The most popular chocolate of the world had just entered India—this cost 500 bucks, guys! Feastables by Mr. Beast, the biggest YouTuber of the world, is here to disrupt India’s ₹15,000 crore chocolate market. Feastables are finally launching in India. Founded by Mr. Beast, it is a snack brand that’s quickly gained a following worldwide. A brand that has already made more than $100 million (roughly ₹800 crores) in yearly revenues has just launched in Mumbai and is here to give all premium chocolate brands a run for their money.
But why is Mr Beast doing this, and how much money can he actually make in a country like India, where Dairy Milk rules the market?
In this post, we’ll understand what is actually happening in the chocolate market of India and, most importantly, calculate the market opportunity for Feastables live. We’ll break down all the jargons—TAM, SAM, and SOM—what these terms actually mean and how to calculate these numbers.
By the end, you’ll know the basic framework to apply in your category, product, or service—and most importantly, calculate these numbers without expensive reports, just using logic and freely available research.
The Rise of Feastables and Creator-Led Brands
Mr Beast is one of the most popular people on the planet right now. We all know that this guy has 33 crore subscribers on his main channel—that’s almost equal to the entire population of the US, 2x the population of Russia, and 3x that of Japan. With Feastables being super successful already in the US, he has literally laid the foundation of successful creator-led brands.
In fact, Logan Paul and KSI—other YouTuber friends of his—also launched their energy drink, Prime, along with him in Mumbai. This is going to be big and might become a roadmap for other creator-led brands in the country.
By the way, it’s not just creators who are getting into this but also celebrities, like how Ranveer just launched his protein bar brand, Bae SuperU, a few days back, and how Ranbir recently spoke about opening a lifestyle brand on Nikhil Kamath’s podcast. One thing is clear: we’re going to see a lot more creator brands coming up.
Understanding India’s Chocolate Market
India loves chocolates, right? We can argue whether it’s healthy or not, but we all love sweets. However, shockingly, India’s per capita chocolate consumption is still not very high. In fact, if you compare India with other countries, you’ll see that our consumption is only 200g per person, while in Japan it’s about 2kg, in the US it’s about 5kg, and in Europe, it’s up to 10kg!
If you zoom out over the last 20 years, India’s per capita consumption has 4Xed.
Also Read : How This Startup is BEATING India’s Top Ice Cream Brands?
Pricing and Positioning of Feastables in India
Feastables comes in two variants—one is the 30g variant at ₹350, and the other is the 60g variant at ₹500. You might be wondering whether this will work in a country like ours because it’s super expensive—actually, it’s 3x as expensive as Ferrero and 8x as expensive as Silk. So yeah, it’s definitely on the premium end.
In fact, we are a market where Cadbury, KitKat, and Ferrero together hold 80% of the market share. But there’s a change brewing. India is moving towards a third wave of chocolate consumption—from regular chocolate like Dairy Milk, KitKat, and Munch, to dark chocolate and mass-premium brands like Bournville and Ferrero, and now to craft chocolates.
Craft chocolates are made from high-quality ingredients and less processed cacao. This wave of chocolate is very similar to what we’re seeing in coffee, where we’re buying more specialty coffee over commodity instant coffee like Nescafe.
Why TAM, SAM, and SOM Matter
TAM is important for several reasons: it helps you understand the potential ROI, gives clarity to investors and VCs, and helps figure out the right strategy, channels, and priorities.
Take every number with a pinch of salt because every number has its own assumptions, but TAM is something you must calculate.
Definitions of TAM, SAM, and SOM
- TAM (Total Addressable Market): The entire 100% market that exists for a product or service.
- SAM (Serviceable Addressable Market): A portion of the TAM that your product can realistically target.
- SOM (Serviceable Obtainable Market): The portion of SAM that you can realistically capture.
These can be calculated using different methods like value theory, bottom-up, or top-down approaches. Today we’ll focus on the top-down approach.
Step-by-Step Market Sizing of Feastables in India
1. Understanding the Product
Feastables is targeting two categories: milk chocolate and dark chocolate. It’s bar-shaped and primarily targeted at people below 25 years. It’s on the premium end and usually bought by young folks themselves or gifted by parents.
2. Urban Households
India has 30 crore households. About 30% are urban—so 9 crore households.
3. Affordability Filter
68% of metro households earn more than ₹5 lakh annually. Let’s round that to 70% of 9 crore = 6.3 crore. Subtracting 30 lakh households uninterested in YouTube/internet, we get a safe estimate of 6 crore.
4. Annual Chocolate Spend
Let’s assume ₹1500 annual spend per household on chocolates.
6 crore × ₹1500 = ₹9000 crore
This is your TAM.
Calculating SAM
- Preference Filter: Remove 20% who won’t buy chocolate = ₹7200 crore
- Interest in Milk/Dark Chocolate: 80% of ₹7200 crore = ₹5800 crore
- Channel Filter: Assume 50% use quick commerce = ₹2900 crore
So, ₹2900 crore is your SAM.
Calculating SOM
Assuming Feastables captures 20% of SAM:
20% of ₹2900 crore = ₹580 crore per year.
That’s the SOM.
So, Can Mr. Beast Make ₹1000 Crores from India?
Yes, if the brand executes well and grows consistently, it can make ₹580 crores yearly just via quick commerce. Considering other channels and consistent growth, ₹1000 crore is not a far-fetched target. Especially since India is Mr. Beast’s second-biggest audience, and his digital distribution game is next level. He’s already collaborated with major Indian creators and built hype before even launching.
Conclusion
Mr. Beast’s Feastables has a real shot at disrupting the premium chocolate market in India. With a clear product-market fit, digital-native strategy, and influencer-backed promotion, Feastables might just redefine chocolate consumption in urban India. Whether they hit ₹1000 crores or not, they are poised to make a significant dent in the Indian market.
FAQs
Q1: What is Feastables by Mr. Beast?
Feastables is a premium chocolate brand founded by YouTuber Mr. Beast, offering high-quality, less-processed chocolate bars.
Q2: Why is it so expensive in India?
Feastables positions itself as a premium product. It’s 3x the cost of Ferrero and 8x the cost of Silk, reflecting its quality and branding.
Q3: Who is the target audience?
Primarily urban youth under 25, along with households that buy premium gifts or lifestyle products.
Q4: Can it succeed despite high pricing?
Yes. India’s chocolate consumption is evolving, and premium segments like dark and craft chocolates are growing rapidly.
Q5: What is TAM, SAM, and SOM in this context?
- TAM: ₹9000 crore (total addressable premium chocolate market)
- SAM: ₹2900 crore (through quick commerce channels)
- SOM: ₹580 crore (realistic market capture estimate for Feastables)
