PepsiCo has managed to hang on to its top cat position despite rivals eating into the market shares of its flagship brands, Lay’s and Kurkure. The company was the first global brand to begin selling packaged snacks in India in 1995.
Haldiram’s and ITC have grabbed a bigger share of the pie during the year ended March 2019 while Lay’s and Kurkure shrank by both value and volume. As per the data, PepsiCo’s volume share for Lay’s potato chips, with overall sales of over a billion dollars, fell to 33% in 2018-19 from 34% a year earlier, while value share declined to 36% from 38%. For Kurkure, PepsiCo’s local salty snacks brand, volume share dropped to 27% from 30% in FY18, while value share declined to 28% from 31%.
ITC’s share in overall snacks has reportedly gone up to 7.2% from 6.4% by value in the same period.
ITC divisional chief executive (foods) Hemant Malik said, “ITC Foods has emerged a leading player in the snacks category with leadership position in the bridges segment,” He also added that this was due to increasing consumer traction, anchored on innovative and differentiated variants as well as advertising.”
PepsiCo mentioned that the Nielsen data has been under-reported. As they have not subscribed to Nielsen data for the last 18 months. Nielsen India stated, “We cannot validate or verify data owing to client confidentiality policies and sensitivities in place. The spokesperson added that the firm does not release any numbers among competing clients.”