breakfast segment analysis 2

Indian Breakfast

Market Analysis

Indian Breakfast MarketLargely Unorganized

People prefer to eat at home

Market Value

Branded breakfast food 500 cr

2000 cr

Changes in Families

Nuclear familiesDouble income families

Working professionals esp. womenLot of new breakfast products in the market

North

• Paratha• Puri Sabzi• Chhole• Jalebi

South

• Idli• Vada• Dosa• Poha• Upma• Kesari Bhath

West

• Poha• Upma• Ghatia• Jalebi• Dhokla• Shira• Thepla• Thalipith• Bhakri

East

• Luchilkochuri• Panta bhath• Bread

Omelet• Rice• Aloo Dum

Commonalities in Breakfast across States

• Bread • Poha• Milk • Egg • Puri Sabzi• Jalebi• South Indian Dishes

• Rice• Wheat• Potato• Dal

Common Dishes Common Ingredients

•Abundant availability of raw material

•Vast domestic market

Strength

•Inadequately developed linkages between R&D labs and industry.

•Seasonality of raw material

•Inefficient supply chain due to a large number of intermediaries

Weakness

•Opening Global Markets

•Rising income levels and changing consumption patterns

•Favourable demographic profile and changing lifestyles

Opportunity

•Affordability and cultural preferences of fresh food

•Seasonality of raw material

Threat

Current Trends

Still prefer home made breakfasts

Breakfast at office & outside

Acceptance of western breakfast

Health conscious

Food on the goBreakfast at café, McDonalds

Consumer Research Analysis

Sample Size : 126

Target Audience : Working ProfessionalsCollege StudentsKids

Method: Through questionnaire Via Online survey Telephonic interviews Personal interviews

Male Female

44

82

49%

39%

12%Age Group

5-29 30-44 45 & above

29%

24%

33%

14%

Statewise

North South West East

71

55

Ready to eat

Ready to cook

9%

56%

Less than Rs.20

20 to 30 Rs.

30 Rs. And above

35%

Quality

Prep Time

Health

Taste

2.9

2.5

2.7

1.9

126

40

No. of people skip their breakfast

South Dishes (Idli/Vada/Dosa)

North Dishes(Paratha/

Puri Sabzi)

Egg Dishes Bread Dishes Poha/Upma

Votes 92 88 71 113 89

10

30

50

70

90

110

Votes

No

of C

onsu

mer

s

South Dishes (Idli/

Vada/Dosa)

North Dishes(Paratha/ Puri Sabzi)

Egg Dishes

Bread Dishes

Poha/Upma

North

17 36 25 33 18

2.517.532.5

North

No

of C

onsu

mer

s

South Dishes (Idli/

Vada/Dosa)

North Dishes(Paratha/ Puri Sabzi)

Egg Dishes

Bread Dishes

Poha/Upma

South

30 11 10 24 25

2.512.522.532.5

South

No

of C

onsu

mer

s

South Dishes (Idli/

Vada/Dosa)

North Dishes(Paratha/ Puri Sabzi)

Egg Dishes

Bread Dishes

Poha/Upma

West

36 23 27 38 40

2.517.532.5

West

No

of C

onsu

mer

s

South Dishes (Idli/

Vada/Dosa)

North Dishes(Paratha/ Puri Sabzi)

Egg Dishes

Bread Dishes

Poha/Upma

East

9 18 9 18 6

17

1319

East

No

of C

onsu

mer

s

Analysis Summary

People still prefer Indian authentic breakfast

Taste of people from different region vary, yet there are few common preferences

Though people have turned health conscious yet Taste and preparation time top the chart.

Western food has also become a part of our breakfast

People do not prefer the same breakfast everyday, they like to eat different breakfast daily

There is a change in lifestyle and food habits – this has led to people skipping their breakfast or accept ready to eat foods

Ingredients for Ideal Breakfast

Combination of Indian and western breakfast

It should consist variety of tastes or choices

Ready to eat v/s Ready to cook

Should cater to all age group people

Should suit the palate of people from all regions

Should cater to both vegetarians and Non – vegetarians

Should be economical

Fast to make

Can be eaten on the go

Should be in quantity as per individual requirement

Desi SticksDesi Sticks

Desi Sticks

Desi Sticks

Non - VegetarianVegetarian

For Kids

•Aloo Paratha•Chhole•Idli & chutney•Butter•Paneer•Cheese

•Chicken Mayonnaise•Mutton•Kheema•Boiled egg masala

•Chocolate•Fruit and nut•Jam & jelly

Preparation: Put the Desi sticks for 30 seconds in Microwave to heat it.It can also be heated on tawa or deep fried.

Features:•No cooking time required•All your favourite dishes in one•Can be eaten on the go•Can be made in quantity as required•Both veg & non – veg stuffing

*With extra nutrients

Desi SticksDesi SticksDesi Sticks

Desi Sticks

Desi Sticks

Desi Sticks

Assorted Box

Thank You !!!