Introduction

SWEET AND SAVOURY SNACKS
IN INDIA
Euromonitor International
December 2015
SWEET AND SAVOURY SNACKS IN INDIA
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Summary 1
Sales of Sweet and Savoury Snacks by Category: Volume 2010-2015 ....... 4

Sales of Sweet and Savoury Snacks by Category: Value 2010-2015 .......... 4
Sales of Sweet and Savoury Snacks by Category: % Volume Growth
2010-2015 .................................................................................................... 4
Sales of Sweet and Savoury Snacks by Category: % Value Growth
2010-2015 .................................................................................................... 5
Sales of Extruded Snacks by Type: % Value Breakdown 2010-2015 .......... 5
NBO Company Shares of Sweet and Savoury Snacks: % Value 20112015 ............................................................................................................. 5
LBN Brand Shares of Sweet and Savoury Snacks: % Value 20122015 ............................................................................................................. 6
Distribution of Sweet and Savoury Snacks by Format: % Value 20102015 ............................................................................................................. 7
Forecast Sales of Sweet and Savoury Snacks by Category: Volume
2015-2020 .................................................................................................... 7
Forecast Sales of Sweet and Savoury Snacks by Category: Value
2015-2020 .................................................................................................... 8
Forecast Sales of Sweet and Savoury Snacks by Category: %
Volume Growth 2015-2020 .......................................................................... 8
Forecast Sales of Sweet and Savoury Snacks by Category: % Value
Growth 2015-2020 ....................................................................................... 8
Other Sweet and Savoury Snacks: Product Types ...................................... 9
Passport
SWEET AND SAVOURY SNACKS IN

