Keralites eat biscuits worth Rs.1400 crore per year

KOCHI: Kerala has emerged as one of the biggest markets for biscuits in the country. For that, the state is consuming Rs.1400 crore of biscuits per year. If glucose biscuit was the favorite of Malayalees two decades back, now it is cookies and premium quality biscuits.

Biscuits occupy a premium position in the Indian food market. Last financial year, the country recorded a business of Rs.37,000 in the biscuit market. The market, which saw a dip during Covid, has emerged again. A study report predicts that the market for biscuits will reach Rs.40,000 crores in 2023.

India stands third in the market for biscuits. The United States and China are the other two big markets for biscuits.

The market which was dominated by glucose and arrowroot biscuits changed after 2014. The variety of the food and the entry of big players diversified the choice of tastes in the consumer. Premium quality products, including cookies, came to dominate the market. Now biscuits made with cashew nuts, almonds, chocolate, and oats are plentiful.

The production hub of biscuits including big players is in Hyderabad. Ten huge factories are working in that city devoted to the production of biscuits. They are equipped to deliver biscuits in any form, shape, or taste, and in whichever brand name to any company that orders.

Three decades ago, Craze was Kerala’s brand of biscuits. Craze, which was produced out of Thrissur, had captured around 20% of the Kerala market. However, with the entry of big corporations into the business, the company had to shut shop.

NIR businessman, who has since then brought Craze will bring back the biscuit into the market.

The factors that fuel the biscuit market are consumers' taste for premium products, increasing health awareness, increasing consumerism in cities, increase in purchasing power, and the rise in the supply of new products.