Executive Summary

Apr 2019
PROSPECTS
FSSAI regulations hinder growth for FF energy drinks

In July 2017, the FSSAI (the Indian government’s food regulator) introduced new regulatory guidelines for companies to reduce the caffeine content in their beverages. According to the regulation, if a beverage has caffeine content greater than 145mg per litre, it must be labelled as a caffeinated beverage along with a warning not to consume more than 500ml per day.

FF sports drinks witnesses strong growth as more people engage in physical activity

In 2018, FF sports drinks continued to see a strong value sales performance. With increasing rates of obesity and diabetes, more consumers are taking up sports, especially younger consumers, which is benefiting FF sports drinks, as the products claim to be an effective way of rehydrating and replacing electrolytes.

COMPETITIVE LANDSCAPE
GlaxoSmithKline’s Horlicks is challenged by Cadbury Bournvita

In 2018, GlaxoSmithKline Consumer Healthcare remained the dominant player in fortified/functional beverages, primarily due to the high demand for its Horlicks and Boost brands. Horlicks’s first-mover advantage and long-standing presence in India has enabled it to develop a strong value share.

Red Bull remains the dominant brand in FF energy drinks

Despite witnessing a decrease in its value share in 2017 due to negative publicity and the impact of the new FSSAI regulations, Red Bull regained share in 2018. Following the FSSAI’s order to withdraw the brand’s range of energy drinks as it contained caffeine and ginseng, which is banned in these products, the company reformulated its range and relaunched it at the end of 2016.

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Fortified/Functional Beverages in India

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

The Fortified/Functional Beverages in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Passport market research database.

Fortified/Functional Beverages in India - Category analysis

HEADLINES

PROSPECTS

FSSAI regulations hinder growth for FF energy drinks
FF sports drinks witnesses strong growth as more people engage in physical activity

COMPETITIVE LANDSCAPE

GlaxoSmithKline’s Horlicks is challenged by Cadbury Bournvita
Red Bull remains the dominant brand in FF energy drinks

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 5 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in India - Industry Overview

EXECUTIVE SUMMARY

Concerns about health, nutritional deficiencies and food safety drive health and wellness sales
Government takes steps to ensure food and beverages are healthier for the people
Companies actively introduce health and wellness products
Modern grocery retailers gradually gains distribution share
Robust growth expected to continue for health and wellness products

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources