Who is dominating the candy market?
There are many players in the candy market. A few major ones include Parle and Perfetti. But, surely, DS Group is also catching up with them. Pulse candy, a new entrant in the candy market, has given these players a run for their money. It has already captured a large share of the market. It earned Rs 100 crore just eight months after being launched.
The success of candies such as Alpenliebe, MangoBite, and Pulse Candy has spurred many to enter the market. Since the barriers in the industry for candies are low, players enter easily. However, they find staying in the market for long difficult. Exits are normal. It all depends on how they are innovating and introducing new formats.
Pulse candy of DS Group started with the kaccha aam flavour. It is a hardboiled candy that has at its centre salt giving it a tangy taste. Because of the innovative nature of the candy, its popularity has grown over the years. This is despite the fact that Pulse candy is priced at Re 1. It has forced other players to increase the price of their candies.
Visit here to know success story of pulse candy: http://economictimes.indiatimes.com/industry/cons-products/food/ds-groups-pulse-candy-hits-rs-100-crore-in-8-months-equals-coke-zeros-record/articleshow/51890893.cms
The market for chocolate eclairs and soft toffee has taken a hit. This is because of the premium nature of the category. The margins are also lower in the category. Going by the trends, industry experts feel that the hardboiled candy makers will earn more than chocolate eclair and soft toffee makers. Â
Experimenting with new flavours is giving a push to the candy market. Innovation is the cornerstone for survival in the market. DS Group’s Pulse Candy has shown the right way.