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HEALTH DRINKSPRESENTED BY

Sourav Paul

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Health drinks are usually soft drinks specifically designed to provide energy, nutrition and health to the human body.

In 2008 global sales of “healthy” drinks, including bottled water, fruit juices, and sports and energy drinks may have been as high as $138 billion, which would represent 45% of the entire soft-drinks market.

Segment of health-conscious consumers, with ingredients and additives such as natural sugars, chromium - tied to weight loss - Omega-3 fatty acids, calorie burning, enhanced water, juices designed to help with skincare, weight management and detoxification, or enhanced with anti-oxidants.

INTRODUCTION

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Energy drinks Beverages designed to give you a burst of energy.

Sports drinks They provide an instant source of carbohydrates: Sugars and other energy compounds that help to feed the muscles and can delay fatigue.  

Different Health Drinks

Young adults may be a key market segment for future growth.

Health drinks market as a US $41 billion business in 1999 and having grown to US $55 billion in 2005.

Conti…

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In value terms, the health food drink market is around Rs 1, 400 crore and in volume terms around 65,000 tonnes per annum.

GlaxoSmithkline (GSK) with four brands - Horlicks, Boost, Viva and Maltova ; Complan, GluconD from Heinz India & Cadbury India's Bournvita are also popular among the Indian health drink brands.

According to retail audit unit ORG Marg, GSK has a 70 per cent volume market share and Complan's share is 13 per cent.

INDIAN MARKET

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Glaxo Smithkline Founded - 2000, by merger of Glaxo Wellcome and SmithKline Beecham.

Headquarters -- Brentford, London, England, UK

Key people - Sir Chris Gent, Chairman; Andrew Witty ,Chief Executive Officer.

Revenue - £ 24.352 billion (2008)

Net income - £ 4.712 billion (2008)

Employee - 103,000 (2008 )

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Glaxo Smithkline GlaxoSmithKline Consumer Healthcare Ltd. (GSKCH) is an Indian associate of GlaxoSmithKline plc, U.K.

GSKCH is one of the largest players in the Health Food Drinks industry in India.

Its flagship product, Horlicks, is a highly respected brand which is over 100 years old in India.

GSKCH has a strong marketing and distribution network in India comprising over 1800 wholesalers and direct coverage of over 4,00,000 retail outlets.

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Product Portfolio Nutritional Categories Horlicks Boost Viva Maltova

Analgesics & GI Crocin Eno

Rubefacients Iodex

Biscuit Horlicks biscuit

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Horlicks is the leading Health Food Drink in India and as the 'Most trusted Drinks Brand in India.

A popular brand in the Indian market since the 1930s.

Horlicks offers 'pleasurable nourishment' with a delicious range of flavour including Vanilla, Toffee, Elaichi and Chocolate.

In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs.

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In India , Horlicks targeted 5 different segments for their 5 products. Horlicks Ninja Target segment school going children. Junior Horlicks Target segment 0 to 5 years children. Mother's Horlicks Target segment pregnant and breast feeding women. Horlicks Lite Target segment health conscious adults & people with diabetes. Women Horlicks Target segment above 40 women.

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Horlicks Ninja Horlicks is the health drink, clinically proven in India, to make kids taller, stronger and sharper.

A premier research institute of India conducted a 14 month research on Horlicks in a reputed boarding school in Hyderabad.

Horlicks identified segment for “Horlicks Ninja” are the school going children.

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Target consumer pre school going children.

The   average Indian diet may have low amounts of   DHA and   absence of DHA in daily diet may impair   intelligence.   New Junior Horlicks 1-2-3TM provides essential nutrition and when taken as part of a healthy diet, helps complete A to Z nutrition & DHA for preschool kids.  

New Junior Horlicks 1-2-3TM now comes in a completely new pack. This pack is in the shape of a cute elephant and is something every child would love to play with.

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Target segment pregnant and breast feeding women.

Mother's Horlicks, launched in 1997, is a superior nutritional supplement with 26 vital nutrients that is scientifically designed for the nutritional needs of the pregnant and breast feeding women.

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Women’s Horlicks Target consumer segment above 40 women.

Above 40 years old women are prone of ostrioporosis.

Women’s Horlicks is fortified with high amount of calcium & phosphate.

An attempt to enhance nutritional superiority saw the launch of its new variant in 2004.

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Horlicks Lite Target segment health conscious adults specially above 40 men & people with diabetes.

Horlicks Lite health food drink and Lite Bite biscuits was launched in the market in Sep ’05.

New Horlicks Lite with zero added sugar and zero cholesterol. Contains 26 vital nutrients & has high fibre with low fat.

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Boost Boost is India's leading malt-based Health Food Drink in a chocolate flavor, launched in 1975-76. Boost has a market share of 13% countrywide, in South India market share of 24%. There is a range of interesting products prepared with Boost which cater to local tastes: the Boost 'barfis‘, in certain parts of India.Maltova Maltova, a chocolate Health Food Drink, target segment kids. Maltova, was acquired from Jagatjit Industries Limited in Feb 2000, and was relaunched in June 2002 .

VIVA Target segment kids, contains the natural goodness of milk, wheat and malted barley.

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American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan and Glucon-D. Complan contributes 40 per cent to Heinz's sales. Complan mainly target children by delivering different tastes. Complan is also target the elderly people, pregnant and nursing mothers provides vitamins and minerals necessary for good health by coffee flavor.

COMPLAN

Bournvita Cadbury India entered in health drinks market by Bournvita. Target consumer children who likes chocolates and its flavor. It gives the child physical and mental alertness resulting in a healthy body and an active mind.

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BIBLIOGRAPHY…http://www.fnbnews.com/article/detnews.asp?articleid=18133&sectionid=32

http://www.researchwikis.com/Energy_Drinks_Marketing_Research

http://www.google.co.in/#hl=en&q=health+drinks+industry&meta=&aq=3&oq=health+drinks+I&fp=52d75a02b21082af