The pan masala market in India reached a value of INR 45,585 Crore in 2020. Pan masala is consumed to remove the bad odor of the mouth and provide fresh breath. It is prepared using a balanced mixture of lime, catechu, cardamom, areca nuts, flavoring agents and natural perfuming materials. It is preferred as a mouth freshener in both the rural and urban parts of India. This can be accredited to the convenient packaging, significant investments by manufacturers in advertising campaigns and a shift from other tobacco-based products to pan masala.
The demand for pan masala is escalating in India as the leading players are offering innovative product variants, such as chocolate, sugar-coated fennel seeds, cardamom, saffron (Kesar), gulkand (sweet-preserved rose petals) and silver-coated betel nuts, to enhance the flavor and expand their consumer base. They are also introducing products in flexible, convenient and cost-efficient packaging, such as pouches or sachets. For instance, Rajnigandha, a product of Dharampal Satyapal Limited, is available in both sachets and tin packaging. Furthermore, the key players are improving the packaging to ensure longer shelf life and retain the fragrance of the product. At present, the market is experiencing a decline in the overall product sales as the Government of India has imposed a complete lockdown on account of the surging cases of the coronavirus disease (COVID-19). Consequently, the key players are unable to produce or deliver products at optimum capacity due to the unavailability of labor, supply chain disruptions, and limited availability of raw materials. However, the market is anticipated to grow once normalcy is regained. Looking forward, IMARC Group expects the pan masala market in India to exhibit moderate growth during the next five years.
Breakup by Type:
Pan masala with tobacco exhibits a clear dominance in the market.
Breakup by Price:
The non-premium segment currently holds the largest market share.
Breakup by Packaging:
At present, pouches account for the majority of the total market share.
Uttar Pradesh enjoys the leading position in the market.
The competitive landscape of the market has been analyzed in the report, along with the detailed profiles of the major players operating in the industry.
Key Questions Answered in This Report:
The pan masala market in India was worth INR 42,180 Crore in 2019.
The market is witnessing growth as the leading manufacturers are offering innovative product variants, such as chocolate, sugar-coated fennel seeds, cardamom, saffron (Kesar), gulkand (sweet-preserved rose petals) and silver-coated betel nuts, to expand their consumer base.
There is a decline in the overall sales of pan masala with tobacco on account of the bans imposed on the consumption of tobacco-based products in various states. However, market players are focusing on value-added products to offset declining sales.
The market has been segmented on the basis of the type into pan masala with tobacco, plain pan masala, flavored pan masala and others.
On the basis of the price, the market has been bifurcated into premium and non-premium pan masala.
Based on the packaging, the market has been segregated into pouches, cans and others.
On the geographical front, the market has been divided into Uttar Pradesh, Bihar, Maharashtra, Madhya Pradesh, Odisha, Jharkhand, Delhi and others.
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