New bakery trends report by Innova market Insights. The Indian bakery market is becoming increasingly dynamic to meet the demands of the country’s burgeoning middle class. Innovation is being reported in both health and premium quality products. Sweet biscuits/cookies is the largest sub-category for Indian bakery launches, accounting for about 65% share of overall bakery category launches tracked over the last 3 years. “Vegetarian” is the leading positioning for bakery launches in India, with the claim appearing on over two-thirds the bakery category launches in 2014.

1. Bakery Trends in India
Product overview for the Bakery category NPD in India
September 2015

2. Source: Innova Database product launches tracked
Introduction
• This report is a country level product overview for the bakery category in India,
focusing on key positioning types, health claims and flavors.
• Table of contents:
– Development of Bakery category launches in India, by sub-category
– Private label penetration of Bakery category launches in India
– Top positionings for Bakery category in India
– Top health claims for Bakery category in India
– Top flavors for Bakery category in India
2

3. Source: Innova Database product launches tracked
Development of Bakery category launches in India, by
sub-category
3
• Sweet Biscuits/Cookies is the largest sub-category, accounting for about 65% share
of overall Bakery category launches in India over the last 3 years.

4. Top brands focus on value for money and health
4
Britannia Nutrichoice Essentials
Ragi Cookies.
(India, Dec 2014)
Description: Ragi (millet) cookies
flavored with cinnamon, in an
aluminum packet held in a carton box.
Diabetic friendly essentials. Zero
added sugar. Zero cholesterol.
Zero trans fat. Extra dietary fibers.
Complex carbohydrates.
Parle Monaco Crispy Light Salty
Snack.
(India, Dec 2014)
Description: Crispy light salty
biscuits in a 200g plastic tray, held
in a plastic packet. Classic regular.
With 50g extra. 100% vegetarian.
Sunfeast Marie Light Original Biscuit
With Extra Fiber.
(India, Jul 2014)
Description: Marie Light Original is made
from the choicest golden wheat and
enriched with natural wheat fiber. Enjoy
your tea with these light and crispy
biscuits. 0% trans fat. 0% cholesterol.
Enriched with natural wheat fiber. Crisp
and light. 100% vegetarian. 50g extra.

5. Private labels opt for clean labels and health avenues
5
Nilgiris Premium Multigrain Atta.
(India, Jun 2014)
Description: Premium quality multigrain
atta in a plastic packet. A combination
of seven healthy grains and has the
goodness of flaxseed and oats. An
excellent source of omega 3 fatty
acids, protein and dietary fiber. High
in natural vitamins and minerals.
100% pure and natural. No
preservatives.
Food Bazaar Fresh For You
Sugar Free White Bread.
(India, Aug 2014)
Description: Sugar free white
bread, in a 200g plastic packet.
100% vegetarian.
D.R Special Parota Flatbread.
(India, Apr 2014)
Description: Five pieces of ready to
cook parota Indian flat breads, in a
400g plastic bag. Soft and fluffy, like
homemade. 100% natural. No
preservatives. No added flavor, no
cholesterol. Hygienically processed
and packed. Suitable for vegetarians.

6. Source: Innova Database product launches tracked
Top positionings for Bakery category
6
• Vegetarian is the leading positioning for Bakery launches in India in 2014.
• In India, vegetarian positioning commands more than 67% share of the Bakery
category launches during the same period.

7. Vegetarian claims dominate the category
7
Bakers Bakerhy Tea Porai Bread Rolls.
(India, Oct 2014)
Description: Sweet bread rolls in a plastic
packet. 100% vegetarian. An ISO 22000:
2005 certified product.
Kitchens Promise Instant Rava Idli
Mix.
(India, Dec 2014)
Description: Traditional Indian instant
Rava (semolina) Idli mix with
authentic taste, in a 200g plastic
pouch. 100% vegetarian. Low fat.
No trans fat. Authentic taste.
Pillsbury Fridge Cheesecake Mix
With Strawberry Flavor.
(India, Oct 2014)
Description: Baking mixture for
preparing strawberry flavored
cheesecake, in a 165g plastic
packet held in a carton box. 100%
vegetarian. Just mix and refrigerate.

8. Traditional launches retain their major role
8
Sumeru Classiques Atta Paratha.
(India, Oct 2014)
Description: Seventeen delicious and
flaky multi-layered parathas in a
plastic packet. Sumeru Classiques
presents a true Indian classic
Malabar Parathas. No added flavors,
colors or preservatives. Authentic
Malabar recipe. Heat and eat.
Mtr Basundi Rabdi Tasty
Delights Sweet Mix.
(India, Sep 2014)
Description: MTR Basundi Rabdi
Tasty Delights Sweet Mix is a
delicious combination of milk, pista
and saffron. A traditional Indian
sweet for everyday celebration.
100% vegetarian.
Haldirams Premium Rusky Fruit
Bread Toast.
(India, Jul 2014)
Description: Crispy and tasty fruit
flavored bread toasts in a 150g plastic
packet. Taste of tradition. Premium.
Suitable for vegetarians.

