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SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN INDIA - ANALYSIS

Country Report | Aug 2017

HEADLINES Market Sizes


Retail current value sales grow by 10% in 2017 to reach INR288 billion Sales of Sweet Biscuits, Snack Bars and Fruit Snacks
The consumption of premium biscuits and fruit snacks increases steadily Retail Value RSP - INR million - Current - 2003-2022
Yea r Reta il Va lue RSP - INR million % Y-O-Y Growth
Snack bars registers the fastest retail current value sales growth of 35% in 2017
2003 49,890.1 -
The average retail current unit price rises by 7% in 2017 2004 53,791.6 7.8
2005 59,067.4 9.8
Britannia Industries still leads in 2017 with a 27% retail value share
2006 65,093.7 10.2
A 4% retail value CAGR at constant 2017 prices is expected over the forecast period 2007 72,369.2 11.2
to reach INR350.9 billion in 2022 2008 81,183.0 12.2
2009 92,790.3 14.3
TRENDS 2010 116,442.7 25.5
2011 139,834.8 20.1
A healthy snacking culture among consumers drove the growth in sales of premium 2012 164,393.7 17.6
cookies, cereal bars and fruit snacks. Dried fruit, premium cookies and protein-rich 2013 193,044.2 17.4
cereal bars, such as Lion Dates, Unibic (cookies) and Rite Bite Breakfast Bars, are
2014 212,851.8 10.3
highly nutritious, high-fibre and low calorie options that are highly sought after by
adult consumers. 2015 238,099.8 11.9
2016 262,056.6 10.1
Sweet biscuits saw an 8% increase in retail current value sales in 2017, although this 2017 288,016.3 9.9
was slower than the 11% review period CAGR. The growing maturity of the 2018 315,851.8 9.7
subcategory, a consumer shift to other snacks and higher unit prices slowed growth
2019 345,358.5 9.3
towards the end of the review period.
2020 377,418.2 9.3
Snack bars registered the highest retail current value sales growth of 35% in 2017, 2021 411,855.8 9.1
compared with a 31% review period CAGR. Consumers have gradually started to 2022 447,934.2 8.8
consume cereal bars and energy bars as meal replacements while they are also
perceived as healthy options for coffee breaks and evening snacks.
Fruit snacks saw a 21% increase in retail current value sales in 2017, which was only Sales of Sweet Biscuits, Snack Bars and Fruit Snacks
slightly slower than the review period CAGR. Sales also benefited from the healthier % Y-O-Y Growth 2003-2022
perception of these products among consumers.
Yea r Reta il Va lue RSP - INR million % Y-O-Y Growth
In 2017, the average retail current unit price of snack bars rose by 26%, followed by 2003 49,890.1 -
fruit snacks and sweet biscuits with increases of 9% and 6%, respectively. The rise in 2004 53,791.6 7.8
commodity prices and transportation and logistics costs as well as retailer and 2005 59,067.4 9.8
distributor concessions underpinned price hikes.
2006 65,093.7 10.2
In 2017, cookies saw the fastest retail current value sales growth of 15% in sweet 2007 72,369.2 11.2
biscuits to reach INR99.1 billion. Stronger investment in promotional activities, rising 2008 81,183.0 12.2
consumer income levels, healthier snack options and the widening variety of 2009 92,790.3 14.3
flavours increased awareness and pushed sales of cookies in India. 2010 116,442.7 25.5
Digestive biscuits, protein-rich snack bars and dried and processed fruit snacks have 2011 139,834.8 20.1
been instant hits with the working population, and young adults in particular. On- 2012 164,393.7 17.6
the-go snacks, small and price-friendly packs, availability across channels and 2013 193,044.2 17.4
healthy options have supported the sales growth of these snacks. 2014 212,851.8 10.3
2015 238,099.8 11.9
Traditional grocery retailers remained by far the preferred distribution channel for
consumers of sweet biscuits, snack bars and fruit snacks in 2017. 2016 262,056.6 10.1
2017 288,016.3 9.9

COMPETITIVE LANDSCAPE 2018 315,851.8 9.7


2019 345,358.5 9.3
Britannia Industries remained the leading player in sweet biscuits with a 31% share 2020 377,418.2 9.3
of retail value sales in 2017. The company focused on key advertising campaigns, the 2021 411,855.8 9.1
launch of new products and deeper penetration into north and northeastern 2022 447,934.2 8.8
provinces.
Lion Dates Impex was the leading manufacturer in highly fragmented fruit snacks
with a 3% retail value share, followed by FieldFresh Foods with a 1% share. The
leading company’s Lion brand recorded a 15% increase in retail current value sales in
2017, with its highest sales being derived from dates. Meanwhile, FieldFresh Foods’s
Del Monte saw a 26% rise in retail current value sales by aggressively selling dried
and processed fruit snacks across modern distribution formats nationwide.
Naturell India, the NBO of RiteBite (cereal bars and energy bars), posted a 31%
increase in retail current value sales in 2017 to reach INR294 million. Snack bars
continued to be consumed mainly by gym goers, young adults and calorie-conscious
consumers, who have helped to increase the popularity of the brand.