INDIA
HEADLINES
Total value sales of sweet and savoury snacks rise by 25% in 2015 to reach INR191.5 billion
Domestic players are expanding their base into rural India with smaller SKUs
Tortilla chips sees 32% current value growth in 2015
Average unit price increases by 5% in 2015
Frito-Lay India maintains its leadership with a 32% value share in 2015
Sweet and savoury snacks is expected to see a 13% value CAGR at constant 2015 prices
over the forecast period
TRENDS
Regional players such as Maiyas Beverages & Foods Pvt Ltd increased their distribution to
reach into more outlets, and also the increasing number of product varieties was supporting
the strong double-digit growth in 2015. Furthermore, the ban on instant noodles in 2015
supported the growth of sweets and savoury snacks as children moved to other snacking
options, and sweets and savoury snacks was one of the major types of snacks widely
available across India.
Retail value sales of sweet and savoury snacks increased by 25% in 2015 to reach INR191.5
billion. Increasing availability of sweets and savoury snacks with more SKUs and varieties
when compared to any other indulgence products boosted its sales growth.
Tortilla chips recorded the fastest value growth of 32% in 2015. Higher aspirations amongst
consumers are driving strong growth in tortilla chips. In February 2015, PepsiCo promoted
premium global brands of tortilla chips Tostitos and Doritos through e-commerce platforms
which have helped the manufacturers to reach aspirational consumers faster than through the
traditional retailing formats. Furthermore, growing from a smaller base was also a reason for
tortilla chips to grow faster.
The average unit price increased by 5% in 2015. The increase in average unit price was due
to increases in raw material costs, production costs and marketing expenses incurred by the
manufacturers which were passed on to consumers.
In India can be found various brands of extruded snacks from both international and domestic
players such as Kurkure, Bingo!, Cheetos, Fun Flips, Peppy, Senor Pepito, Piknik, Crax,
Pringles and many more. Extruded snacks are easily available across India with a wide range
of flavours. Furthermore, these products are available at various price points with a wide
range of SKUs, which also supports easy consumption of these products.
Other sweets and savoury snacks value sales increased by 25% in 2015. A wide range of
traditional sweets and savoury products are available and each state in India has its own taste
preferences of sweets and savoury snacks, which were supporting the growth in 2015.
Regional players such as Maiyas Beverages & Foods have come out with wide ranges of
South Indian traditional savoury snacks, and they are directly competing with international
players and making these international players rethink their strategies to launch the products.
Sweet and savoury snacks does not compete with traditional products or with confectionery,
ice cream or snack bars as all of these products cater to different sets of consumers.
Passport
Sweet and savoury snacks products are mainly sold through traditional small grocery outlets,
which accounted for 76% of total value sales in 2015. However, modern retailing outlets such
as supermarkets and hypermarkets are gaining attention from urban consumers and they had
a combined value share of 14% in 2015.
COMPETITIVE LANDSCAPE
PepsiCo India Holdings (NBO: Frito-Lay India) maintained the leadership with a 32% value
share in 2015. The company benefited from increasing distribution and a wider range of
products with different flavours available at various price points catering to all segments of
consumers. The company is losing its share year on year slowly to regional players such as
ITC, Prataap Snacks and many more which price their products competitively.
Increasing competition amongst all players in 2015 resulted in smaller changes in their
shares. In 2015, the majority of manufacturers increased their product ranges and also
diversified their product portfolios into other varieties of sweets and savoury snacks where the
manufacturers were having limited presence.
After the successful entry of Maiyas Beverages & Foods in other sweets and savoury snacks,
MTR Foods introduced a South Indian snacks range with long shelf life such as Kodu Bale
and Banana Chips (in three variants of salted, spicy and pepper). The products of MTR Foods
are positioned with the unique selling proposition that the company uses fresh ingredients,
especially oil, to make them crunchier and tastier. The introduction of these products places
the company in direct competition with the unorganised market and with Maiyas in branded
snacks. Furthermore, many manufacturers are expected to follow the same trend to compete
by launching the same variety of products in coming years.
PepsiCo India Holdings is the only noticeable international player, having a value share of
32%, and the rest of the value share is shared amongst domestic manufacturers. Shares of
international players are falling year on year mainly because domestic players such as MTR
Foods Ltd, Parle Products Ltd and many more are increasing their product portfolios to
compete directly and launching more traditional savoury snacks to attract rural consumers.
In March 2015, GreenDot Health Foods Ltd launched Cornitos Pop n Crunch Coated Green
Peas in two flavours of hot & spicy and wasabi. The company launched these products
initially in Delhi across major modern retailing stores. The company set a price point of Rs20
for its premium product to attract upper-middle-class consumers.
In May 2015, Frito-Lay India launched Kurkure Butter Masti, which was widely promoted
through its television advertisements with Bollywood actors Kunal Kapoor and Parineeti
Chopra endorsing the brand. Also, radio advertising was widely used for promoting this new
flavour.
In May 2015, Frito-Lay India also launched two different variants under the brand Lays with
two new flavours, namely Lays Maxx Macho Chilli and Lays Maxx Sizzling Barbecue. These
two new flavours offer a unique texture with deep ridges and a crunchy hard bite. The
company has tied up with e-commerce retailers to grab the initial attention amongst
consumers and for a wider reach than traditional retailing formats.
In 2015, Frito-Lay India signed a sponsorship agreement with the CWC 2015 event and
floated its flagship social media campaign titled Yeh game hi hai taste ka (Taste of the
game itself). in a close tie-up with Bollywood actor Ranbir Kapoor to increase its sales
amongst urban young consumers.
There was no new packaging innovation in 2015.
Passport
There is not much price differentiation in sweet and savoury snacks in India. Almost all the
snacks fall within the economy and standard segments and are priced nearly at the same
price points. Nuts such as almonds and pistachios are priced higher and fall under the
premium segment. In addition, imported snacks such as Pringles and Tong Garden are also
priced higher and are considered premium products in India. Private labels such as Tasty
Treat by Big Bazaar have emerged, but they have not as yet made a very significant impact.
Established players still offer the most popular brands.
Nachos or corn-based snack chips are gaining popularity in India. The brands such as
Cornitos and Senor Pepitos are gaining popularity amongst urban consumers and are also
available at cinema halls and coffee shops, positioned as healthy.
PROSPECTS
Because of increasing health consciousness amongst upper-class and upper-middle-class
households, health and wellness sweet and savoury snacks will be in higher demand in urban
India during the forecast period. There will be a strong demand for baked sweet and savoury
snacks which are low-calorie and low-cholesterol snacks. The manufacturers such as FritoLay India and ITC are focusing on launching new variants, including products with multigrains
and regional flavours, under their respective brands.
The forecast growth is slower when compared to the review period growth by three
percentage points in terms of constant value CAGRs for both periods. The decrease in
forecast growth is attributed to maturing categories under sweets and other savoury snacks
such as extruded snacks and crisps growing from their lower base over the review period.
However, sweet and savoury snacks is still expected to see a 13% value CAGR at constant
2015 prices over the forecast period.
Tortilla chips is expected to outperform within sweet and savoury snacks with a 20% value
CAGR at constant 2015 prices during the forecast period. Tortilla chips is still in a nascent
stage and only two players have presence across India, which will lead many manufacturers
to launch their products at competitive prices to gain momentum in coming years to support
the forecast growth.
There was no direct competition from other snack types of 2015 and the same trend will
continue during the forecast period. However, the consumers are shifting to chocolates as the
easiest gifting options from traditional sweets, mainly because chocolates are easily available
and there are also easy gift pack options from leading manufacturers.
The average unit price is expected to decrease by 13% during the forecast period. The
expected decrease in unit price is attributed to increasing presence of regional players at
lower price points then the established players. Furthermore, all leading retailers will launch
their private label ranges in all varieties of sweets and savoury snacks at lower price than the
established branded players, which will also reduce their average unit prices during the
forecast period.
Frito-Lay India is expected to launch more healthy products over the forecast period. The
company is planning to launch the Good for You range of products in coming years, which
will also attract urban consumers who are health conscious over other players. The same
trend is expected to be followed by other players to compete with the leading player.
Urban consumers who have disposable income will seek premium products which were
launched in 2015, and these products will perform better than the companies existing
portfolios.
Passport
Passport
CATEGORY DATA
Table 1
Sales of Sweet and Savoury Snacks by Category: Volume 2010-2015
'000 tonnes
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Other Sweet and Savoury
Snacks
Sweet and Savoury Snacks
Source:
2010
2011
2012
2013
2014
2015
4.5
73.3
95.8
3.1
133.7
4.8
87.9
117.3
3.4
162.1
5.1
100.5
143.5
3.7
0.3
189.4
5.4
114.2
174.0
4.0
0.5
219.0
5.7
131.2
207.7
4.4
0.7
256.4
6.1
151.3
250.8
5.0
0.8
305.8
310.4
375.5
442.5
517.2
606.0
719.8
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Sweet and Savoury Snacks by Category: Value 2010-2015
INR million
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Snacks
Source:
2010
2011
2012
2013
2014
2015
730.3
19,183.0
19,162.7
860.1
21,555.6
797.3
24,773.0
24,006.7
989.8
27,478.7
901.7
30,486.3
30,502.9
1,178.3
170.0
33,724.9
1,035.0
37,619.7
38,975.6
1,407.2
280.0
42,213.4
1,171.9
47,127.2
49,601.8
1,711.9
350.0
53,349.9
1,356.0
58,840.5
62,126.8
2,053.2
462.9
66,675.9
61,491.6
78,045.6
96,964.2
121,531.0
153,312.6
191,515.3
Table 3
Sales of Sweet and Savoury Snacks by Category: % Volume Growth 20102015
% volume growth
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Other Sweet and Savoury Snacks
Source:
2014/15
2010-15 CAGR
2010/15 Total
7.0
15.4
20.8
13.2
25.3
19.3
18.8
6.0
15.6
21.2
10.3
18.0
18.3
33.9
106.3
161.9
63.3
128.7
131.9
Table 4
Passport
Sales of Sweet and Savoury Snacks by Category: % Value Growth 20102015
% current value growth
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Source:
2014/15
2010-15 CAGR
2010/15 Total
15.7
24.9
25.3
19.9
32.2
25.0
24.9
13.2
25.1
26.5
19.0
25.3
25.5
85.7
206.7
224.2
138.7
209.3
211.4
Table 5
Sales of Extruded Snacks by Type: % Value Breakdown 2010-2015
% retail value rsp
Corn-Based Snacks
Potato-Based Snacks
Others
Total
Source:
2010
2011
2012
2013
2014
2015
66.0
12.0
22.0
100.0
65.5
12.5
22.0
100.0
65.0
12.0
23.0
100.0
65.0
12.0
23.0
100.0
65.0
12.5
22.5
100.0
65.0
13.0
22.0
100.0
Table 6
NBO Company Shares of Sweet and Savoury Snacks: % Value 2011-2015
% retail value rsp

