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Flavoured milk ideal delivery mode for nutrition to Indian adolescents
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Wednesday, 04 March, 2015, 08 : 00 AM [IST]
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David Faulkner
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fiogf49gjkf0d India has one of the youngest populations in the world. According to the latest census data released by the Indian government, adolescents (young people in the age group of 10-19 years) account for 21 per cent of the country’s population. This is the largest demographic in the country.
At 253.2 million, India’s adolescent population is among the largest in the world, exceeding China’s. But, according to a UNICEF report, the country has one of the worst track records in terms of the health of adolescents in the world. Around 47% of girls aged between 11 and 19 were found to be underweight, the highest proportion in the world.
In addition, 56 per cent of girls and 30 per cent of boys in this age group were found to be anaemic – these figures are at par with some of the least-developed African nations, despite India’s tremendous economic growth over the last decade.
The country also has the largest number of malnourished children under the age of five, many of whom grow into malnourished adolescents. Undernourishment at a young age can lead to adverse physical and mental development.
Small segment
Adolescents have the highest energy requirements across age groups, and should have, on an average, anywhere between 2,200 to 3,200 calories a day, depending on age, gender and activity levels.
Value-added dairy products, such as flavoured milk, are ideal vehicles to ensure that these young consumers get their required dose of specific nutrients and energy without losing out on taste or taking supplements. A glass (quarter of a litre) of one per cent fat milk, in addition to having a range of vital nutrients, contains about 100 calories.
According to a Techno Pak study, children and teens are the largest consumers of flavoured milk in India. Parents too are willing to buy flavoured milk for their kids due to its high nutritional content vis-a-vis carbonated or sugary soft drinks. Despite this, flavoured milk accounts for a very small share of the retail milk market in India.
Flavoured milk is a very popular product across age groups in India, but much of it is sold fresh at traditional sweet shops, both as a drink and a dessert (called badam/almond milk). This product is rich, sweet and loaded with spices and nuts, and can be had cold or hot.
Other milk-based drinks, such as milkshakes, are also popular and available mostly in the food service sector. These fresh options give products in retail significant competition. But the fresh options are both expensive and perishable, and have limited flavour variants, indicating that there is immense scope for growth for packaged flavoured milk in India.
Several companies are jumping into the flavoured milk segment, as Indian consumers are shunning carbonated soft drinks and looking for healthier options.
Coca-Cola and Indian fast-moving consumer goods (FMCG) major ITC announced earlier this year that they intended to launch dairy drinks.
The former test-marketed its milk drink, Maaza Milky Delite, in 2010, and is now planning a nationwide launch.
However, this is a completely new category for the latter, which is looking at a health positioning, and is conducting trials to address metabolic disorders, such as blood pressure, diabetes and nutritional deficiency.
This is a step in the right direction, as health and nutritional claims in this category in India leave a lot to be desired.
As consumers become more health-conscious and aware of their nutritional requirements, they would look to value-added and convenience foods to supply them with that nutrition.
Companies entering the flavoured milk market would do well to cater to these demands through fortification and by highlighting the nutritional value of their offerings.
They can address specific health conditions by adding the relevant nutrient. For example, companies like Parag Milk Foods have launched iron-fortified products for teenaged girls with anaemia or extra protein for energy.
Flavoured milk launches with added nutrition
Maiyas Badam Lite Refreshing Almond-flavoured Milk
This product is free from added sugar, artificial flavours, colours and preservatives. The product is suitable for vegetarians and is sold in 200ml cans priced at Rs 35 ($0.55).
Amul Kool Royal Elaichi-flavoured Milk Drink
This is a sterilised and homogenised milk with added vitamins A and D. It is suitable for vegetarians, and is sold in 200ml bottles priced at Rs 20 ($0.32).
Gowardhan Topp Up Rose-flavoured Milk with Extra Protein
This product is said to give a quick boost of protein strength and energy, whenever and wherever needed.
Made from fresh cow’s milk, the product is suitable for vegetarians and is sold in 200ml packs priced at Rs 20.
Britannia ActiMind Strawberry-flavoured Milk-based Drink
This product contains seven active brain nutrients to help mental sharpness.
It is a vegetarian product which contains vitamin B, which helps to keep the brain energised; choline to improve memory, and iodine for mental development.
This drink, which has been targeted at children, and is available in 150ml packs priced at Rs 20.
Britannia Tiger Zor Badam Milk
This product is enriched with iron to help consumers perform better physically and mentally.
It contains zinc for a healthier immune system; iodine for growth and development; vitamin D for strong muscles, calcium for healthy bones and teeth and vitamin A for good vision and healthy skin.
It is a vegetarian product aimed at children and is sold in 150ml bottles for Rs 20.
Most of these products currently target younger children and neglect teens. Given that adolescents are significant consumers of flavoured milk, brands in this segment would do well to target them with relevant and innovative ad campaigns to encourage consumption.
Generation Next examines the state of today’s teens and their reactions to and expectations from brands.
Most urban teens in India today have grown up with the Internet and mobile phones and are constantly connected.
Flavoured milk brands, that focus on social media campaigns or mobile ads that include elements of fun, irreverence and meaning, are likely to appeal to this demographic.
Parents are likely to appreciate brands’ efforts in improving the nutritional value of what their children drink.
What it means
- Flavoured milk is popular in India, but is a very small segment, indicating immense potential for growth
- It is an ideal format for the delivery of additional nutrition to adolescents
- Dairy companies can target adolescents in India with fun campaigns, both in mainstream media and online
(The author is global food and drink analyst, Mintel)
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