Malted Beverages

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Structure of Presentation
 Major players
 Market size
 Current situation
 Distribution
 Consumer behaviour
 Brand positioning
• Complan
• Boost
• Bournvita
• Milo
• Horlicks
 Future trends

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Major Players
Companies Brands
 GlaxoSmithKline  Horlicks, Boost, Viva
 Cadbury and Maltova
 Nestle  Bournvita
 Heinz  Milo
 Complan

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Market Size of Various Brands

Total Market size: Rs 1300 cr 4

Current Situation
 Growing at the rate of 12-14% per annum

 Penetration of malted food in India is a low 6.1 %

 Traditionally malted beverages have had a strong

association with milk
 Mostly placed on health platform

 Growth of middle class has driven the uptrend in food

industry in general and health beverages in particular

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Distribution

Distributor /
Packaging
Factory Semi- Retailer
centre / Depot
wholesaler

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Consumer Behaviour and Trends

 Perceived as a luxury
 White beverages : Therapeutic offerings
 Brown beverages : Taste additives
 Brand loyalties are not very strong  Opportunity for
new brand / innovation
 Promotion campaigns such as freebies and contests

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Brand Positioning : Complan
 Complan for what?
• Enriched with 23 vital nutrients in right quantity and proportion
essential for healthy growth
 Complan for whom?
• A brand for growing children
 Complan for when?
• Higher nutrition needs
 Packaging
• Complan Boy/Complan Girl

Popular for health benefits for growing children

Trend  In Home consumption in hot/cold milk 8
Brand Positioning : Complan

“Complete planned food”

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Brand Positioning : Boost
 Boost for what?
• For fitness and health
 Boost for whom?
• For the young and the sporty Kapil Dev, Sachin Tendulkar
and Virender Sehwag
 Boost for when?
• Whenever and wherever energy is needed
 Packaging
• Tall cylindrical straight jar that symbolizes athleticism and
fitness

Popular for energy /fitness for youngsters

Trend  In Home consumption in hot/cold milk 10
Brand Positioning : Boost

“Boost is the secret of my energy”

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Brand Positioning : Bournvita
 Bournvita for what?
• For nutrition and health
 Bournvita for whom?
• For a growing kid who is healthy, intelligent, energetic and
glowing
 Bournvita for when?
• Everyday to ensure you are energetic throughout the day
 Packaging
• A tall cylindrical straight jar that reflect energy, enthusiasm
and vigour

Popular for taste combined with nutrition for growing kids

Trend  In Home consumption in hot/cold milk 12
Brand Positioning : Bournvita

“Poshan bhi swaad bhi”

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Brand Positioning : Milo
 Milo for what?
Nutritious Milo, with its unique delicious taste, gives the
confidence, energy and spirit to succeed in an active life
 Milo for whom?
For all family members - especially for growing children
and active people
 Milo for when?
Anytime
 Packaging
A cylindrical straight jar in green colour that symbolizes
taste and energy
Popular for energy along with yum taste for everyone
“Energy Food
Trend  In Home consumption with hot /cold milk 14
Brand Positioning : Horlicks
 Horlicks for what?
The name Horlicks is synonymous with health
 Horlicks for whom?
For a broader age range
 Horlicks for when?
As part of an evening routine, having a hot, milky drink –
such as Horlicks – ensures a good night’s rest
 Packaging
The colour combination and the signage of the jar reflect
peace and health – both mental and physical
Popular for health benefits
“Nourishment for Internal resistance”
Trend  In Home consumption with Hot Milk 15
Future Trends
 Product: All the brands are focusing on ‘In home consumption’ hence there is a wide need
gap for such an offering outside home
 The drinks have to be prepared in advance for consumption with hot /cold milk, sugar and
modifiers hence an offering of ‘Ready To Drink’ in this category is an innovation
 Price: Affordable to the lower middle stratum . Currently all brands are catering to family
size SKUs suiting to in home usage however an offering of Rs 10 on street is a value for
money
 Place: Anytime/Anywhere through DTC is ideal to create impulse and reinforce the product
need in winters for consumers
 Promotions
• Ready to drink – Convenience
• Taste coupled with Health : Chocolate Milk
• Anytime /Anywhere : Availability

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