Milk & Dairy products Consumption Behaviour during COVID-19

Brand preferences and path-to-purchase has been evolving across the spectrum during the times of COVID-19. Thinking Hats shares insights on Dairy Consumption Behaviour in the metropolitan cities to signify trends in purchase, consumption & preference.

Why was the research conducted?

To understand the purchase & consumption behaviour for Milk & Dairy products during the lockdown.

How was the research conducted?

Thinking Hats through its Proprietary Digital Platform 'APPtitude’ conducted a survey targeting individuals across metros belonging to NCCS A1, A2, A3, B1
Individuals responded to the survey via. a web-based link provided to them.

What are the key findings of the research?

MILK PURCHASE BEHAVIOUR: BEFORE & DURING LOCKDOWN
Home delivery from local dairy vendors is still the most preferred purchase option (during and before the lockdown period)
In-store purchase from local dairy/vendors has sustained at 15% as compared to 17% before lockdown
Milk purchase from Modern Retail, E-commerce Websites & Brand specific Apps attribute to 2-6% of purchase preference (with no significant shift in behaviour during the lockdown)
Milk purchase behaviour almost remains unchanged during lockdown

MILK CONSUMPTION BEHAVIOR (WEEKLY)
On an average, during the lockdown phase, consumers have consumed 11.1 Litres of milk as compared to 10.7 Litres (before lockdown), weekly
Consumption during the lockdown increased by 7% in NCCS A1,A2 and 3% in NCCS A3,B1
Milk consumption seems to be higher in Mumbai and Delhi while in Bangalore consumption
remains the same

MILK BRAND PREFERENCES ACROSS GEOGRAPHIES
7 most preferred brands during the lockdown:
Amul (43%)
Nandini (27%)
Mother Dairy (18%)
Gokul (3%)
Tirumala (5%)
Gowardhan (2%)
Akshayakalpa (2%)

At an overall level, the 7 most preferred brands have sustained their preference among consumers even during the lockdown phase
Nandini (81%) enjoys the highest preference amongst other national brands in Bangalore
Amul (57%) & Mother Dairy Milk (43%) are most purchased brands in Delhi while in Mumbai, Amul continues to lead significantly in purchase preference against other brands (even during the lockdown)

MILK CONSUMPTION: PURPOSES DURING LOCKDOWN
With Tea/Coffee (98%)
Plain Milk (68%)
Curd/Buttermilk/Paneer (58%)
Milk Shake (36%)
Baking (37%)
With Cereals/Fruits (21%)
Desi Sweet Preparation (20%)

MILK POWDER CONSUMPTION DURING LOCKDOWN
16% consumers have started purchasing milk powder during lockdown
Among consumers who have purchased milk powder, 73% consumers have bought milk powder as a backup option during the lockdown.
27% consumers in Bangalore have purchased milk powder only during the lockdown phase, followed by Mumbai (13%) and Delhi (7%)

CONSUMPTION BEHAVIOR ACROSS CATEGORIES
On an average, mostly consumers are consuming less quantity of other dairy products (apart from Milk) currently during the lockdown
Most impacted categories are - Desi sweets (47%) Paneer, Butter, Cheese, Flavored Dahi and Flavored Milk (41-43%)
Packaged Products like buttermilk is less consumed the most, due to shortage/unavailability followed by others like Curd and Paneer

CATEGORY TRENDS IN THE TIMES OF CORONA..
DALGONA COFFEE
Bangalore shows higher traction of following the ‘Dalgona Coffee’ trend (13%) as compared to Mumbai & Delhi
HALDI MILK
Haldi Milk consumption during Corona sees a spike in Delhi (13%)

Full research:

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