UNIT LEVEL STUDY ON CONSUMER PURCHASE BEHAVIOUR OF VALUE-ADDED DAIRY PRODUCTS
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Date
2020
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Publisher
International Agri-Business Management Institute Anand Agricultural University Anand
Abstract
The dairy sector in India has demonstrated significant growth in the past 10 years with
milk production increasing at the rate of 4.8 per cent CAGR, reaching 187.7 million
MT in 2018-19. In the same period, the per capita availability of milk in India has
increased from 260gms per day to 394gms per day. India ranks first in milk production,
accounting for 22 per cent of world market share followed by the united states of
America, China, Pakistan and Brazil. India’s dairy cooperatives have played a key role
in expanding milk and milk-product marketing. co-operatives & private dairies still
procure only about 20 per cent of the milk produced in the country, while 32 per cent
is sold in the unorganized market and about 48per cent is consumed locally even though
India’s dairy industry is expected to maintain growth at a CAGR of 15 per cent over
2016-2020. During the last five to ten years, India has seen a dramatic shift towards
consumption of value-added products such as cheese, yoghurt, UHT (ultra-heat
treatment) milk, flavoured milk, and whey. The value-added products overall contribute
to ~35% of the total dairy market in India. Furthermore, within the value-added
segment, the largest product category is ghee, having a market share of ~15% in the
overall dairy market.