India is the 3rd largest biscuit market in the world worth Rs.150 million and is moving towards preimumisation. Premiumisation means creating a bridge between the desirability of the luxury world and the function and necessity of the mass market.
Overall, the market for healthy and nutritious biscuits fall in the range of Rs 500-600 crore. The sector includes sub categories such as digestives, diabetics, oats and others.
The major competition for Sunfeast Farmlite is -
Britannia
The health biscuit segment in India is growing and one of the first brands to launch them was Britannia by launching Britannia NutriChoice Biscuits in the nineties and it was re-launched in 2006. The re-launch coincided with the trend of the market moving towards healthy foods. The brand is credited with the creation of a healthy biscuit segment in the market.
The success of this brand can be attributed to the timing, persistence and constant improvement. The brand went for a change in the packaging along with re- branding which made the brand look more up-market and attractive.
It also launched various variants in the market to keep the interest levels of the consumers high.
Its digestive biscuit range comprising Britannia NutriChoice Digestive and Britannia NutriChoice 5 Grain, offered at Rs 20 per 100 gm and Rs 50 per 200 gm, respectively.
Apart from Britannia, other players in this category are- United Biscuit’s Mcvitie’s, Parle’s Actifit and Unibic Oat Cookies.
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