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TRANSCRIPT
Indian Palate: Changing Food Habits & Consumer Behavior
Raghav GuptaPresident, Technopak Advisors
29 July 2009
| 2
Evolving Indian Consumer
| 3
The Indian Consumer’s Needs from Processed Food
Annual Household Income
Basic NutritionFortified Atta, Iodized Salt, etc.
Wholesome NutritionMilk, Juices, Meats, etc.
Food Inflation ProtectionFrozen Fruits & Vegetables, Juices
Convenience & Time SavingRTE, RTC, Purees, etc.
Lifestyle & AspirationCheese, Wine, Gourmet Food,
etc.
Need from Processed Food
< INR 0.5 Lacs
INR 0.5 – 2.0 Lacs
INR 2.0 – 5.0 Lacs
INR 5.0 – 10.0 Lacs
> INR 10.0 Lacs
No. of Households
1
2
3
4
5
| 4
The Indian Consumer’s Changing Spending Patterns
Food & Grocery Fuel, Transport & Communication Discretionary Expenditure
Rent, Utilities & Education Savings & Investment
2008 2013
Changing consumer behaviour is catalyzing change in spending patterns, freeing up income for discretionary expenditure
| 5
A More Evolved Consumer, at the Upper Income Strata
The Age of Altered Mindsets
The Age of Consumption
The Age of Maturity
2003 2008 2013
Phase I:Necessity
Phase II:Status
Affluence
Phase III:Necessity
Approach towards
Packaged Goods
| 6
Emerging Trends
Shift to ThriftRedefining Value
Small WondersSmall Perk Me Up Products
‘Mummy ka Magic’Stays Intact
Eating ‘Out’ at Home
Evolving Home Delivery Model
Taste Bhi, Health Bhi
A very strong co-relation
Food On The Go
Instant Pick Me Up
Eco ConsciousEco ConsciousA light shade of green
Food As Discovery More Experimenting
The Food ‘Connect’
Use of Social Media
POP will remain SupremeThe final test
| 17What does this mean for food companies?
• Deepen Understanding of Consumer
• Offer Greater Value
• Offer Convenience
• Move to a Dialogue, as opposed to a Monologue
• Product & Packaging Innovation
• POP Emphasis
Thank You!
+91 99585 22993
www.technopak.com