The
two multi-nationals are competing close to gain the bigger pie of the tomato
ketchup market in India, in which the Swiss multinational seems to have
captured a bigger share owing to the privilege of its brand name, whereas HUL
has the weapon of wider portfolio in terms of flavours available.
Tomato ketchup is a very
popular condiment made from tomatoes, vinegar, sweeteners, and salt. The India
Ketchup and Pizza & Pasta Sauce market consists of tomato ketchup and pizza
& pasta sauces. The tomato ketchup and sauces includes tomato ketchup and
sauces like regular ketchup, hot and sweet ketchup, no onion no garlic ketchup
and other unique ketchups like sweet and sour ketchup, chilli tomato sauce,
Chatakedaar, sweet and spicy sauce, etc. This market is primarily driven by the
growing demand for fast food and increasing number of QSRs across the country.
According to the report on 'India Tomato Ketchup and Pizza & PastaSauces Market Outlook, 2023' published by Bonafide Research, currently, the
market for tomato ketchups and sauces is anticipated to reach to more than INR 2000
crores. The major companies in this market are Swiss company Nestle with its
brand Maggi, which holds a lion share of more than a third of share in the
market, Hindustan Unilever Limited with its brand Kissan, that holds a share of
more than a quarter of the market and G.D. Foods with Tops brand. These three
companies together hold the market share of more than three-fourth of the total
market of ketchup and sauces.
Nestle offers 8 different types of
sauces and ketchups like regular tomato ketchup, No Onion No Garlic (NONG) ketchup,
Rich Tomato and Hot & Sweet (Tomato Chilli) under the brand Maggi. The
Maggi sauce is leading the market, because of its brand name. In India, Maggi
has been a household name since the coming of Maggi noodles. The fresh tomato
ketchup of 950 ml, priced INR 82 in the pouch form is the most sold ketchup in
the ketchup portfolio of Maggi presently.
Hindustan Unilever Limited’s brand ‘Kissan’
offers 19 different types of sauces in India like Chotu ketchup, Twist Sweet
& Spicy Sauce, Fresh Tomato Ketchup, Squeezo Chilli Tomato Ketchup, No
Onion No Garlic (NONG) Ketchup, Twist Chilli Tomato Sauce, Chatakdaar Ketchup,
etc. Kissan’s primary focus in products has been on wider portfolio in terms of
flavors available to the consumer. Because the target audience of Kissan is
mothers of small children of middle class families for whom price plays an
important role in the buying decision of a product, the penetration pricing
strategy is used by the company. Kissan being part of HUL, spends heavy amount
in marketing of the brand with its focus on the ingredients used in its
products. Kissan is widely advertised through various marketing channels such
as TV adverts, Print media, retail outlets and newspapers. Pichku, which is a
90 ml pouch priced INR 15.
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Major Companies
Major companies that
operate into the Tomato Ketchup and Pizza & Pasta Sauces market in India
are Nestle India Limited, Hindustan Unilever Ltd. (HUL), Heinz India Pvt. Ltd.,
Capital Foods, FieldFresh Foods Pvt. Ltd., Dr. Oetker India Pvt. Ltd., Veeba
Food Services Pvt. Ltd., Cremica Food Industries Pvt. Ltd., Bajoria Foods Pvt.
Ltd., Scandic Foods India Pvt. Ltd., Wingreen Farms Pvt. Ltd., G.D. Foods
Manufacturing (India) Pvt. Ltd., Everest Beverages & Food Industries, Suresh
Kumar & Co. (Impex) Pvt. Ltd.
CONTACT
US
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager
Telephone: +91-7878231309
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