The market is divided into two main segments: players that focus on production, supplying branded and unbranded products to retailers; and players who also leverage retail by developing their own stores, or more commonly, a restaurant-chain franchise model. The former are being targeted by larger trade buyers (including retail), while the latter are looking to extend their offer via roll-outs. For all, it is necessary to respond to shifting growth and demand patterns – to answer challenges from the rise of large discounters (supermarkets & online), as well as increasingly health-conscious consumers.