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portant amongst the plantation crops. Among the non-conventional oils, rice bran oil and cottonseed oil are the most important. Demand for edible oils Vegetable oil consumption in the country is continuously rising and has sharply increased in the last couple of years to roughly 11.2 kg/ head/year. This is still lower than the world average consumption level of 17.8 kg and that in neighbouring countries like Pakistan (16.1 kg). The developed western world has a per capita consumption of 44 to 48 kg/year. According to projections from the National Council of Applied Economic Research (NCAER), per capita consumption of edible oils is likely to reach 13.95, 14.83 and 16.17 kg by 2009-2010 if per capita income grows by 4%, 5% and 6% respectively. Structure of the Indian consumer market
Consumer classes (annual income in Rs) The rich (Rs 215,000 or more) The consuming class (Rs 45,000 - Rs 215,000) The climbers (Rs 22,000 - Rs 45,000) The aspirants (Rs 16,000 - Rs 22,000) The destitute (less than Rs 16,000) Total
Source: NCAER
India is the worlds largest importer and the thirdlargest consumer of edible oils.
India is fortunate in having a wide range of oilseed crops grown in its different agro-climatic zones. Groundnut, mustard/rapeseed, sesame, safflower, linseed, Niger seed/castor are the major traditionally cultivated oilseeds. Soya bean and sunflower oils have also assumed importance in recent years. Coconut is the most im-
Consumption factors: Per capita consumption of edible oil is low (11 kg) but rising gradually; Extreme variation in consumption. The countrys top 10% of the population consumes 20 kg per capita and the bottom 30%, less than 5 kg per capita; Strong regional preference for first press oils with natural flavour mustard, groundnut, coconut oils; Inadequate quality control and quality assurance mechanisms lead to adulteration; Antiquated food laws and poor implementation; Low depth liquidity in futures markets; Erosion of self-reliance in edible oils and rising dependence on imports. Imports currently constitute 45% of aggregate consumption.
Demand drivers for edible oil consumption: GDP growth and rising Income India is the fourth-largest economy in the world and the fastest-growing significant economy with an average GDP of 6%. It has a population of 1.06 billion, which is growing at a rate of 1.65% per annum. According to the NCAER, there are five classes of consumer households, ranging from the destitute to highly affluent, which differ considerably in their consumption behaviour and ownership patterns across various categories of goods. These classes exist in urban as well as rural households and consumption trends may differ significantly between similar income house holds in urban and rural areas. Movement to cheaper oils / Pricing power Edible oil prices are a sensitive issue for Indian households. Edible oil being an essential ingrewww.ameft.com
AMEFT 3|2008