10.2.1.
By Product Type
10.2.2.
By Pricing
10.2.3.
By Pack Size
Kolkata Breakfast Cereal Market Outlook 11.1.
Market Size & Forecast 11.1.1.
11.2.
By Value & Volume
Market Share & Forecast 11.2.1.
By Product Type
11.2.2.
By Pricing
11.2.3.
By Pack Size Š TechSci Research
Ta b l e o f C o n t e n t s S. No. 12.
Contents Pune Breakfast Cereal Market Outlook 12.1.
Market Size & Forecast
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
12.1.1.
5
12.2.
By Value & Volume
Market Share & Forecast 12.2.1.
By Product Type
12.2.2.
By Pricing
12.2.3.
By Pack Size
13.
Import-Export Analysis
14.
Market Dynamics 14.1.
Drivers
14.2.
Challenges
15.
Market Trends & Developments
16.
Policy and Regulatory Landscape
17.
India Economic Profile
18.
Competitive Landscape 18.1.
Competition Outlook
18.2.
Company Profiles 18.2.1.
Kellogg India Pvt. Ltd.
18.2.2.
PepsiCo India Holdings Private Limited
18.2.3.
Marico Ltd.
18.2.4.
Bagrrys India Limited
18.2.5.
GlaxoSmithKline Consumer Healthcare Ltd. Š TechSci Research
Ta b l e o f C o n t e n t s
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
S. No.
6
Contents 18.2.6.
Avesta Good Earth Foods Pvt Ltd
18.2.7.
Express Foods Private Limited
18.2.8.
Mohan Meakin Limited
18.2.9.
Patanjali Ayurved Limited
18.2.10.
Kottaram Agro Foods Pvt Ltd
19.
Strategic Recommendations
20.
About Us & Disclaimer
Š TechSci Research
List of Figures
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
Figure No.
7
Title
Figure 1:
Brand Awareness, (Unaided) 2018 (Base=200)
Figure 2:
Brand Recall, (Aided) 2018 (Base= 200)
Figure 3:
Average Consumption of Breakfast Cereal Per Month, 2018 (Base= 200)
Figure 4:
Factors Influencing Purchase Decisions, 2018 (Base= 200)
Figure 5:
Source of Information, 2018 (Base= 200)
Figure 6:
Preferred Point of Purchase, 2018 (Base= 200)
Figure 7:
India Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013–2023F
Figure 8:
India Urban Population (% of total), 2013-2017
Figure 9:
India Breakfast Cereal Market Share, By Product Type, By Value, 2013–2023F
Figure 10:
India Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 11:
India Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 12:
India Breakfast Cereal Market Share, By Distribution Channel, By Value, 2013-2023F
Figure 13:
India Breakfast Cereal Market Share, By Region, By Value, 2017 & 2023F
Figure 14:
India Breakfast Cereal Market Share, By Region, By Value, 2013-2023F
Figure 15:
India Breakfast Cereal Market Share, By Company, By Value, 2017 & 2023F
Figure 16:
India Breakfast Cereal Market Share, By City, By Value, 2017 & 2023F
Figure 17:
India Breakfast Cereal Market Attractiveness Index, By Product Type, By Value, 2017-2023F
Figure 18:
India Breakfast Cereal Market Attractiveness Index, By Distribution Channel, By Value, 2017-2023F
Figure 19:
India Breakfast Cereal Market Attractiveness Index, By Region, By Value, 2017-2023F
Figure 20:
Delhi-NCR Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F © TechSci Research
List of Figures
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
Figure No.
8
Title
Figure 21:
Delhi Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 22:
Delhi-NCR Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 23:
Delhi-NCR Breakfast Cereal Share, By Pricing, By Value, 2013-2023F
Figure 24:
Delhi-NCR Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 25:
Mumbai Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F
Figure 26:
Maharashtra NSDP Per Capita at Current Prices, (USD), 2012-13 to 2017-18
Figure 27:
Mumbai Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 28:
Mumbai Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 29:
Mumbai Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 30:
Bengaluru Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F
Figure 31:
Karnataka Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 32:
Bengaluru Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 33:
Bengaluru Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 34:
Bengaluru Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 35:
Hyderabad Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F
Figure 36:
Telangana Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 37:
Hyderabad Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 38:
Hyderabad Breakfast Cereal Share, By Pricing, By Value, 2013-2023F
Figure 39:
Hyderabad Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 40:
Chennai Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F © TechSci Research
List of Figures
India Breakfast Cereal Market, Competition, Forecast & Opportunities, 2013-2023
Figure No.
