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SCM Ankit
SCM Ankit
SCM Ankit
Trends In India
Chocolate tablets grew by 22% in
terms of retail value sales in 2015.
This is, mainly because of the
increasing number of smaller SKUs
and also slowly increasing penetration
into rural India.
The premium chocolates are gaining popularity
across India, mainly due to gifting in festive
seasons and because children enjoy having them.
Competitor Landscape
Mondelez India
Foods Ltd
Maintained the lead with a value
share of 55% in 2015. The
company introduced smaller
SKUs at lower price points and
also increased penetration into
rural India. Furthermore, the
companys brands such as 5 Star
and Cadbury Dairy Milk have
strong recall value when
compared to other brands in
chocolate confectionery.
Ferrero
Rajhans
Nutriments
Rajhans Nutriments
introduced Bollywood actor
Priyanka Chopra as the brand
ambassador for its flagship
premium brand Schmitten.
The marketing budget for
Schmitten stood at Rs650
million.
Nestl
Extended its flagship Kit Kat
brand with the introduction of
two new variants: Senses
plain milk and dark. The
company announced plans to
strengthen its local and
regional positioning across
the premium chocolate
confectionery segment. The
newly launched variants are
slightly sweeter than
traditional dark chocolate
confectionery.
'000 tonnes
2010
2011
2012
2013
2014
2015
Bagged Selflines/Softlines
4.14
4.69
5.23
5.83
6.49
7.21
Boxed Assortments
3.93
4.8
5.85
6.87
8.06
9.38
3.93
4.8
5.85
6.87
8.06
9.38
1.91
2.73
3.66
4.55
5.54
6.62
34.71
41.01
47.9
55.42
63.7
72.9
33.32
40.46
48.33
56.43
64.9
73.8
0.1
0.09
0.07
0.07
0.07
0.06
78.12
93.77
111.05
129.16
148.75
169.97
2011
2012
2013
2014
2015
55.14
54.8
22.26
20.55
17.91
15.03
14.1
3.87
4.45
4.75
4.93
5.35
0.99
1.05
1.08
1.14
1.92
1.53
1.23
1.12
1.02
0.15
0.15
0.16
0.16
0.16
0.19
0.17
0.15
0.13
0.11
57.19
57.37
56.29 -
Others
14.41
14.79
18.46
22.41
23.31
100
100
100
100
100
Total
Company (NBO)
Cadbury Dairy Milk (Mondelez International Inc) Mondelez India Foods Ltd
2014
2015
25.95
26.06
7.81
7.65
5.36
5.10
5.32
5.09
5.23
4.92
4.47
4.53
4.2
4.22
2.97
3.30
Others
Others
38.69
39.13
Total
Total
100
100.00