Britannia targets women with new biscuitJuly 16th, 2011 - 8:35 pm ICT by IANS
Chennai, July 16 (IANS) Hoping for growth in its health and wellness product revenue this fiscal, biscuits major Britannia Industries Ltd has launched a new product - Vita Marie Honey Oats biscuit - which targets women, an official said Saturday.
“The adult health and wellness biscuit category is logging an annual growth of 20 percent. The segment is estimated to be around Rs.5,000 crore per year,” Anuradha Narasimhan, category director - Health and Wellness - told reporters here.
“Even a five percent shift in favour of our new product Marie Honey Oats by our Marie Gold biscuit customers will be good,” she added.
According to her, there will not be major cannibalisation as customers will be going in for a higher priced product.
The company is targeting women with its new product as a heart-friendly biscuit for women.
Launching the product here, Narasimhan said the biscuit will be gradually introduced in all the major cities soon.
She said 90 percent of the company’s turnover is contributed by the biscuits segment and the balance is chipped in by dairy, bread and other products.
Speaking about the market trend, the official said a significant shift is happening from Rs.3 glucose biscuits segment to Rs.5 cookies packet as the price difference between the two got reduced.
“Earlier, glucose biscuits accounted for 33 percent of the total industry biscuits sale while the cookies used to be 14 percent. Now cookie packets has grown to 25 percent while glucose biscuits have come down to 25 percent,” Narasimhan said.
She refuted that the company is going slow on its popular Tiger glucose biscuits because of the market shift, though the product is not available as earlier in shops.
Narasimhan said the company does not have any plans to increase the prices after it was revised upwards in February-March this year.
- India's biscuit industry heading towards premiumisation (Feature) - May 03, 2012
- Britannia may go for 6 percent overall price hike - Dec 17, 2011
- GSK to decide on rural drink after test marketing results - Oct 06, 2010
- Britannia to target housewives to boost snacks sales - May 03, 2012
- Britannia to invest over Rs.200 crore in new plants - Jul 02, 2011
- Britannia to invest over Rs.200 crore this fiscal (Lead, superseding earlier story) - Jul 02, 2011
- Parle eyeing 25 pc market share in snacks segment - Mar 25, 2012
- Bajaj Allianz to launch gender-based pricing of health policy - Aug 31, 2012
- Britannia planning greenfield projects - Aug 09, 2010
- Move over mithai, cookies are here to sweeten Diwali - Nov 03, 2010
- From humble loaf to slice of multi-grain joy (With Images) - Mar 11, 2011
- Choice the buzzword, as consumers pampered like never before (2010 in Retrospect) - Dec 25, 2010
- Yash Birla group enters sports nutrition segment - Aug 13, 2012
- Summer best time to shed weight - Apr 04, 2012
- Nokia to focus on sub-Rs.6,000 category - Oct 31, 2011
Tags: adult health, biscuit, biscuits, britannia, cannibalisation, dairy bread, favour, february march, glucose, health and wellness product, honey, industries ltd, major cities, market shift, market trend, oats, segment, targeting women, turnover, vita