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Shoubhagya Ranjan Mahakud



1. Introduction 4

2. Objective of the Study 5

3. Research Methodology 6
4. Fruit Juices Market and Consumer Behavior
1.1 The Market Scenario For Fruit Juices 8
1.2 Consumption Habits
1.3 The Latent Demand And Potential Industrial
Earnings For Fruit Juices In India
1.4 The Growing Fruit Juice Market
1.5 Fruit Juice Segment Poised For 30% Growth
1.6 Fruit Juices Go Local
1.7 Factors Affecting Demand
1.8 Consumers Purchasing Behavior
1.9 Large Target Consumer Base And Rising
Income Levels
2.1 Fruit Juices, Now A Social Drink – Considering
Taste, Health, Purity Parameters
2.2 The Outer Fabric Attracts Consumers
5. Research Analysis
3.1 Consumers Awareness For Fruit Juices 34
3.2 Consumers Demand For Fruit Juices
3.3 Consumers Demographic Profile For Fruit Juices
3.4 Consideration Of Different Parameters
3.5 Consumer’s Preference For Packaging
3.6 Consumers Behavior According To Profession
3.7 Competitors Market Share
6. Conclusion 40

7. Recommendations & Suggestions 41

8. Appendix 42


This whole study explains about the consumer buying behavior fruit juices
where five brands are taken into consideration-which are-Real, Tropicana, Leh Berry,
Jumpin and N-joi.

Consumer buying behavior is a generic term explains about the consumer choice
or preferences that they have for a particular product. The buying behavior captures the
idea of consumers and link it with the business activities from which the relevant data
regarding the consumer preferences can be obtained. The consumer behavior pattern
shows the identity, value, acceptance and marketing share. Those relevant data which
really increase the level of product that means the result obtained from the data can be
analyzed for a better result for more innovations. The buying buying pattern and the
response of consumers will give the subsequent data for more modification in case of
growth of product in the market. Many factors are taken into consideration for knowing
the consumer behavior like avaibility, price, flavours, availability, packaging etc. The
attitude of consumer also changes when he has many options to purchase at the same time
and same place. the purchase decision of consumer shows that attracts prodders to know
about the decisions that the consumer make during buying. The players who quickly
adapted to the changes were the ones who not only survived but flourished and the ones
who were caught napping lost their major share of the market. The consumer is ready to
accept product modifications which fly against long held beliefs as long as the
modifications are enhancing value to them. Many a time it is “positioning” of the brand
which was appropriate at one time, because the restricting factor for its growth. In dealing
with traditional products, keep the core the same and modify only the physical form.

This study is based on the consumer behavior pattern by taking into account the
consumer consumer who generally consumes fruit juices and that become a daily need for
them. The main focus is on the preferences and the market share of each brand that they
obtain. The focus is also made on the competitors characteristics and the type of fruit
juice (Tropicana, Real, Leh Berry, Jumpin, N-Joi) they lunch in the market to capture
their target consumers. Each brand has different level of selling according to their market
segments that they have prepared for getting the maximum market share in order to
achieve the competitor target and understanding the drawbacks of the producer’s
perception towards consumers. As per the objective of the study producers are greatly
influenced by the consumers to study the decisions they take during purchase of their
product and their fir sight impression. The consumer buying behavior is the key research
area of this study by taking into consideration various aspects which can be easily
measurable and distinction can be made.

The techniques used are different for secondary analysis as well as per primary
analysis. In secondary analysis the relevant data are obtained from news papers,
magazines, television, and websites. Television is another important source of
information for this project from which recent data are collected for study. The channels
like Star News, Aaj Tak, NDTV has the importance for providing the market share data
of the products considered in the study. For primary data collection the techniques used

Cusomers wants western style packaging with Indian style taste. Jumpin and N-joi where as the higher income level people purchase real the most. where the quantity of purchase varies according to their income and physical need. The data collected from the primary source are analyzed by different graphical methods. The demand also depends upon some of the other factors like purchasing power population. It is found from the study that. Identify the competitor’s strategy force a producer to think different to acquire the reasonable profit from the market and retention of customers for his product. The moderate income level of people generally purchases Tropicana. tetra pack. price. In this study it is found that packaging has also great importance towards consumer preference as it gives rise to massive purchase and storage. expiry date. and availability price packaging and delivery mode. can and glass bottle. company name. The packaging is divided into four types i. The natural taste of fruit juices also influenced a lot and consumers generally tend to towards natural flavours inspite of artificial added flavours with synthetic colors in it. The pie chart. ingredients added.are questioner technique and personnel interview. price and quantity generally influence consumers. . It is studied that Real has captured the maximum number of customers of the market. For each category of consumers their quantity of purchase is also obtained. The general factors while purchasing a product like brand. The price of Tropicana is satisfactory. promotional activities of product in the market and seasonality. quantity. The numerical value of their customer retention gives a clear picture regarding demand of their product. the profession wise highest number of consumers is the students who consume fruit juices. plastic bottle. The strategy for the products can be changed by comparing the different factors that has obtained from the study. By considering the pricing factor real has lowed consumers attracted where as Jumpin and N- Joy has succeeded in the market in their price level that they have fixed. The consumer’s awareness creates a demand towards the particular product.e. The primary key of the objective is to know the consumer perception while buying fruit juices. To allocate the target consumers is the important work for the producers so that they can match their product nature with the preferences of the consumer who are more willing to buy fruit juices. The questioners are separated according to different parameters and different points are assigned for them for perfect weightage to place in the comparative graphs. The objective of the study deals with the demand of a product can be known from the consumer’s buying pattern and parameters that he considers during buying a fruit juice like quality. According to natural flavours real and Tropicana has succeeded in the market. bar graph and line graph is used in this study to compare different parameters.

Fruit juices now a day become a social drink which captured the attention of each individual of a society. The campaigns for fruit juices have solved much disbelief among the consumers. brand. A preference of consumer differs due to the different characteristics of the product. price. The demand towards the product can be known from the demographic profile. Some of the factors are taken into consideration like price. The consumer buying behavior shows a way to the competitors in what respect they can enhance themselves to exist in the market. leh berry. density of population. The brand names of fruit juices have changed the consumer preferences because of their easy availability. consumer type and profession of different consumers who purchase fruit juices. The competitors have a strong belief towards their brand and products. The perceptions towards the individual product shows that whether the consumer will buy it or not . India is growing day by day in various sectors and preference of people also changing according to the change in business trends. quality. Consumer buying behavior is differenent according to products. The consumers also change their preferences according to their capability of buying for that particular product. This study shows consumer buying behavior by considering the products like Tropicana. In Indian market the severe completion among the producers have encouraged them to go for innovative ways. The market is dynamic in nature and needs innovations for existence.The emerging changes observed in the different levels of consumers. The consumers are mostly lean towards the brands which come across them in the daily life wile going through television. The blind interpretation of producer force itself towards severe loss. This study shows the consumer preference with respect to fruit juices. news papers. quality etc. The consumers are again distinguished into different age groups because of their different consumption pattern of food. The buying behavior has a important role towards the growth of individual product in the competitive market. The restrictions for other type of alcoholic drinks gave a ultimate way of demand for fruit juices. real. . The retail chain also plays an important role towards it which shows the avaibility of product at the time of need. quality. banners displayed in roads and from web sites. but the health consciousness factor has affected a lot each individual so that they can drink fruit juices for good health. Their technique of buying is the key of our study. The juice marked has turned into a competitive market as there are similar competitors in the market serving the same type of juice by different brand names.INTRODUCTION The emerging trends in the market have confused producers to sell their product to gain appropriate profit. jumpin and n-joi. In some cases it is observed that fruit juices are only acceptable for sports persons for energy as well as for relaxation. Producers have inverted their preferences for marketing their products near local consumers. retail links and their expectations towards the product. Here in this case study those types of fruit juices brands have taken into account who has their most market shares in the market. packaging. The distinct characteristics may sometimes attract the consumers to buy the product which they may not have purchased before. and magazines.

the perception which a customer interpret from the outer levels of the product influence him a lot to buy that.OBJECTIVE ! To analyze the consumer awareness for fruit juices. From this producers change their strategy to retain more customers. ! Analyze the competitor’s market share. The consumer’s acceptance depends upon the knowledge and maturity lavel that he has gained during his age for the different food habits prevailing in the surrounding. The retention of customers shows the market share. ! Understanding the demographic profile of consumers. The age factor is a important factor to know product demand for a particular age group. . The retention of customers changes from time to time. This objective gives a clear idea regarding the consumer awareness towards the fruit juice as well as to wards the different brands prevailing in the market. quantity. price. So the interest can be made to motivate those age groups for buying their product. Consumers generally go for some of the general factors while purchasing a product like brand. The demand of a product can be known from the consumer’s buying pattern and parameters that he considers during buying a fruit juice like quality. Competitors’ strategy varies because of competitiveness among them to create identity in front of the consumers by showing different activities and promoting their product name through different techniques. ingredients added. expiry date. ! Identification of influencing factor for purchase. Competitors strategies force a producer to think think different to acquire the reasonable profit from the market and retention of customers for his product. The demand also depends upon some of the other factors like purchasing power population. The consumer’s awareness creates a demand towards the particular product. ! Identify the competitor’s strategy. availability price packaging and delivery mode. price and quantity. This objective shows the prevailing strategy of the product and the enhancement for the product for greater acceptance in the market. ! Analyzing the consumer. The influencing factor of purchasing makes a producer to understand the customer need. The numerical value of their customer retention gives a clear picture regarding demand of their product. The orientation of consumer change due to the various factors as explained in the above objectives. The consumers buying behavior is a important parameter which consist of consumer preferences. their buying behavior & demand. The retentions from different products show the orientation of customers towards the product. promotional activities of product in the market and seasonality. The competitors pace of capturing consumers though they have similar products in different label name of different companies. company name.

