Wednesday, January 27, 2021
Home Business Increase In Meat Orders In India Since The Pandemic

Increase In Meat Orders In India Since The Pandemic

India's overall meat market was Rs 330K crore in gross merchandise value (GMV) in 2019

Notwithstanding the brouhaha over whether the meat eateries are serving halal or jhatka meat or the recent Bird Flu scare, the reality is that the pandemic has resulted in a significant increase in raw meat orders online and key delivery players like FreshToHome, Licious, Zappfresh and BigBasket have seen three times growth in meat orders since the outbreak of the pandemic in India.

The online meat delivery market was fairly nascent with market size of Rs 700 crore in 2019. While the broader meat market has largely been unorganized, online is now growing fast as the players have successfully targeted consumer pain points associated with purchasing meat from local butchers.

“Especially, super verticals like Licious and FreshToHome have quickly gained prominence. Even verticals like Big Basket are upping their meat game,” according to Bengaluru-based market research firm RedSeer.

Follow NewsGram on Facebook to stay updated.

While India’s overall meat market was Rs 330K crore in gross merchandise value (GMV) in 2019, it is set to grow to more than Rs 460K crore by 2024, the firm forecasts.

The Covid-19 scare, which forced people to stop going to their friendly neighborhood meat shops, has helped online players to a great extent. They immediately jumped on to the bandwagon, successfully targeting consumer pain points like lack of hygiene, fewer options, and longer wait time at the shops.

“The meat provided by online players is clean, without any stain of blood, and has negligible odor. The online players also differ in terms of the width of offerings e, especially ready-to-cook/ready-to-eat ones. The pieces are of high quality, rich in nutritional benefits, and ideal for urban, young, working consumers,” the report noted.

Meat market includes fish (freshwater and sea fish), poultry (bird meat, ex-eggs) mutton (goat and lamb meat), pork, and beef.

Follow NewsGram on Instagram to keep yourself updated.

More than 70 percent of the Indian population consumes meat in some form or the other. This is particularly prominent in eastern and southern India.

For instance, more than 98 percent of the population in West Bengal and Andhra Pradesh consumes meat and fish, according to the report.

Meat Orders
The online meat market has grown more than 2.5-3 times since COVID. Pixabay

“Success of online meat providers is due to vertically-integrated supply chains with high bars on quality. Also, the players have innovated to provide consumers a wide set of offerings, and attracted them through highly relevant and contextual marketing,” RedSeer informed.

Want to read more in Hindi? Checkout: लॉन्च हुआ भारतीय रेलवे माल व्यापार विकास पोर्टल, पढ़िए Key Points 

FreshToHome is the world’s largest fully integrated online brand in fresh fish, poultry, and meat e-commerce, with approximately 1.5 million orders per month and an $85 million (nearly Rs 600 crore) annualized sales run rate on its platform.

FreshToHome said it enables its marketplace sellers to source and sell high-quality meat and fish directly from livestock farmers and fishermen and is present in most major Indian cities and the UAE.

The fresh fish and meat e-commerce platform in October last year raised $121 million (approximately Rs 891.5 crore) in a Series C funding round.

“Covid-19 transformed the fish and meat purchasing behavior of consumers dramatically. Due to safety concerns, consumers made the habit-forming shift to e-commerce and we saw online demand for our products going up many folds this year,” said Shan Kadavil, Co-Founder and CEO of FreshToHome.

The online meat market has grown more than 2.5-3 times since Covid.

ALSO READ: How Will People And Societies Change In The Wake Of The Pandemic

“This was driven by Covid-related apprehensions while purchasing from offline/local butchers. The online players effectively communicated their superior quality and hygiene practices, which boosted consumer confidence,” the RedSeer report noted.

Therefore, online players gained a significant number of new users since the Covid-19 outbreak, even as existing users ordered more, which boosted volumes. (IANS)



Most Popular

Rajeev Khandelwal: Caste-Based Discrimination Is Still Alive

Actor Rajeev Khandelwal says the younger generation is breaking out of socially imbalanced norms but caste-based discrimination continue to exist. It is something, the...

UP On Its First Sports University In Meerut

 Uttar Pradesh will soon have its first sports university in Meerut after the state cabinet approved the State Sports University Bill 2021 draft. The...

Essential Tips on “Pet Parenting”

As the pandemic restricted regular social interactions and staying at home emerged as the new normal, people adopted different ways to uplift and cheer...

Top tips on how to become famous in your business with the help of social media

In this world full of competitors, It should be extremely difficult to find the person who doesn’t want to become successful in their career...

Social Media Advantages in Career Progression

Choosing a profession is not an easy process at all, in fact, it is the opposite of easy: you need to find an interesting...

Kareena Kapoor Khan Answers Everything on What “Works” While Working Out During Pregnancy!

The latest pictures of Kareena Kapoor Khan will convince you to unroll your yoga mat as she flaunts her baby bump and aces yoga...

High Omega-3 Levels Reduce The Death Risk In Covid

People with higher omega-3 levels in their blood may have a reduced risk of death from Covid-19 infection, a new study suggests. The findings, published...

People Hesitant To Visit The Emergency In USA For Children

Nearly one in four families in the USA had said that they would be unlikely to bring their child to the emergency ward if...

Recent Comments