9
Title
Figure 41:
Tamil Nadu Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 42:
Chennai Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 43:
Chennai Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 44:
Chennai Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 45:
Kolkata Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013– 2023F
Figure 46:
West Bengal Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 47:
Kolkata Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 48:
Kolkata Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 49:
Kolkata Breakfast cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 50:
Pune Breakfast Cereal Market Size, By Value (USD Million), By Volume (Million KG), 2013–2023F
Figure 51:
Maharashtra Growth Rate of GSDP at 2011-12 Prices, (%age), 2012-13 to 2017-18
Figure 52:
Pune Breakfast Cereal Market Share, By Product Type, By Value, 2013-2023F
Figure 53:
Pune Breakfast Cereal Market Share, By Pricing, By Value, 2013-2023F
Figure 54:
Pune Breakfast Cereal Market Share, By Pack Size, By Value, 2013-2023F
Figure 55:
India Prepared Foods Obtained by Swelling Or Roasting Of Cereals Or Cereal Products Import, By Value, 2013-2017 (USD Million)
Figure 56:
India Prepared Foods Obtained by Swelling Or Roasting Of Cereals Or Cereal Products Export, By Value, 2013-2017 (USD Million)
© TechSci Research
Product Overview Breakfast Cereal Breakfast cereal is a food product made from processed cereal grains. Breakfast cereals are often mixed with milk, yogurt, or fruit.
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Š TechSci Research
Research Methodology
Market Profiling •In-depth secondary research was conducted to determine top players in India Breakfast Cereal market, overall market size and segmental market size.
Data Collection
Data Filter & Analysis
Research & Actionable Intelligence Insights
Business Solution
Formulating Questionnaire
•In order to conduct interviews with industry experts, TechSci formulated a detailed questionnaire. Developing List of Respondents •List of industry players and industry specialists was developed.
❑ Identifying Key Opinion Leaders ❑ Questionnaire Design A ❑ In-depth Interviews Primary Research
B Desk Research
Data Collection •TechSci conducted interviews with industry experts and industry players for data collection and verification. Data Validation •Data obtained as a result of primary and secondary research was validated through rigorous triangulation. Data Analysis •The data was scrutinized using MS-Excel and statistical tools, such as Time Series Analysis, etc., to obtain qualitative and quantitative insights about the India Breakfast Cereal market.
11
C
❑ Market Participants ❑ Key Strengths
Primary Research ❑ LinkedIn ❑ TechSci Internal Database
Company Analysis
Secondary Research ❑ Company Website ❑ Company Annual Reports ❑ White Paper Study ❑ Financial Reports ❑ Investor Presentations ❑ Regulatory Body, ❑ Associations, etc.
❑ Recent Developments ❑ Market Changing Aspects/Dynamics ❑ Government Policies ❑ Final Conclusion
Paid Sources
❑ Factiva ❑ Hoovers
© TechSci Research
Research Methodology
Baseline Methodology Our dedicated team of industry experts has monitored and analyzed various aspects of India breakfast cereal market. The team has analyzed the outlook of various segments of this market, while considering the major influencing factors such as growing health awareness, increasing middle class population, rising income levels etc., across the globe. The study
includes market forecasting, which would enable our clients to take better decisions while planning their strategies to achieve sustainability in the India breakfast cereal market. Methodology Followed for Calculation of Market Size: •
Market Size – Market size, in terms of value, for the year 2017 was calculated based on information collected through
exhaustive secondary research and primary surveys, across various Key Opinion Leaders (KOLs)/ Stakeholders such as breakfast cereal manufacturers, dealers, retailers, etc. •
The team interviewed more than 20 breakfast cereal manufacturers/importers, 120 distributors/dealers/retailers and 10 industry experts to obtain the overall market size, following the Delphi technique for the years 2013 to 2017. Taking standard deviation into consideration, the market size was averaged out to arrive at the market size data for the years 2013 to 2017.
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© TechSci Research
Research Methodology
•
Respondents were asked about the current as well as the future market along with their respective growth rates, market shares by product type, by price segment, by pack size, by sales channel, by region, by city and by company. Removing the outlier responses, the geometric mean of the growth estimates and product-wise revenue shares generated across various segments were considered, to arrive at the final revenue shares. Revenue shares generated across various segments were further triangulated from other stakeholders depending upon the type of breakfast cereal.
Methodology to be Followed for Calculation of Market Shares •
Market shares by product type, by distribution channel, by price range, by pack size, by region, by city and by company were calculated based on the responses received through primary surveys with industry experts, in which respondents were asked about the market share or revenues generated from various segments. The final shares were calculated by taking the geometric mean of the responses gathered from KOLs, after eliminating the outliers.
Methodology to be Followed for Forecasting •
TechSci Research performed periodical checks on data collected through the surveys with logic checks and analyzed the survey results in SPSS Software.
13
© TechSci Research
Research Methodology
•
Data triangulation techniques were applied to fill the gaps and to present the more meaningful picture of the market. To forecast India breakfast cereal market, TechSci Research used various forecast techniques such as:
•
Moving Average
•
Time Series Analysis
•
Regression analysis
•
Econometric and Judgmental Analysis
•
TechSci Research used its own forecasting tool, which is based on the growth of various end use industries, to understand the current consumption of breakfast cereal, in the country.