There is no particular or specific book where the complete information about consumer behavior for fruit juices. core competence. The geographical area for the sample size considered is the local area (South Delhi). Outlook provided a lot of information for it. . The understanding the fruit juice scenario of India is a important study to make a conclusion regarding the growth of fruit juices in the market.) Developing strategy based on the customer feed back i. for study the fruit juice brands which are considered are Real.RESEARCH METHODOLOGY The research methodology primarily based on the secondary data collected from different secondary sources of information. The channels like Star News. Source of secondary data are the books. internet. The review of theoretical concepts which are the research based view.Leh Berry. business world. The magazines like frontline. Television is another important source of information for this project from which recent data are collected for study.N-Joi. The primary data based on questionnaire technique and their results gives a generic idea regarding the study objectives.other competitor are also considered for the secondary study but not encountered in the main study. The recent trends of market also pay emphasis towards the consumer preference. sustainable competitive advantage concept and the cost leader ship strategy. NDTV has the importance for providing the market share data of the products considered in the study. Like Economic Times and Business Standard etc. From the questioner five comparative questions are considered for comparison. magazines. acceptance of particular brand by the people.e. Sunday times. collection of primary data by considering a definite sample size of hundred. The main influencing questions are again analyzed to get clear result from the analysis. The source of information of past consumer behavior for fruit juices and the present consumer buying behavior compares the differences among the acceptance of product. The news papers (especially Business newspapers) provided the desired information.Tropicana. Aaj Tak. it gives a clear idea regarding the approach of the study to understand the buying behavior of the consumers for the fruit juices. television.Jumpin. news papers. The theoretical concepts of demand in this study show the demand determination process of a particular product prevailing in the market with high market share. These newspaper are so important that sometimes they play their role both as Secondary as well as Primary source of Data (because sometimes the current information that is available through these newspapers are not even uploaded on Internet also. In this case the information from different books is collector and assimilated according to the study objective. The data which are being collected from the consumers during the primary analysis are separated according to their specific weightage. This is the current source of information in once hand as a hard copy. past draw backs made by the producers and the recommendations by the consumers. The open ended questions and the closed ended questions used in the questioner for customer feed back has different weightage and are separated to make a unique analysis. The different companies are considered for realizing the perfect completion among them so that perfect interpretation can be made upon them.

First rank has highest three secondary analysis the relevant data are obtained from news papers. quality. magazines. The pie chart. The points obtained from the no of persons gives rise to intermediate point. price. For detailed comparison according to different parameters like availability. For primary data collection the techniques used are questioner technique and personnel interview. customer feed back. packaging the questioner are sorted out and the rankings are calculated. The techniques used are different for secondary analysis as well as per primary analysia. bar graph and line graph is used in this study to compare different parameters. The summation of all points is a result of total point which is the main criteria for comparison. flavor. second and third. The ranking is made like first. television. The questioners are separated according to different parameters and different points are assigned for them for perfect weightage to place in the comparative graphs. and websites. . second rank has two points and third rank has one point. According to the rank the numbers of persons are calculated who have given the ranks according to the different parameters. The data collected from the primary source are analyzed by different graphical methods.

fruit juices and health drinks are regarded as healthy choices. A number of factors contributed to this growth. For every fruit juice there is certain amount of market share but the real holding of market share depends upon the identity of the product by taking into account price. the total UK fruit juices and health drinks market was worth an estimated £2.19bn at retail selling prices (rsp). The total market for fruit juices is 230million litres which includes both packeted and freshly made fruit juices.5 litres in Switzerland and 39 litres in USA. although drinks of this type can also be fruit-based. The key issue before the markets was to raise the consumption of packet fruit juices. even though they are relatively unhygienic. including the increasing interest in health and diet. a rise of 6. Despite the relatively mature nature of the fruit juice sector. as healthy as freshly squeezed juice. the market grew strongly in terms of both value and volume between 1999 and 2003.6% on 2002. In addition.4 Mn litres –just over 1% of market. fruit juices. In general. The perception of consumer depends upon the advancement made by the producers which attracts consumers a lot and holds the market share is huge manner. Sunny Delight proved to be one of the marketing phenomena of the past decade. brand. In addition. packaging. availability. The market for fruit juices is more concerned about the facts behind fruit juices so the need for it is not diminishing but it is rapidly increasing day by day. growing at a rate of 12% per annum. and therefore. The organized natural juice market is currently in a nascent stage-though it is growing at a healthy 35-40 percent rate per annum. The drinks market is relatively more mature and growing at 20-25 percent. the strength of the economy and rising household disposable income levels have contributed to the growth of premium-priced products. The consumer perception is not the constant one for the different products available in the market. Fruit juice was the largest sector in 2003. health drinks and fruit drinks. For Indians drinking juice is not a new concept. there is some overlap with the carbonates sector as health drinks. This Key Note Market Report on fruit juices and health drinks covers the market for fruit juice. The proportion of packed fruit juices is small at just 3. fruit drinks and health drinks recorded a high household penetration level. Fruit juices in the unorganized segment are considered cheaper and fresher by the consumers.In 2003. Street corner vendors have been popular for years.1 THE MARKET SENARIO FOR FRUIT JUICES India produces about 9 million tons of fruits every year. such as carbonates. which is undoubtedly one of the main drivers.2% of the total market. Although sales of Sunny Delight eventually declined sharply as a result of concerns relating to the high sugar and low juice content of the . 42. Manufacturers have launched innovative products. are included. for example. which are popular with consumers. But even this huge volume translate to just 20 ml per capital consumption as against 45 litres in Germany. certainly in comparison to alternative soft drinks. However. which might be carbonated and available in ready-to-drink formats of cordials. carbonates are excluded from this report. such as freshly- squeezed juice. accounting for 40. quality. This market has had high entry barriers.Fruit Juices Market and Consumer Behavior 1. flavor etc. quantity. Few customers are convinced about packaged juices being preservative free. In general.

younger consumers might regard fruit juice as a convenient way of boosting their consumption of fruit and vegetables. Increasing concerns relating to health and diet will play a major role in the market. growing awareness of the importance of the Government’s ‘five-a-day’ campaign to increase fruit and vegetable consumption will encourage new entrants into the market. ahead of Lucozade.60% of fruit juices consumption happened outside the home. heavy marketing expenditure and the introduction of new products that are fortified with vitamins and other additives should help to drive sales. Over the next 5 years.drink. In a country like India which has limited budgets for packaging given the low disposable income levels-and thereby the packed foods don’t carry very attractive and inviting pack graphics. In the health drinks sector. In the past 15 years. In addition. In some European countries. The fruit juice sector will be boosted by growing demand for premium-priced products. Planned purchase of fruit juices was prevented only in metros.2 CONSUMPTION HABITS 81% of fruit juice consumption in India was unplanned and 38% was pure impulse. with sales growing by an average annual rate of just over 6%. The origin of this preference lies in the belief that is packed looses freshness. such as carbonated soft drinks. has contributed to growing sales in this sector. Indeed. . towards more natural alternatives. Red Bull is now the most significant brand in the health drinks sector in terms of value. Fruit juice consumption was a group activity-just 2% of the population had the fruit juice alone. as consumers move away from products that are perceived as being unhealthy. Although this sector is still in its infancy in the UK. In a country used to having fresh food all the time. it could show rapid growth over the next 5 years. In particular. more than 10 brands of tetra pack and bottled fruit juices have been lunched in India. Red Bull has enjoyed astonishing success and. Key Note forecasts that the fruit juices and health drinks market will remain healthy. C and E have proved very successful. In addition. This brand also happens to be the first in tetra packed fruit drinks and belonging to the largest soft drink manufacturer in India. since its launch in 1995. drinks with added vitamins A. such as smoothies. the consumer wanted to see the product. 1. many consumers switched to more natural juice drinks rather than leaving the market altogether. Indians prefer “fresh juices”- made in front of their eyes. In food products at times seeing is creating the impulse!! tetrapack manufactures have defined the basic need of Indian consumers by not allowing the consumers to see the product. such as fruit juices. the lack of transparency adds to discomfort levels of the consumers.

among other factors. Rural population 805 Mn(73%) Urban population 289 Mn(26%) Male population 578 Mn(52%) Female population 506 Mn(46%) Density 290/km2* Persons per house hold 5. There can be latent demand at the retail level. .E. and distribution. The term latent typically refers to something that is dormant. India is becoming a country which wants western style packing with Indian style taste and thins was posing a great challenge with limited cold storage and cold chain capabilities.I. the manufacturing level. Research showed that more than 60% preferred to see the fruit juice they were buying. assuming all levels maintain minimum profitability).) or total revenues (not profit) if India is served in an efficient manner. and the raw materials level (the P. Latent demand. The “market” is defined at a given level in the value chain. therefore. at the wholesale level. Vivita-a new entrant has tried to overcome the “freshness of the juice” issue by packing fruit juices in aseptic PET bottle .E. therefore. It is a measure.52* Districts 466 Urban agglomeration and towns 3768 Villages (inhabited) 627000 * excluding Assam and Jammu&kashmir TABLE-1 1. is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms.I.E. of higher levels of the value chain being always smaller than the P. or not yet realized. The consumer is reassured by being able to see the product before buying. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price.3 THE LATENT DEMAND AND POTENTIAL INDUSTRIAL EARNINGS FOR FRUIT JUICES IN INDIA The concept of latent demand is rather subtle. of levels at lower levels of the same value chain.I. It is typically expressed as the total revenues potentially extracted by firms. INDIA KEY SENSUS STATICS OF LAST YEAR Population 1100 Mn. quality.with a no preservatives label. of potential industry earnings (P. not observable.

this study is strategic in nature. there is an assumption governing the shape and type of aggregate latent demand functions. or corporate-image level) and all the players can be replaced by other firms (i. the figures incorporate inflationary trends). entries.e.. and the actual identity of the players involved. Latent . a calculation of price times quantity is never made. irrespective of the players or products involved. taking an aggregate and long run view. mergers.e. In fact. and cartel-like behavior on the part of firms. In general.. Nor is latent demand future sales. As mentioned in the introduction.e. etc. at a brand-. while important for certain issues. In this case. though one is implied). one needs a basic theory from which such estimates are created. In order to estimate the latent demand for fruit juices across the states or union territories and cites of India. In particular. are relatively unimportant for estimates of latent demand. however. On the other hand. actually sales can also exceed latent demand (not adjusted for inflation). and there will still be latent demand for fruit juices at the aggregate level. dollars not adjusted for inflation (i. regulations. The latent demand for fruit juices in India is not actual or historic sales. latent demand can be typically higher than actual sales as there are often distribution inefficiencies that reduce actual sales below the level of latent demand. all the current products or services on the market can cease to exist in their present form (i. cultural barriers to consumption.S. bankruptcies. In fact.. this report does not consider the notion of “unit quantities”. Before applying the approach. Inefficiencies arise from a number of factors. The units used in this report are U..). If inflation rates vary in a substantial way compared to recent experience. not representative of relatively competitive levels). Product and service offerings. Production of selected Fruits juices in India Average (1992/1994) 2002 2003 2004 ('000 tonnes) Bananas juice 9718 16820 16820 16820 Mangoes juice 10108 10640 10780 10800 Oranges juice 1743 3120 3070 3070 Apples juice 1205 1160 1470 1470 Lemons and Limes juce 863 1440 1420 1420 Pineapples juice 956 1180 1310 1300 Grapes juice 684 1210 1150 1200 TABLE-2 For reasons discussed later. via exits. including the lack of international openness. latent demand is typically larger than actual sales in a market. R&D specification. we heavily rely on the use of certain basic economic assumptions.e. we used a multistage approach. only total latent revenues (i..e. latent demand can be either lower or higher than actual sales if a market is inefficient (i.

