Britannia Nutrichoice Case Analysis
CASE STUDIES
Britannia NutriChoice Case Study
Realigning a successful health positioning with the demands of Indian consumers' changing lifestyles
Reference Code: CSCM0310 Publication Date: April 2010
DATAMONITOR VIEW Catalyst
Britannia NutriChoice has become a pioneer in the Indian biscuit market by offering the elusive combination of a ‘health with taste’ value proposition to an emerging set of health-conscious and discerning consumers. This case study analyzes the evolution of the NutriChoice brands over the last decade and examines various strategies adopted by Britannia to grow the brand into its present market-leading position.
Summary
• Britannia NutriChoice was the first brand to recognize the needs of the fast-emerging segment of healthconscious consumers in India and, for the first time, attempted to combine health with taste in the biscuits market. Through this proposition, Britannia NutriChoice attempted to mitigate the myth of healthy food being low on taste and flavor. • Until 2005 the company market-tested a number of product concepts under the NutriChoice umbrella and, in the process, developed a deep understanding of the need states of India's emerging health-conscious population. The company’s restructuring in 2005 gave a fresh perspective to its otherwise quiescent product portfolio. • NutriChoice was instrumental in broadening the scope of the biscuits segment in India. It has successfully positioned biscuits as a healthy alternative to traditionally consumed savory snacks and, in the process, has expanded competition into a number of other categories such as savory snacks, instant noodles and popcorn, among others. • NutriChoice’s repositioning appears even more apt given that, around the same time, the lifestyle of Indian consumers underwent a massive transformation due to a number of socioeconomic changes. Indeed, it triggered the acceptance of biscuits as a healthy and tasty way to satisfy hunger between meals at a time when
Britannia NutriChoice Case Study
Realigning a successful health positioning with the demands of Indian consumers' changing lifestyles
Reference Code: CSCM0310 Publication Date: April 2010
DATAMONITOR VIEW Catalyst
Britannia NutriChoice has become a pioneer in the Indian biscuit market by offering the elusive combination of a ‘health with taste’ value proposition to an emerging set of health-conscious and discerning consumers. This case study analyzes the evolution of the NutriChoice brands over the last decade and examines various strategies adopted by Britannia to grow the brand into its present market-leading position.
Summary
• Britannia NutriChoice was the first brand to recognize the needs of the fast-emerging segment of healthconscious consumers in India and, for the first time, attempted to combine health with taste in the biscuits market. Through this proposition, Britannia NutriChoice attempted to mitigate the myth of healthy food being low on taste and flavor. • Until 2005 the company market-tested a number of product concepts under the NutriChoice umbrella and, in the process, developed a deep understanding of the need states of India's emerging health-conscious population. The company’s restructuring in 2005 gave a fresh perspective to its otherwise quiescent product portfolio. • NutriChoice was instrumental in broadening the scope of the biscuits segment in India. It has successfully positioned biscuits as a healthy alternative to traditionally consumed savory snacks and, in the process, has expanded competition into a number of other categories such as savory snacks, instant noodles and popcorn, among others. • NutriChoice’s repositioning appears even more apt given that, around the same time, the lifestyle of Indian consumers underwent a massive transformation due to a number of socioeconomic changes. Indeed, it triggered the acceptance of biscuits as a healthy and tasty way to satisfy hunger between meals at a time when