Milk consumption pattern

IMARC Group, one of the world's leading research and advisory firms, finds that the total consumption volume of milk in India grew at 5.3% during 2010-11 - 2011-12. Estimates from their latest report "Indian Dairy Market Report & Forecasts 2012-2017" suggest that the total market for dairy products in India is expected to surpass US$ 86 billion by 2017.

Milk in India is perceived to be associated with good health and wellness; as a result, it represents a major part of the Indian diet. Apart from its direct consumption, milk is also used in the preparation of various other products like tea, coffee, yoghurt, curd, cheese, paneer, traditional sweets, butter, ice cream, ghee, etc. This has resulted in India becoming by far the world's largest consumer of milk. Currently around 49% of the total milk produced in the country is consumed as liquid milk. Out of the reaming 51%, around 26.5% of the total milk is converted into ghee, 7% is converted into curd and 6% is converted into butter. The remaining 11.5% milk is converted into other dairy products such as paneer, khoa, ice-cream, etc. Dairy products in India are currently consumed fresh with a very small share being processed for value addition. With the growth of the health and wellness market, however, we expect the market for value added dairy products to grow exponentially in the coming years. IMARC Group's new report "Indian Dairy Market Report & Forecasts 2012-2017" an updated and far more extensive and analytical version of their popular 2011 study, provides and draws upon a comprehensive analysis of every major dairy segment in India. The study, which has been undertaken using both desk research and two waves of qualitative primary research, has analyzed three aspects of the Indian dairy market. The first section quantifies the Indian dairy market into fourteen major segments and investigates the current and future opportunities in each of these segments. The second section provides an in-depth understanding of dairy consumption patterns among Indian consumers and the potential of value added dairy products. The third section investigates into the usage of natural colouration in dairy products and evaluates their current and future potential.

What we have achieved in this report: Comprehensive situation analysis of the Indian dairy market and its dynamics: Segments covered: Milk, UHT Milk, Curd, Butter, Ghee, Paneer, Cheese, Khoya, Skimmed Milk Powder, Tea, Coffee, Dairy Whiteners, Infant Nutrition, Malt Beverages and Ice Cream

ORGANIZATIONAL SET - UP OF THE DAIRY INDUSTRY:

Co-operatives have generally been found to be the successful form of organization for production, procurement, processing and marketing of milk in the world. The first co-operative dairy society in India was established at Allahabad (UP) in 1913. The Calcutta Milk supply societies union established in 1919 was the earliest co-operative organization in the country for the supply of clean pasteurized milk to consumers. The establishment of milk co-operatives has been the most important feature of the daily industry in India, during the post-independence period. During the pre-independence period in addition to co-operative dairy societies and unions, some dairy farms were established by private institution, and Indian Agricultural Research Institute. The earlier milk co-operative mostly collected and sold raw milk to local consumers. But the first large-scale and systematic breakthrough in dairy co-operatives in India was made in 1948 by the Kaira District Co-operatives Milk produces Union Limited at Anand in 1946. The basic concept at Anand was different from the previous co-operatives. In that its processed fluid milk for sale at a distant market like Bombay. This unit also produced milk products for markets located all over the country and provided technical inputs for milk production enhancement. The Kaira Union emerged as a pioneer in the milk co-operative movement in India. Encouraged by the success of the union milk producers in other districts of Gujarat and some parts of the country also formed milk co-operatives on the same pattern.