current income dominates the latent demand for frozen fruits and concentrated fruit juices. Ignoring. notably Franco Modigliani and Milton Friedman. business cycles). drinks. This type of consumption function is labeled "A" in the figure below (note the rather flat slope of the curve). The smallest cities have few inhabitants. The figure below concisely summarizes one aspect of problem. household. Is it declining or is it constant? A number of other economists. Similarly. For firms to serve a market. the propensity to consume is more constant. John Meynard Keynes conjectured that as incomes rise. in the 1950s (and Irving Fisher earlier). drinks. Latent demand (often realized as consumption when an industry is efficient). we allow different propensities to consume (including being on consumption functions with differing slopes. and or changes in utility for the product in question. latent demand in the long-run has a zero intercept. we are considering the latent demand for frozen fruits and concentrated fruit juices. Simon Kuznets. In the 1930s.demand functions relate the income of a state or union territory. they must perceive a latent demand and be able to serve that demand at a minimal return. adds. He estimated this relationship empirically and found it to be true in the short- run (mostly based on cross-sectional data). however. The average propensity to consume is the level of consumption divided by the level of income. explained why the two functions were different using various assumptions on intertemporal budget constraints. This long-run function applies despite some of these states or union territories having wealth. In particular. savings. However. and non-alcoholic cocktails across the states or union territories and cities of India. adds. and end- user preferences). households with no income eventually have no consumption (wealth is depleted). assuming latent demand exists. The average propensity to consume is constant. another macroeconomist. In the long-run. The single most important variable determining consumption. and non- alcoholic cocktails. . at any level of the value chain. In the 1940s. The shorter the time horizon. exogenous shocks and variations in utility across geographies. and wealth. in the long run. The higher the income. the more consumption can depend on wealth (earned in previous years) and business cycles. which can account for differences in industrial organization. estimated long-run consumption functions which indicated that the marginal propensity to consume was rather constant (using time series data). or individual to realized consumption. city. While the debate surrounding beliefs about how income and consumption are related is interesting. the average propensity to consume would fall. Other factors that can pivot or shape demand curves include external or exogenous shocks (i. takes place if an equilibrium is realized. the aggregate relation between income and consumption has been a central theme in economics. for the moment.e. So. This type of consumption function is shown as "B" in the figure below (note the higher slope and zero-zero intercept).. the lower the average propensity to consume. in this study a very particular school of thought is adopted. we assume that all of these cities fall along a "long-run" aggregate consumption function. is income (or other financial resources at higher levels of the value chain). or the slope of the line from the origin to the consumption function.

and estimates the whole for all states or union territories and cities in India (without needing to know the specific parts that went into the whole in the first place). the Organization for Economic Cooperation and Development. population times average income per capita. In other words. some cities have high aggregate income.g.S. the World Resources Institute. These indicators are given greater weight than others in the estimation of latent demand compared to others for which no known data are available. Latent demand is therefore estimated using data collected for relatively efficient markets from independent data sources (e. the International Monetary Fund. Rather. at the same level of the value chain. Any study of latent demand requires that some standard be established to define “efficiently served”. Of the many alternatives. the data were reported at the aggregate level. not just frozen fruits and concentrated fruit juices in India. Thomson Financial Services. data were then collected for as many geographic locations as possible for that same definition. this report does not aggregate a number of components to arrive at the “whole”. the definition of “frozen fruits and concentrated fruit juices” is established. Based on the aggregate view of concentrated fruit juices as defined above. with no further breakdown or definition. various agencies from the United Nations. then adjustments are made. This generates a convenience sample of indicators from which comparable figures are available. In order to eliminate short-term effects of business cycles. any potential product or service that might be incorporated within frozen fruits and concentrated fruit juices falls under this category. or number of households times average household income). In the case of this report. the U. Depending on original data sources used. we have found that the optimal approach is to assume that certain key indicators are more likely to reflect efficiency than others. it starts with the “whole”. In other words. Mintel. If the series in question do not reflect the same accounting period. including gross domestic product (for industrial categories). we will now describe the methodology used to create the latent demand estimates for frozen fruits and concentrated fruit juices in India. Given this overriding philosophy. Official Chinese Agencies. the rather academic discussion below is general and can be applied to a wide variety of categories and geographic locations. While private data are certainly available. industry trade associations. Since this methodology has been applied to a large number of categories. Aggregate income can be operationalzed in a number of ways. this report only relies on public data at the aggregate level without reliance on the summation of various category components. Euromonitor.e. or total disposable income (for household categories. These sources will therefore aggregate across components of a category and report only the aggregate to the public. Public sources rarely report data at the disaggregated level in order to protect private information from individual firms that might dominate a specific product-market. High aggregate income alone is not sufficient (i. but low income per capita and can not assumed to be efficient). we have found the assumption that the highest aggregate income and highest income-per-capita markets reflect the best standards for “efficiency”. and the World Bank). Having implemented various alternatives and matched these with market outcomes. Industrial Outlook. the series are smoothed using an 2 year moving average .

. Given the data available from the first three steps.e. Another way of looking at this is to say that latent demand for frozen fruits and concentrated fruit juices. In the long run. but also over time (i. In a graphical sense. however. not all states or union territories or cities in India are perceived to have the same income growth prospects over time). the effect of income on latent demand is assumed to be constant unless there is empirical evidence to suggest that this effect varies (i.e. latent demand approaches zero in a parametric linear fashion with a zero-zero intercept. there will always be those cities. Assuming that other factors are held constant. a low-income city is assumed to have a latent demand .000 cities. these observations should be given greatest weight in estimating missing years. For these cities. Based on the overriding philosophy of a long-run consumption function (defined earlier). if a state or union territory has no current income. Nonlinearities are assumed in cases where filtered data exist along the aggregate consumption function. drinks. but these reflect short-run aberrations due to exogenous shocks (such as would be the case of beef sales in a state or union territory or city stricken with foot and mouth disease). are estimated based on historical dynamics of aggregate income for that geographic entity. In other cases. the missing years are extrapolated using changes and growth in aggregate national. where non-linear estimation is simply not possible. adds. The assumption is that wealth stocks fall rapidly to zero if flow income falls to zero (i. these observations were dropped or "filtered" from the analysis. In this stage of the estimation procedure. for low income cities. For some categories.ÿ Simply stated.e. the reader must realize that the numbers will reflect a state’s. state or union territory and city-level income. in the long run. Because India has more than 5.. cities which earn low levels of income will not use their savings. and non-alcoholic cocktails is more likely to be similar across states or union territories or cities that have similar characteristics in terms of economic development. equilibrium latent demand is assumed to be perfectly parametric and not a function of wealth (i. If data are available for a geographic region.weighting scheme (longer weighting schemes do not substantially change the results).. the latent demand is estimated using a “varying -parameter cross-sectionally pooled time series model”. union territory’s or city’s contribution to latent demand in India and may never be realized in the form of local sales. a city’s stock of income). especially toward the bottom of the consumption function. the slope of the income effect is not necessarily same for all states or union territories or cities). but a function of current income (a city’s flow of income). From a Bayesian perspective. the latent demand for fruit juices is assumed to approach zero.. data are available on a sporadic basis. to demand concentrated fruit juices). states or union territories and cities which have missing data for any given year. In some cases. This approach is useful across geographic regions for which some notion of non- linearity exists in the aggregate cross-region consumption function.e. . data may be available for only one year. This assumption applies along the aggregate consumption function.

Not all cities (e. the product is scheduled for launched on a nation-wide scale in the months to come. This report considers a city as a part of the regional and national market. juices are a logical extension of its portfolio. For Safal. Also. with its expertise in producing and marketing various horticultural products in India as well as overseas. Safal. a city does not represent a population within rigid geographical boundaries. The fruit juice category is rapidly growing by over 50 per cent at some stores for us. however. Based on the models described above. "With the market growing at a healthy rate and with changing lifestyles and rising levels of health consciousness among consumers today. since Real contributes as much as 85 per cent to the company's top line. From an economic perspective. the level of economic activity of the city vis-à-vis others is used. The company has launched packaged fruit juices under its flagship brand. This influence varies from one industry to another. Ladakh Foods today claims to be one of the fastest growing fruit juice companies in a fiercely competitive environment where big names such as Dabur and Pepsi already hold substantial market shares. We allocate latent demand across areas of dominant influence based on the relative economic importance of cities within its state or union territory. With the launch of Safal juices. This time in the packaged fruit juices category. It will continue to be an area of focus. a city represents an area of dominant influence over markets in adjacent areas. Perhaps one of the main reasons why milk major Mother Dairy announced it is jumping on to the bandwagon of fruit juice. The purpose is to understand the density of demand within a state or union territory and the extent to which a city might be used as a point of distribution within its state or union territory.g. Even when the fruit juice/nectar market is projected to grow at a scorching pace of 40 per cent.4 THE GROWING FRUIT JUICE MARKET This chance encounter with the wonder plant seabuckthorn was the reason Ladakh Foods was set up as a separate company in 2002 to manufacture and sell seabuckthorn juice as Lehberry.proportional to its income. but also from one period of time to another. . latent demand figures are estimated for all major cities in India. Safal is now ready to script a new success story. it's seen as healthy compared to soft drinks. These are then aggregated to get state or union territory totals. Rather. 1. To an economist or strategic planner. the demand for healthier products like packaged fruit juice is only going to increase in the times to come. Starting from Delhi. a Tetra Pak study has found that a whopping 86 per cent of the fruit juice market is still lying untapped. Since some cities have higher economic wealth than others within the same state or union territory. A large chunk of this growth will come from the Real brand of fruit juices. a city’s population is not generally used to allocate latent demand. based on the cities closest to it on the aggregate consumption function. non-sugar variants find flavours with fitness freaks. the smaller towns) are estimated within each state or union territory as demand may be allocated to adjacent areas of influence. The company says that having pioneered the marketing of fresh and frozen vegetable products backed by a modern produce handling and processing facility. They are more hygienic than roadside fruit juices and are a big hit with yuppies.