© Euromonitor Interna onal 2018 Page 1 of 2


Del Monte aggressively promoted its fruit snacks in most modern retail formats.
Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category
Since the brand’s products carry premium prices, their availability was restricted to
Retail Value RSP - INR million - Current - 2017
modern retail outlets which have the required storage space. Thus, Del Monte was
available via all major supermarkets and hypermarkets in metro areas and second- Ca tegory Ca tegory Current Yea r % CAGR %CAGR
and third-tier cities. Del Monte fruits snacks have been well received by local Va lue Growth {His toric} {Foreca s t}
consumers as the brand is famous worldwide, offers appealing metal food cans and a Fruit Snacks 41,249.7 21.1 21.8 18.0
variety of options. Dried Fruit 30,335.2 23.3 23.4 20.3
Proces s ed Fruit Sna cks 10,914.5 15.3 17.9 10.5
Indian brands led sweet biscuits, fruit snacks and snack bars with over a 70% share of
Snack Bars 487.1 34.5 31.2 27.4
retail value sales in 2017. However, certain international brands, such as Unibic and
Del Monte, have started to make good progress in cookies and fruit snacks. Cerea l Ba rs 429.0 35.0 32.2 27.9
Energy Ba rs 58.1 30.6 24.8 24.0
Britannia Industries launched Britannia Good Day Wonderfulls to enter premium Fruit a nd Nut Ba rs - - - -
cookies in May 2017. Similarly, Pladis India introduced McVitie’s cream biscuits to
Other Sna ck Ba rs - - - -
expand in filled biscuits in April 2017.
Sweet Biscuits 246,279.5 8.2 10.6 7.4
Parle Products launched a new advertising campaign which reiterated the heritage Chocola te Coa ted Bis cuits - - - -
of its most popular brand, Parle G, with the caption “Bharat Ka Apna Biscuit” (“A Cookies 99,115.0 14.8 17.8 10.0
Memory in Every Bite”). The campaign created a nostalgic association with Parle G Filled Bis cuits 47,751.0 4.8 8.5 5.7
and positioned it as the biggest sweet biscuits brand in the world.
Pla in Bis cuits 95,819.5 3.7 6.2 5.4
No new packaging trends were observed in 2017. Wa fers 3,594.0 8.6 7.3 6.3

Future Group and other private label players aggressively promoted their sweet
biscuits and fruit snacks in 2017. Their products were available at lower prices and
bigger volumes with discounts on bulk purchases. Whole outlet aisles were
dedicated to these products in the respective retailer’s hypermarkets and Competitive Landscape
supermarkets.
Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks
PROSPECTS % Share - Retail Value RSP - 2017
Compa ny % Sha re
Snack bars, fruit snacks and cookies are expected to see healthy retail value sales Brita nnia Indus tries Ltd 26.7
growth over the forecast period as consumers move towards healthier snack
Pa rle Products Pvt Ltd 24.4
options. These products are appealing to more and more consumers as they are rich
in nutrients and proteins and contain fewer unhealthy ingredients. ITC Ltd 13.2
Anmol Bis cuits (P) Ltd 3.7
Sweet biscuits, fruit snacks and snack bars is predicted to see a 4% retail value CAGR Surya Food & Agro Pvt Ltd 2.2
at constant 2017 prices over the forecast period to reach INR350.9 billion in 2022. This Unibic Foods India Pvt Ltd 2.2
is only slightly below the review period, supported by projected increases in retail
Sa j Indus tries Pvt Ltd 1.6
volume sales and the average unit price.
Mondelez India Foods Pvt Ltd 0.8
Sweet biscuits is set to post a 2% retail value CAGR at constant 2017 prices over the Lion Da tes Impex Pvt Ltd 0.4
forecast period. Meanwhile, snack bars and fruit snacks are expected to see a 21% Ra vi Foods Pvt Ltd 0.3
and 12% CAGR, respectively. Consumers are increasingly moving towards snack bars FieldFres h Foods Pvt Ltd 0.3
and processed fruit snacks, which are perceived as healthier snack options.
Gla xoSmithKline Cons umer Hea lthca re Ltd 0.2
In constant 2017 terms, average retail unit prices are projected to rise to INR2,235 for Grove Ltd 0.2
snacks bars, INR683.00 for fruit snacks and INR140.00 for sweet biscuits in 2022. Rising Tierra Food India Pvt Ltd 0.1
commodity prices, the effects of GST (Goods and Services Tax) and higher Future Cons umer Enterpris es Ltd 0.1
transportation and logistics costs are expected to contribute to price hikes during the Na turell India Pvt Ltd 0.1
forecast period.
A1 Chips & Exports India Pvt Ltd 0.1
Others 23.4

Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks


% Share - Retail Value RSP - 2017
Bra nd % Sha re
Brita nnia 26.7
Pa rle 22.8
Sunfea s t 13.2
Anmol 3.7
Unibic 2.2
Priya gold 1.8
Bis k Fa rm 1.6
Oreo 0.8
Lion 0.4
Duke Wa fers 0.3
Del Monte 0.3
Horlicks 0.2
Groves 0.2
Ba na no 0.1
Ta s ty Trea t 0.1
RiteBite Brea kfa s t Ba rs 0.1
A1 Chips 0.1
Others 25.4

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