•
TechSci Research also used impact analysis to assess demand and supply scenario during short, medium and long term.
Kellogg India Ltd, PepsiCo India Holdings Pvt Ltd, Marico Ltd, Bagrrys India Ltd, Partial List of Companies Interviewed
GlaxoSmithKline Consumer Healthcare Ltd, Avesta Good Earth Foods Pvt Ltd, Mohan Meakin Ltd, Express Foods Pvt Ltd, Avee's Products India Ltd, Kottaram Agro Foods Pvt Ltd Company Annual Reports, World Bank, Ministry of Corporate Affairs, Ministry of Food
Secondary Sources
Processing Industries, Food and Agriculture Organization Corporate Statistical Database (FAOSTAT), International Trade Centre (ITC), Industry Magazines, Industry Reports, News Dailies, Credible Paid Databases, Proprietary Database, etc.
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© TechSci Research
Industry Brief
India Breakfast Cereal Market Set to Grow at over 17% CAGR until 2023
15
According to a report released by TechSci Research, “India Breakfast Cereal Market By Product Type, By Pricing, By Pack Size, By Distribution Channel, By City, Competition, Forecast & Opportunities, 2013-2023”, India breakfast cereal market is projected to grow at a CAGR of 17% during 2018 - 2023. Growth of the market is led by rising urbanization and changing lifestyle pattern along with increasing disposable income. Moreover, people are now becoming more health conscious, thus they are increasingly opting for healthy food including breakfast cereal. This trend is essentially witnessed in tier-I and tier-II cities, where there is higher need for convenient options and life is fast-paced and is characterized by higher spending power, hectic lifestyles leading to very less or almost no time for indulging in traditional, elaborate home cooked breakfast. Moreover, cereal manufacturers are expanding their distribution network in India which is further anticipated to positively influence India breakfast cereal market in the coming years. Breakfast cereal is made from processed grain and is considered as a healthy early morning breakfast. It is divided into two types, namely, hot cereal and ready-to-eat cereal, of which the latter is the dominant category. Among regions, North and west regions of the country are the leaders in India breakfast cereal market due to presence of cities like New Delhi, Mumbai, Pune and Ahmedabad, which have large urban population base and rising working women population. Online sales channel is anticipated to emerge as the fastest growing sales channel in India breakfast cereal market on account of increasing consumer preference for non-store-based retailing, which is encouraging several manufacturers to start online web stores on their websites. Rising presence of various multinational companies such as Europcar, Uber, Avis, Sixt, Mytaxi, etc., has been intensifying the market competition in Europe mobility on demand market over the last few years. “Demand for Europe mobility on demand services is anticipated to grow at a significant pace, on the back of growing need for alternative transportation, coupled with rise in internet and smartphone users. Moreover, rising inclination of people towards mobility on demand services and car-pooling due to various advantages associated with them would further steer growth in Europe mobility on demand market in the coming years.” said Mr. Karan Chechi, Research Director with TechSci Research, a research based global management consulting firm.
© TechSci Research
Sample Data-Snapshot Figure 1: Brand Awareness, (Unaided) 2018 (Base=XX)
Kelloggs Quaker Saffola Baggry Horlicks Good Earth Mohun Patanjali Soulfull Murginns Gaia
Figure 3: Average Consumption of Breakfast Cereal Per Month, 2018 (Base= XX) More than 1 Kg, 50.0%
101gm250gm, 50.0%
501gm-1 Kg, 50.0% 251gm-…
Figure 17: India Breakfast Cereal Market Attractiveness Index, By Product Type, By Value, 2017-2023F
Figure 26: Maharashtra NSDP Per Capita at Current
12.00%
CAGR (2017-2023F)
Prices, (USD), 2012-13 to 2017-18
2012-13 2013-14 2014-15 2015-16 2016-17 2017-18
Less than 100 gm ,…
10.00% 8.00%
6.00% 4.00% 2.00% 0.00% 0.00
0.50 Low
16
1.00 Medium
1.50 High © TechSci Research
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Disclaimer : The contents of this report are based on information generally available to the public from sources believed to be reliable. No representation is made that it is timely, accurate or complete. TechSci Research has taken due care and caution in compilation of data as this has been obtained from various sources including which it considers reliable and first hand. However, TechSci Research does not guarantee the accuracy, adequacy or completeness of any information and it is not responsible for any errors or omissions or for the results obtained from the use of such information and especially states that it has no financial liability whatsoever to the subscribers / users of this report. The information herein, together with all estimates and forecasts, can change without notice. All the figures provided in this document are indicative of relative market size and are strictly for client’s internal consumption. Usage of the same for purpose other than internal will require prior approval of TechSci Research.
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