THE DIRTY PICTURE

Infant mortality rate(IMR) 48 / 1000 births Infants with low birth weight 28% Maternal mortality ratio 250/100000

HEALTH DRINKS : OVERVIEW

Health drinks - Contains natural minerals and vitamins. The drinks meant to bridge the gap between physical requirements and proper diet. Health consciousness and better conscience among individuals drives the non carbonated beverage segment. Fruit juice, powdered drinks are the major constituents of this category.

ENVIRONMENTAL ANALYSIS OF HEALTH DRINK

INDUSTRY Demographic Analysis :

Population Growth -

High growth markets with new found purchasing power. Population Age Mix Young population. Population Literacy Levels -Educated & health conscious population.
Current Income High disposable income. Price These drinks have become need for most of the population so price is not the major deterrent.

Economic Analysis :

ENVIRONMENTAL ANALYSIS OF HEALTH DRINK

INDUSTRY Natural Analysis:

Nutritional Deficiency - More than 70% of the population have a deficiency in nutritional elements like iron etc.

Political Analysis:

Entry Barriers Market entry is without many barriers.

Psychographic Analysis:

Health conscious customer feels need for health enhancing drink for him and his family.

ENVIRONMENTAL ANALYSIS OF HEALTH DRINK

INDUSTRY

The number of female energy drink users grew by 74% between 2003 -2008(Mintel,2008). The penetration in the market of women is 22.5%(Mediamark,2008).

NUTRITIONAL DRINK FOR PREGNANT/LACTATING WOMEN

Presented by :

INTRODUCTION:

A Health Drink (Nutrition drink) is an item that, when used, will restore a deficiency . There is a need for nutritional drink in almost all different age categories.

This need becomes a necessity in case of pregnant women.

Mothers health is of utmost importance as child health directly depends on it

NEED FOR THIS PRODUCT IN INDIA:

According to the Statistics on Women in India 2010 survey by National Institute of Public Cooperation and Child Development, 2010, 57% of women suffer from Anaemia during pregnancy. As per NFHS (National Family Health Survey 2005-06) results, at all India level, The percentage of pregnant women aged 15-49 years who are anaemic increased to 57.9 % in 2005-06 from 49.7 % in 1998-99. 4 16% of maternal deaths are due to Anaemia according to Delhi Medical Council.

contd

NEED FOR THIS PRODUCT IN INDIA

Mothers health is of utmost importance as the childs health directly depends on it. Weight gain is one of the index to measure mothers health. What is true is that during pregnancy a woman has to provide good nutrition for two individuals. Evidently there need for a complete nutritional food accessible and affordable for pregnant/lactating women.

CURRENT PLAYERS IN THIS NICHE MARKET: