Biscuits are considered as the most economical healthy food people can buy. Biscuits in Pakistan have now assumed the role of “food between meals” in nearly every house. They are considered a complimentary item in evening tea, large parties’ receptions and small parties in middle and upper class of economies. Also the lower class is observed as a consumer of biscuits but not much than other two classes.
In Asia with its population of over 4 billion, has experienced a sharp compound annual growth rate of 49.3% in biscuit consumption. In Pakistan annual consumption of biscuits per person has come a long way from 0.6 kg in 2001 to almost 2.1 kg by the end of year 2011. Average consumption of biscuits per person in Indian Market is 1.6 kg and above 4 kg in European countries.
Biscuit sector in Pakistan is divided into branded and unbranded player and most of them cornering a huge share of market. In Pakistan about 60% of the entire biscuit market is covered by the branded biscuits manufacturers and rest was filled by various small local businesses. The anticipated yearly gross sales in the branded sector are estimated to be approximately Rs.3700 million with an annual increase of about 18%. When converted the gross sales into tonnage roughly shows the figures of 50,000 tons for branded biscuits whereas total biscuit consumption is more or less 100,000 tons.
The biggest challenge in the sector is to convert unbranded sector to branded sector and increase the size of market by increasing consumption. By innovation in the packing and new products offering market grew to gross sale of 175,000 tons, with successful conversions into branded sector with sale of at 130,000 tons.
The market has been segmented mainly into adults and children with further segmentations in terms of taste \Lifestyles. Further segmentation of the sector is:
Soft & Sweet Plain:Sooper, Bakeri, Gala, Bravo, Tre
Cream Filling: Prince, Rio, Cocomo, Jam Hearts
Salty Snacks:TUC, Saltish
Indulgent/Sweet:Candi, Chocolate Chip
Plain Glucose:Munna, Gluco, Tiger
Ingredient Based: Party, Zeera Plus
HealthyWheat Slices:Wheatable
The industry saw the entry of several key smaller players such as Bisconni, Mayfair and Kolson Already existed companies stepped up to the challenge of new enterer through new brands such as Sooper, TUC, Candi, Tiger and Peanut Pik. All the rivalry players in the sector want a slice of the pie. Still Market share of EBM and CBL in the branded and total market remained on top with 37 % and 26% respectively. Major increase witnessed with the growth in the soft biscuit category driven by two power brands: Sooper and Bakeri. Sooper dominates as a mass market favorite followed by Tiger as middle to low tier brand.
Loyalty of consumer in the biscuits category is from medium to high. As biscuits has a high level of conjunctional usage within family circles. Hence segmentation in the biscuit market becomes more difficult in the true sense with a two sets of most probably different audiences behaving in a similar way.
Servceli | Strategy. Identity. Growth. 