Traditionally, malt-based products targeted the masses, highlighting their importance as a nutritional supplement. At the same time, chocolate-based flavoured powdered drinks were mainly offered as indulgent products catering to urban consumers.
Consumers in India are warming up to NH 100% juice. The assumption “the higher the fruit content, the healthier the beverage” favours this category.
Many companies engaged in institutional sales of NH bottled water were forced to review their business models and modify them to offer their products through retail channels. The COVID-19 pandemic and the resultant lockdowns restricted movement outside the home.
The Indian government has realised the grave danger that malnourishment poses to the population. In 2018, the government launched POSHAN (Prime Minister's Overarching Scheme for Holistic Nutrition) Abhiyaan to address the issue.
The COVID-19 pandemic is expected to drive demand for NH bottled water in the forecast period, with health and hygiene now at the forefront of consumers’ minds, underpinned by the further rise in health awareness amongst consumers as a result of the virus. With Indian citizens aware of the link between obesity and the severity of symptoms, an increasing number of people will seek to live healthy lifestyles and maintain a healthy weight, including drinking low or no sugar soft drinks.
India, like other nations, is learning to live with the COVID-19 virus. At the end of 2021, the country had fully vaccinated nearly half its population.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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