what the industry is now trying to do is offer different packaging to suit different price points while simultaneously working on ways to offer better quality and improved taste. which distributes the Australian brand Berri in the South. PET bottles are another reason for the high prices. carrot and orange in the market. it is 21 per cent. and can soon emerge as a major sourcing base for other exotic fruits for Tropicana's international market. Taking advantage of the health consciousness pervading the market. Evolving from drinks containing a hint of herbs or vitamins. So. Natural fruit juices are a growing market and all players should have a level playing field. there might have to be some readjustments in the time frame within which these targets may be achieved. which is made entirely from mangoes sourced from within India. . more healthful alternatives. In Tamil Nadu. Besides. "It is difficult to make inroads into the middle class as it finds the prices prohibitive. while it took Dabur Foods seven years to make money on fruit juices. beverages have become an important delivery vehicle for efficacious amounts of nutritional ingredients. So. as against other flavours for which sourcing has to be done from other countries. So where is the industry headed? It is expected that the market will touch Rs 170 crore by next year and we are targeting break-even within the next four years.Which means that if the fruit juice producers work on further development of backward linkages. Pepsi recently launched Tropicana Tropics Mango Nectar. Adluri Foods has introduced cranberry juice (something that the local brands also have done) and is testing a mixed vegetable juice and a cocktail of apple. much lesser in Andhra Pradesh and Karnataka. thanks to product innovation. But even as the industry players are upbeat about growth prospects. even from established brands. the pricing issue plaguing this industry can be better tackled. Sales tax on imported products is not uniform across the States. offering the consumers better tasting. Pricing is one of the major worries. packaging becomes critical. India is now among the top ten markets for Tropicana worldwide. the non-carbonated beverage segment has become one of the fastest growing and most exciting businesses at the moment. Ladakh Foods may repeat this feat in just four years. However. So a one-litre bottle of Berri costs Rs 110 while a Tropicana is in the Rs 75 range. the retail prices are the same across all the States. manufacturers have experimented with some of the formulation and taste issues. Pricing is also the downfall of fruit juice importers. there is an undercurrent of discomfiture. Beverages are unusual products in that everyone expects to try new varieties. the industry has already begun to offer packaging solutions to address different price points like a 125 ml pack of fruit drink Maaza from Coca-Cola India at just Rs 5 and a 500 ml Tropicana blend for Rs 25. Significantly India is now an approved source for mango pulp within the Tropicana worldwide system. With people turning more health conscious. The introduction of Tropics Mango Nectar will be followed by Tropics Litchi and Tropics Guava. Price is a barrier to this category because when you give fresh juice. with talk of the new government thinking of levying eight per cent excise on food products including packaged fruit juice. So. expanding market and increased consumer preference for healthy foods. while profit projections are unlikely to go completely haywire just yet. For some time now.

orange and pineapple - Frooti Mango from premium Indian mangoes. together have a 75 % share of the health food drinks Frooti Orange from chilled imported orange concentrate from Brazil and Frooti Pineapple made from ripe juicy pineapple. Soy milk from ProSoya and branded fruit juices from Surya Foods among others. The company's another revenue earning brand includes Bisleri water. however. being a brown drink faces direct competition from Cadbury's Bournvita and GSKCH's Boost.500 distributors and wholesalers directly and indirectly. While all segments of the beverage market are evolving. The latest to join the race is GCMMF. which has relaunched its health food drink branded as Amul Shakti. Coca Cola's Maaza. Real was launched in 1996 and the brand has carved out a niche for itself . Nestle's Milo. Nastle's Milo. And the popular brands vying for a share in the sector are Parle's Frooti. The market has marginally moved from the white malted beverages to the brown segment. light and low-calorie drinks. While Cadbury's Bournvita has been at the forefront of the HFD market. and Dabur's Real. GSKCH more recently has launched its brown drink Boost in 100gm sachets as well in Tetrapak as a ready-to-drink product. The Rs 1. as a white beverage. Parle's Frooti No 1 fruit drink Frooti from Parle Agro is the largest distributed fruit drink with 85 % market share in India. in particular organic and fruit juice varieties. has remained stagnant for the last several years despite GSKCH (GlaxoSmithKline Consumer Healthcare) and Cadbury's attempts to activate the category. Dabur's Real fruit juice in 9 flavours Dabur's flagship brand Real fruit juice is a market leader in the packaged fruit juice category. Pepsi's Tropicana. the growth seems to be directed more towards healthy. Apart from repositioning its Horlicks brand from health drink to a fun drink. Maltova. The Bisleri brand of mineral water is being made available across the country. nectar and juices. is believed to have an over 50 % market share.100 crore health food drinks (HFD) market. the juice market is valued at Rs 150 crore and the nectar is a small category of about Rs 35-50 crore. The Rs 500 crore non-carbonated beverage market in the country is composed of fruit drinks. It has a market share of 40 %. What follows is an overview of the latest product offerings from different beverage companies. Horlicks alone. Viva. India's first real fruit drink in Tetrapak is available in three delicious varieties . classified into two categories of white and brown segments. Godrej's Jumpin. It reaches more than 10 lakh retail outlets in up to class C towns through more than 1. GSKCH's Horlicks and other brands like Boost. While the fruit drink segment is estimated at Rs 250-300 crore (branded and packaged). GSKCH has also been active.

mixed fruit. India's first packaged fruit + vegetable juice. North-East. Today. Godrej Xs fruit juice is packed with extra tang and extra fun. It is available in three variants . They are available in packs of 200 ml. mango. litchi and cranberry. pomegranate (anar) and watermelon Real juices are offered in hygienic double seal spill proof caps in Tetrapak packaging. Xs come in Tetrapaks of 200 ml and 1000 ml. Real Activ orange carrot juice. in West Bengal. It has two favourite flavours of mango and apple enriched with calcium. Coolers. pineapple. It has the highest capacity utilization by processing pineapple. guava. a 100 % fruit juice with no added sugar. Godrej's Jumpin & Soyfit in several flavours The Foods Division of Godrej Industries produces and markets fruit drinks. tomato. Dabur Food produces around 50 million litres of juice annually through its state- of-the-art facility at Birganj. it has the capacity to produce 192 tonnes of pulp/concentrate. Also the vitamins and carbohydrates present in it provide extra energy for a fit and healthy living. pineapple. Uttar Pradesh. Real Activ is available in orange. . fruit nectar and Sofit Soymilk. In August 2004. apple. and orange-carrot variants. a fruit-based beverage. litchi. Nepal. set up by Pasadensa Foods. mango. litchi and orange. grape. Xs range of fruit nectar has more fruits making it thick and tasty. The fruits that go into the juices are sourced from the best sources across the world. Maharashtra and Andhra Pradesh. mango and grape round the year. Bihar. Once packed. litchi and pineapple flavours. guava. gives the goodness of fruits without adding extra calories. targets children below six years. it is the preferred juice drink for the health and fitness conscious young adults. Real Junior.Aam panna. the 6-layer Tetrapak carton helps retain the freshness of the juice for a longer period of time. offers traditional 'cooling' recipes in a ready-to- drink format. the company commissioned a multi fruit processing facility in Siliguri. the company claims. They are packaged in hygienic and aseptic Tetrapak that assures top quality. Real Activ. Available in orange. apple. Ice-cold Jumpin can be enjoyed straight or mixed in a punch or a cocktail. Real with a market share of 55 % offers to its consumers the largest range of 9 juices that comprise orange. The Jumpin range of fruit drinks come in flavours such as maqngo. is a combination of juicy oranges and sweet carrots. The plant procures fruits worth Rs 6 crore from West Bengal. a wholly owned subsidiary of Dabur Foods Ltd. available in 125 ml packs. Spread over 11 acres and geared to process 150 tonnes of fruit per claiming to be the only fruit juice in packaged form that is 100 % preservative free. thus maintaining the taste and nutrition of the juice.

In 1993. In the past. it is clearly moving away from being a very urban-focused player and targeting newer markets and driving rural demand. By giving Milo a new distinct local positioning and introducing the brand in convenient sachets at lower price point. dominates the fruit drinks industry. Tropicana is available in orange. apple. Mazza has become synonymous with mango. Godrej has launched Sofit Soymilk for the health conscious. grape and cranberry flavours and a cocktail in Ruby-red. Nestle had exited from categories like packaged water business and discontinued a few of its brands. claims the company. Over the years. to give all the health benefits of soy to the consumers with the refreshing taste of fruits. The company is in the process of launching more health products. a drink that offered the same real taste of fruit juices and was available throughout the year. fun drink which delivers the real . maaza hain naam. Nestle's Milo with 'badam shakti' Nestle is relaunching its chocolate health food drink Milo by re-energising it with 'badam shakti'. Sofit is made by mixing soymilk with real fruit pulp. Being low in saturated fat and cholesterol free. maaza mango. including Nescafe Choc Café and Milkmaid dessert mixes. Currently. The company sources orange juice concentrates from Brazil. is becoming a popular drink. and a sugar-free Diet Pepsi. The 1000 ml pack is priced at Rs 50. According to company sources. in association with Hindustan Lever Ltd (HLL) is planning to launch Lipton iced tea in a couple of months. due to their poor performance. Sofit is sold in Tetrapaks of 200 ml and 1000 ml. The move is to take on its arch rival Coca Cola which was successful in its business in tea and coffee. Coca Cola's Maaza very popular Maaza was launched in 1976. both hot and cold in association with McDonald's. Pepsi also markets an energy drink for the sports personnel. Mazza currently. natural. apple. Soymilk is free of lactose which is present in cow/buffalo milk. The drink became a hit with successful advertisement campaigns like "Taaza mango. is a valuable source of proteins and vitamins. Milo is all set to get a new lease of life with a new packaging. malt and plain flavours. Available in mango.' and 'Botal mein aam. PEPSI'S TROPICANA Pepsi's Tropicana brand fruit juice has registered double digit growth and has outpaced the growth of the packaged fruit juices market in India. formulation and a distinct positioning. They come in Tetrapaks of one litre and PET bottles of 500 ml and one litre. Mazza was acquired by Coca Cola India.'Consumers regard maaza as wholesome. called Gatorade. India is a very important market for Tropicana and is among the top 10 biggest markets for the brand. Milo is available in a SKU of 500gm priced at Rs 96. Pepsi. Sofit Soymilk made from carefully selected soybeans.