9. Wide variety of kids launches
9
Euro Magic Funfill Corn Snack With
Strawberry Filling.
(India, Sep 2014)
Description: Strawberry-filled corn
snack in an 80g plastic packet
featuring Mickey Mouse and Donald
Duck. GMO free. 100% vegetarian.
Zero trans fat. Zero cholesterol.
Enriched with fiber and vitamins.
No artificial color. No added MSG.
No gelatin. Baked not fried.
True Vita Milk Vitamin Enriched
Zoo Biscuits.
(India, Jul 2014)
Description: Animal shaped milk
biscuits enriched with vitamins, in a
100g plastic packet. The energy of
3 biscuits are equal to one apple.
Keeps you going. Healthy tasty
pure. 100% vegetarian.
Mcvities Happy Faces Chocolate
Cream Biscuits.
(India, Apr 2014)
Description: Chocolate cream biscuits in
an aluminum foil wrapper featuring
Chotta Bheem. 100% vegetarian. With
calcium, iron and zinc. No artificial
colors. Zero cholesterol. With Chotta
Bheem free gift inside, collect em all!

10. Launches aimed at busy, health concious consumers
10
Id Idly & Dosa Batter Mildly Salted.
(India, Aug 2014)
Description: Id Idly & Dosa Batter Mildly
Salted is made with 100% natural
ingredients and a bit of magic that
keeps it free of preservatives and
chemicals. Comes in a plastic packet.
100% natural ingredients. Free of
preservatives and chemicals. A
healthy feast of Idlies or Dosas in
just minutes. 100% vegetarian.
Keya Buffet Butter Paratha.
(India, Sep 2014)
Description: 300g of soft and
buttery hand tossed Indian
specialty bread, in a plastic packet.
Just heat and serve. No artificial
colors, flavorings or
preservatives. 100% vegetarian.
Certified halal. Zero trans fat.
Bambino Instant Rice Idli Mix.
(India, Aug 2014)
Description: Instant rice idli mix in a 200g
plastic packet, held in a carton box.
Since 1982. 100% Vegetarian. Spongy,
light idlis. Traditional South Indian
breakfast, ready in minutes.

11. Front-of-pack prominence for organic claims
11
Organic Tattva Organic Wheat
Flour.
(India, Dec 2014)
Description: Organic wheat flour in a
1kg plastic packet.
Root Organic Varagu Flour.
(India, Dec 2014)
Description: 500g of organic
varagu flour in a plastic packet.
Certified USDA organic.
24 Mantra Organic Fruit N Nut
Cookies.
(India, Apr 2014)
Description: One bite of Cookies and you
will know why they are different. Made
with organic ingredients.

12. Satisfying the demand for economy & family pack sizes
12
Cadbury Perk Home Treats
Chocolate Coated Wafer Layers.
(India, Dec 2014)
Description: Twenty five mini bars of
chocolate coated wafer layers with
glucose energy, in a 200g resealable
plastic pouch. 100% vegetarian.
Home pack. Introductory offer:
save 15 INR.
Weikfield Eggless Cooker Cake
Mix With Vanilla Flavor.
(India, Nov 2014)
Description: Eggless cooker cake
mix with vanilla flavor, in a plastic
packet held in a carton box. No
oven needed. 100% vegetarian.
Makes a 275g cake. With free
Weikfield custard powder inside
this pack.
Everest Sandwich Bread Family
Pack.
(India, Jan 2014)
Description: Sandwich bread slices in
a 600g plastic packet. 100%
vegetarian. For energy and vitality.
Family pack.

13. Considerable presence of premium launches
13
Choco Squares Soft Cake With
Cream Center Enrobed In A Milky
Chocolaty Layer.
(India, Sep 2014)
Description: Individually wrapped soft
cake with cream center and enrobed
in a milky chocolaty layer. 100%
Vegetarian. Premium quality.
Shuchi Wheat Bite With Pizza
Flavor.
(India, Nov 2014)
Description: Ready-to-eat and non-
fried wheat bites with pizza flavor,
in a plastic packet held in a carton
box. Made out of wheat. 100%
vegetarian. Premium quality
product.
Valencia Assorted Premium Quality
Chocolatey Cookies & Biscuits
Assortment.
(India, Sep 2014)
Description: Chocolatey cookies and
biscuits assortment in a carton box
held in a plastic wrapper. 100%
vegetarian. Premium quality.

