Usage and attitude of the Indian consumer towards ice creams: Baskin-Robbins study

Baskin-Robbins India, the leading ice cream parlor brand, concludes perhaps the largest of its kind research in the ice cream industry. This U&A study was spread across 6 cities and it involved an in 'depth analysis of the usage and attitude of the Indian consumer towards ice creams and related offerings.

This research was bucketed into 5 different segments: category, product, brand, parlors and kids with a clear objective to understand consumer interaction with Ice- cream in its entirety, usage habits, attitudes and the competitive landscape for ice creams. This study was spread across metros, tier I and II cities targeting everyone from kids to adults, who had consumed ice cream in the last one month with a sample size of more than 1200 respondents.

To deep dive further into Ice creams category, the research was broken down into qualitative and quantitative. The qualitative phase involved a blend of some unique and traditional methods like expert interviews, dessert table, pink couch, brand perception mapping, retail observation and counter sales interview. Whereas the quantitative approach included face to face interviews with respondents and a semi structured questionnaire.

The research brought out some interesting findings like, Indian consumers prefer cups over cones, single males eat more ice cream than married men, 95% people do not like sharing their ice cream, and vanilla and butterscotch are favored over chocolate!

Commenting on the release, Ashwin Uppal, GM Marketing, Baskin-Robbins India, said, "As a strong global ice cream brand, we pride ourselves in understanding our consumers better. Indian market offers a great potential for ice cream consumption and has been growing steadily year after year. While we've managed to have a strong foothold in India, our consumers are fast evolving and we have to keep pace with their changing aspirations as well as their attitude towards the category. Having conducted such a detailed consumer study, we will now be in a better position to know what our consumers want and thereby add more fun and happiness to their lives. After all, we sell fun, not just ice creams"