Objective
The client wanted to understand the potential of Ready-to-Cook (RTC) foods segment and hence wanted to undertake a feasibility study on both demand as well as supply side – consumers as well as retailers.
From consumers the objective was to understand consumption and buying behaviour. While on the retailer front, the client wanted to do market sizing, target products’ penetration, as well as sales split among brands, flavours, pack sizes & price points.
Approach
- A thorough understanding of the segment was established to define packaged foods and clearly distinguish ready-to-eat, cook-n-eat and ready-to-cook segments and various product categories in them.
- All types of typical consumer profiles who consumes ready-to-cook foods like students, working professionals etc. were surveyed along with a major coverage of housewives since they are the decision-maker for the complete household.
- A sample of consumers with cooks was also included to identify their consumption behavior & derive intriguing insights.
- Retailer research was conducted in General as well as Modern retail stores selling target segments. It involved combination of both observational research as well as personal interview looking into segment penetration, brand availability and point of sale communications.
Outcome
The research helped generate insights around:
- Present market position – segment penetration vs range availability
- Size of the market
- Buying behaviour of Consumers
- Competition intensity – brands & market share
- Most preferred segments, forms, pack sizes & pack types
- Trade terms & Operational models of other brands (Modern & General stores)
- Market gaps on demand & supply side
- Future expectations of consumers, acceptance for new segments
- Accessible market in 2 years timeframe and strategic recommendations to capture the same
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