More than 70% Indians are Non-Vegetarians and the Meat Market in India is extremely Unorganized with only <1% registering for the organized meat market in FY’22P. The industry is presently positioned in a nascent stage accounting a triple-digit CAGR throughout the period FY’16 and FY’22P. Introduction of new and Innovative meat categories by the online players & augmented demand of online meat products in millennials as they become more cognizant about quality and hygiene of meat has led to the growth of online meat delivery market across India.
Report Analysis and Competitive Landscape
According to the report analysis, ‘India Online Meat Delivery Market outlook to FY2027F – Driven by the assurance of safety and hygiene by the online players, new innovative product categories and doorstep express service’ states that the industry is moderately concentrated with existence of 10-12 players functioning in the online meat delivery market. Excellence of meat, Price, Discounts & Offers, Return Policy, Ease of Payment have been major factors propelling customer behavior. The major players involve Licious, TenderCuts and FreshtoHome. Companies with great product assortment, assurance of freshness & quality of meat, wide regional existence and express delivery are recognised as clear leaders in the industry.
By Type of Meat (Chicken, Fish & Seafood, Mutton and Others):
Chicken underwrites the most in terms of revenue with respect to the other meat categories as it is relatively inexpensive than other forms of meat and it is effortlessly affordable, hence, most consumed. Hence, its % share is predicted to augment even more by the year FY’27. Licious, TenderCuts and FreshtoHome are foremost players in online meat delivery segment across India.
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By Type of Products (Ready to Eat & Ready to Cook and Do it Yourself):
The online meat delivery companies are focusing to become one stop solution for all the meat products. The companies are now aiming more on the Ready to Eat (RTE) and Ready to Cook (RTC) categories. Ready-to-Eat meat and poultry products are the products that are harmless to eat without additional preparation, although they may accomplish the additional preparation (for example, reheating) for a healthier taste or appearance. The fast-paced lifestyle changes and the evolving requirements of the customer have pushed the requirement for – RTC, RTE.
By Nature of Storage (Fresh and Frozen):
Fresh Meats are conveyed the hygienically through a unique end-to-end cold chain supply that confirms the consistent freshness from farm to consumer without freezing or revealing meats to any preservatives or water. Fresh Meat underwrites for about 95% of the complete online meat delivery market.
By Region (Metro & Tier I cities, Tier II and below):
Major Online Meat delivery companies prolongs to Metro & Tier I cities primarily as these cities have greater Internet Penetration, Working Population and Technology Awareness as associated to Tier II and below cities.
By Nature of Players (Meat Specialists and Generalists):
Meat experts capture >80% of the market. Meat delivery demands supply chains to be reshaped according to geography and category of products – which can only be done by Meat Specialists – the ones who especially deals in meat delivery. Hence, the generalists have a disadvantage that meat is not their aim point.
The requirement for online Meat is rising several folds after Covid-19 outbreak, as individuals have become more conscious about safety and hygiene of products, particularly for meat. Here, the online Meat delivery Players have a benefit that they have to stand by the stringent safety and hygiene Laws and Guidelines from FSSAI, hence, people are building the faith of excellence on the online players. In addition to that, the online players source the meat directly from farm and conducts 100-150 excellence checks to be assured that only the finest quality products are carried to the consumer.
In the near future it is projected that the requirement will augment at a double digit CAGR on the basis of revenue between FY2022P and FY2027F. Drone Technology, Voice Ordering, Processing Centre Automation and Innovative Product Category is projected to drive the Online Meat Delivery Market during future. Requirement Prediction and Customer Behaviour Analysis is crucial to confirm the sufficient availability of meat products and to confirm the minimum spoilage of these products.
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Ankur Gupta, Head Marketing & Communications