Estimation of ICE CREAM Consumption in India

1. GROUP 5 - Estimation of
Ice Cream Consumption
and Revenue Generation
Andrews Koshy in Indian Market
Rahul Chauhan
Nikita Vijayvargiya
Shravanti Seela
Monika Sinha
Stuti Sood
Kratika Gulati
Raadhika Natarajan

2. Factors Affecting the
Consumption
1. Population
2. Demographics
3. Age Group
4. Health Issues
5. Season
6. Brands
7. Other Alternatives

3. Demographics
Demographic Distribution of Indian
60
40
Population
Rural
Urban

4. Age Group
Rural
Age Group
% of
Consumption*
Population in
each age group
Per capita
consumption
per year*
Total
Consumption
0-3 1% 7200000 30 216000000
4 - 18 55% 396000000 250 99000000000
19 - 50 40% 288000000 350 100800000000
51+ 4% 28800000 100 2880000000
720000000 In mililitres 202896000000
In litres 202896000

5. Age Group
Urban
Age Group
% of
Consumption*
Population in
each age group
Per capita
consumption
per year*
Total
Consumption
0-3 2% 9600000 50 480000000
4 - 18 35% 168000000 400 67200000000
19 - 50 55% 264000000 600 158400000000
51+ 8% 38400000 150 5760000000
480000000 In mililitres 231840000000
In litres 231840000

6. Age Group
Total Population of India* 1200000000
Category Percentage Category wise Population
Rural Population 60 720000000
Urban Population 40 480000000
Total Consumption of Icecream in India (By Category)
Category In ML In Litres
Rural 202896000000 202896000
Urban 231840000000 231840000
Total Consumption 434736000000 434736000

7. Health Issues
• India is known as the “Diabetic Capital” of the
world.
• Every 1 out of 4 Indians are diabetic or prone
to diabetes.
• Other health problems - Thyroid, tonsillitis,
cholesterol etc.
• All these factors reduces the consumption of
IceCream.

8. Seasonality
Seasonalty Factor Affecting Consumption
15%
60%
5%
20%
Pattern
Dec - Feb
March - May
June - Sept
Oct - Nov

9. Seasonality
SEASON DISTRIBUTION % CONSUMPTION VOLUME OF CONSUMPTION
Dec - Feb 15% 65210400
March - May 60% 260841600
June - Sep 5% 21736800
Oct -Nov 20% 86947200
Total Consumption 434736000

10. Brands
Ice Cream Brands
In India
Local
(Unorganised
Sector)
Rs 10/ 500ml
Basic (Amul,
Havmor, Mother
Diary)
Rs 50/500ml
Premium
(Baskins &
Robbins, Gelato,
Magnum)
Rs 100/500ml

11. Brands
Local
(Rs 10/500ml)
Consumption
%
Basic
(Rs 50/500ml)
Consumption %
Premium
(Rs 100/500ml)
Consumption
%
Urban 10% Urban 50% Urban 40%
Rural 55% Rural 35% Rural 10%
Local
(Rs 10/500ml)
Consumption
%
Category wise
consumption
Avg Cost -
Local Brands
Total Revenue
(in Rs)
Urban 10% 23184000 10 231840000
Rural 55% 111592800 10 1115928000

12. Brands
Basic
(Rs 50/500ml)
Consumption
%
Category wise
consumption
Avg Cost -
Local Brands
Total Revenue
(in Rs)
Urban 50% 115920000 50 5796000000
Rural 35% 71013600 50 3550680000
Premium
(Rs 100/500ml)
Consumption
%
Category wise
consumption
Avg Cost - Local
Brands
Total Revenue
(in Rs)
Urban 40% 92736000 100 9273600000
Rural 10% 20289600 100 2028960000
Annual Consumption Total Revenues
Urban 231840000 Urban 15301440000
Rural 202896000 Rural 6695568000
Total 434736000 Total 21997008000