14. Added value launches with potential
14
Ramanas Energy Flour.
(India, Jul 2014)
Description: Energy flour made with
fried gram, bengal gram, green gram,
black gram, wheat, samba wheat, corn,
white maize, raw red rice, barely millet,
ragi, badham, cashew nut, and
cardamom. Gives extra energy and
memory power. Palatable for children.
0% additives or preservatives. 100%
natural.
Vijay Health Mix: Multigrain
Flour.
(India, Mar 2014)
Description: Multigrain flour in a
200g cardboard box. An ideal food
for diabetic and all ages. 100%
vegetarian. Natural healthy food.
Auchan Atta With Multi Grain.
(India, mar 2014)
Description: Atta flour with 7 essential
grains (soy, barley, oats, corn, ragi,
chana, psyllum husk), in a 1kg plastic
bag. Multigrain. Suitable for vegetarians.
Rich in fiber. Rich in taste. Rich in
nutrition. Fortified with folic acid, iron
and vitamins. Contains 7 essential
grains.

15. Source: Innova Database product launches tracked
Top health claims for Bakery category in India
15
• ‘No trans fats’ is the top health claim for Bakery launches in India followed by no
additives/preservatives claim.

16. Well-established no trans fat claim launches
16
Tosita Bakery Jeera Bites Baked
Bread Balls.
(India, Aug 2014)
Description: Baked bread ball bites in
a 200g plastic container. Trans fat
free.
Elite Cup Cake Dreams
Strawberry.
(India, Dec 2014)
Description: 170g of Elite cup
cake dreams strawberry, in a
plastic packet. Elite good for you.
No trans fat.
Britannia Maska Rusk: Buttery Toast
Bread With Dash Of Herbs.
(India, Oct 2014)
Description: A unique fusion of butter and
savory herbs in mildly sweet crunchy
rusk. A delicious evening snack which
once dipped in tea will crumble in the
mouth, radiating the warm flavor of butter
and herbs. Comes in a 58g plastic
packet. 0% trans fat. Wheat rich. 100%
vegetarian.

17. No additives/ preservatives claims on trend
17
Horlicks Biscuits.
(India, Jul 2014)
Description: Biscuits in a 120g plastic
wrapper. Trans fat free. No artificial
flavors and artificial colors. Source
of energy. Suitable for vegetarian.
Contains protein, calcium, and
vitamin D. With 20% extra.
Nal Unavu Kavalam Kambu
Adai Mix: Indian Crepe Mix.
(India, Nov 2014)
Description: Ready to cook
kambu adai mix (Indian crepe) in
a plastic pouch. Free from
preservatives, artificial flavors.
Double Horse Rice Flour.
(India, Sep 2014)
Description: Rice flour in a 500g
plastic packet. No preservatives.

18. Multiple health claims gain more attention
18
Low Gi Cookies: Low Glycemic
Index Cookies Made With Palm
Sugar.
(India, Mar 2014)
Description: Low glycemic index
cookies made with palm sugar, in a
plastic container. Best for diabetics.
Benefits of Low Glycemic Index (GI)
Cookies: Prevent risk of type II
diabetics. Reduce high blood
pressure. Allow you to eat more
calories. Rich in iron, potassium,
and zinc.
Modern Oats And Ragi Whole
Wheat Bread.
(India, Dec 2014)
Description: Oats and ragi whole
wheat bread slices in a 150g plastic
packet. Ragi is a natural source of
calcium and iron. Rich in dietary
fiber. It is scientifically reported
that food containing high fiber is
good for proper digestion. Full
of energy.
Britannia Nutrichoice Hi-Fibre
Digestive Biscuits.
(India, Apr 2014)
Description: High fiber digestive biscuits,
in a 75g cardboard box. Whole wheat
grains: 32% of the flour used to make
these biscuits is from whole wheat grains
that is a good source of natural
proteins and carbohydrates. Natural
wheat fibers: Contains 15% of
recommended dietary allowance for
dietary fiber.

19. Mainstream zero cholesterol launches
19
Mcvities Digestive Biscuits.
(India, Aug 2014)
Description: Digestive wholewheat
biscuits in a 200g plastic packet. High
in fiber. Zero cholesterol. Trans fat
free. Wholewheat at its heart. 33%
free (150g + 50g free). Freshness
pack.
Pailan Group Poto Aloo Bonda
Instant Healthy Snack Mix.
(India, Jul 2014)
Description: Instant healthy snack
mix in a 175g plastic pouch. 100%
vegetarian. No cholesterol. Zero
trans fat. Fibrous. Contains calcium.
Magnesium rich. Just mix, fry and
serve. 10 bondas of 40g each.
Gluten free.
Shuchi Khakhara Whole Wheat Crisps
With Fenugreek.
(India, Nov 2014)
Description: Ready-to-eat and non-fried
whole wheat crisps (Khakhara) with
fenugreek, in a 180g vacuum plastic
packet held in a carton box. 100%
vegetarian. The quality grocery hub.
Whole wheat. Zero sugar. Zero trans fat.
Zero cholesterol.

