Bakery Trends in IndiaProduct overview for the Bakery category NPD in India

September 2015

Source: Innova Database product launches tracked

Introduction• This report is a country level product overview for the bakery category in India,

focusing on key positioning types, health claims and flavors.

• Table of contents:

– Development of Bakery category launches in India, by sub-category

– Private label penetration of Bakery category launches in India

– Top positionings for Bakery category in India

– Top health claims for Bakery category in India

– Top flavors for Bakery category in India

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Source: Innova Database product launches tracked

Development of Bakery category launches in India, by sub-category

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• Sweet Biscuits/Cookies is the largest sub-category, accounting for about 65% share of overall Bakery category launches in India over the last 3 years.

Top brands focus on value for money and health

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Britannia Nutrichoice Essentials Ragi Cookies.(India, Dec 2014)

Description: Ragi (millet) cookies flavored with cinnamon, in an aluminum packet held in a carton box. Diabetic friendly essentials. Zero added sugar. Zero cholesterol. Zero trans fat. Extra dietary fibers. Complex carbohydrates.

Parle Monaco Crispy Light Salty Snack.(India, Dec 2014)

Description: Crispy light salty biscuits in a 200g plastic tray, held in a plastic packet. Classic regular. With 50g extra. 100% vegetarian.

Sunfeast Marie Light Original Biscuit With Extra Fiber.(India, Jul 2014)Description: Marie Light Original is made from the choicest golden wheat and enriched with natural wheat fiber. Enjoy your tea with these light and crispy biscuits. 0% trans fat. 0% cholesterol. Enriched with natural wheat fiber. Crisp and light. 100% vegetarian. 50g extra.

Private labels opt for clean labels and health avenues

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Nilgiris Premium Multigrain Atta.(India, Jun 2014)

Description: Premium quality multigrain atta in a plastic packet. A combination of seven healthy grains and has the goodness of flaxseed and oats. An excellent source of omega 3 fatty acids, protein and dietary fiber. High in natural vitamins and minerals. 100% pure and natural. No preservatives.

Food Bazaar Fresh For You Sugar Free White Bread.(India, Aug 2014)

Description: Sugar free white bread, in a 200g plastic packet. 100% vegetarian.

D.R Special Parota Flatbread.(India, Apr 2014)

Description: Five pieces of ready to cook parota Indian flat breads, in a 400g plastic bag. Soft and fluffy, like homemade. 100% natural. No preservatives. No added flavor, no cholesterol. Hygienically processed and packed. Suitable for vegetarians.

Source: Innova Database product launches tracked

Top positionings for Bakery category

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• Vegetarian is the leading positioning for Bakery launches in India in 2014.

• In India, vegetarian positioning commands more than 67% share of the Bakery category launches during the same period.

Vegetarian claims dominate the category

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Bakers Bakerhy Tea Porai Bread Rolls.(India, Oct 2014)

Description: Sweet bread rolls in a plastic packet. 100% vegetarian. An ISO 22000: 2005 certified product.

Kitchens Promise Instant Rava Idli Mix.(India, Dec 2014)

Description: Traditional Indian instant Rava (semolina) Idli mix with authentic taste, in a 200g plastic pouch. 100% vegetarian. Low fat. No trans fat. Authentic taste.

Pillsbury Fridge Cheesecake Mix With Strawberry Flavor.(India, Oct 2014)

Description: Baking mixture for preparing strawberry flavored cheesecake, in a 165g plastic packet held in a carton box. 100% vegetarian. Just mix and refrigerate.

Traditional launches retain their major role

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Sumeru Classiques Atta Paratha.(India, Oct 2014)

Description: Seventeen delicious and flaky multi-layered parathas in a plastic packet. Sumeru Classiques presents a true Indian classic Malabar Parathas. No added flavors, colors or preservatives. Authentic Malabar recipe. Heat and eat.

Mtr Basundi Rabdi Tasty Delights Sweet Mix.(India, Sep 2014)

Description: MTR Basundi Rabdi Tasty Delights Sweet Mix is a delicious combination of milk, pista and saffron. A traditional Indian sweet for everyday celebration. 100% vegetarian.

Haldirams Premium Rusky Fruit Bread Toast.(India, Jul 2014)Description: Crispy and tasty fruit flavored bread toasts in a 150g plastic packet. Taste of tradition. Premium. Suitable for vegetarians.

