Milking a cash cow in India: The push for premium ice cream in a developing economy

As a non-essential luxury item, ice cream is not a product that might be expected to have a large market in a developing economy. However, as the Indian economy continues to grow, this is likely to change. Global average spend per capita in 2014 is expected to be $27 per person per annum, compared to $0.02 in India. There is therefore huge room for growth in the Indian ice cream market.

Scope

  • Provides a review of the ice cream industry and draws out the strengths of the major US brands - Ben & Jerry's and Haagen Dazs.
  • Looks at the current state of the Indian economy and how it is developing to expand its middle class and thereby increase disposable incomes.
  • Analyzes the development of the Amul dairy cooperative and the ice cream industry in India.
  • Provides an estimate how far the ice cream market in India can expand in the long term and looks at how limited the barriers are to market expansion.

Reasons to buy

How has the ice cream market evolved and what are the key factors involved in a successful ice cream business?

Is there room for growth in the Indian ice cream market, particularly in relation to premium ice cream? If so, which companies stand to benefit?

How much of a role does marketing play in developing brand prestige in the ice cream industry?

Companies mentioned

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Table of Contents

OVERVIEW

Catalyst

Summary

THE ICE CREAM MARKET IN CONTEXT

The history of ice cream has an eccentric flavor

The major US brands add a little ...

OVERVIEW

Catalyst

Summary

THE ICE CREAM MARKET IN CONTEXT

The history of ice cream has an eccentric flavor

The major US brands add a little extra ingredient to help sales - counter culture or high-end luxury

Ben & Jerry's takes advantage of its counter-cultural status

Haagen Dazs associates itself with high-end luxury to great success

Air, water & milk + marketing = luxury, expensive & delicious, indulgent life moment

THE ICE CREAM MARKET IN INDIA

Great economic disparities in India are beginning to be solved

The extraordinary success of Amul indicates enormous market potential

No sign of melting for Indian ice creams with super-premium and domestic brands on the rise

HOW FAR CAN THE MARKET GO IN INDIA?

Manufacturing and logistical issues have been overcome

Hypothetical potential for growth is high

CONCLUSIONS

The appetite for ice cream in India is strong

APPENDIX

Sources

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