Company
PepsiCo India Holdings
Pvt Ltd
Haldiram Foods
International Ltd
Balaji Wafers Pvt Ltd
ITC Ltd
Parle Products Pvt Ltd
Prataap Snacks Pvt Ltd
Bikanervala Foods Pvt Ltd
Bikaji Foods
International Ltd
DFM Foods Ltd
CavinKare Pvt Ltd
Agro Tech Foods Ltd
SM Foods Ltd
MTR Foods Pvt Ltd
Maiyas Beverages &
Foods Pvt Ltd
Laxmi Snacks Pvt Ltd
GreenDot Health Foods Ltd
2011
2012
2013
2014
2015
33.9
33.7
32.5
32.2
32.0
21.6
21.2
20.9
19.8
19.1
5.8
5.3
2.4
2.0
2.6
2.7
6.3
5.9
2.7
2.2
2.6
2.9
7.0
6.2
2.9
2.5
2.6
2.7
7.4
6.3
3.2
2.6
2.6
2.7
7.5
6.6
3.2
2.7
2.7
2.6
1.9
1.4
1.0
1.0
0.8
0.1
2.2
1.2
0.9
0.9
0.7
0.1
1.9
1.1
0.9
0.8
0.7
0.4
1.8
1.0
0.8
0.7
0.6
0.4
1.6
0.9
0.8
0.7
0.5
0.4
0.3
-
0.3
0.2
0.3
0.2
0.4
0.2
0.4
0.2
Jabson Foods
Garden Hygienic Snacks
Pvt Ltd
Frito-Lay India
Garden Namkeens Ltd
Private Label
Others
Total
Source:
Passport
0.1
0.1
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
2.0
15.1
100.0
2.0
14.0
100.0
2.1
14.2
100.0
2.1
15.1
100.0
2.1
16.0
100.0
Table 7
LBN Brand Shares of Sweet and Savoury Snacks: % Value 2012-2015
% retail value rsp

