Zydus sees sweeter days ahead for 'Sugar Free'; eyes 2-fold

With consumers increasingly becoming health conscious and opting for sugar substitutes, Zydus Wellness feels its brand 'Sugar Free' has the potential to double its sales in the next three to four years.
'Sugar Free' has 94 per cent market share in the sugar substitute category, which is estimated to be a Rs 300-350 crore market.
"We are focused on developing this category. We believe Sugar Free as a brand could grow much faster and double in the next three to four years as more and more consumers adapt to Sugar Free," Zydus Wellness Chief Operating Officer Tarun Arora told PTI.

Launched in 1988, Sugar Free has seen a shift in consumption patterns as today non-diabetics account for 40-45 per cent of the sales.
Arora said while the big cities contribute to a majority of the sales, even rural has seen a good traction.
"Even rural is adapting Sugar Free. The biggest distribution growth in last one year has come from rural. In the last one year, rural distribution has gone up by 10 per cent," he said.

The Ahmedabad-based company, which has 18-20 stock keeping units in its Sugar Free portfolio, is also looking at introducing pellets and providing smaller size powder concentrate packs, which will help to drive access in small towns and villages.

It is also evaluating category adjacencies with Sugar Free over a period of time in the country.
Zydus Wellness also has presence in the personal care segment with its brand Everyuth and Arora said the company is also looking at launching skin creams, serums and a few new categories under the brand.