1
MARKET SURVEY ON MILK BASED PRODUCTS
MOKSHA CHIB13FET1003
2
Milk Product Market in IndiaIndia is the largest producer of milk
Annual prod.: 140-145 million ton & accounts for 35-36% of total prod.
Avg. growth rate is 7%
Consumer demand growth has been 25%
SOURCE: Foods Navigator Asia
3
CHEESE
4
Cheese Market in India• India is not a traditionally structured ‘Cheese nation’, adapted to softer
Indian variant of cheese i.e. paneer• Indian cheese market is worth around USD 237mn & is experienced to
grow at roughly 15-20%• Global market deals with 3,000 varieties of cheese whereas in India only
about 40-45 variants of cheese are marketed• Traditional soft cheese accounts for 55% of total market share
60% 30%
10%
Processed cheese Cheese spreads
Flavored & specialty cheese
SOURCE: Euromonitor International Apr 2015
5
Cheese Market in India• Per capita consumption of cheese in Indian
households is mere 2.4 kg per annum as compared to 20kg per annum.
• 60% of the total cheese is sold in metropolitan cities
MumbaiDelhiKolkataChennai
20%
7% 6%Type of Cheese
% Total consumption
Processed 50Cheese spread 30Mozarella 10Flavored/ Spiced 5Others 5
30%
SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan
6
Competitive Landscape• Many entrepreneurs
are entering this market with cheese variants like Mozzarella, Cheddar, Churpee, Bandel, ricotta, Gouda, La Ferme etc
Amul (GCMMF)
Britannia
LeBon, regional brands - Gowardhan, Mother Dairy, Vijaya Foods
Imported brands like Kraft, Dabon Interna-tional, Laughing Cow
60%
5%10
%
25%
SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan
7
Cheese brands surveyed
8
Amul Cheese Slices
Amul Cheese Slices available in 100g, 200g, 400g & 750gCost: 200g for 108/-Shelf Life: 6 monthsStorage condition: Refrigerated at 4°C or below. Do not deep freeze
Cheese is coated with wax to protect it from mold contamination and to reduce the rate of moisture loss
Packaging material used : Plastic: Polyvinylidene Chloride (PVdC)
Has low gas, water vapor, O2 & CO2 permeability
Has resistance to fats and chemicals
Light weight Good strength Glossy and transparent High printability High level lamination
9
Gowardhan Nacho Cheese Sauce
Won the ‘Asia Star 2012’ for packaging excellence
Bottle is a five stage multi-layer PP bottle with EVOH as a barrier layer which keeps the product inside it fresh
Shape is child-friendly as it allows only the required amount to be squeezed out
Low water transmission, medium gas permeability, resistance to greases, high temp stability, good gloss
EVOH- barrier to gases, odors, fragrances and solvents
Go Nachos CheesePack: 180g & 500g bottleCost: 99 /- for 180gShelf life : 6 monthsStorage conditions: In room temperature and not in cold. Should be heated before serving
10
Britannia Cheese Cubes
Each cube is wrapped in aluminum foil which comes with an easy-to-tear tape
These cubes collectively are packed in sliding carton which is made up of paperboard
Britannia Cheese Cubes Net Wt.: 200gCost: 118/-Shelf Life: 6 monthsStorage condition: Keep refrigerated below 4°C or below. Do not deep freeze
11
Gowardhan Cheezo CreamyGo Cheezo CreamyPack: 100gCost: 55 /-Shelf life: 6 monthsStorage conditions: Keep refrigerated below 4°C. Consume within 7 days of opening the pack
Winner of ‘Dairy Innovation Awards 2012’ at Norway Plastic squeezable tubes filled with creamy cheeseEasy to use and acts as a barrier against moisture, air, light & temp
12
Gowardhan Cheese Wedges
Pack: 8 * 20 = 160 gmCost: 105 /-Shelf life: 6 monthsStorage conditions: Keep refrigerated below 4°C
8 triangular wedges of cheese are packed in a two piece tin box
Each wedge is wrapped using a aluminum foil & a layer of paperboard
A small red ribbon helps in unwrapping the whole foil
Provides multi-layer protection against moisture, air, light and temp.