Coke's non-CSD portfolio also comprises powder soft drink concentrate Sunfill.Real Activ Orange Carrot will be marketed using both above the line advertising as well as a complete below the line programme that will ensure extensive consumer sampling in corporate campuses across the country. creating a new category that currently does not exist in India. and expanding the entire choice set of juices available. sweet carrots and is available in 1litre packs for Rs. The company is expected to launch a new low calorie cola and introduce more varieties of flavoured bottled water over the next few months. This nutritious powerhouse is a combination of juicy oranges. Orange juice.e. Interestingly. Dabur Foods has achieved another first by creating a new category in the packaged fruit juice market - with the first fruit-vegetable juice combination. Amit Burman.only. people drink carrot juice in India and its health benefits are known. Besides. Dabur Foods Ltd. rich carrot juice . Vitamin A. "A three pronged strategy has driven the launch of Real Activ Orange Carrot: offering a value added juice to consumers in the most popular flavour i. Real Activ Orange Carrot. We believe this launch will expand the market for natural. On Real Activ Orange Carrot.e. 250 ml RGB. and the bottled water brand Kinley. Globally the fruit+veg combo juice market is a fast growing niche that appeals to health conscious adults who want their juice to 'deliver more'. Several options were considered and the orange-carrot combination was chosen because it made the healthiest combination. After the hot beverage did well. the com-pany entered the ice tea and coffee market with Georgia brand last year. Real Activ Orange brings together the taste and nutrition of orange. This strategy is an outcome of an innovative product development plan that combines product ideation and extensive consumer feedback. A category pioneer in packaged and preservative free fruit juices. Coca Cola is also in the business of tea and coffee under the brand name Georgia Gold." said Mr. the company's research showed that consumers were looking at an orange+ option i. Dabur Foods Ltd. again in association with McDonald's. 125 ml Tetrapak and 200 ml Tetrapak.e. and there was a high degree of comfort with the combination. this is not an entirely alien concept to the Indian consumer who has been accustomed to drinking . It5 is available in SKUs of 200 ml RGB. This segment largely consumes Orange juice is looking for ways to 'get more'.experience of fruit. This is a familiar combination as traditionally. The brand is available at all McDonald's outlets across the country. Packed with high amount of antioxidants i. CEO. the two flavours blended well with each other creating a more flavourful juice. 100% preservative free packaged juices in India and is a part of our overall strategy to offer consumers a healthier juice and the widest choice possible.creating a completely natural 'wonder juice'. a way of making the all-time favourite orange juice more nutritious and healthy. This led us to develop a combination that delivers great orange taste with the beta-carotene & vitamin C. 70/. Head of Marketing." adds Sanjay Sharma. with beta- carotene rich carrot juice that is recognized by health experts as the 'wonder juice'. Real Activ Orange Carrot juice provides instant rejuvenation to body and also strengthens immunity levels. C and E.

Ladakh Foods.5 FRUIT JUICE SEGMENT POISED FOR 30% GROWTH The branded fruit juice market in India is estimated to be worth Rs 500 crore organised fruit beverage market (nectars.e. pineapple. newcomers like Surya Foods and Agro. mixed fruit. grape. The third step is an integrated communications plan using both above the line and below the line methods to be able to involve and engage consumers more directly. but did not have this choice when it came to hygienically packaged juice.Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack. 1. It offers the largest range in India with eight juices: orange. school kids. mothers and young professionals in varied real life situations. Mother Dairy. The first step was the relaunch of Real in a new. vibrant and international look designed to maximise drool appeal. Real so that the look and feel of the brand became more effective in communicating its core benefit i. Pepsi. Real Activ is targeted at health conscious young executives for whom fitness is a way of life and is available in orange and apple flavors. . Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards. tomato and litchi. The commercial shows a young urban professional. In a complete break away from the conventional advertising for fruit juices. drinks and juices combined) and the segment is growing at about 30 per cent per annum. The Real Activ TVC was the third in the series of advertisements. Real Fruit Juice is a market leader in packaged fruit juice category commanding more than 55% market share. mango. Godrej and Parle Agro are already in the market and in view of the swift growth in the market. Real tastes like eating a fruit.mixed fruit and getable juices from the neighbourhood juice wallah. who after a hard day's work drops his professional gear and transforms into a cool and relaxed person who recharges himself -with Real Activ which acts as a catalyst for this transformation. cold fill technology and spill-proof double seal cap for packaging Real.e. The second step was to change the brand communication for which three different TVC's are being used to talk to distinct audiences i. guava. Big players like Dabur. Pioma Industries have come into the market with new products in the recent years. 'Real' was recognized as the 'Fastest growing brand' for 2001-02 in the first ever beverage industry seminar in India. Real Fruit Juice is India's leading packaged. the new Real Activ TVC uses lifestyle imagery to position the brand as a part of the active lifestyle of young professionals by providing a refreshing alternative that keeps them going. This year Dabur Foods has also realigned the flagship brand. 100% preservative free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive pack.

test marketed a diluted mango juice in Andhra Pradesh recently. vegetable and spice processing units in the unorganised sector. No doubt Dabur's Real Fruit juice is the market leader followed by Pepsi's Tropicana. told Food & Beverage News in an interview that the market share of Dabur's Real Fruit juice is now 60 per cent. the unorganised sector’in foothold is in the traditional areas of processed items like pickles. several thousands of bakeries. Mother Dairy has recently launched the Safal brand of juices. Godrej Industries Foods Division has introduced fruit juices under the Xs brand. has forayed into the juices segment. pickles form the strongest category. sauces and squashes. Godrej's Jumpin is slowly achieving its space in the fruit juice market. grape and an orange-apple combination. While products like juices and pulp concentrate are largely manufactured by the organised sector. the organised sector is relatively small. Primary food processing is a major industry with a highly fragmented structure that includes hundreds of thousands of rice-mills and hullers. makers of the Leh Berry seabuckthorn berry drink. Ladakh Foods. Parle Agro's Frooti and N-Joi too are doing well in the market. The two major fruit juice makers in India. However. Safal is currently available in orange. 171 meat processing units and numerous dairy processing units at state and district levels. The share of the organised and unorganised sectors varies across different segments of the industry. In comparison. Delhi NCR-based Surya Foods and Agro Ltd. Chief Executive Officer. 2006 FIGURE-1 In India is almost equally divided between the organised and unorganised sectors. Share of categories in Indian fruits juices & Vegetables processing sector. has now launched an apple-peach combination juice and a mixed fruit variant. flour mills. pulse mills and oil-seed mills. which earlier only consisted of nectars. By size.293 fruit and vegetable processing units. mixed fruit. Amit Burman. . manufacturers of Priyagold biscuits. traditional food units and fruits. makers of the Rasna brand of soft drink concentrates. 5. 568 fish processing units. with the organised sector holding 48 per cent of the share. with around 516 flour mills. Ahmedabad-based Pioma Industries. Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. Dabur Foods.

Real Fruit Juice is a with the beta-carotene rich carrot juice that is recognised by health experts as the 'wonder juice'. To expand the choice- set of juices for consumers. a blend of juicy oranges and sweet carrots. Orange juice provides energy.Real juices from Dabur Foods Dabur Foods introduced for the first time in the Indian market Cranberry juice - Real Cranberry Nectar. Packed with high amount of antioxidants Vitamins A. Dabur Foods' flagship brand. guava. rich in vitamins. relieves nausea and also helps in improving resistance of the body. mixed assortment of traditional Indian and international flavours . This powerful combo brings together the taste and nutrition of mango. Dabur Foods has a portfolio of nine variants under the Real brand.India's first fruit-vegetable juice. available in 1-litre packs. grape. Dabur Foods also launched preservative-free fruit juice a sub-brand Real Junior in 2004. Dabur Foods has constantly been introducing innovative variants like Real Activ Orange Carrot . fruit-plus-vegetable juice. mango. Real Cranberry offers the exotic flavour and nutritive value of cranberries. 100 per cent preservative-free fruit juice brand offering consumers the great taste and wholesome nutrition of freshly squeezed juice in a hygienic and attractive and apple. minerals and antioxidants. cold fill technology and spill-proof double seal cap for packaging. which are an assortment of traditional Indian and international flavours . Carrot juice. grape. Real Junior has two flavours . which offers the largest range of fruit juices . in 125 ml packs for children below six years. Real Activ Orange Carrot juice provides instant rejuvenation to body and also strengthens the immunity levels. This is claimed to be a first of its kind segmentation in the Indian fruit juice market in keeping with Dabur's marketing strategy of segmenting the market with customised fruit juices. skin and the digestive system. The brand has also won the award for 'Highest sales growth achieved by a brand' in the non-dairy category. Dabur Foods is the only juice company in India and among the top 5 companies in the world to use the latest spin cap tetra pack. Pepsi's Tropicana . Real offers the largest range of fruit juices. The vibrant packs with animated fruit characters are intended to appeal to children by highlighting the taste and nutrition of Real Junior. guava. targeted at kids below six years . The company has also launched multiple-size options to kids like Real Fruit Juice School packs that suit varied consumption needs and occasions. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS (Societe Generale de Surveillance) certifications for high safety standards used in packaging that conform to the stringent HACCP and GMP standards. Real Activ Orange Carrot. According to sources. mixed fruit. pineapple. Real Activ Orange Carrot juice is a delicious and convenient way to include more vitamins and minerals in your diet. tomato. Real Cranberry Nectar is exotic fruit juice nectar. C and E.' is beneficial for eyes. which make it a healthy beverage. litchi and cranberry. pineapple. Real Activ is targeted at health conscious young executives for whom fitness is a way of life and is available in orange and apple flavours. enriched with calcium. Dabur Foods had launched "India's first" packaged. A nutritious powerhouse to boost the health.creating an age-specific market segmentation. litchi and cranberry. also known as the 'miracle juice. An innovative product from Dabur Foods' portfolio. tomato.

