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[ CONSUMER BEHAVIOR SURVEY ]
2013 Indian Frozen Yogurt Market
Chef At Large survey | March 2013
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About us
Chef At Large is one of India’s largest online
food networks. The network provides
industry commentary on the Indian F&B
industry . It manages separate communities
dedicated towards food loving consumers
and some of India’s top food bloggers.
It also has an extremely popular blog (home
to over 1,000,000 visits annually) and does
the following: Restaurant, alcohol, book,
wine, book and appliance reviews | recipes
| columns and opinions | event listings.
Apart from this, the network has
experts on food photography, food
styling and menu development, that
assist individuals and brands with such
services.
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Contents • Introduction
– The premise of doing this survey
• Methodology Overview − How this survey was undertaken
• Executive Summary − Key insights from the survey
• Survey findings and analysis − The quantitative and qualitative analysis
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• Key learning from the survey − This includes recommendations for all brands in this
category
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6.
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18.
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Introduction
Frozen yogurt - there are people who’ve tasted it
and know about it, and then there are people who
clearly don’t know anything about this category;
either ways this category is here to stay!
Being present in India for over 3 years now, frozen
yogurts are getting popular in India and like most
things, it is a factor of demand and supply. On the
supply side, a lot of global frozen yogurt chains
like Red Mango and Yogurberry are investing in
India. Domestic giants in this space, Cocoberry,
aren’t behind either, as they continue to invest
and invent new formats to reach out to more
customers.
In India, frozen yogurts are being promoted under
the health and wellness category and it has indeed
struck a cord with many.
“Technopak estimates that in 2011, this segment
garnered around US$2 billion in revenues. Over the next
three years, it is expected to grow to US$5 billion.
Pratichee Kapoor, associate vice president for food
services and agriculture at Technopak, says the packaged
yogurt market (plain and flavored) currently constitutes
around 7% to 8% of the total health and wellness segment
in India and was worth around US$150 million in 2011. It
is growing at a CAGR of 18% to 20% and is poised to
double in size by 2015.
According to Technopak the ice cream and frozen dessert
market in India -- which includes frozen yogurt -- was
estimated to be at US$450 million in 2009-2010 and is
expected to cross US$900 million by 2014-2015. A
separate figure for the share of the frozen yogurt market
was not available.” [Source]
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Introduction (continued)
However, the market is still at its nascent
stage, especially when compared to foreign
territories where per annum consumption is
way higher.
But what we consider as the major challenge,
is to crack the code for frozen yogurts with the
Indian consumer; as there are plenty of doubts
and customer queries that exist in mind
regarding this category.
Being surrounded by people passionate
and influential about all kinds of foods
and beverages, we understand this issue
and have tried to, with this survey,
articulate the current Indian consumers
perception about the frozen yogurt
category and their doubts regarding the
same.
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Methodology Overview
300 Sample Size
Respondents break up
Geography Respondents were spread across Delhi, Mumbai and Bangalore
63% female 37% male 22% in 18-24 age bracket 52% in 25-34 age bracket 20% in 35-54 age bracket 6% in 55+age bracket
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The respondents consist of (1) members of the various Chef At Large online communities (2) food bloggers and (3) consumers chosen on a random sampling basis
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Executive Summary
1. Most Indians consume frozen yogurts as desserts
2. Popularity of frozen yogurt has reached to a level, where people today crave it
3. Berry, followed by Mango, is the most favored flavor in frozen yogurts for consumers
4. While the majority of people like to have toppings over their cup of frozen yogurt,
they’re currently only experimenting with toppings
5. Most people also consider a frozen yogurts healthier, to ice creams
6. 25-34 is the age group that consumes frozen yogurts the most
7. Taste, followed by the variety of toppings offered and then location, are the top factors
people consider while eating frozen yogurt
8. Cocoberry is the most favored frozen yogurt brand, followed by Red Mango and then
Yogurberry
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Survey Findings
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How and when do you eat frozen yogurts?
