Parle-G, the glucose biscuit brand from the country’s largest biscuit maker Parle Products, has consolidated its position as the world’s largest selling biscuit brand, says a new report by market researcher Nielsen.
The study, for last year, says Parle-G has topped brands like Kraft’s Oreo, Wal-Mart’s private labels and Mexico’s Gamesa in voulme sales to lead the Rs 11,295-crore Indian biscuits category.
The Nielsen study adds India is the world’s leading market for biscuits, ahead of the US, Mexico, China, Argentina, France, Italy, Germany, Turkey and Spain. While India showed a volume market share of 22%, the second slot was occupied by the US at 13%. The top three countries -- India, US and Mexico -- contribute over 40% of the total biscuits 10 largest markets for biscuits in volumes sales.
Going by the data for the year 2009-10, the volume sales of Parle-G is bigger than the fourth largest biscuit consuming country – China.
Industry analysts say the Rs 5,000-crore Parle’s focus on the volumes segment and competitive pricing backed by strong distribution, especially in rural markets has led the rise.
Of the overall 40 brands across biscuits, chips and confectionery that Parle Products makes, Parle-G contributes 50% to the firm’s topline, Parle Products group product manager Mayank Shah said.
"Though Parle-G is available across multiple packs spanning Re 1 to Rs 50, our top selling packs are priced at Rs 4 and Rs 5," Shah said.
The brand is exported to SAARC countries, the US, Europe and parts of Africa.
With universal acceptance, affordable packs and wide distribution, the category has been attracting players ranging from cola and snacks maker PepsiCo, to cooking oils firm Marico, to milk foods drinks maker GlaxoSmithKline.
The category has been a traditional stronghold of Parle and Britannia, followed by ITC, Cremica and Priyagold. UK’s United Biscuits launched McVities digestives biscuits in the country last year, while Kraft is widey speculated to be entering this space.
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