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Confectionery Market Share

Discuss Confectionery Market Share within the Business Environment forums, part of the Resolve Your
Query - Get Help and discuss Projects category; Confectionery Market Share The confectionery market is
highly fragmented with several players with strong regional presence. Leading national players are ...

Confectionery Market Share - September 16th, 2010

Confectionery Market Share

The confectionery market is highly fragmented with several players with strong regional
presence. Leading national players are Nutrine, Parry's, Parle, Cadbury, Nestle, Ravalgon,
Candico, Perfetti, Wrigleys and Joyco India. The entire market can be divided into 7 major
categories, namely Hard Boiled Candies(HBC), Toffees, Eclairs, Chewing Gum, Bubble Gum,
Mints and Lozenges.

While HBCs form 51% of the entire market, 18% is formed by toffees and 18% by chewing
gum & bubble gum collectively. Eclairs form just 5% of the entire market. Mints and
Lozenges form 4% and 3% of the market respectively.

Nutrine with a strong base in southern India has emerged as the reigning number one
player in the sugar confectionery market with 24% share. Over last one year or so it has
launched various products in the sugar confectionery market. It is the market leader in
hard-boiled confectionery as well as toffees.

It has share of 37% in eclairs market and is reigning at second position behind Cadbury's.
Nutrine gets around 50% of its turnover from southern India, 20% from Eastern region and
rest equally from westerns and northern region. Its biggest brand is Mahalacto followed by
Asay and Kokonaka respectively. Total tonnage sold by Nutrine in the confectionery market
is around 36650 tonnes.

The second largest player, Parle has strong presence in orange candies (hard boiled)
supported by its Melody toffees, Mango Bite and Kismi Toffee bar. Besides this the company
also has brands like Rola Cola, Poppins, Peppermint etc. in its portfolio.It has market share
of 16% in the total confectionery market with a tonnage of 16800 tonnes. It is number two
in both HBC and Toffee market with 30% and 21% market share respectively.

Parry's has emerged as the third largest player in the market with 13% market share and a
tonnage of 14500 tonnes.The company has brands like LactoKing, Coconut Punch, Madras
Cafe, Coffy Bite etc. in its portfolio. Though in the over all confectionery market it is at
number three, it is at par with Parle in toffees market with 21% share.

Cadbury has been one of the leaders with Cadbury eclairs with chocolate inside. It was the
most successful in 1972 when it was launched because of its initial introductory price of 25
paise and was instant hit. It continues to be one of the biggest brands.

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Cadbury made a foray into the sugar confectionery segment with Googly, a hardboiled
sweet in late 1996.Googly the tangy, fizzy candy, Cadbury took the market by surprise and
marked the entry of Trebor into the fast growing Indian market. The product is sold under
license from Trebor Bassett, UK. Googly was extended nationally in early 1997. Cadbury has
also launched Mocka, a coffee based sugar confectionery.

Nestle is a major player in the growing confectionary market. The company has brands like
Polo, Allen's Splash, Soothers, Toffo Butter, and Fruit Rings, Fox’s etc. in its portfolio. In
recent years there has been a tremendous increase in the consumption of Fox in India. It is
easily available everywhere and its cool taste is popular among consumers. It has a share of
8% in the market.

Ravalgaon too is a significant player in the confectionery market. It has a share of 7% in the
market with tonnage of 8000 tonnes. Some of the leading brands in its portfolio are Pan
Pasand, Mango Mood, Coffee Break etc. It is third largest player in the toffee market with
11% share.

Joyco's Boomer has emerged as the leading brand in the bubblegum category. Joyco
pioneered the soft chew category with launch of its Bonkers. However the soft chew
category has a minuscule market in India. Other brand available in this segment is Van
Melle's Mentos. Perfetti has become a significant player with the success of its bubble gum
Big Babol and hard boiled confectionery Alpenliebe. . Alpenliebe has also been a huge
success and has become a Rs600m brand within one year of launch.

Candico India Ltd , the confectionery division of the erstwhile Bakeman's Industries has
been aggressively launching new brands post spin off as a separate confectionery company
in April 1997. While Mint-O is Candico's largest brand, its other brands#include Candy King,
Americano. Mint-O Fresh, After Smoke, etc. Candico and Joyco both have same share of
42% each in the bubble gum market.Perfetti is way behind in this segment at 13% share.

In the overall confectionery market however the company has 3% share.

Wrigley's is the leading chewing gum brand in the world. In India the company operates
through a 100% subsidiary. The company initially marked its brands through a distribution
tie-up with Parry's which was later discontinued.

In the bubble gum segment, Perfetti has a 13% market share. Other Perfetti brands like
Chlormint and Golia have not received encouraging response. The company has a 2%
market share in the total confectionery market.