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Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
Survey: Frozen Yogurt Market in India (2013)
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Survey: Frozen Yogurt Market in India (2013)

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We conducted a survey, and asked people what they thought of frozen yogurt in the country. While some findings were expected, other surprised us.

We conducted a survey, and asked people what they thought of frozen yogurt in the country. While some findings were expected, other surprised us.

Published in: Health & Medicine
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  • 1. [ CONSUMER BEHAVIOR SURVEY ]2013 Indian Frozen Yogurt Market Chef At Large survey | March 2013 1 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 2. About usChef At Large is one of India’s largest online Apart from this, the network hasfood networks. The network provides experts on food photography, foodindustry commentary on the Indian F&B styling and menu development, thatindustry . It manages separate communities assist individuals and brands with suchdedicated towards food loving consumers services.and some of India’s top food bloggers.It also has an extremely popular blog (hometo over 1,000,000 visits annually) and doesthe following: Restaurant, alcohol, book,wine, book and appliance reviews | recipes| columns and opinions | event listings. 2 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 3. Contents• Introduction 4. – The premise of doing this survey• Methodology Overview 6. − How this survey was undertaken• Executive Summary 7. − Key insights from the survey• Survey findings and analysis 8. − The quantitative and qualitative analysis• Key learning from the survey − This includes recommendations for all brands in this 18. category 3 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 4. IntroductionFrozen yogurt - there are people who’ve tasted it “Technopak estimates that in 2011, this segmentand know about it, and then there are people who garnered around US$2 billion in revenues. Over the nextclearly don’t know anything about this category; three years, it is expected to grow to US$5 billion.either ways this category is here to stay! Pratichee Kapoor, associate vice president for food services and agriculture at Technopak, says the packagedBeing present in India for over 3 years now, frozen yogurt market (plain and flavored) currently constitutesyogurts are getting popular in India and like most around 7% to 8% of the total health and wellness segmentthings, it is a factor of demand and supply. On the in India and was worth around US$150 million in 2011. Itsupply side, a lot of global frozen yogurt chains is growing at a CAGR of 18% to 20% and is poised tolike Red Mango and Yogurberry are investing in double in size by 2015.India. Domestic giants in this space, Cocoberry,aren’t behind either, as they continue to invest According to Technopak the ice cream and frozen dessertand invent new formats to reach out to more market in India -- which includes frozen yogurt -- wascustomers. estimated to be at US$450 million in 2009-2010 and is expected to cross US$900 million by 2014-2015. AIn India, frozen yogurts are being promoted under separate figure for the share of the frozen yogurt marketthe health and wellness category and it has indeed was not available.” [Source]struck a cord with many. 4 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 5. Introduction (continued)However, the market is still at its nascent Being surrounded by people passionatestage, especially when compared to foreign and influential about all kinds of foodsterritories where per annum consumption is and beverages, we understand this issueway higher. and have tried to, with this survey, articulate the current Indian consumersBut what we consider as the major challenge, perception about the frozen yogurtis to crack the code for frozen yogurts with the category and their doubts regarding theIndian consumer; as there are plenty of doubts same.and customer queries that exist in mindregarding this category. 5 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 6. Methodology Overview Sample Size Geography 300 Respondents were spread across Delhi, Mumbai and BangaloreRespondentsbreak up63% female The respondents consist37% male of (1) members of the various Chef At Large22% in 18-24 age bracket online communities (2)52% in 25-34 age bracket food bloggers and (3)20% in 35-54 age bracket consumers chosen on a6% in 55+age bracket random sampling basis 6 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 7. Executive Summary1. Most Indians consume frozen yogurts as desserts2. Popularity of frozen yogurt has reached to a level, where people today crave it3. Berry, followed by Mango, is the most favored flavor in frozen yogurts for consumers4. While the majority of people like to have toppings over their cup of frozen yogurt, they’re currently only experimenting with toppings5. Most people also consider a frozen yogurts healthier, to ice creams6. 25-34 is the age group that consumes frozen yogurts the most7. Taste, followed by the variety of toppings offered and then location, are the top factors people consider while eating frozen yogurt8. Cocoberry is the most favored frozen yogurt brand, followed by Red Mango and then Yogurberry 7 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 8. Survey Findings 8 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 9. How and when do you eat frozen yogurts? 