Wide variety of kids launches

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Euro Magic Funfill Corn Snack With Strawberry Filling.(India, Sep 2014)Description: Strawberry-filled corn snack in an 80g plastic packet featuring Mickey Mouse and Donald Duck. GMO free. 100% vegetarian. Zero trans fat. Zero cholesterol. Enriched with fiber and vitamins. No artificial color. No added MSG. No gelatin. Baked not fried.

True Vita Milk Vitamin Enriched Zoo Biscuits.(India, Jul 2014)

Description: Animal shaped milk biscuits enriched with vitamins, in a 100g plastic packet. The energy of 3 biscuits are equal to one apple. Keeps you going. Healthy tasty pure. 100% vegetarian.

Mcvities Happy Faces Chocolate Cream Biscuits.(India, Apr 2014)

Description: Chocolate cream biscuits in an aluminum foil wrapper featuring Chotta Bheem. 100% vegetarian. With calcium, iron and zinc. No artificial colors. Zero cholesterol. With Chotta Bheem free gift inside, collect em all!

Launches aimed at busy, health concious consumers

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Id Idly & Dosa Batter Mildly Salted.(India, Aug 2014)Description: Id Idly & Dosa Batter Mildly Salted is made with 100% natural ingredients and a bit of magic that keeps it free of preservatives and chemicals. Comes in a plastic packet. 100% natural ingredients. Free of preservatives and chemicals. A healthy feast of Idlies or Dosas in just minutes. 100% vegetarian.

Keya Buffet Butter Paratha.(India, Sep 2014)

Description: 300g of soft and buttery hand tossed Indian specialty bread, in a plastic packet. Just heat and serve. No artificial colors, flavorings or preservatives. 100% vegetarian. Certified halal. Zero trans fat.

Bambino Instant Rice Idli Mix.(India, Aug 2014)

Description: Instant rice idli mix in a 200g plastic packet, held in a carton box. Since 1982. 100% Vegetarian. Spongy, light idlis. Traditional South Indian breakfast, ready in minutes.

Front-of-pack prominence for organic claims

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Organic Tattva Organic Wheat Flour.(India, Dec 2014)

Description: Organic wheat flour in a 1kg plastic packet.

Root Organic Varagu Flour.(India, Dec 2014)

Description: 500g of organic varagu flour in a plastic packet. Certified USDA organic.

24 Mantra Organic Fruit N Nut Cookies.(India, Apr 2014)

Description: One bite of Cookies and you will know why they are different. Made with organic ingredients.

Satisfying the demand for economy & family pack sizes

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Cadbury Perk Home Treats Chocolate Coated Wafer Layers.(India, Dec 2014)Description: Twenty five mini bars of chocolate coated wafer layers with glucose energy, in a 200g resealable plastic pouch. 100% vegetarian. Home pack. Introductory offer: save 15 INR.

Weikfield Eggless Cooker Cake Mix With Vanilla Flavor.(India, Nov 2014)Description: Eggless cooker cake mix with vanilla flavor, in a plastic packet held in a carton box. No oven needed. 100% vegetarian. Makes a 275g cake. With free Weikfield custard powder inside this pack.

Everest Sandwich Bread Family Pack.(India, Jan 2014)Description: Sandwich bread slices in a 600g plastic packet. 100% vegetarian. For energy and vitality. Family pack.

Considerable presence of premium launches

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Choco Squares Soft Cake With Cream Center Enrobed In A Milky Chocolaty Layer.(India, Sep 2014)Description: Individually wrapped soft cake with cream center and enrobed in a milky chocolaty layer. 100% Vegetarian. Premium quality.

Shuchi Wheat Bite With Pizza Flavor.(India, Nov 2014)Description: Ready-to-eat and non-fried wheat bites with pizza flavor, in a plastic packet held in a carton box. Made out of wheat. 100% vegetarian. Premium quality product.

Valencia Assorted Premium Quality Chocolatey Cookies & Biscuits Assortment.(India, Sep 2014)Description: Chocolatey cookies and biscuits assortment in a carton box held in a plastic wrapper. 100% vegetarian. Premium quality.

Added value launches with potential

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Ramanas Energy Flour.(India, Jul 2014)

Description: Energy flour made with fried gram, bengal gram, green gram, black gram, wheat, samba wheat, corn, white maize, raw red rice, barely millet, ragi, badham, cashew nut, and cardamom. Gives extra energy and memory power. Palatable for children. 0% additives or preservatives. 100% natural.

