SPORTS DRINKS are boosting up new energy in Indian markets: Bonafide Research

Rising health concerns, growing popularity of energy & sports drinks and rise in the number of athletes & sport persons in the country are boosting this market. People normally take energy and sports drinks after having intense workouts in the gyms. Extensive and irregular working hours and the increasing occurrence of social gatherings have also been one of the reasons for the adoption of energy & sports drinks in day-to-day life.

According to the recently published report of Bonafide Research "India Energy & Sports Drinks Market Outlook, 2021", the total size of energy & sports drinks market is anticipated to cross a mark of Rs. 2500 crore by 2021. The market has huge potential in the coming years and the increasing number of players interested to enter this segment is one of the major reasons for the same. Sports and energy drinks contain essential nutrients which work towards rejuvenating the body and boosting the energy. Hence, sports drinks seem to have become a norm into the fitness world. With so many varieties and flavours available, each brand claims that they just want sportsperson and athletes to stay at the top of their game.

NEW PRODUCT LAUNCHES BY GIANT PLAYERS

The American food and beverages company PepsiCo Inc. has launched energy drink called Sting, one of its global brands, across organized retail outlets in India. This is the second attempt by PepsiCo to crack the energy drink market in India. It had earlier launched SoBe in 2008, which was withdrawn from the market soon after. In India, Sting is available in 250ml cans and will have less than 100 calories. At Rs. 50, Sting is priced much lower than the most-selling energy drink - Red Bull, which is priced at Rs. 110 for a 250ml can. The decision made by PepsiCo to re-enter the energy drinks market in India came 10 months after the country's food regulator Food Safety and Standards Authority of India (FSSAI) set limits for caffeine content in energy drinks at a maximum of 300 mg per litre.

In 2017, Coffee Day Enterprises Limited (CDEL) also forayed into the energy drinks market in India. The company, which owns and operates around 1,700 Cafe Coffee Day (CCD) outlets across India and a few international markets, has introduced energy drink beverage under the brand 'Storm'. In the next two to three years, they are expecting to acquire a decent share in this space by banking on the brand power. Having sold a lakh cans in one month period just after the launch, the company is now targeting bigger volumes this fiscal and beyond. It will also look to increase production capacity. Leveraging their brand distribution learning from this launch, they expect to introduce similar products in the coming quarters. The beverage priced at Rs. 100 per can is being sold primarily through CCD outlets across Lounge, Square, Express and Coffee Point formats. The company's cafe network stands at 1,694 outlets across 243 cities in India as of June 2017. It added gross 32 cafes in the first quarter of fiscal 2018 and plans to add 135 stores annually over the next two to three years. CDEL also enjoys leadership position in the vending-machines space and currently has 42,788 machines installed (as of June 2017). Of these, over 1500 machines were added in the first quarter itself.

Moto, the made in UAE energy drink, has also been launched across India last year, enrooted to a committed growth strategy of completing the availability of the product across 33 countries. Moto is a unique beverage product that combines all the elements that creates an energy drink which delivers great taste and a simple yet astonishing look and feel. In order to reach to the consumers of India, Moto has partnered with Aish Adventures Pvt. Ltd. of Delhi. Moto is poised to reach out to the pan-India consumers with its widest distribution channel consisting of 20 expert and professional super stockists and 200 experienced distributors. The brand's ambition is to represent the UAE’s heritage, lifestyle and values to the Indian consumer.

The next player in the line is Fashion TV, better known as FTV. It is the global authority in fashion domain and is equally popular for fashion merchandise and consumable products sold through its brand licensing globally. Its brand F88 – a new alcoholic luxury energy drink which is popular in over 55 markets worldwide, is now moving ahead to penetrate into the Indian market. F88 contains no artificial colours, flavours or preservatives and it can be enjoyed straight as a mixer.

THREAT OF A LIMITED POPULATION BASE

Even though existing players are expanding their product portfolios and new players are entering into this segment, these drinks pose a high risk of health for some set of consumers. With increasing rates of childhood obesity, having kids chug sports drinks loaded with extra sugar is considered to be dangerous. For children and adolescents, energy drinks can also be downright dangerous. Moreover, young people who sip on sports drinks as a regular drink without doing much physical activity run the risk of weight gain and tooth decay from added sugar. Then there are energy drinks, which some professional athletes use to boost performance and gain a competitive edge in the game, by mixing them with caffeine and other stimulants to increase focus and prolong their attention span. News of such incidents generally come in the season of national and world championships and is hyped a lot on televisions, which has a negative impact on the minds of consumers. All these factors still act as a roadblock for energy and sports drink to reach to a larger set of consumers.

MAJOR COMPANIES

Major companies operating in energy & sports drinks market of India are Red Bull India Private Limited, PepsiCo India Holdings Private Limited, Coca-Cola India Private Limited, Hector Beverages Private Limited, Monster Beverages Private Limited, Goldwin Healthcare Private Limited, GlaxoSmithKline Consumer Healthcare Limited, Heinz India Private Limited, Gujarat Co-operative Milk Marketing Federation (Amul), Bisleri International Private Limited and XXX Energy Drinks Private Limited.

Report: India Energy & Sports Drinks Market Outlook, 2021

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 100, Figures: 28, Tables: 14

CONTACT US

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/

Whether young or old, white or brown, Horlicks or Bournvita - 'health' is the new catchphrase for every brand in the malted drinks market: Bonafide Research

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 of Bonafide 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.

