Chyawanprash volumes dip 10% in Oct-Dec
Chyawanprash category has witnessed a 10% fall, its steepest in volumes, and marketers such as Dabur are a worried lot.
By Ratna Bhushan, TNN |
NEW DELHI: The chyawanprash category has just witnessed its steepest fall in volumes and marketers such as Dabur are a worried lot.
As per AC Nielsen figures, for the October-December '07 quarter, chyawanprash volume sales dipped 10% ��� the steepest volume degrowth for the category in what is typically peak season for the category. Worse, category leader Dabur has seen a volume degrowth of 14% in the quarter.
Other brands such as Baidyanath and Zandu have also degrown by volume in the quarter. Emami���s volume sales of chyawanprash, however, have grown by about 17% in October-December 2007 quarter.
While confirming the AC Nielsen figures, Dabur executive vice-president KK Rajesh told ET: ���AC Nielsen data does not reflect the complete picture, and the true representation of sales should be calculated for the October-March period. Besides, this year, a lot of chyawanprash consumers have switched to our sugar-free variant ��� Chyawanprakash.��� Mr Rajesh added that internal company data shows a 8-9% volume growth for Dabur���s Chyawanprash brand in the October-December quarter.
Dabur leads the Rs 250-crore market with a dominant share of 60%. Typically, chyawanprash sales peak during the winters and in fact witness a 60-75% spurt in volumes during the period.
Dabur, incidentally, undertook a 8-10% increase in prices of chyawanprash last year, which may have led to the dip in volumes.
As per AC Nielsen figures, for the October-December '07 quarter, chyawanprash volume sales dipped 10% ��� the steepest volume degrowth for the category in what is typically peak season for the category. Worse, category leader Dabur has seen a volume degrowth of 14% in the quarter.
Other brands such as Baidyanath and Zandu have also degrown by volume in the quarter. Emami���s volume sales of chyawanprash, however, have grown by about 17% in October-December 2007 quarter.
While confirming the AC Nielsen figures, Dabur executive vice-president KK Rajesh told ET: ���AC Nielsen data does not reflect the complete picture, and the true representation of sales should be calculated for the October-March period. Besides, this year, a lot of chyawanprash consumers have switched to our sugar-free variant ��� Chyawanprakash.��� Mr Rajesh added that internal company data shows a 8-9% volume growth for Dabur���s Chyawanprash brand in the October-December quarter.
Dabur leads the Rs 250-crore market with a dominant share of 60%. Typically, chyawanprash sales peak during the winters and in fact witness a 60-75% spurt in volumes during the period.
Dabur, incidentally, undertook a 8-10% increase in prices of chyawanprash last year, which may have led to the dip in volumes.
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