Market Research Report : Ready To Eat Market In India 2010


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The RTE market in India has been a new concept which is in its nascent stage. The market is worth INR 800 mn and shows huge potential for growth by tapping a larger consumer base. The changing perceptions of the rich and the upper middle class with a rise in their disposable income have driven the market.

The report begins with an introduction to the ready to eat (RTE) market and different segments of RTE market. This is followed by a market overview indicating the market size and historical growth of the market.

An analysis of the drivers explain the factors for growth of the industry including the target consumer base for RTE is expanding, organized retail displays advantages in driving RTE sales, cold chains development, and government initiatives. The key challenges identified encompass consumer’s behavior and perceptions, and inefficient logistics and infrastructure. Key trends have also been analyzed including focus on export market, lack of significant product differentiation and use of ‘retort technology’.

The competition section provides an overview of the competitive landscape including brief profiles of key domestic and foreign players in RTE market.

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Market Research Report : Ready To Eat Market In India 2010

  1. 1. Ready To Eat Market – India March 2010
  2. 2. Executive Summary Total market for ready to eat (RTE) food in India was valued at INR XX mn in 20-- growing at a rate of a% annually RTEs are categorized into two product categories Market – Shelf stable packaged food – Frozen packaged food Most players started with an export-oriented model but changing taste and preferences has LE made the domestic market attractive with major focus on Tier-I cities Drivers & Drivers: MP • Target consumer base for RTE is expanding Challenges: • Consumers behavior and perceptions A • Organized retail offers advantage for RTE sales • Inefficient logistics and infrastructure Challenges S • Development of cold chain infrastructure • Government Initiatives Focus on export markets Trends Lack of significant product differentiation Use of Retort Technology is Standard Major players like Company A, Company B and Company C dominate the market although small players are also present Competition Market is highly competitive due to low product differentiation Most players have sizeable businesses in related products like U, V, W etc. READY TO EAT MARKET IN INDIA 2010.PPT 2
  3. 3. •Introduction •Market Overview •Drivers & Challenges •Trends •Competition READY TO EAT MARKET IN INDIA 2010.PPT 3
  4. 4. Ready to eat food is an emerging market that serves the convenience factor of consumers Ready To Eat Packaged Food • Ready to eat (RTE) can be defined as food products that constitute complete meals; require minimal processing, if any, typically requiring re-heating to desired temperature or addition of water • They are often termed as ‘Convenience Food’ since they are positioned as ‘value for money’ products that solve the issue of time-constrains faced by consumers due to the pressures of urban life PLE Shelf Stable Packaged Food Frozen Packaged Food SAM • RTEs are stored safely in a sealed container • Frozen RTE foods refer to processed foods that need to be refrigerated to maintain nutritional and are packaged using technology that offers value and taste a long shelf life ranging from a-b years • Products can be heated in a microwave oven or • Products are typically without preservatives a conventional oven • They can be stored at room temperature • Products typically do not contain preservatives without refrigeration making their storage or artificial ingredients convenient for retailers as well as consumers • They include complete dishes, special curries • They include curries like product 1, product 2, and a major portion contains snacks like product 3 etc. product 4, product 5 and product 6 Source: READY TO EAT MARKET IN INDIA 2010.PPT 4
  5. 5. Ready to eat food market in India has huge untapped potential and offers scope for investments Overview Market Size & Growth (Domestic) •Ready to eat (RTE) foods was introduced in India originally in 19--. However, the concept failed at that time and has only recently INR mn z exploded 800 LE a% •Most participants began with an export- 700 y P oriented model but gradually extended sales 600 to the domestic market M 500 x •Changing consumer habits, preferences and SA perceptions has driven the market •A strong correlation exists between the growth of RTE foods and organized retail 400 300 200 formats such as supermarkets and 100 hypermarkets 0 •Tier-1 cities are the predominant or primary 2006 2007 2008 target for RTE foods •Large number of players exist in the market which is dominated by Y brands Source: READY TO EAT MARKET IN INDIA 2010.PPT 5
  6. 6. Drivers & Challenges Drivers Challenges Target consumer base for RTE is expanding Consumers behavior and perceptions Organized retail displays advantages in driving RTE sales Inefficient logistics and infrastructure Cold chain development Government Initiatives READY TO EAT MARKET IN INDIA 2010.PPT 6
  7. 7. Focus on Export Markets Trends Use of Retort Technology is Lack of Significant Product Standard Differentiation READY TO EAT MARKET IN INDIA 2010.PPT 7
  8. 8. Indian RTE market is dominated by domestic players who are steadily improving their service areas Competition - Overview PLE • The market is highly competitive due to lack of significant product differentiation • However, a rapidly growing market with low penetration rates offers significant opportunity for all players without market share cannibalization M • Company A was the first company to enter this market followed by Company B, C etc SA • Company A, B and C account for Z% of the RTE market • Most companies have an older and possibly more sizeable business in related items such as cooking sauces, pickles, spices, cooking pastes etc. Company Vegetarian (V) Non-Vegetarian (NV) Desserts (D) Price Range (INR) Quantity (gms) Company A NA NA Company B P1 – P2 (V) Q1 (V) P3 - P4 (V) Q2 (V,NV) Company C P5 - P6(NV) Q3 (D) P7 - P8 (D) Company D P9 – P10 (V) Q4 (V) Company E P11 (V) Q5 (V) Company F NA NA Company G P12 – P13 (V) Q6 – Q7 (V) Source: READY TO EAT MARKET IN INDIA 2010.PPT 8
  9. 9. Major Domestic Players (1/3 ) Company Brand Business Description Company A • Leading manufacturer of ready to eat curries -- • It offers vegetarian north Indian curries, desserts and non vegetarian gravies • Founded in 1963, caters to snack food and diary segment Company B • Introduced its Ready-to-Eat range in 20-- • r% of its revenue comes from exports of products to USA, Canada, UK, -- Australia, Asia, the Middle East and Europe • It has O factories in L, Maharashtra Financials • Sales turnover of USD x mn in 20-- (including other income) Company C • Established in 19-- in Bikaner, Rajasthan -- • Entered the ready to eat market in 20-- • Products currently range from popular north Indian curries to Indian snacks Source: SAMPLE READY TO EAT MARKET IN INDIA 2010.PPT 9
  10. 10. Thank you for the attention The Ready To Eat Market - India report is a part of Research on India’s Food & Beverage Industry Series. For more detailed information or customized research requirements please contact: Natasha Mehta, CFA Gagan Uppal Phone: +65 8448 0449 Phone: +91 98364 71499 E-Mail: E-Mail: Research on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick insights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries on About Netscribes Netscribes is a knowledge-consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment & business research, business & corporate intelligence, content-management services, and knowledge-software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one-stop shop designed to fulfil clients’ profitability and growth objectives. Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the sole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. READY TO EAT MARKET IN INDIA 2010.PPT 10