Whether young or old, white or brown, Horlicks or Bournvita - 'health' is the new catchphrase

By: Mondelez India Foods Private Limited, Heinz India
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Healthy Drinks


Vadodara - Gujarat - India

VADODARA, India - Jan. 2, 2018 - PRLog -- Increasing health consciousness among consumers of different age categories, modern lifestyle and brand trust is fueling the growth of malted health drinks market in India, thus drawing more players into this segment and making malt-based drink brands run faster to stay at the same spot.

According to recently published report ofBonafide Research "India Malted Health Drinks Market Overview", the malted health drink market size is expected to grow at a CAGR of more than 16% during the forecast period of 2016 to 2021. Increase in standard of living, changing lifestyle, rising income levels and growing inclination of consumers towards healthy beverages is making a positive impact on the Indian malted health drinks market. Various malted health drink brands like Horlicks, Bournvita, Complan, Boost, Milo, Amul Pro, etc. have high impetus in the Indian market.


From last two years, Health food drink brands such as Horlicks and Bournvita have started targeting mothers during the exam season as it's not only the students who are tensed, but also their parents. Malted food drinks usually have two stories to tell in a year. During most part of the year, they talk about the 'body story' (nutrition for a growing child), and before exams, they are clever enough to talk about the 'mind story' (nutrition for mind). In both cases, mothers are the targets. Horlicks, which is sold by the consumer arm of British pharmaceutical company GlaxoSmithKline (GSK), has designed a national workshop to help parents & teachers understand the competition and students better. In 20145, the brand had developed four original soundtracks on exams with the help of budding musicians across India, so that kids face exams more confidently. They have been made into videos and are being promoted on social channels.

While market leader Horlicks is playing up the insecurity of mothers about their children's concentration through its marketing initiatives, rival Bournvita, marketed by Mondelez India (http://bonafideresearch.com/product/160420162/India-Malte...) Foods, is focusing on discipline and guidance. GSK has also designed a Concentration App that helps parents gauge the concentration levels of their child. Exam month's help Horlicks gain around 1% of the volume share and is considered a significant spike by market watchers, given the fact that the category has been badly affected by low consumer spending lately and growth has remained stagnant. Bournvita also gains share in terms of volumes during exam season. The January to March period does see an increase in overall malted food drinks consumption. In 2015, Bournvita had strong trade activations coupled with a TVC in February and consumer promotion in March. Their TVC under the campaign theme 'Tayyari Jeet Ki' talks about a tough world out there and that parents need to prepare their children to make healthy choices in their life, for which discipline and guidance is as important as nutrition.


In 2016, Heinz India (http://bonafideresearch.com/product/160420162/India-Malted-Health-Drinks-Market-Overview) entered the malt drink category with a product called Heinz Power Sprouts and the company now has a multi-brand strategy addressing different consumers. The impact of Patanjali made MNCs such as Heinz India include ingredients like ragi and sprouts in its malted drinks, which is all about having an ethnic type of nutrition. In 2015, Kraft and Heinz merged into Kraft Heinz Company, the third largest food and beverage company in North America and the fifth largest in the world. In early 2017, Nestle brought back its health drink Milo, which it had discontinued about a decade ago.

Another player, Danone India expanded its portfolio in 2017 by launching 'Protinex Grow' in the domestic market, with an aim to garner up to 10% market share in the health food drinks segment by 2020. The French nutrition and dairy major has introduced Protinex Grow in West Bengal and Karnataka in the first phase. Danone plans to extend the portfolio by launching 10 more products in India. The company has aggressive plans to double their sales in the nutrition portfolio by year 2020 and also grow the overall business in India. Moreover, Danone recently launched their global infant formula brand Aptamil (http://bonafideresearch.com/product/160420162/India-Malted-Health-Drinks-Market-Overview) in the country. The company would soon introduce Neocate and a range of products for IEM (inborn error of metabolism). Neocate is an infant formula and is for the children who have severe allergy from cow milk. IEM is a rare genetic (inherited) disorder, in which the body cannot properly turn food into energy. Besides this, Danone is also working on fortification of UHT milk.

Some time ago, companies like yoga-guru Baba Ramdev's Patanjali Ayurved Limited also pushed its health drink powder Powervita and Sri Sri Ravisharkar launched Ojasvita in the health food drink segment. It was a good strategy to launch ready-to-drink formats and low sugar products as the powder format is already very competitive and hardly seeing volume growth.


Major companies operating in the malted health drinks market of India are Mondelez India Foods Private Limited, Heinz India Private Limited, GlaxoSmithKline Consumer Healthcare Limited, Gujarat Co-operative Milk Marketing Federation Ltd. (AMUL), MTR Foods Private Limited, Nestle India Limited, Continental Milkose India Limited and Twinings Private Limited.

Report: India Malted Health Drinks Market Overview (https://www.bonafideresearch.com/product/160420162/India-...)

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 85, Figures: 22, Tables: 16


Bonafide Research & Marketing Pvt. Ltd.

Steven Thomas – Sales & Marketing Manager

E-mail: sales@bonafideresearch.com

Telephone: +91-265-6551309/ +91-7878231309

Website: https://bonafideresearch.com/

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Location:Vadodara - Gujarat - India
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