Also look for the Calcium fortified products: Calcium plus Vitamin D with no pulp. Also available in 1000 ml packs. pineapple.this range of fruit drinks is available in four flavours: mango. The world-class Mandideep plant. Dabur Foods is going local with a vengeance with its fruit juices. Also available in 1000 ml packs. It is also aiming to expand its market by introducing juices with a lower price tag. and Grove stand (Lots of Pulp) with Calcium. which makes it tastier and more filling than ordinary fruit drinks. Jumpin . Tropicana Pure Premium orange juice is made from one thing . near Bhopal in the northern Indian state of Madhya Pradesh. pineapple. mango. apple orange. Xs .apple. It offers two well-known brands . guava pulp and litchi juice under this brand. and water melon with one litre of Cooler priced at Rs 50. It comes in an innovative baseline pack design that is trendy and easy to hold. Xs contains high-quality fruit pulp. and is manned by a qualified and experienced team of microbiologists and food technologists.this brand comes in three flavours: mango. The foods division of Godrej Industries has made a mark in the exports market. Homestyle with some pulp. Frooti. and Grove stand with lots of pulp. N-joi from Parle Agro . Jumpin can be enjoyed straight or in a punch or cocktail.Jumpin and Xs. jamun. was ISO-9002 certified in May 1995 and is the first facility in its category to get the 'quality management system certification'. PepsiCo teamed up with Punjab Agri Export Corporation for a joint citrus cultivation project in 2003 in Punjab. orange. a state-of-the-art facility that has ISO 9002 and HACCP certification. pineapple. Tropicana juices have 80 per cent fruit pulp content. The company was looking for a similar deal with pineapple farmers in Kerala. Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavours mango nectar. Jumpin and Xs beverages. manufactured at India's largest singly located plant. Jumpin. At present Tropicana has about seven flavours in the market . Tropicana Pure Premium is the orange juice brand. Coolers like Tropicana Tropics also contains only 20 per cent of fruit pulp against over 80 per cent in Real variants. apple and orange. Available in packs of 200 ml in trays of 27 (with straws). It may be recalled that Pepsi had launched mango and litchi flavours earlier under its fruit drink brand 'Slice' in returnable glass bottles. Original with no pulp. According to sources. Xs from Godrej The foods division of Godrej Industries has been one of the pioneers in the fruit drinks and fruit nectar categories in India.Orange. Flavour retention is high and freshness of taste is never lost. papaya pulp. litchi and orange. It is available in slim packs of 200 ml in trays of 27 (straws provided). grapes and pomegranate. The company is now working on building the same capacities for other fruits like guava. it has a rigorous testing procedure. The company has launched a new brand 'Coolers' in four variants . It can be served straight and also makes a great cocktail mix. grape and mixed fruit. This plant uses the latest machinery.

1 per cent. company sourcesadded. Nagpur and Pune. Uttar Pradesh. the ITPO sources added. manufacturers of Priyagold biscuits. Initially. Leh Berry believes it has the advantage of a fresh taste. Enlisting the involvement and support of the State Governments in India for promotion of India's foreign trade. real milk' . This is nearly 20 years after it launched its 'Safal' brand of processed Encouraging small and medium scale units in export promotion efforts. The plant has a capacity of producing 1. The Mumbai-based company launched N-Joi . the company launched half-a-dozen milky-fruity variants. It has set up a state-of-the-art manufacturing facility in Noida. Ladakh Foods is marketing Leh Berry as a nutrition drink (it prefers not to use the word health. medicinal associations). the juice will be competing with established players as Tropicana and Real. B P Agarwal. Its first fruit juice in Delhi and it's selling it in the more affluent parts of town. Freshgold from Surya Foods & Agro Surya Foods and Agro Ltd. Ladakh Foods' target of capturing at least 7 per cent of the market share within a year and 20 per cent by 2006-end is ambitious. Chairman. Parle Agro's Frooti is reported to be over Rs 250-crore turnover. According to company sources. the company has a plan to launch it in the south in near future. including peach- milk. Frooti remains a dominant mango fruit beverage brand. with its bitter. But Ladakh Foods doesn't think so.positioned as 'real fruit. Surya Foods and Agro Ltd. Frooti's marketshare is claimed to be 85 per cent in the tetrapak segment and 29 per cent in the mango beverage category (including bottles and tetrapak). Leh Berry from Ladakh Foods Ladakh Foods is building a portfolio of products from fruit juices to jams and sauces. under the N-joi brand umbrella. But its competitive edge may well lie in its positioning. said that though the juices are currently available only in the northern markets. Further. Safal juices from Mother Dairy Mother Dairy has launched packaged fruit juices under the Safal brand. which grows in the Ladakh region.initially an Alphonso mango with fresh dairy milk variant. Since January the drink has also been on shopshelves in cities like Hyderabad. based on the chronicled nutritional properties of the seabuckthorn fruit. and cheekoo-milk. banana-milk. That may seem like a risky gamble. The company has 11 Tetra Pak facilities in the country. It launched Leh Berry a couple of months ago. Providing trade information services through electronic accessibility at Business Information Centre. pineapple-milk. has forayed into the juices segment. with an investment of Rs 25 crore.5 lakh litres of juice per day. Mango fruit beverage is estimated to account for 91 per cent of the sales of all fruit juice variants while orange juice accounts for only 3. based on the little-known seabuckthorn further slice open the virgin fruit-milk beverage market. . the western and southern markets will meet supplies from the Mumbai plant. the one-litre juice in cartons is available in supermarkets and malls in and around Delhi for Rs 60. strawberry-milk. Branded `Freshgold'. Parle Agro Ltd is betting on 'N-Joi' .

Tropicana is also looking at making India the sourcing hub for certain varieties of fruits mainly mango. According to a PepsiCo India spokesperson. organise visits to manufacturing units. The company wants to ensure that the strong growth continues and also that the market expands further. it is trying to develop a large grower base. specific exports and specific products. pineapple. Aahar concentrates on specific buyers in overseas markets.6 FRUIT JUICES GO LOCAL The two major fruit juice makers in India Tropicana and Dabur are going all out to tease Indian taste buds with ethnic flavours. Tropicana juices have 80 percent fruit pulp content. guava pulp and litchi juice under this brand. and supply data on capacity. the company has begun trials of pineapples imported from Thailand and the Philippines in Kerala. PepsiCo teamed up with Punjab Agri Export Corporation for a joint citrus cultivation project in 2003 in Punjab. arrange display of products for foreign companies. 1. To this end Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavours mango nectar. etc. papaya pulp. "Arrive in India and leave the rest to us to fix appointments with Indian exporters. "India is among Tropicana's top ten markets which is continuously moving up having registered a strong double digit growth last year. It is this micro or pinpointed approach to export promotion which marks it out from other export promotion exhibition in the country. At present Tropicana has about seven flavours in the market — apple.000 tonne of mango pulp and concentrate predominantly to west Asia and Europe from India. The company is now looking for a similar deal with pineapple farmers in Kerala. grape and mixed fruit. It may be recalled that Pepsi had launched mango and litchi flavours earlier under its fruit drink brand 'Slice' in returnable glass bottles. For foreign visitors and exhibitors the ITPO sources said. pineapple. At present the company sources orange juice concentrates from Brazil but through the ongoing project. orange.". locate suitable manufacturers to carry out modification and product adaptation. "India produces 47 . Pepsi is already exporting nearly 20. PepsiCo terms these as flavours that are more relevant to Indians. But they did not reveal any numbers. quality control. equipment. grapes and pomegranate. which can produce high juice yielding oranges to match its requirements. identify manufacturing units for export-oriented joint ventures. The company is now working on building the same capacities for other fruits like guava. which is expected to start producing results very soon. A catalyst with a selective integrated approach to exports. The new variants are expected to come for around Rs 50/ litre as these come under the category of 'less than 20 percent fruit pulp' making them less pricey than Tropicana fruit juices all of which retail at above Rs 70/litre. apple orange. For Tropicana India is proving to be a good investment as according to top officials in the company.

Thus. and water melon with one litre of Cooler priced at Rs 50. has proved very successful contributing as much as 85 per cent to the company's Rs86 crore turnover last fiscal. with household expenditure for fruits and vegetables estimated to have increased 5 percent per year over the same period. with per caput consumption in urban areas almost twice that of rural areas4.million tonne of fruits which provides us an exciting export opportunity within the Asia- Pacific region. There is a significant positive relationship between income and fruit consumption.826 for the lowest income levels. despite the Asian economic crisis and slow industrial growth in the past five years. Dabur is also aiming at expanding its consumer base. Higher levels of per caput fruit consumption are increasingly evident in urban areas. into research into consumer needs and development of processing capabilities and parameters on the other. Annual per caput fruit consumption also increased. jamun. For rural areas. the .7 FACTORS AFFECTING DEMAND A.7 percent over the period. Similarly for urban areas. for virtually all income groups. The states with the highest per caput fruit consumption are usually those with lower population growth rates. It is also aiming to expand its market by introducing juices with a lower price tag. Real annual GDP growth rates have averaged 4. the overall weighted average of the income elasticity of fruit demand for the highest income group was estimated at 0. INCOME AND PRICES The Indian economy has achieved significant growth over the past twenty years. pomegranate.293 and 0. Significant potential exists to expand fruit consumption in rural areas. the income elasticities were 0. in both rural and urban areas. states with currently low per caput consumption rates and growing urban areas. with the higher income levels showing the highest per caput consumption rates. Real per caput income levels increased 3. Dabur's Real brand of fruit juices. According to official statistics. Data from the Indian Agriculture Research Institute indicate that the richest income group consumes six times more fruit than the lowest income group. population growth is expected to decline to 1. B. 1. Coolers like Tropicana Tropics also contains only 20 per cent of fruit pulp against over 80 per cent in Real variants. POPULATION Population growth in India is currently 2 percent per year. According to the company Coolers has been launched with an investment of Rs12 crore. from 25 kgs in 1981 to 31 kg in 1998.4 percent per year from 1981 to 1998.283 compared to 0. Dabur Foods is also going local with a vengeance with its fruit juices. and varies from state to state. The company has launched a new brand 'Coolers' in four variants — green mango. The consumption of tropical and other fruits is highly related to income levels.5 percent per year by 2011 when the total population of India is expected to reach 1.2 billion.782 respectively.

CONSUMPTION HABITS AND PREFERENCES Consumers in India have become increasingly aware of the positive health aspects of fruit consumption. SEASONALITY A survey of three wholesale terminal markets in October 1999 revealed large variations in prices due to seasonality. C. Furthermore. such as passion fruit. while tropical fruit consumption is more widespread. Given this relationship between income and demand. Prices of fruit have increased more than the General Price Index with total fruit consumption generally highly sensitive to price changes. nutritional education programmes by the Government of India have resulted in rising demand for higher quality fruit. A more diversified diet and interest in healthier eating has led to increased consumption of all fruits. as discussed above. an estimated 25 percent of total fruit production goes to . D. Prices also play an important role in consumer preferences for individual fruits. with tropical fruit prices typically lower than for temperate fruit. despite some efforts to better manage surpluses due to seasonality. particularly among middle to low income households. and long distances between wholesale and retail markets. either commercial or state- sponsored. E. High retail prices for fresh tropical fruit are one of the primary constraints to increasing consumption. PROMOTIONAL ACTIVITIES Few national or regional promotional activities. as well as increased preferences for more varied diets (including more fruit consumption). primarily due to the margins captured by intermediate buyers and sellers. utilizing mass media and in-store promotions to enhance brand recognition and encourage consumption. perishability of product. A number of large agro-processing industries have initiated promotional programmes for processed fruit and juice products in recent years. although high income groups may increasingly substitute tropical fruit for other fresh fruits as fruit consumption in these groups approaches saturation. The market for minor tropical fruits. with consumption concentrated in higher income groups at the present time. particularly in urban areas. However. A substantial price differential exits between wholesale and retail prices as shown by Table 10. Large quantities of fresh unripe mangoes are utilized in household preparation of pickles and chutneys. have been developed to encourage domestic consumption of tropical or other fruits in past years. Temperate fruits tend to be consumed by the higher income groups. carambola and avocado is expected to rapidly increase over the near to mid-term.higher the income the less responsive is fruit consumption to changes in income levels. Consumption of lychee and sapota is largely concentrated in higher income households. lower income groups are likely to account for most of the future growth of the market in India.

