作者: Amitabh Pandey , Kito de Boer
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摘要: Producers should worry less about elite consumers As Indians' purchasing power increases, they will demand quality in basic foods An integrated response can transform the huge inefficiencies into opportunities Speak to executives of India's largest food companies and confess a sense disappointment. For although India is world's third producer [ILLUSTRATION FOR EXHIBIT 1 OMITTED], combined turnover its ten only $2 billion - one-tenth sum turned over by Nestle's operations Europe. In country one people, it seems that size potential market might have been overestimated. The truth markets for products on which concentrated higher value-added items such as breakfast cereals, jams, sauces are indeed small because these aimed at an elite. big, so far largely untapped, opportunity lies with mass-market packaged wheat flour (atta), biscuits, poultry, liquid milk could eventually account more than 80 percent total market. some categories, hundreds millions customers be added next few years: 2005, 140 million Indians consume atta, example, 300 milk. This growth consumption means overall treble from $21.4 today $62.5 2005. Changing patterns Two factors driving change patterns. first most important rising incomes, enable poor people begin emulate diet rich. second greater experimentation eating results increased choice. Although tend remain faithful cultural notions what good is, diets evolve new generation grows up income. analysis development across 20 countries shows go through distinct evolutionary process 2 OMITTED]. "subsistence" stage, emphasis obtaining survival: fats, oils, fruit, vegetables. stage typical developing economies, point Indian population stood until recently. While remains this there little percentage expenditure. flattening out takes place $1,000 parity (PPP) per capita transition "basic" typically PPP Here, subsistence supplemented dairy products, meat, fish, eggs. incomes grow, does products. "premium" comes play income level $7,500 capita. Here focus wider choice, processing, quality, exotic ingredients. Consumption includes out. reached highly developed economies. Because large diverse nation, all three stages present once. lower-income groups move foods, upper-income progress premium items. But decade, shifts important. sector double taking 33 households or nearly 200 people; sector, meanwhile, grow 14 (though represent extra 18 households). segment 150 percent, though amount 2.5 additional 3 OMITTED] Basic needs A simple matrix makes easier understand nature opportunity. …