Vijay Health Mix: Multigrain Flour.(India, Mar 2014)

Description: Multigrain flour in a 200g cardboard box. An ideal food for diabetic and all ages. 100% vegetarian. Natural healthy food.

Auchan Atta With Multi Grain.(India, mar 2014)

Description: Atta flour with 7 essential grains (soy, barley, oats, corn, ragi, chana, psyllum husk), in a 1kg plastic bag. Multigrain. Suitable for vegetarians. Rich in fiber. Rich in taste. Rich in nutrition. Fortified with folic acid, iron and vitamins. Contains 7 essential grains.

Source: Innova Database product launches tracked

Top health claims for Bakery category in India

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• ‘No trans fats’ is the top health claim for Bakery launches in India followed by no additives/preservatives claim.

Well-established no trans fat claim launches

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Tosita Bakery Jeera Bites Baked Bread Balls.(India, Aug 2014)Description: Baked bread ball bites in a 200g plastic container. Trans fat free.

Elite Cup Cake Dreams Strawberry.(India, Dec 2014)

Description: 170g of Elite cup cake dreams strawberry, in a plastic packet. Elite good for you. No trans fat.

Britannia Maska Rusk: Buttery Toast Bread With Dash Of Herbs.(India, Oct 2014)

Description: A unique fusion of butter and savory herbs in mildly sweet crunchy rusk. A delicious evening snack which once dipped in tea will crumble in the mouth, radiating the warm flavor of butter and herbs. Comes in a 58g plastic packet. 0% trans fat. Wheat rich. 100% vegetarian.

No additives/ preservatives claims on trend

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Horlicks Biscuits.(India, Jul 2014)

Description: Biscuits in a 120g plastic wrapper. Trans fat free. No artificial flavors and artificial colors. Source of energy. Suitable for vegetarian. Contains protein, calcium, and vitamin D. With 20% extra.

Nal Unavu Kavalam Kambu Adai Mix: Indian Crepe Mix.(India, Nov 2014)Description: Ready to cook kambu adai mix (Indian crepe) in a plastic pouch. Free from preservatives, artificial flavors.

Double Horse Rice Flour.(India, Sep 2014)

Description: Rice flour in a 500g plastic packet. No preservatives.

Multiple health claims gain more attention

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Low Gi Cookies: Low Glycemic Index Cookies Made With Palm Sugar.(India, Mar 2014)

Description: Low glycemic index cookies made with palm sugar, in a plastic container. Best for diabetics. Benefits of Low Glycemic Index (GI) Cookies: Prevent risk of type II diabetics. Reduce high blood pressure. Allow you to eat more calories. Rich in iron, potassium, and zinc.

Modern Oats And Ragi Whole Wheat Bread.(India, Dec 2014)Description: Oats and ragi whole wheat bread slices in a 150g plastic packet. Ragi is a natural source of calcium and iron. Rich in dietary fiber. It is scientifically reported that food containing high fiber is good for proper digestion. Full of energy.

Britannia Nutrichoice Hi-Fibre Digestive Biscuits.(India, Apr 2014)

Description: High fiber digestive biscuits, in a 75g cardboard box. Whole wheat grains: 32% of the flour used to make these biscuits is from whole wheat grains that is a good source of natural proteins and carbohydrates. Natural wheat fibers: Contains 15% of recommended dietary allowance for dietary fiber.

Mainstream zero cholesterol launches

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Mcvities Digestive Biscuits.(India, Aug 2014)Description: Digestive wholewheat biscuits in a 200g plastic packet. High in fiber. Zero cholesterol. Trans fat free. Wholewheat at its heart. 33% free (150g + 50g free). Freshness pack.

Pailan Group Poto Aloo Bonda Instant Healthy Snack Mix.(India, Jul 2014)Description: Instant healthy snack mix in a 175g plastic pouch. 100% vegetarian. No cholesterol. Zero trans fat. Fibrous. Contains calcium. Magnesium rich. Just mix, fry and serve. 10 bondas of 40g each. Gluten free.

Shuchi Khakhara Whole Wheat Crisps With Fenugreek.(India, Nov 2014)Description: Ready-to-eat and non-fried whole wheat crisps (Khakhara) with fenugreek, in a 180g vacuum plastic packet held in a carton box. 100% vegetarian. The quality grocery hub. Whole wheat. Zero sugar. Zero trans fat. Zero cholesterol.

