July 2019 | Ahead of What’s Next |^ Progressive Grocer |^65
Snacks Category Watch
Bringing value-for-money products for
consumers of all classes
Today, Parle brands have
found their way into the
hearts and homes of people
all over India and abroad.
With a reach spanning the
remotest villages of India
and major cities across the
world, the House of Parle
has become synonymous
with trust, globally.- Krishnarao S Buddha
Sr. Category Head,
Parle Products Pvt. Ltd.
Company and brand profi le: Parle,
established in 1929, has grown to
become India’s leading manufacturer
of biscuits and confectionery. Parle
symbolizes quality, nutrition and superior
taste. An in-depth understanding of the
Indian consumer psyche has helped the
brand develop a marketing philosophy
that refl ects the needs of Indian
consumers. It is the brand’s tradition to
deliver both health and taste, with a
value-for-money positioning that allows
people from all classes and age groups to
enjoy the products.
Parle has received some globally
recognized certifi cations (FSSC:22000,
ISO:22000 and Halal Certifi cation)
and it is a member of the International
Association BCMA (USA). Parle has
manufacturing units in 7 countries –
Cameroon, Nigeria, Ghana, Ethiopia,
Kenya, Ivory Coast, Mexico and Nepal.
Parle products are fast gaining
acceptance in International markets,
across all continents. Its products are
available and sold in the major developed
world markets like the U.S., UK,
Canada, Australia, New Zealand and
the Middle East, as part of the brand’s
eff orts to garner a larger share of the
global market.
Today, Parle brands have found their
way into the hearts and homes of people
all over India and abroad. With a reach
spanning the remotest villages of India
and major cities across the world, the
House of Parle has become synonymous
with trust, globally.Product portfolio: Th e brand has a
strong portfolio in snacks comprising
namkeens in diff erent fl avors, chips,
nachos, biscuits, rusk, and confectionery.
Its wide range of snacks is available in
diff erent fl avors and a variety of range- chapar chapar; chatkeens; fultoss;
mexitos; and wafers.
Consumer segments and
demographics: Parle products are
majorly targeting youngsters in the
15-24 age group. Its products have a
reach in the B and C category stores in
the metros and Tier I, II & III cities
of the country. Th ese products come
in the price range of Rs. 5- Rs. 10.
However, the brand is expanding its TG
and demographics and ramping up its
presence in Modern Trade. And, with
the wide-spread boom in digital, the
brand is looking to capture a larger share
of the consumers in the MT channel.Market outlook and opportunities: Th e
brand believes that there is an immense
potential in snacks segment in the
Indian market with a lot of innovations
happening in the category, which is the
prime driver of its growth. It estimates
the market size of the snacks segment it
operates in to be about Rs. 24,000 crore
and it is looking for a higher level of
penetration in the category, which still
remains at 60%. It estimates the growth
rate of the snacks category at 12-14% and
sees this growth momentum continuing
for the next fi ve years.Future plans and roadmap ahead: In the
coming years, the brand would like to
consolidate the portfolio and strengthen
it further. It started with 5 varieties and
with chatkeens, mexitos, chapar-chapar
and many more it has a strong 15 products
in the portfolio. Th e brand’s aim is to
make these products visible across the
nation in the Modern Trade outlets as well
before introducing any more categories
and products.