Business Projection

1. Logo here
Biscuit & Cookies
Over view on
Market Structure in Bangladesh
1 8 A u g u s t , 2 0 1 9

2. Average FMCG growth in last
five years is 18%.
Growth in Food industry is 21%
FMCG Sector in Bangladesh

3. Factors Accelerating the Growth of
FMCG Sector of Bangladesh
Urban Population of the Country
In the end of 2017, the urban population of the country stood
at 58.75 million which represents 35.70% of the total
population.
• According to Bangladesh Bureau of Statistics (BBS),
the urban population of the country will be 85.95 million within
2030 and 111.88 mn within 2040.
3

4. Factors Accelerating the Growth of
FMCG Sector of Bangladesh
Middle Class Income Category
• According to Boston Consulting Group, 2 million Bangladeshi are
joining the rank of middle and affluent class (MAC) a year.
• According to Bangladesh Development Studies (BDS), 20% of the
total population in Bangladesh belongs to the middle class income
category compared with 24.1% in India.
• Researchers believe that 25% of the total population will belong
to middle class income category within 2025 and 33% will belong
within 2030.
4

5.  Food Inflation is the highest in Bangladesh 7.13% in
2018-2019.
 Consumption in Rural and Urban areas is considered
as one of the major drivers of the growth of the Food
industry.
Bangladesh is the Emerging for Food industry
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Food and
Beverage
Cloth &
Footwear
Housing &
Rent
Fuel & Lighting Household
Effect
Others
Rural Market
2000 2005 2010 2015 2020
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Food and
Beverage
Cloth &
Footwear
Housing & Rent Fuel & Lighting Household Effect Others
Urban Market
2000 2005 2010 2015 2020
Source: EBLSL Research Publication June 2018 -FMCG Industry Review of Bangladesh

6. Biscuit & Bakery –
Industry Structure in Bangladesh
T y p e , M a r k e t S i z e , M a j o r P l a y e r s , S K U ,
P l a c e m e n t

7. The Biscuit and Cookies industry can be classified to -
Three Kinds
i) National Giants
ii) Local Rulers and
iii) Urban Classics
Three Types
i) Branded
ii) Non Branded / Bakery
iii) Imported
Three Categories
i) Tikki – 2-5tk worth
ii) Regular – 10-25tk worth
iii) Family pack – 30-120tk worth

8. 8
Market Size Apprx. 7000 Crore BDT
Type Branded Non branded Imported
Share 50% 45% 5%
No. Company 30+ Estm: 5000+ Estm: 30+
Growth
Prediction
Apprx-10% Apprx-15% Apprx-10%
With Average 13% Growth rate and
potentiality of conversion of non-
brand to brand
The Biscuit Industry is Emerging
for Bangladesh
Source: EBLSL Research Publication June 2018 -FMCG Industry Review of Bangladesh

9. Category Wise Market Contribution
9
Tikki
12%
Regular 53%
Family
Pack 35%
Channel:
Grocery & General Store,
Modern Trade, Bakery
Flavor:
Glucose, Milk, Orange,
Cream layers, Nuts
Retail Universe:
5.5lac+
Channel:
Tong and Tea Store
Flavor:
Glucose, Milk, Fruit flavors
Retail Universe:
7.5lac+
Channel:
Tong and Tea Store, General
Store, Bakery, Modern Trade.
Flavor:
Glucose, Milk, Orange, Nuts
Retail Universe:
13 lac+

10. Geography Wise Market Size for Biscuit (Branded)
10
Metro 26%
BDT: 780cr
Urban 29%
BDT: 870cr
Semi Urban 34%
BDT: 1020 cr
Rural 11%
BDT: 330cr
Running Category:
Tikki , Regular, Family
Flavor:
Glucose, Milk, Cream, Nuts
Retail Universe:
4 lac+
Running Category:
Regular, Family
Flavor:
Glucose, Milk, Cream, Nuts, Flavored
Retail Universe:
2.39 lac+
Running Category:
Regular, Family
Flavor:
Glucose, Milk, Cream, Nuts
Retail Universe:
3.76 lac+
Running Category:
Tikki , Regular, Bakery
Flavor:
Glucose, Milk, Cream
Retail Universe:
2.93 lac+

11. “
11
 Olympic
 Haque
 Reedisha
 Danish
 Nabisco
 Goldmark
 CBL Manchee
 Dekko
 Globe
 Romania
 Kishwan
 Iffad
 Starline
 Sun vally
Market
Players
• Big Volume
• Widely Known
• Big Channel
• 5-15cr monthly Sales
• Moderately Known
• Strong
• Less than 5cr monthly Sales
• Rising in market
• Comparable for New Entrant

12. Market Size Apprx. 7000 Crore BDT
12
Source: EBLSL Research Publication June 2018 -FMCG Industry Review of Bangladesh
Company
Name
Market Share
Monthly
Business in Cr.
Olympic 40.1% 117
Haque 7.9% 23
Reedisha 8.6% 25
Danish 6.2% 18
Romania 2.7% 8
Globe 3.1% 9
Others 31.5% 92
Total 100.0% 292
Market Share
Olympic Haque Reedisha Danish Romania Globe Others

13. Company Wise Market Size for Biscuit
12
Company
Name
Year Of
Establish
Monthly
Business in
Cr.
Hit SKU
Total
Number
Of SKU
Olympic 1997 117 Energy Plus/ Milk Plus/ Tip/ Nutty 67
Haque 1957 23 Mr.Cookies/ Mr. Energy /Milk/Digestive 78
Reedisha 2014 25 Choco Fun/ Creamfun/ Rusk 42
Danish 2004 13 Florida orange/ Glucose 18
Romania 2004 8 Lexus/ Munchee/ Milk 62
Globe 9 Tiffin/Sweet Toast 17
Tikki
Company Name
Number
Of SKU
Share On Total
Business
Strong
Foothold
Olympic 5 5% North/South
Haque 8 12% North
Reedisha 7 40% All BD
Danish 6 25% North/Shyllet
Romania 12 27% North
Globe 2 4% Dhk/Cht/Shy
Regular
Company Name
Number Of
SKU
Share On
Total Business
Strong
Foothold
Olympic 23 45% All BD
Haque 60 39% All BD
Reedisha 10 40% All BD
Danish 12 40% All BD
Romania 21 52% All BD
Globe 10 53% Dhk
Family Pack
Company Name
Number Of
SKU
Share On Total
Business
Strong Foothold
Olympic 27 50% Cht/Nokh/Mlvbazar
Haque 62 49% Cht/Nokh/Mlvbazar
Reedisha 7 20% Cht/Nokh/Mlvbazar
Danish 9 35% Cht/Nokh/Mlvbazar
Romania 29 23% Cht/Nokh/Mlvbazar
Globe 5 23% Cht/Nokh/Com

14. Snaps of Biscuits
R e g u l a r , F a m i l y a n d T i k k i

15. Popular Biscuits
in 3 Categories
14

16. Popular Biscuits
in
Regular & Family
Pack
15

17. Growing New
Entrant Regular
Pack
16

18. Growing New
Entrant Tikki Pack
17

19. Scope for
B i s c u i t B u s i n e s s

20. “ Regular Pack
for
Urban – Semi Urban market
19

21. “ Family Pack
for
Selective Markets Like
(Comilla-Chattagram Belt)
20

22. “ Tikki Pack
for
Selective Markets Like
(North & Part of South Bengal)
15

23. THANK YOU