Background of the Study

The Indian biscuit market stood at ₹35000 crores in 2018-19, and grew 2.5% in the April-June quarter.
Biscuits costing more than Rs 100 per kilo, the premium version, account for two-thirds of the market
and grew 8%. The rest of the market — selling for less than Rs 100 per kilo — fell 9%. Biscuits have a
large demand all over India and the maximum consumption being in Maharashtra and West Bengal.
India is the largest biscuit consuming nation with per capita consumption at about 2.1kg as compared
to Ireland, which is the highest at 21.76kg. India is the 3rd largest producer of biscuits in the world
after U.S. and China.
Indian healthy biscuit market is valued at Rs. 1200 crores. India is anticipated to witness significant
growth (15-17 percent per annum) in this category. The market growth is attributed to rising
awareness about health and fitness and growing preference for healthy snack products, especially
among the working professionals and millennials. High nutritional value of healthy biscuits is also
expected to augment their demand over the years to come. These biscuits are made of different
nutrition rich ingredients such as oats, wheat, and multi grains. The digestive biscuits market in India
is majorly dominated by Britannia Nutrichoice range. The market in India is marked by the presence
of major players such as Britannia, Parle, and ITC, wherein Nutrichoice by Britannia occupies about
70.0% share in the premium health biscuit category, followed by Sunfeast’s Farmlite range.

MARKET SHARE IN HEALTHY SEGMENT

Britania Nutrichoice Sunfeast farmlite digestive Mcvities digestive biscuits Others

16%

12%

58%
14%

Product Type (by Texture)

 Cookies
 Cream biscuits
 Glucose & Milk biscuits
 Digestive biscuits
 Salt Crackers biscuits
 Oats biscuits
 Protein biscuits

Product Type (by Category)

 Premium Biscuits: This segment includes categories such as cream, health and cookies. The
popular biscuits available in this segment are Sunfeast dark fantasy, Therptin disskets, Cadbury
Oreo Nutrichoice 5-grain bicuits, etc.
 Medium Priced Biscuits: This segment includes categories such as milk, Glucose, chocolate.
Britannia Good day, Hide and Seek, Bourbon, etc.
 Economical Biscuits: This segment include categories such as Maida, Glucose, and Sugar.
Parle-G, Krackjack biscuits, Parle 20-20 etc. are the biscuits available under this category.
 Healthy Biscuits: The health segment market in India is around 1200 Crores and is growing at
a CAGR of 15-17%. There is a large shift in the consumer trend that are actively seeking
healthier products.
Distribution Channel

 Retail Stores
 Specialty Retailers
 Online Distributors
 Departmental Stores
 Convenience Stores
 Medical Stores

Indian market for healthy biscuit is increasing day by day. In order to encash this opportunity, it is
therefore, necessary for any biscuit brand in India to know about the consumer behaviour when it
comes to purchase of healthy biscuits in India.