TARGET MARKET MOVING BEYOND CHILDRENS

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 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.

To cut through the clutter, brands are increasingly becoming careful about their core positioning. Bournvita chose to target the grandparent, often the daytime caretaker of children with working parents, in its ad. Danone smartly reverses the roles; a teenage girl admonishes her parents for not ensuring enough protein in her meals and asks them to stop giving her 'bachhowala (kids') drink'. GSK's enhanced focus on Horlicks in India comes at a time when it is considering selling the business in the United Kingdom. The company is planning to sell its small Horlicks business in Britain but will retain the much larger operation in India, where the nutritional brand is still growing strongly.

ENTRY OF NEW PRODUCTS

In 2016, Heinz India 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 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.

GEARING UP COMPETITION

Horlicks has been the market leader for years, positioning itself around the planks of nostalgia and nutrition. But with competition from old hands such as Nestle and relatively new entrants into the market such as Danone, GSK Consumer Healthcare is revamping the brand's communication strategy. Recently in June-July 2017, the company appointed a new ad agency FCB India for Horlicks, moving away from its long-time partner JWT India. Also, GSK has extended its Horlicks brand family through the introduction of Horlicks Lite and Women's Horlicks which are based on functional benefits for diabetics and pregnant women.

Mondelez-owned brand Cadbury Bournvita is focusing on how a combination of vitamin D, vitamin C, iron, and other vitamins and minerals enhances the nutritional power of milk for growing children. India is among the fastest growing markets for malted health drinks, but prosperity is a mixed blessing of brands that control this category in India. While increasing health consciousness among consumers is fueling growth, it is also drawing more players into its fold, thus making malt-based drink labels run faster to stay at the same spot. Companies such as Nestle, GSK, Mondelez and others are casting their net wider for customers, introducing new products and rebooting communication strategies.

MAJOR COMPANIES

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

Base Year: 2015

Estimated Year: 2016

Forecast Year: 2021

Pages: 85, Figures: 22, Tables: 16

CONTACT US

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/

"On your mark, get set, go". The race is on among Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.

Indian baby personal products category has huge potential as it largely remains under-penetrated despite an estimated 26 million children born every year in the country. Country is under-branded in the baby care category despite high potential and birth rates. There has been low level of innovation and product introductions. There was only Johnson & Johnson who was market leader. But with the passage of time more and more players are coming in the baby care segment with product innovation and grabbing significant share. The leading players are Patanjali shishu care, Johnson & Johnson, Himalaya, and Baby Dove.

With more and more nuclear families coming in, all the resources, energy, effort and money goes into that one child (or two children) of the family. There is no concept of half-a-dozen children. This has made parents more conscious of their choices.  India’s baby care market saw considerable activity in past two years, with new companies entering the segment and existing players making headway into new sub-categories.

Johnson & Johnson spread its root into India 70 years ago in 1947. Since then, the Company has brought many innovative ideas, products and services to improve the health and well-being of people in India. Generations of mothers and fathers in India have placed their trust in Johnson’s baby to provide them with safe, clinically proven mild and gentle products that ultimately enhance the intimate bond between a mother and baby. It is the only name in the industry for years and years till the entry of Himalaya in 2007 exact after 60 years. According to research report on "India Baby Cosmetic Market Outlook, 2021", Johnson & Johnson has market share of nearly 40% in overall market. Recently it has launched Aveeno body care range in India. Aveeno Baby which already has presence across six categories and 22 markets will mark Johnson & Johnson’s foray into premium baby care segment in India.

Himalaya has a strong presence in segments such as pre-bath (massage oil), bath (soap, bubble bath) and post-bath (creams, lotions and curatives). And as consumer spend on babies increases; Himalaya is expanding its range. For instance, it has forayed into wet wipes and diapers. The company has launched its first exclusive 'moms & babies' shop in Bengaluru, and plans to introduce additional 25 new outlets in leading metros and non-metro cities this financial year. As part of its innovative offering, the shop will assist mothers with doctor consultation services and have breast-feeding units and nappy changing units within the shop.

The year 2016 being good for two big giant i.e. Patanjali and HUL as they entered into baby care segment in this year.  India is the second country after Brazil, where this brand is present and has struck to its philosophy of ‘Real Moms’ rather than perfect moms. In the launch event Genelia Deshmukh and Tara Sharma, both mother of two kids shared their views on motherhood. For those who have been religious users of Dove products, arrival of Baby Dove was welcome news. Ptanjali, harping on its ‘natural products’ positioning and affordable pricing, Baba Ramdev's Patanjali Ayurved has also launched baby care products under 'Shishu Care'. Shishu Care was launched as a separate vertical by the company in August 2016. Patanjali has emerged as a challenger to consumer packaged goods giants like Hindustan Unilever Ltd (HUL), Nestle India Ltd and Colgate-Palmolive (India) Ltd. In the baby care segment, it’ll compete with US multinational Johnson & Johnson. Thus all the players have taken their position and are ready to hear, "on your mark, get set, go".

Contact Us:

Bonafide Research & Marketing Pvt. Ltd.

Steven Thomas – Sales & Marketing Manager

E-mail: sales@bonafideresearch.com

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

Website: http://bonafideresearch.com/