Strong Growth and Innovation in Potato Biscuit segment in India, still largely absent elsewhere

Bangladeshi snack brand PRAN is credited with launching the first potato biscuits - Potata. This wafer-thin biscuit variety emerged as a sub-segment called potato crackers in India's USD 5.5 billion biscuit market. Following the massive success of Potata in the Indian market, ITC Limited launched Sunfeast All Rounder, and Britannia followed suit with 5050 Potazos, both in 2021. 

The same year, Cremica launched potato biscuits in Masala (spice) and Pizza flavors, while Unibic unveiled Snappers in IndiSpice, Cream&Onion, Achari Mango (pickle) and Assorted flavors. Interestingly, both Sunfeast All Rounder and 5050 offer similar spicy flavors. 

Dukes has Alooz Crisp potato biscuits in chatpata (spicy) flavor. Potato biscuits were totally unheard of until Pran's Potata came to the market in early 2021 and became an instant hit. Potato chips and French fries have consistently been recognized as flagship processed potato products.

Dukes Alooz Crisp Potato Biscuits - Spicy, Tangy, Masala Flavoured Snack, 100 g Tray Pack

It's hard to deny that the popularity of potato chips and French fries does not sustain the craze for potato biscuits. With Potata, Pran aimed to substitute wheat and rice flour in their biscuits with potato, which Bangladesh grows in plenty. 

Unlike regular biscuits, which are plain, sweet, or cheesy, Potata is spicy with flavors of several condiments. For some time, the market debated if Potata is indeed a biscuit! 

Potato biscuits are thin and light and come with sweet, salty, tangy, and spicy flavors. The debate has settled with naming them potato crackers, a hybrid variety of chips and biscuits. 

A new savory snack product, potato biscuits, is now firmly part of the Indian biscuit industry. Besides familiar brands, reputed Indian bakeries with online stores are also on the market. These bakeries are distinguished by fresh flavors and artisanal quality in their potato biscuits and cookies. 

Avon Bakers, Jagdish Farshan, and Chheda Dry Fruits are prominent among these bakeries. Avon Bakers offers potato biscuits made with real potatoes and savory spices, providing a hearty and satisfying snack experience.

Avon Bakers Savory Potato Biscuits

These biscuits have a rich, aromatic profile. Chedda Dry Fruits offers potato biscuits in plain, cheese, jalapeno, and Peri Peri flavors, while Jagadish Farshan has Potato Cheese Biscuits and Potato Cream&Onion Biscuits. 

A global report on the potato biscuit market by HTF Market Intelligence Consulting Pvt. Ltd. reveals a significant trend-companies in the Asia Pacific region are heavily investing in the potato biscuit segment. This interest is further validated by the presence of major players such as ITC Limited, Britannia, Surya Food & Agro, Unibac Foods, Pran-Rfl, Wheafree, Orion, Vietnam Libra Company Limited, Shantou Yixin Foods & Drinks Co., Ltd., and Guangdong SLG Foods Technology Co., Ltd. 

Potato biscuits in the United States and Europe have not made any significant inroads. However, chefs often develop interesting gourmet potato biscuits as Potatoes USA offers a potato biscuit recipe on its site. 

However, sweet potato-based biscuits and cookies are commonly available at bakeries across the USA, Europe, Australia, and other markets.