37.50% as a dessert 19.80% as a snack when in the vicinity of a store 26% just about anytime 16.50%Most people consume The second highestfrozen yogurts as a number of respondentsdessert said, they tend to eat frozen yogurts when in the vicinity of a store 9 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 10. Do you ever crave frozen yogurts? 43.20% Yes No 56.80%An impressive 43% of This is particularly good newspeople mentioned that for frozen yogurt brands,they craved frozen because it showcases thatyogurts at one point or the market is finding thethe other value proposition attractive 10 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 11. What is your favorite frozen yogurt flavor? 19.30% 10.20% Mango Chocolate Vanilla Berry (any) 58% 12.50%Berry flavors have This may be one of the Mango, being voted thebeen, reasons why most second most preferredoverwhelmingly, brands in this category, flavor, comes in as avoted as the top having retail quick surprise as it eclipsesflavor for consumers service outlets, include a more traditionaltoday ‘berry’ in their name base flavor - vanilla 11 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 12. Do you like your frozen yogurts with toppingsor plain? 35.40% with toppings plain 64.60%A surprising 35% of This shows the marketpeople have voted opportunity for players inthat they like to have this category, that don’tfrozen yogurts have exclusive outletswithout toppings selling frozen yogurts 12 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 13. How do you manage your toppings? I experiment with 29.9% 52.6% my toppings I have set toppings for different flavors I use the same toppings for all flavors4.1% I dont use toppings 13.4%Over 52% people experiment It also shows the scope for creatingwith their toppings, which further awareness about toppings,reflects on frozen yogurts and the suggested ways theybeing a new category and consumed in a manner that bestpeople not being sure which compliments the yogurttopping to choose 13 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 14. Do you believe frozen yogurts are healthierthan ice creams?16.8% Yes, theyre healthier No, they arent 83.2%83% people believing that frozen yogurtsare healthier than ice creams,showcasing that the health & wellnesscategory positioning, has beenaccepted by Indian consumers 14 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 15. What age group of people in your family eatfrozen yogurts? 8.4% 20.0%35.8% 29.5% 13 - 17 years 18 - 24 years 25 - 34 years 35 - 54 years 55+ years 52.6%People from the ages of 25 to34 are consuming frozenyogurts the most, followedby 35 to 54 year olds 15 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 16. What are the factors that matter to you the most,while eating frozen yogurts? 35.2% Taste 75.8% Available Flavors 5.5% Temperature Number of Toppings19.8% Quality of Toppings Perceived Health 16.5% Benefits Staff 6.6% 4.4% Location 47.3%Taste, followed by The most surprising is that The 4th most importantavailability of flavors are the 3rd most important factor consumers take intothe top 2 parameters kept in factor, is the location account is the perceivedmind by consumers before where the frozen yogurt is health benefitseating frozen yogurts available 16 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 17. Which is your favorite brand of frozen yogurts? 16.7% 53.8% Cocoberry Red Mango Yogurberry29.5%Despite being offered multiple With 53.8%, Cocoberry is thechoices, all consumers voted most favored frozen yogurtamongst only these 3 brands – brand for consumersCocoberry, Red Mango andYogurberry 17 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 18. Key Learning from the survey1. ‘cracking the consumer’ is 3. Consumer awareness initiatives about the ideal toppingscrucial to have with the yogurt is vitalWhile the category is growing in Most consumers, irrespective of them be first time visitors or not,India and the infrastructure is all are still just experimenting with toppings. This puts theirthere, demand will only rise once all experience to risk each time. Consumer awareness, akin to whatconsumer queries are put to rest has been done for wine, needs to be done for the frozen yogurt toppings2. Taste always wins over health 4. Frozen yogurt available from OTC (over the counter)While consumers may choose to have stores need to increase brand engagementa frozen yogurt over an ice cream Most consumers recollect brand names of frozen yogurt, thatdue to health reasons, ‘taste’ is the exclusively deal in this business like Cocoberry or a Red Mango,top priority while they venture for whereas there are numerous other brands offering frozenchoosing their frozen yogurt flavor. yogurts as wellThis premise should be accountedfor by manufacturers as they roll outnew flavors 18 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in
  • 19. www.chefatlarge.inThank you for reading our survey.Contact:editor@chefatlarge.in 19 Copyright 2013, Chef At Large, Reproduction Prohibited | www.chefatlarge.in

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