20. High fiber claim launches flourish
20
Parle Simply Good Digestive Biscuits
With Apple & Cinnamon Flavor.
(India, Dec 2014)
Description: Apple and cinnamon flavored
digestive biscuits in a plastic packet held
in a carton box. The presence of essential
vitamins and minerals in simply good
digestive ensures optimum nourishment
for your body. Simply good digestives is a
good source of fiber.
Mint Caterings Best
Chappathi.
(India, Feb 2014)
Description: Just heat and eat
Chappathi (Indian flat bread) in a
plastic bag. The whole wheat atta
in its original non-enriched form
is good source of dietary fiber,
vitamins, proteins and minerals.
No artificial coloring agent added
to retain it's natural taste.
Sunfeast Marie Light Original Biscuit
With Extra Fibre.
(India, May 2014)
Description: Marie light is made from the
choicest golden wheat and enriched with
natural wheat fiber. Enjoy your tea with
these light and crispy biscuits. 0% trans
fat. 0% cholesterol. 100% vegetarian.
10% extra. Original.

21. Convenience is synonymous with cakes
21
Orgran Vanilla Cake Mix.
(India, Jan 2014)
Description: Vanilla cake mix in a 375g
cardboard box. This product is easy to
prepare and being totally vegetable
based, also allows you the option to
prepare a cake that is 97% fat free,
dairy free, egg free.
Nestle Milkmaid Creations
Chocolate Cake Mix.
(India, Apr 2014)
Description: Ready-to-use eggless
chocolate cake mix in a 250g foil
bag. Just add butter and soda.
ready to bake in 10 minutes.
100% vegetarian. Recyclable
packaging.
Oetker Fun Foods Choco Lava Cake
Mix.
(India, May 2014)
Description: Egg-less choco lava cake
mix in a carton box. Suitable for
vegetarians. No trans fat.
Microwaveable. Contains 4 baking
cups and 1 measuring cup.

22. Source: Innova Database product launches tracked
Top flavors for Bakery category in India
• Chocolate is the leading flavor for Bakery category launches in India in 2014.
22

23. Chocolate flavor leads the category
23
Booost Nrg Biscuits: Chocolate
Flavour.
(India, Dec 2014)
Description: NRG biscuits with
chocolate flavor, in a plastic wrapper.
Pillsbury Fridge Cheesecake
Mix With Chocolate Flavor.
(India, Oct 2014)
Description: Baking mixture for
preparing chocolate flavored
cheesecake, in a 165g plastic
packet held in a carton box.
Palbis Chocolate Cake.
(India, Dec 2014)
Description: 400g of ready-to-eat
chocolate cake, in a plastic packet.

24. Fertile ground for flavor NPD
24
Dukes Energy Unlimited Ranch
Crackers.
(India, Jan 2014)
Description: Ranch flavored crackers
in a reclosable plastic container.
Joule Foods Salted Millet Mint
Cookies.
(India, Oct 2014)
Description: Salted mint cookies
made with high quality millet
grains, in a plastic container.
Haldirams Rusky Fruit Toast.
(India, Sep 2014)
Description: Bread toast with tutti frutti
pieces in a 150g plastic packet.

25. Fillings for a premium and sophisticated appeal
25
Rb Mangharam Vanilla Cream
Wafers.
(India, Jul 2014)
Description: Crispy wafers with
creamy vanilla cream filling, in a
150g plastic packet held in a carton
box.
Gourmets Delite Milk Caramel
Wafers.
(India, Aug 2014)
Description: Crispy wafers
layered with milk caramel
flavored cream filling, on a
plastic tray, held in a 150g plastic
packet.
Lotte Choco Pie.
(India, Dec 2014)
Description: Twelve individually wrapped
chocolate coated pies with cream
filling, in a carton box.

26. Real fruit pieces deliver a crisp texture
26
Britannia Yummy Fruit Fun Cake.
(India, Mar 2014)
Description: Fruit flavored sliced cake
with fruit pieces, in a 65g foil wrap.
Elite Plum Surprise Divenly
Rich Cake.
(India, Dec 2014)
Description: Divinely rich cake
with plums and cashews, on a
plastic tray packed in a carton
box.
Nilgiris Cherry Cake.
(India, Dec 2014)
Description: Fluffy cake loaded with
luscious cherries and perfected by
master chefs, in a plastic container. The
Nilgiri's Cherry Cake uses a recipe
perfected over several decades. It is one
that for long has been the privilege of a
few families.