Health Drinks: Introduction

The drinks containing natural minerals, vitamins like A and C., most of which are plant based and having rich diet components comes in HEALTH DRINKS category. With people turning more health conscious, the noncarbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment The liquids which are healthy for consumption such as fruit juices, dairy products (milk with honey, buttermilk) fruit juices etc comes in this category.

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Environmental analysis of health drinks Industry

Demographic Analysis: Population Growth : High growth markets with new found purchasing power Population Age Mix : Young Population Population Literacy Levels :Educated & Health conscious,earning power&purchasing power Economic Analysis: Click Income: High Disposable Current to edit Master subtitle style Income Price: These drinks have become need for most of the population so price is not the major deterrent. Socio-cultural: Beliefsandtradition:Consumptionof natural products for maintaininggoodhealth.
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Environmental analysis of health drinks 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 too many barriers. Psychographic Analysis: Click to edit Master subtitle style Health consciousness: Healthconsciouscustomerfeelsneed forhealthenhancingdrinkforhim andhisfamily.

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Environmental analysis of health drinks 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)

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Usage
12 10 8 6 4 2 0 1/21/13 Click to edit Master subtitle style

Health Drinks Industry in India

Juices account for 30%, nectar 10% and stored fruit drinks constitute 60% of the market.

The total fruit juices and health drinks market has grown strongly over the past 5 years, in terms of both value and volume.

In 2006, the total market was worth an estimated Click to retail selling prices (rsp), having grown by 2.77bn at edit Master subtitle style 30.7% since 2002

Health drinks and fruit drinks accounted for 40.6% of the total soft drinks market in terms of volume sales.

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Major Players

Cadbury- Bournvita GSKCH (GlaxoSmithKline Consumer -Horlicks, Boost, Viva Nestle- Milo Heniz- Complan Click to edit Master subtitle style GCMMF- Amul Shakti

Healthcare)

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Major Players The competitive landscape

Provide an overview of product competitors, their strengths and weaknesses Position each competitors product Click to edit Master against new product subtitle style
Pr ic e

C
Pe rf or m an ce

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Market Strategy

Growth Strategy:

Market penetration: Encouraging consumers of carbonated soft drinks towards health drinks. Product development: Introducing new flavours. Adding more nutritional Click to edit Master subtitle style components. Purely herbal. Low calorie.

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Segmentation

DEGREE OF SEGMENTATION Health drink industry follows SEGMENT MARKETING in which target is CHILDREN MOTHERS YOUNGSTERS Click to edit Master subtitle style

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Product Segmentation

POWDER CATEGORY Brown drinks Segment :BOURNVITA, BOOST, MALTOVA,COMPLAN White Drink Segment: HORLICKS, COMPLAN, MILO LIQUID to edit Master subtitle style Click CATEGORY Fruit juices Flavored dairy products

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Competitors Share

The market is dominated by GlaxoSmithKline with about 70 per cent share. Cadbury and Heinz have about 12 per cent each, and Nestle only 3 per cent. In South and East India, Horlicks is the market leader. In North India, where it is seen as a taste enhancer, it faces competition from Bournvita and Milo. GlaxoSmithKline (Horlicks, Boost, Maltova, Viva) 69% Heinz (Complan) Click to edit Master subtitle style 13.8% Cadbury (Bournvita) 12.9% Nestle (Milo) 3.4%

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