37.50%
16.50%
26%
19.80% as a dessert
as a snack
when in the vicinity of a store
just about anytime
Most people consume frozen yogurts as a dessert
The second highest number of respondents said, they tend to eat frozen yogurts when in the vicinity of a store
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Do you ever crave frozen yogurts?
43.20%
56.80%
Yes
No
An impressive 43% of people mentioned that they craved frozen yogurts at one point or the other
This is particularly good news for frozen yogurt brands, because it showcases that the market is finding the value proposition attractive
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What is your favorite frozen yogurt flavor?
19.30%
10.20%
12.50% 58%
Mango
Chocolate
Vanilla
Berry (any)
Berry flavors have been, overwhelmingly, voted as the top flavor for consumers today
This may be one of the reasons why most brands in this category, having retail quick service outlets, include ‘berry’ in their name
Mango, being voted the second most preferred flavor, comes in as a surprise as it eclipses a more traditional base flavor - vanilla
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Do you like your frozen yogurts with toppings or plain?
64.60%
35.40%
with toppings
plain
A surprising 35% of people have voted that they like to have frozen yogurts without toppings
This shows the market opportunity for players in this category, that don’t have exclusive outlets selling frozen yogurts
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How do you manage your toppings?
52.6%
13.4%
4.1%
29.9% I experiment with my toppings
I have set toppings for different flavors
I use the same toppings for all flavors
I don't use toppings
Over 52% people experiment with their toppings, which reflects on frozen yogurts being a new category and people not being sure which topping to choose
It also shows the scope for creating further awareness about toppings, and the suggested ways they consumed in a manner that best compliments the yogurt
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Do you believe frozen yogurts are healthier than ice creams?
83.2%
16.8%
Yes, they're healthier
No, they aren't
83% people believing that frozen yogurts are healthier than ice creams, showcasing that the health & wellness category positioning, has been accepted by Indian consumers
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What age group of people in your family eat frozen yogurts?
20.0%
29.5%
52.6%
35.8%
8.4%
13 - 17 years
18 - 24 years
25 - 34 years
35 - 54 years
55+ years
People from the ages of 25 to 34 are consuming frozen yogurts the most, followed by 35 to 54 year olds
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What are the factors that matter to you the most, while eating frozen yogurts?
75.8%
47.3% 4.4%
6.6%
16.5%
19.8%
5.5%
35.2% Taste
Available Flavors
Temperature
Number of Toppings
Quality of Toppings
Perceived Health Benefits
Staff
Location
Taste, followed by availability of flavors are the top 2 parameters kept in mind by consumers before eating frozen yogurts
The most surprising is that the 3rd most important factor, is the location where the frozen yogurt is available
The 4th most important factor consumers take into account is the perceived health benefits
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Which is your favorite brand of frozen yogurts?
53.8%
29.5%
16.7%
Cocoberry
Red Mango
Yogurberry
Despite being offered multiple choices, all consumers voted amongst only these 3 brands – Cocoberry, Red Mango and Yogurberry
With 53.8%, Cocoberry is the most favored frozen yogurt brand for consumers
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Key Learning from the survey
1. ‘cracking the consumer’ is
crucial
While the category is growing in
India and the infrastructure is all
there, demand will only rise once all
consumer queries are put to rest
2. Taste always wins over health
While consumers may choose to have
a frozen yogurt over an ice cream
due to health reasons, ‘taste’ is the
top priority while they venture for
choosing their frozen yogurt flavor.
This premise should be accounted
for by manufacturers as they roll out
new flavors
3. Consumer awareness initiatives about the ideal toppings
to have with the yogurt is vital
Most consumers, irrespective of them be first time visitors or not,
are still just experimenting with toppings. This puts their
experience to risk each time. Consumer awareness, akin to what
has been done for wine, needs to be done for the frozen yogurt
toppings
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4. Frozen yogurt available from OTC (over the counter)
stores need to increase brand engagement
Most consumers recollect brand names of frozen yogurt, that
exclusively deal in this business like Cocoberry or a Red Mango,
whereas there are numerous other brands offering frozen
yogurts as well
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Thank you for reading our survey. Contact: [email protected]
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