Maggi noodles has faced increasing competition in the Indian instant noodles market from newer entrants. Its market share has declined from 90.7% in December 2009 to 86.5% in July 2010 as brands like Horlicks Foodles, Knorr Soupy noodles, and Big Bazaar's Tasty Treat have gained popularity. Customers now have more options at different price points as competitors position their products as healthier snacks. The bargaining power of customers over Maggi has grown as a result of this rising competition in the instant noodles industry.