With rapid growth witnessed in health and nutrition food products in India, Britannia Industries is looking to extend its presence in the segment. Along with improving the existing brands to make them more healthy, it is planning its future launches with the growing health conscious consumer in the mind.
Britannia has a portfolio of products in biscuits, bakery and dairy categories. Around 50 per cent of its revenues, of Rs 3,000 crore, is learnt to be coming from products in the health and nutrition category. “We started focusing on the health segment around 10 years ago. In the last three-four years we have accelerated our presence in the segment and are seeing double digit growth,” said Neeraj Chandra, COO Britannia Industries.
The company has products like Milk Bikis, Tiger and NutriChoice which are its primary offerings in the health segment and has just launched the NutriChoice Health Starter Kit consisting of three biscuit boxes, a seven-day pre-activated Talwalkars gym pass, a gym sipper bottle and a health diet chart. “We have renovated some of our brands to make them healthier. We have removed 10,000 tonnes of transfats from our products,” said Chandra.
The market size for health and nutrition food products is estimated to be Rs 3,000-4,000 crore. The overall growth in the biscuit category is in low-double digits. However, health-focused biscuits are recording a growth of 20-25 per cent, said Chandra.
Britannia has an urban-rural consumer divide of roughly 60 : 40. While urban consumers continue to drive growth in the health segment, the desire to shift to healthier products, according to Chandra, is increasing in rural areas. The company was non-comittal on price rise. “Input costs have increased significantly in the last few months. We are examining it. Price rise would depend on the market,” said Chandra.