Brand (GBO)
Haldiram's
Lay's (PepsiCo Inc)
Kurkure (PepsiCo Inc)
Balaji
Bingo! (ITC Group)
Yellow Diamond
Bikano
Bikaji (Bikaji
Foods Pvt Ltd)
Parle Wafers
Crax
Parle Full Toss
Lehar (PepsiCo Inc)
Taka Tak
Uncle Chipps
(PepsiCo Inc)
Garden
Act II (ConAgra
Foods Inc)
MTR Snackup (Orkla
Group)
Maiyas Snacks
Peppy
Real Snacks
Cheetos (PepsiCo Inc)
Piknik
Cornitos
Jabson
Garden (Garden Co
Ltd, The)
Cheetos (PepsiCo Inc)
Kurkure (PepsiCo Inc)
Lay's (PepsiCo Inc)
Lehar (PepsiCo Inc)
Garden
Private label
Company (NBO)
2012
2013
2014
2015
Haldiram Foods
International Ltd
Pvt Ltd
Pvt Ltd
Balaji Wafers Pvt Ltd
ITC Ltd
Prataap Snacks Pvt Ltd
Bikanervala Foods Pvt Ltd
Bikaji Foods
International Ltd
DFM Foods Ltd
Pvt Ltd
Haldiram Foods
International Ltd
Pvt Ltd
CavinKare Pvt Ltd
Agro Tech Foods Ltd
20.1
19.7
18.7
18.0
16.9
16.0
15.4
15.2
13.6
13.6
14.0
14.3
6.3
5.9
2.2
2.6
2.9
7.0
6.2
2.5
2.6
2.7
7.4
6.3
2.6
2.6
2.7
7.5
6.6
2.7
2.7
2.6
1.6
2.2
1.1
1.5
1.7
1.9
1.3
1.4
1.9
1.8
1.4
1.3
1.8
1.6
1.4
1.2
1.1
1.1
1.1
1.1
1.2
1.1
1.0
0.9
1.2
0.9
1.1
0.9
1.0
0.8
0.9
0.8
MTR Foods Pvt Ltd
0.7
0.7
0.6
0.5
Maiyas Beverages &

Foods Pvt Ltd
SM Foods Ltd
Laxmi Snacks Pvt Ltd
Pvt Ltd
SM Foods Ltd
GreenDot Health Foods Ltd
Jabson Foods
Garden Hygienic Snacks
Pvt Ltd
Frito-Lay India
Frito-Lay India
Frito-Lay India
Frito-Lay India
Garden Namkeens Ltd
Private Label
0.1
0.4
0.4
0.4
0.5
0.3
0.5
0.4
0.3
0.4
0.4
0.4
0.4
0.4
0.4
0.3
0.4
0.2
0.1
0.0
0.3
0.2
0.0
0.0
0.3
0.2
0.0
0.0
0.3
0.2
0.0
0.0
2.0
2.1
2.1
2.1
Others
Total
Source:
Passport
Others
Total
14.0
100.0
14.2
100.0
15.1
100.0
16.0
100.0
Table 8
Distribution of Sweet and Savoury Snacks by Format: % Value 2010-2015
% retail value rsp
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Non-Grocery Specialists
-- Health and Beauty
Specialist Retailers
-- Other Foods NonGrocery Specialists
- Mixed Retailers
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
2010
2011
2012
2013
2014
2015
100.0
100.0
16.3
100.0
100.0
16.1
100.0
100.0
16.3
100.0
100.0
16.7
100.0
100.0
17.1
100.0
100.0
17.3
3.2
0.1
7.3
5.7
83.8
3.2
0.1
7.3
5.6
83.9
3.2
0.1
7.4
5.7
83.7
3.2
0.1
7.6
5.8
83.3
3.3
0.1
7.8
5.9
82.9
3.3
0.1
8.0
5.9
82.7
76.8
77.0
76.8
76.8
76.4
76.2
6.9
6.9
6.8
6.5
6.5
6.4
100.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
0.0
0.0
100.0
Table 9
Forecast Sales of Sweet and Savoury Snacks by Category: Volume 20152020
'000 tonnes
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Snacks
2015
2016
2017
2018
2019
2020
6.1
151.3
250.8
5.0
0.8
305.8
6.5
173.2
301.3
5.6
1.0
362.3
6.8
197.4
360.6
6.2
1.3
428.5
7.2
222.6
425.6
6.8
1.6
500.7
7.5
249.0
497.9
7.4
1.9
580.2
7.9
277.2
579.3
8.1
2.3
670.2