High fiber claim launches flourish

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Parle Simply Good Digestive Biscuits With Apple & Cinnamon Flavor.(India, Dec 2014)Description: Apple and cinnamon flavored digestive biscuits in a plastic packet held in a carton box. The presence of essential vitamins and minerals in simply good digestive ensures optimum nourishment for your body. Simply good digestives is a good source of fiber.

Mint Caterings Best Chappathi.(India, Feb 2014)

Description: Just heat and eat Chappathi (Indian flat bread) in a plastic bag. The whole wheat atta in its original non-enriched form is good source of dietary fiber, vitamins, proteins and minerals. No artificial coloring agent added to retain it's natural taste.

Sunfeast Marie Light Original Biscuit With Extra Fibre.(India, May 2014)

Description: Marie light is made from the choicest golden wheat and enriched with natural wheat fiber. Enjoy your tea with these light and crispy biscuits. 0% trans fat. 0% cholesterol. 100% vegetarian. 10% extra. Original.

Convenience is synonymous with cakes

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Orgran Vanilla Cake Mix.(India, Jan 2014)

Description: Vanilla cake mix in a 375g cardboard box. This product is easy to prepare and being totally vegetable based, also allows you the option to prepare a cake that is 97% fat free, dairy free, egg free.

Nestle Milkmaid Creations Chocolate Cake Mix.(India, Apr 2014)Description: Ready-to-use eggless chocolate cake mix in a 250g foil bag. Just add butter and soda. ready to bake in 10 minutes. 100% vegetarian. Recyclable packaging.

Oetker Fun Foods Choco Lava Cake Mix.(India, May 2014)Description: Egg-less choco lava cake mix in a carton box. Suitable for vegetarians. No trans fat. Microwaveable. Contains 4 baking cups and 1 measuring cup.

Source: Innova Database product launches tracked

Top flavors for Bakery category in India• Chocolate is the leading flavor for Bakery category launches in India in 2014.

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Chocolate flavor leads the category

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Booost Nrg Biscuits: Chocolate Flavour.(India, Dec 2014)Description: NRG biscuits with chocolate flavor, in a plastic wrapper.

Pillsbury Fridge Cheesecake Mix With Chocolate Flavor.(India, Oct 2014)Description: Baking mixture for preparing chocolate flavored cheesecake, in a 165g plastic packet held in a carton box.

Palbis Chocolate Cake.(India, Dec 2014)

Description: 400g of ready-to-eat chocolate cake, in a plastic packet.

Fertile ground for flavor NPD

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Dukes Energy Unlimited Ranch Crackers.(India, Jan 2014)Description: Ranch flavored crackers in a reclosable plastic container.

Joule Foods Salted Millet Mint Cookies.(India, Oct 2014)Description: Salted mint cookies made with high quality millet grains, in a plastic container.

Haldirams Rusky Fruit Toast.(India, Sep 2014)

Description: Bread toast with tutti frutti pieces in a 150g plastic packet.

Fillings for a premium and sophisticated appeal

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Rb Mangharam Vanilla Cream Wafers.(India, Jul 2014)

Description: Crispy wafers with creamy vanilla cream filling, in a 150g plastic packet held in a carton box.

Gourmets Delite Milk Caramel Wafers.(India, Aug 2014)

Description: Crispy wafers layered with milk caramel flavored cream filling, on a plastic tray, held in a 150g plastic packet.

Lotte Choco Pie.(India, Dec 2014)

Description: Twelve individually wrapped chocolate coated pies with cream filling, in a carton box.

Real fruit pieces deliver a crisp texture

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Britannia Yummy Fruit Fun Cake.(India, Mar 2014)Description: Fruit flavored sliced cake with fruit pieces, in a 65g foil wrap.

Elite Plum Surprise Divenly Rich Cake.(India, Dec 2014)Description: Divinely rich cake with plums and cashews, on a plastic tray packed in a carton box.

Nilgiris Cherry Cake.(India, Dec 2014)Description: Fluffy cake loaded with luscious cherries and perfected by master chefs, in a plastic container. The Nilgiri's Cherry Cake uses a recipe perfected over several decades. It is one that for long has been the privilege of a few families.