Higher income consumers rely almost entirely on domestic help for their shopping. which typically are distributed on the first few days of each month. frozen meats and vegetables. Most consumers prefer local shops to larger supermarkets because of proximity. and make only enough for one meal. according to the Ministry of Finance. but also to ensure freshness since refrigeration is available only in wealthier households. women do most of the shopping and make most of the food purchase decisions. The domestic help buys staples. often filling in at the end of the month with some additional staples purchased on credit. traditional markets are considered the freshest source for foods. Non-vegetarians typically consume meat only once or twice per week. rising incomes. The middle class has diverse purchasing habits. The poorer segments of the Indian population tend to buy basic staples with the first part of their paychecks. Nearly 95 percent of consumers purchase fresh fruits and vegetables from a local market or street vendor. believing them to be lower in flavor and nutrients. pulses and edible oils have started declining. instant noodles. Meat may be regularly consumed by less than 30 percent of the Indian population. In all classes. from subsistence to higher value foods. breads. Many families at the lower end of the middle class continue to do their own shopping. The retail market for fruits and vegetables has grown at over 20 percent per year in the past few years. and other products from a variety of general merchants.8 CONSUMERS PURCHASING BEHAVIOUR The availability of consumer food products in India has grown significantly since the economic reforms beginning in 1991. due to its higher cost and a predominance of vegetarianism and Hinduism. many can only afford a vegetarian diet. often necessitated by a growing pattern of households with two working parents. This is mainly to avoid waste. the poorer customers will buy whatever fresh foods and consumer goods they can afford. moreover. or processed foods. Although the Government of India has taken steps to improve the overall conditions of the fruit industry. and a . packaged grains and pulses. soft drinks. Additionally. Many households will not even reheat foods. there has been a shift in consumption. Indians have a strong preference for freshly prepared foods. remote market access and export infrastructure not meeting the demanding requirements for the export of fresh fruit. Availability of fresh produce is seasonal. soups and some ready to eat packaged and frozen meals. and fresh foods from local small grocers and vendors. according to the National Horticulture Board of the Ministry of Agriculture for India.waste during post-harvest handling. 1. the arrival of large food multinationals. and lower prices. with urbanization. vegetables. wine. Many Indians are vegetarian by tradition. future growth is constrained due to inadequate refrigeration and cooling facilities. Indian consumers can now purchase domestically produced cheese. However. ketchup. more working women. As incomes have risen. Retail food sales in India were approximately $132 billion in fiscal year 1998 and are growing at 13 percent per year. jams and jellies. potato chips. breakfast cereals. donuts. personal attention. only 20 percent of the population is strictly vegetarian. Retail sales of subsistence foods such as cereals. and most have a definite prejudice against packaged. However. During the month. Many families on the upper end use part-time domestic help to do their shopping. biscuits. candy bars. ice cream. branded.

Lastly. bucking the worldwide trend toward retail consolidation. Packaging of imported goods is typically better than that of domestic goods. a large chunk of Indians consumer expenditure is on basic necessities. the consuming class.Indian consumers propensity to spend is soaring. For example. residents of Mumbai (formerly known as Bombay) are more willing to try new foods than those in other Indian cities. due to the growth of percapita income. The shopkeeper’s recommendation was important because he often did not display all the items he stocked.3% DURING 2003-2004. especially food-related items.private final consumption expenditure (PFCE) ROSE 8. acceptance of packaged food products is increasing. is growing and is expected to constitute over 80 per cent of the population by 2009-10. First. the number of small outlets has grown over the past few years. with an annual income of US$ 980(INR 45000) or above.The increase in income levels of the Indian population and the emergence of the consuming class that has higher propensity to spend. with the growing disposal income and the highest ever consumer confidence levels . Income levels across population segments have been growing in India.indians purchasing power id further fuelled by easy availability finanace in the form of loans. Also. Indian consumers who choose branded foods are less likely to seek the shopkeeper’s recommendation.beverages and tobacco account for as much as 50% of consumption expenditure in 2006. offers great growth opportunities for companies across various sectors.5% a year for more than decade as in most developing nations. Some of these stores are even charging slotting fees for shelf space. Indian retailers have started promoting brands and using basic merchandising techniques. Second. Consumer spending has grown at an average of more than 11.proliferation of fast food outlets. many multinational corporations test market new products in that city. .the highest growth rate in 23% years. According to NCAER data. retailers have also started offering home delivery services in urban areas. This is in stark contrast to the small shopkeepers who paid personal attention to regular customers and strongly influenced their buying decisions. There are three significant trends in Indian retailing. 1. As Mumbai is home to a more progressive and skilled labor force than other parts of India.9 LARGE TARGET CONSUMER BASE AND RISING INCOME LEVELS: India population is nearly 23 per cent of the global population and is one of the most attractive consumer markets in the world today. Hence it is not surprising that food .the remaining 50% related to non-food items is expected to rise. India has many regional differences in food tastes and preferences.

Growing consuming class (mn households .CONSIDERING TASTE. a market research company. with dominant consumption being observed in the company of family and friends. PURITY PARAMETERS If the findings of a `usage and attitude' study conducted by market research agency Indica Research across 1. especially in urban areas. 2. and is expected to further double in the next 5 years.The food processing sector has been impacted by these trends as there has been an increase in the demand for processed. then it's not just champagne and colas that qualify as social beverages. For example. These trends imply significant growth potential for the sector in future and add to its investment attractiveness. And . ready-to-cook and ready-to-eat food.200 adults in SEC-A and SEC-B households in Delhi and Mumbai are anything to go by. with consumption being spread more or less evenly between the mid-mornings. It has been assessed by Euromonitor International. that the amount of money Indians spend on meals outside the home has more than doubled in the past decade to about US$ 5 billion a year. afternoons and evenings. are other trends shaping lifestyles. Increase in the population of working women and increasing prevalence of nuclear doubleincome families. more than 5 million Indians travelled abroad last year and this number is expected to increase by 15 per cent to 20 per cent per annum. through overseas travel and presence of foreign media in India.annual income) ` FIGURE-2 Urban consumers in India have become more exposed to western lifestyles.1 FRUIT JUICES NOW A SOCIAL DRINK -. Packaged fruit juices are as much recognised as social drinks now. HEALTH. Fruit juices are perceived as anytime beverages.

safety. The recent entry of Mother Dairy into this segment points to the growing popularity of this packaging format. 45 per cent consumed 200-ml packs. it is orange juice that is the most preferred fruit juice flavour in India. than among SEC B consumers. Also. Understandably therefore. companies are redesigning the packages that they offer their products in. More than anything else the entire aseptic processing and packaging system ensures the availability of nutritious products in safe and hygienic formats. 2. ownership of assets and credit cards. Other attributes of branded juice consumers include employment of domestic help. but when it comes to preference of fruit-based juices. according to the study. While awareness levels are similar in both Mumbai and Delhi. 60 per cent of the respondents consume fruit juices at home. Therefore. This is also the most popular format in the organised juice market in India accounting for over 60 per cent of the market. his choices are in tune with international trends. which . the majority of whom rated these as aspirational. purity and nutrition. Up to 17 per cent of the respondents were aware of Tropicana. Other parameters where Tropicana edged out competitors included taste. and health consciousness with 80 per cent respondents going to aerobic classes or working out at gymnasiums. with teenagers driving the maximum trials. followed by apple. What are the international trends in the packaging of fruit juices? Can any of these trends be replicated in India? Internationally. sweet orange and mixed fruit. a variety of packaging formats are being used for packaging fruit juices. natural food products. while the brand's trial stood at 11 per cent. eight per cent of the respondents stocked the brand at their homes. long shelf life. At the same time. with Tropicana and Dabur Foods' Real holding 40 per cent market share each. One of the most popular is aseptic cartons. Tropicana was also perceived as `reasonably priced'. The Rs 100-crore packaged fruit juice market is estimated to be growing at 25-30 per cent annually. As a clear indication that consumers perceive fruit juices as a grocery purchase.2 The outer fabric attracts consumers As consumer preferences in the country are shifting towards healthy. the `awareness to trial' ratio of PepsiCo's Tropicana juice brand has been rated the highest. Among packaged fruit beverages. convenience and economic viability are important considerations while choosing packaging options.GeneratioNow is as much inclined to sipping fruit juices as colas. The findings indicate that most packaged juice drinking consumers travel abroad on holidays. the demand for non-carbonated soft drinks is accelerating. health. awareness and trial levels of packaged juices are higher within the SEC A category. In the face of increasing competition. more trials are generated by Delhiites than their counterparts in Mumbai. Another interesting finding is that the average Indian may have a legendary weakness for mango. While 55 per cent of the respondents consumed 1-litre packs at home.

It also gives the manufacturer more surface area for graphics. Which companies are using these technologies and what are their benefits? What other technologies have been introduced recently for packaging fruit juices? The spin cap is a pack opening option that was introduced a couple of years ago. Coolers. Both these options ensure elimination of product spillage at the time of pouring. shapes and even printing technology innovations. Used the world over. provided. Tropicana and Mother Dairy both use the recap option. of course. What are the technological innovations that have been introduced in the sector to cater to this increasing demand? The increased demand has led to an increase in the number of sizes. Pepsi has recently launched a variety of products in the half litre category along with new fruit mixes. Could you elaborate on the spin-cap and cold fill technology – packaging options and related technologies that Tetra Pak has recently introduced for packaging fruit juices. Other players like Godrej have redone their designs to make their packages more attractive. Cold fill technology's biggest benefit is that it ensures microbiological safety and a bacteria free product while keeping the nutritional values intact through the use of a gentle heat treatment process which retains the original state of the product and ensures that the consumer gets value-for- money. Companies like Dabur. with their juice drink. .are also convenient to use. besides the obvious one of ensuring improved product taste and quality. which has launched three new flavours in its fruit drinks category. it is currently being used only by Dabur in India. and the growth in their production is inevitably leading to an increase in demand for packaging options in India. The category is growing at a healthy rate and has attracted new entrants like Ladakh Foods who have introduced a new variety of its seabuckthorn nectar juice under the brand name Leh Berry. The product can also be safely reused after opening. Could you also elaborate on the slim line packaging for fruit juices and its benefits over baseline packaging? The difference between the two is mainly in the aesthetics. For both the manufacturer and the retailer. have entered the segment. There is no difference in the technology used in both these options. Manufacturers are getting more aggressive by offering new products to consumers. The increase in demand for fruit juices in the recent years. slim line packaging is easier to handle in the distribution chain. The recent entrant into the category is Mother Dairy. A look at any market in Asia will show how aseptic packaging is growing in popularity. it is kept in a refrigerator once the pack is opened.

