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Milk-based beverages waiting to boil over
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Saturday, 05 May, 2007, 08 : 00 AM [IST]
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Bosky Christopher, Mumbai
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lavoured milk market, which has names such as Amul, Nestle and Britannia vying for the consumer's attention, will witness a big-ticket entry shortly.
In line with its intended `beverage revolution', soft drink major, Coca-Cola India, is mulling the introduction of a flavoured, milk-based beverage. "A milk-based product is in the offing. We are currently exploring the viability of introducing such a product in the domestic market," a Coke official said.
While other significant players in this market include Mother Dairy and Parle Agro's N-joi, smaller, regional-level players include Vijaya and Energee.
Sour milk, in particular, has been considered as a naturally healthy beverage in India since ages, but sales have been largely confined to the unorganised sector and home preparation. Seeing the rising demand for convenient, pre-packaged lassi and chaas, Amul Masti spiced buttermilk from Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) and Nestlé Lassi from Nestlé India were launched.
Milk and yoghurt have also come into focus. Branded versions from companies such as Amul, Nestle, Britannia and Mother Diary have seen considerable innovation such as fruit yoghurt, buttermilk and skimmed flavoured milk. Companies say a milk-based product goes down better with the Indian psyche and is likely to reach out to more traditional palates.
The target group for most food companies launching products on the health plank is what is described by Shivani Hegde, Nestlé's General Manager (Food Business) as "consumers who want to include health and wellness in their foods in a convenient manner."
Growth drivers of industry
Growth for flavoured and sour milk drinks have been fuelled as consumers are looking for healthier choices after the furore over pesticides content in carbonates in 2003 and again recently, in August 2006.
After failure at its first attempt to introduce soy milk to the Indian population a decade back, Godrej's Sofit is enjoying success with the combined effects of wider mainstream urban distribution, increased consumer awareness of soy's purported functional and health benefits in collaboration with the American Soya Association, and new enticing flavours.
Flavoured powder milk drinks such as Milo boast of fortification with vitamins, minerals and key elements that assist in child development and help boost energy and build immunity.
Explaining the high interest in the category, R S Sodhi, general manager, marketing, GCMMF, said, "Research studies show that there is a steady consumer movement towards healthy beverages such as milk and juices. Naturally, corporates are looking at tapping the opportunity the segment presents."
A Euromonitor report classifies the category as people with rising affluence and lesser time to spend in kitchens, which has resulted in higher purchase of more health-oriented products for breakfast or otherwise.
Major players in industry
Amul
Amul being the largest dairy cooperative realised market potential and entered into dairy beverage segment by launching flavoured milk under the brand name of Amul Shakti during September 2002.
"Traditionally, the market for white beverages is much larger than for cocoa-based drinks. Since GCMMF focuses on milk-based products, it is natural for the company to enter markets like health food drinks," said Sodhi.
Amul Shakti is being positioned as a milk food that has "real milk for real nourishment" and GCMMF says it will provide the brand mass media support to create consumer awareness.
Amul last year entered the branded ready to serve coffee market with the launch of Amul Kool Café. Made from pure milk and coffee and developed to suit Indian taste, Amul Kool Café is available in drink pack options of bottle, tetrapak and can. Amul Kool Café is targeted at 'Generation X' who is in search of a healthy beverage which is tasty, trendy, and nutritious. Amul plans to launch in the near future Coffee Mocha, Coffee Sugar free and decaffeinated flavours.
In keeping with its goal of emerging as the single largest entity in the dairy beverage market, Amul introduced low calorie thirst quenching drinks, nutritious and tasty Amul Masti Buttermilk in addition to Amul Kool range of flavoured milk and also India's first sports and energy drink Stamina. In keeping with this trend it also launched Kool Café targeted towards the youth.
Amul recently launched a range of probiotic and sugar-free icecreams to cater to health-conscious customers.
Amul has plans to launch three new drinks in the summer of 2007 - Amul Kool Koko - in the branded ready to serve chocolate drink segment, Amul Kool Salted Lassi and ready to drink Nutramul.
Nestle
The Rs 2,800-crore foods major Nestle India has further strengthened its leadership in the dairy industry with the launch of Slim Dahi, a first of its kind low fat dahi in India. Its Fresh 'N' Natural Slim Dahi is 98% fat free and each 100gm serving provides 35% of the Recommended Daily Allowance [RDA] of calcium. The product is 100 per cent natural and does not have any added preservatives. It is priced at Rs 15 for the 200gm pack and Rs 25 for the 400gm pack.
Britannia
Britannia entered the dairy category with the launch of Britannia Milkman range of dairy products. Britannia Milkman launched its Daily Fresh Dahi in Bangalore. Anupam Dutta, Head of Dairy Business, Britannia Milkman, said: "This launch is in line with the emerging trends of quality, convenience and wellness that consumers are seeking, coupled with newer retail formats. Even products that were "made at home" now have a growing presence in the branded and packaged goods segment. Consumers are increasingly seeking products for a healthier lifestyle and Daily Fresh Dahi caters to that." Britannia Milkman range of dairy products, include cheese, butter, ghee and dairy whitener.
Mother Dairy
Mother Dairy markets milk-based beverage products like flavoured milk, dahi and lassi.
Mother Dairy flavoured milk captures all the goodness of Mother Dairy's pure and fresh milk combined with the magic of special flavours. Made from double toned milk, and available in kesar elaichi, chocolate and vanilla flavours - these drinks are light and refreshing and capture the great taste of these unique flavours without being heavy or too filling.
Absolutely delicious, with a rich and creamy texture, Mother Dairy dahi is uniformly thick, consistent and natural, without the use of any preservatives. Mother Dairy dahi is made from pasteurised standardised milk which contains 4.5 % milk fat and 10 % milk SNF. Not only does it taste great, it also aids digestion by maintaining balanced microflora in the intestine and suppressing the growth of undesirable pathogenic bacteria.
Mother Dairy lassi is a tasty and refreshing drink made from pure, nutritious milk. Drink it either as an anytime snack or as a tasty accompaniment to your food. Either way it's a great tasting drink.
PepsiCo India
If the new PepsiCo India CEO, Sanjeev Chadha, is to be believed, the cola major could soon hit the retail shelves near you with localised milk beverage offerings.
PepsiCo is keenly looking at the traditional options to expand its product basket in the Indian
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