Source:
Passport
719.8
849.9
1,000.9
1,164.4
1,343.9
1,544.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10
Forecast Sales of Sweet and Savoury Snacks by Category: Value 2015-2020
INR million
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Snacks
Source:
2015
2016
2017
2018
2019
2020
1,356.0
58,840.5
62,126.8
2,053.2
462.9
66,675.9
1,449.5
67,769.9
72,419.5
2,278.9
563.6
76,831.6
1,543.3
77,653.6
84,549.1
2,522.6
681.0
88,077.4
1,635.5
87,401.4
96,783.9
2,771.3
814.5
99,231.7
1,725.7
97,356.3
109,312.2
3,027.6
964.7
110,635.6
1,811.7
107,458.3
122,256.1
3,291.1
1,129.7
122,070.4
191,515.3
221,312.9
255,027.0
288,638.3
323,022.1
358,017.3
trade sources
Table 11
Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth

2015-2020
% volume growth
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
Source:
Table 12
2015/16
2015-20 CAGR
2015/20 Total
6.1
14.5
20.1
11.8
24.1
18.5
18.1
5.3
12.9
18.2
9.9
22.3
17.0
16.5
29.7
83.2
131.0
60.0
173.9
119.2
114.6
trade sources
Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth

2015-2020
% constant value growth
Fruit Snacks
Nuts
Crisps
Extruded Snacks
Popcorn
Pretzels
Tortilla Chips
2015/2016
2015-20 CAGR
2015/20 TOTAL
6.9
15.2
16.6
11.0
21.8
15.2
15.6
6.0
12.8
14.5
9.9
19.5
12.9
13.3
33.6
82.6
96.8
60.3
144.1
83.1
86.9
Source:
trade sources
Summary 1
Product type
Other Sweet and Savoury Snacks: Product Types
Aloo Bhujia
Moong Dal
Bhujia Sev
Murakku
Source:
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SWEET AND SAVOURY SNACKS

SWEET AND SAVOURY SNACKS IN INDIA

LIST OF CONTENTS AND TABLES

Sales of Sweet and Savoury Snacks by Category: Volume 2010-2015 ....... 4

SWEET AND SAVOURY SNACKS IN INDIA

SWEET AND SAVOURY SNACKS IN

SWEET AND SAVOURY SNACKS IN INDIA

SWEET AND SAVOURY SNACKS IN INDIA

SWEET AND SAVOURY SNACKS IN INDIA

Sales of Sweet and Savoury Snacks by Category: Volume 2010-2015

Sales of Sweet and Savoury Snacks by Category: Value 2010-2015

Sales of Sweet and Savoury Snacks by Category: % Volume Growth 20102015

SWEET AND SAVOURY SNACKS IN INDIA

Sales of Sweet and Savoury Snacks by Category: % Value Growth 20102015

% current value growth

Sales of Extruded Snacks by Type: % Value Breakdown 2010-2015

% retail value rsp

NBO Company Shares of Sweet and Savoury Snacks: % Value 2011-2015

% retail value rsp

SWEET AND SAVOURY SNACKS IN INDIA

LBN Brand Shares of Sweet and Savoury Snacks: % Value 2012-2015

% retail value rsp

MTR Foods Pvt Ltd

Maiyas Beverages &

SWEET AND SAVOURY SNACKS IN INDIA

Distribution of Sweet and Savoury Snacks by Format: % Value 2010-2015

% retail value rsp

Forecast Sales of Sweet and Savoury Snacks by Category: Volume 20152020

SWEET AND SAVOURY SNACKS IN INDIA

Sweet and Savoury Snacks

Forecast Sales of Sweet and Savoury Snacks by Category: Value 2015-2020

Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth

Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth

% constant value growth

SWEET AND SAVOURY SNACKS IN INDIA

Other Sweet and Savoury Snacks: Product Types

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