Sugar Substitutes Information

Krishna K Kothapally Marketing Consultant Hyderabad

Sugar Free Brand

First Indian Sugar substitute brand SUGAR FREE was launched in the year 1988. 1988 to 1992 promoted and sold as product for diabetic patients. 1993-1999 was promoted as OTC product. Post 1999 major packaging changes happened in sugar free brand. Product presence is in total 1200 markets on PAN India up to population of 50,000+ markets.

Sugar Free brand

Price information

Sugar Free Gold Pricing

Fitness communication

Health communication

sugar substitute communication

 Sugar free being brand leader enjoys market share of 74% on PAN India. In 2004 Sugar free Natura brand extension, was introduced made from Sucralose an extract from sugar. Sucralose is heat stable, allowed culinary applications. Sugar free Gold was promoted as a table-top sweetener. Sugar free Natura was promoted for its use in culinary applications.

 Sugar free Gold was made from Asparatame. The % turnover of powder and tablets was 10: 90 in case of Sugar free Gold. Sugar free Natura the powder and tablets % was 50:50. Sugar free DLite, a soft drink, using artificial sweetener launched in 2007. Positioned as health drink with 85% less calories.

 Major channel penetration of the brand is through Chemists, Modern format, Mom & Pop kriana and grocery outlets. Free sampling is major BTL activity in addition to displays, in shop-campaigns.

Market scope
Indian diabetic population expected to go up 75 million by 2025. Artificial sweetener market was worth 600 million in the late 90s and currently 1200 million. Market was growing @ 20% per annum. Increasing health consciousness among urban and semi-urban house holds provide a good market potential for sugar substitutes.

 Monsanto a US based company entered in to Indian artificial sweetener market in 2000 year with brand EQUAL. Equal brand has 15% market share. Other brands available today are: Sweetos brand by Pune based Ensigns Health care, SugaRite, & Steviocal brands by Rigil , Kalorie 1 brand by Mankind pharma in the year 1995, Zero brand by Alembic in 2005 Sweetex brand by Health check pharma Sweet N Healthy brand by Wipro Consumer care in 2007

Sugar Substitute brands

Key Factors
Artificial sugar market effecting key factors are: Food for Diabetic patients, Rapid urbanization Large young population & increase in white collar workers, Sedentary life style & media environment Growing number of people wanting to cut sugar intake, Conscious health & fitness, Dental care Increase in diet foods & healthy life style Increase in diet beverages.

Brands & Composition

Brand Sugar Free Gold Sugar Free Natura Kalorie -1 Zero Sweetex Equal Stevicol SugaRite Composition Asparatame Sucralose Asparatame Sucralose Asparatame Asparatame Natural extract of Stevia plant Natural extract of Stevia plant

Wipro Sweet N Healthy

launched in Hyderabad in 2007. Present through Chemist, Modern format, Kirana & General stores across state. Distribution strength in AP 225 Distributor margin 7 + 3 = 10% Retailer margin 14 + 12 % = 26% Consumer offers: 300 tablets + 100 tablets free. = 96 packs per cfc 100 tablets + 100 tablets free = 48 packs per cfc 70 tablets = 96 packs per cfc Shelf life 3 years but consumer not accepting more than 1 year from date of manufacture. ATL, TBL supports extensively provided to brand building activities. Distribution presence in chemist outlets 70%, Kirana & General outlets 85%, Modern formats 70%. Free samplings, consumer education programs, health clubs, fitness centers campaigns, in-shop promotions, displays, POP material, display stands provided.

Consumer Offers