India has become the largest market globally for KitKat, overtaking other major regions as Nestle; increased product launches, advertising and distribution for the chocolate wafer brand.
The shift marks a major change for the brand in India, which was ranked 10th globally a decade ago and had remained the second-largest market over the past two to three years.
"India is now the largest market for KitKat globally, and the brand has accelerated its market share growth over the last few years," Manish Tiwary said during a recent media interaction.
The development makes KitKat the second brand in Nestle; India's portfolio after Maggi to become the company's biggest market worldwide.
The company said growth in India was supported by rising consumer penetration, new product launches and higher marketing investments. KitKat also helped drive strong growth in Nestle; India's confectionery business in FY26, with the confectionery segment posting high double-digit growth in both value and volume.
Jagatheesan Gopichandar said the brand benefited from "strong increase in core penetration and also entry into new consumer demand spaces" through launches across premium and mainstream categories.
"We entered into gifting with KitKat Celebreak and nibbling with KitKat Pops. We accelerated the premium portfolio with the launch of KITKAT Delights range with variants including Salted Caramel and Hazelnut, alongside mainstream innovations such as KITKAT DUO and KitKat Lemon and Lime," he said.
Nestle; India also increased advertising spending and introduced partnerships and campaigns aimed at improving consumer engagement and brand visibility.
The company said investments in its visicooler programme, which uses commercial glass-door refrigerators to store and display products, helped expand reach across urban and rural markets while supporting the launch of new products.
According to Nestle; India's FY25 annual report, the company sold 3,950 million KitKat fingers in India after doubling its market share and becoming the fastest-growing chocolate brand in the country.
Reports have identified Japan, Brazil and European markets among the other leading regions for KitKat sales.
Maggi remains Nestle's largest food brand market globally from India, where the company sold 5 billion serves.
KitKat was created in the 1930s by British confectionery company Rowntree's. The brand became part of Nestle; after the Swiss company acquired Rowntree's in 1988. In the United States, KitKat is produced under licence by The Hershey Company.
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