All-round decoration on outside the can, more aesthetic appeal
13
Innovative cheese packaging
CHEESE PAPER: Material made up of wax coated paper and a thin porous polyethylene plastic
PARMESAN CHEESE PENCILS
14
FLAVORED MILK
15
Market share of flavored milk in India
• The flavored milk market in India is expected to grow at a rate of 21-26% during 2012-2016 according to “Indian Dairy Market Report & Forecast: 2012-2016”
• The flavored milk market is estimated to be worth INR 500 million
• Flavored milk a convenient option for Indian middle class
• Increasing consumer shift due to health awareness, thus consumers prefer ready-to-drink flavored milk as compared to carbonated drinks
• Major players are Amul, Mother Dairy, Vadilal industries and Kwality Dairy
SOURCE: The Economic Times (2010)
16
Competitive Landscape• Amul Kool market leader with 72% market share ( Rs.8 in Gujarat for 200ml and Rs 10 in other states for 200ml)
• Local Players- Amrit foods ( Gagan in glass bottles in Delhi), Param Dairy
• All companies use Aseptic Packaging for flavored milk ( TetraPak)
Company Brand NameAmul (GCMMF)
Amul Kool
Mother Dairy Chillz Nestle Milkmaid
FunshakesVadilal Power SipBritannia Actimind
17
Chillz by Mother Dairy
Chillz Glass bottleNet Wt. : 180mlCost : 22/-Shelf Life: 20 daysStorage condition: Under refrigeration (below 8°C)Flavors : Chocolate, Coffee, Kesar elaichi
Packaged in narrow necked transparent glass bottle with crowned caps
Ultimate protection from O2, moisture and contamination from microorganisms
Prefabricated crowned seal is made up of aluminum
Glass bottle can withstand heat sterilization temp and subsequent cooling
Elegant look Recyclable & returnable Bottles are packed in cartons
wherein paperboard is kept between each bottle to prevent breakage
18
Amul Kool
Amul Kool Plastic (PET) BottleNet Wt.: 200ml Cost: 20/-Shelf Life: 180 days when stored in cool and dry placeStorage condition: AmbientFlavors: Kesar and Elaichi
PET bottle with plastic cap Low gas permeability Lowe flavor scalping
properties as compared to other plastic material
Complete transparency Bottle is sleeved using
thermoshrinkable polpropylene labels (PP)
Wide necked with PP screw cap
Single use Recyclable Extended shelf life
19
Danone’s Danette Choco Smoothie
Danone’s Danette Choco SmoothieNet Wt.: 200 ml TetraPakCost: 25/-Shelf life: 180 days Storage condition: Keep in cool conditions
Tetrapak packaging consisting of • 4 layers of Polyethylene• 1 layer of Aluminum• 1 layer of Paperboard Protection from outside moisture Aluminum foil protects against O2 and light to
maintain the nutritional value flavors of the drink in ambient temp
Provides strength, stability and smoothness to the printing surface
Portable and easy to handle Highest preference amongst all kinds of
packaging
20
Sippah Straws (Patented by Unistraw) Multipack Sippah
Straws (25 pack)Net Wt.: 87.5 gCost: 300/-Storage conditions: Store in cool & dry place, away from direct sunlightClaims:• No preservatives • No artificial colors• No artificial
flavors• Only 2g of sugar
per straw• Flavors:
Chocolate, Banana, Caramel, Strawberry, Vanilla
The straws individually are packaged in laminated aluminum foil
Secondary packaging: Carton Has 3 parts: Recyclable, transparent straw Unique filters at each end of the straw Multiple UniBeads inside each straw
which delivers flavor to the milk when sipped through
21
Conclusion • The demand for varieties of milk based products are on a rise in
India• Specifically, cheese and flavored milk are commodities which are
preferred majorly by the urban population • Packaging aspects of cheese majorly include materials which acts
as a barrier against O2, moisture, light and other gases• All cheese brands marketed in India cater to the packaging needs
& laws formulated by FSSAI• Flavored milk packaging is a growing sector which can involve
many more innovations but is primarily dominated by Aseptic packaging (TetraPak) & glass bottles