May 15, 2021

Piece of cake: Pandemic sweetens cake sub-segment, attracts bigwigs



New Delhi: Pandemic-induced acceleration in consumption of bakery objects has attracted meals majors to enterprise into the “candy and handy” sub-category of packaged cake phase.

At current, the business estimates the sub-segment’s income era capability of over Rs 2,500 crore each year.

Within the current previous, main meals phase gamers equivalent to Mondelez-owned Cadbury, ITC Sunfeast, and others have entered into this area of interest class.

Accordingly, market observers cited meals security, in-house consumption and differentiated product choices because the prime elements for the over 20 per cent annum income development of the sub-segment.

“The present pandemic has led to some profound shifts in shopping for patterns and shopper preferences,” stated Madhur Singhal, Follow Chief – Client and Retail, Praxis World Alliance.

“Truffles additionally produce a better worth realisation per unit of uncooked materials consumed. Due to this fact, it’s not stunning that packaged meals manufacturers are doubling down on this product class,” he added.

A working example is the ITC Sunfeast, which had forayed into the cake phase in 2018.

“Inside two years after main class development within the layered muffins phase, with a 22 per cent market share, Sunfeast determined to increase its muffins portfolio and consolidate it beneath a brand new sub-brand ‘Sunfeast Caker’, which we have now simply launched,” stated Ali Harris Shere, Chief Working Officer, Biscuits & Truffles Cluster, Meals Division, ITC.

“The cake class in India has been rising at a really promising tempo. Provided that it’s a giant class, and with our skilled play within the biscuits phase, we consider it’s the proper time to increase our foothold within the phase.”

In accordance with Pinakiranjan Mishra, Companion and Nationwide Chief, Client Merchandise and Retail, EY India: “The bakery business in India is pushed by altering buyer preferences and existence. There’s larger demand for more healthy merchandise and alternate options publish Covid-19 as bakery merchandise at the moment are continuously consumed day by day as in contrast with being a deal with.”

“The outlook for the Indian bakery business appears fairly optimistic, with the projected market worth more likely to surpass $12 billion by 2024, rising at a CAGR of 9.three per cent between 2019 and 2024.”