Though the caloric value of fruit juice is high it is consumed for the purpose of getting energy. It is found that 78% consumers consume fruit juices for energy. Out of 100 percentage 13%(other) of people attracted towards the banner advertise. Consumers Awarness for Fruit Juices 15% 9% T. Tropicana.V. According to the questioner generally people drink fruit juice for energy instead of getting relaxation. Leh Berry. The consumer awareness for fruit juices is more among all consumers . . newspaper. 13% NEWS PAPER 25% MAGAZINE WEBSITES OTHER 38% FIGURE-3 the source of awareness regarding the product are the T. Television is the most demanded for getting awareness regarding fruit juices and their changes made time to time. Jumpin and N-Joi. banners.38% consumers get the idea about fruit juices from television.RESEARCH ANALYSIS The primary research analysis fulfills the objectives of the study.. CONSUMERS AWARNESS FOR FRUIT JUICES If we compare the consumer awareness for each brand then it is satisfactory that all the consumers have the knowledge regarding the fruit juices available in the market. magazines. It is also found out that the banners displayed in different places attracted their attention towards the product a lot.V. websites. According to the objective the demand for the fruit juice is more but if we consider a particular product out of the five products which are taken into consideration are Real .

The change in consumption food habit has really affected the demand of fruit juices. Jumpin. Lesser people then real want to go for Tropicana and subsequently the demand decreases among jumpin and N- Joi . Most of the people says that real is the best brand and they will go for real. The demand for fruit juices increases because of the growing income of each individual and increase in purchasing capacity. Jumpin and N- joi. As per the above pie graph 43% of consumers of age group 20- 30 likes to consume fruit juice. It is obtained from the primary research that 65% of consumers prefer Real juice as compared to Tropicana.CONSUMERS DEMAND FOR FRUIT JUICES As from the above analysis it if found that the 78% consumers consume fruit juices and they are aware about it but the apparent side says 18% consumers who are aware of fruit juices like Real. N-Joi but not aware about the other fruit juices in the market because of their less demand. According to the demand of the product by the consumers the producers increase their production by keeping in eye the past demand and competitors demand in the prevailing market.Leh Berry. Leh Berry. Subsequently 28% consumers from the age group 30- . The brand name which ha s great influence towards sales.Tropicana. CONSUMERS DEMOGRAPHIC PROFILE FOR FRUIT JUICES FRUI JUICE ACCEPTACE ACCORDING TO DIFFERENT AGE GROUPS 3% 7% 5% < 20 14% 20-30 30-40 43% 40-50 50-60 28% 60-70 FIGURE-4 From the primary analysis it is found that the fruit juice consumption depends upon different age group. The various campaigns organized by the fruit juice companies have also increased the consumption demand for fruit juices. Leh Berry and Tropicana has the same demand in the market because of their retail price in the market for which the consumers buy it. It is also observed that n-joi has lesser consumers attracted towards it shows the lesser demand by consumers according to the various parameters which are explained in the other other analysis as follows. The promotional factor which as great importance towards the demand of the fruit juices.

40. According to customer feed back from graph Tropicana has got 160 points. Real has got 270 points. customer feed back and packaging are compared for case of availability Tropicana has got 189 points. Leh berry has got 230 points. Real. According to quality from graph Tropicana has got 250 points. Leh berry has got 150 points. CONSIDERATION OF DIFFERENT PARAMETRES GRAPH SHOWING DIFFERENT PARAMETRES 300 TROPICANA 250 REAL POINTS 200 150 LEH BERRY 100 JUMPIN 50 N-JOI 0 K G Y R TY C E IT IN U C A LI VO B IL RI AG A ED B P A U LA K FL FE Q C AI PA R V E A M O ST CU DIFFERENT PARAMETRES FIGURE-5 The parameters such as availability. real has got 255 points. According to flavour from graph Tropicana has got 175 points. Leh berry has got 172 points. Jumpin. Jumpin has got 180points and N-Joi has got 177 points . In case of price real is best.In case of price real is best. Jumpin has got 170points and N-Joi has got 130 points. price. Real has got 220 points. according to price from graph Tropicana has got 185 points. Jumpin has got 211 points. According to packaging from graph Tropicana has got 252 points. Highest point shows the highest preference and lowest point shows the lowest preference. Real has got 246 points. flavor. . Leh berry has got 204 points. Jumpin has got 170 points and N-Joi has got 199 points. N-joi has got 177 points. Leh berry has got 190 points. Jumpin has got 230 points and N-Joi has got 208n points. quality.14% people from the age group 40-50. real has got 241 points. Leh Berry. Leh berry has got 245 points. Real has got 218 points. N-joi . Jumpin has got 130points and N-Joi has got 150 points.3% consumers between the age group 60-70 and 5% of consumers less then 20 years of age consumes fruit juices.7% of consumers between the age group 50- 60.

plastic bottle. can and glass bottle.In case of price it is not preferable by most of the consumers in the market. CONSUMER’S PREFERENCE FOR PACKAGING CONSUMERS PREFERENCE FOR PACKAGING 80 NOOFPEOPLE 70 60 50 40 30 20 10 0 TETRA PLASTIC CAN GLASS PACK BOTTLE BOTTLE PACKAGING TYPES FIGURE-6 In this study it is found that packaging has also great importance towards consumer preference as it gives rise to massive purchase and storage. and 9 numbers of consumers like can and 3 numbers of consumers like to have juice in glass bottles.e. tetra pack. 18 numbers of consumers like plastic bottle. From the total sample it is analyzed that 70 numbers of people like tetrpack. The total parameters are six and real has achieved best position in five parameters. The comparison shows a result that real has crossed everyone in five parameters where as other four brands are good in some parameters and not good in some parameters. CONSUMERS BEHAVIOUR ACCORDING TO PROFESSION . As per the graph above shown the packaging is divided into four types i.

MARKET SHARE 4 OI N-J 6 IN MP JU 11 RY B ER H LE 51 AL RE 28 NA P ICA O TR 0 10 20 30 40 50 60 FIGURE-8 . The sample size is hundred.the customer retention can be known.23%consumers are employed. According to the profession wise their perception varies upto certain extent. The profession which shows criteria for acceptance in different is studied that Real has captured the maximum number of customers of the market. From the below figure. COMPETITORS MARKET SHARE The competitors market analyzed from the acceptance of particuticular product or it can be understood like that-how many customers retained by each fruit juice barand.11% of consumers arebusinessmen. PROFESSION WISE CONCUMER PREFERENCE 9% 4% 23% 53% 11% STUDENT BUSINESSMAN EMPLOYED HOUSEWIFE RETIRED FIGURE-7 According to the above graph 53% consumer are students.9% of consumer are housewife and 4% of consumer are retired.

real has retained 51 cusomers. Jumpin has retained 6 customers and N-joi has retained 4 customers out of total total 100 customers. From the above graph the number of customers retained by each brand can be known. Tropicana has retained 28 customers. The marked share of Real is more as compared to other brands. . From this it is clear that real has retained maximum number of customers where as N-joi has retained least numbers of customers. Leh berry has retained 11 customers.

These five brands are identical with respect to different characteristics.CONCLUSION The objective of the study is to analyze the consumer behavior with respect to fruit juices which is carried out by considering five fruit juices brands in the market. quality. The type of purchasing the consumers do is also obtained by considering their frequency of buying the juices and them quantity they purchase at a time or time to time. quality. In some cases Tropicana is good as compared to other brands but simultaneously it is not good if we consider some other parameters. apple. The parameters which are considered in this study really affect the consumer buying behavior those are availability. The price which real has set per litre of fruit juice of different flavors like orange. It is found that real has retained maximum number of customers where as other brands have retained lesser number of consumer.N-joi and Jumpin. In case of demographic profile most of the students who consume fruit juices. The whole study satisfies the objectives of the study. Tropicana. The consumer wants to go for the easy way of buying then juices like the milk which is available in the market. The market share is studied for each brand by taking in to consideration for which product they like to buy or they are buying. price. On the other hand the behavior slightly changes because of the packaging of the fruit juices. The behaviour of consumer changes according to the parameters which are prevailed for their satisfaction to purchase. Consumer awareness is also an important factor for the producers from where they know about the consumer interest regarding their product. . Real. Consumer perception generally changes from time to time because of the changes in brands in promotional activities. Real has gained maximum number of points in case of availability. packaging. Real has got lesser points for price because as per consumers the price is not satisfying them where as other brands are having satisfactory price. quantity. The profession wise division of consumes states that their capability of purchasing the brands. It is concluded from this study that Real has highest market share and has the satisfactory level in some parameters. For the higher income personnels price is not a prime factor as studied from those consumer behavior study. So other brands can change their strategy for retaining more number of customers for satisfying their objective. pineapple. Leh Berry. flavour . The service holders who generally drink less fruit juices and their purchasing power differ from their incomes. grape and mixed fruit is high so generally students go for Tropicana . The other brands can retain more number of customers if they take some initiatives for those parameters in which they are behind the other brands. customer feedback and packaging. These three brands serve the need of students if we consider the price as a prime are obtained from the study that the awareness increases the market share of the product. The thorough study is based on the consumer behavior analysis which serves a great idea of wide idea regarding consumer perception when they go for a particular brand from the market for fulfilling the need. Some of the professionals whose income is more they generally go for Real and Tropicana without thinking any thing. In order to satisfy themselves consumer perceive many things before buying which are analyzed in this paper and result is obtained. Jumpin and N-joi are the five brands which are taken into consideration for the study. Mode of purchasing the juices has changed according to the consumer feedback studied from the questioner.

The wrong notion among the people is that fruit juices are only good for athletes but that can be changed by campaigns. N-Joi and Jumpin is affordable it attracts the all income level of consumers. So before lunching a new fruit juice brand in market the parameters which have taken into consideration must be utilized for better consumer attraction. The packaging of real is satisfactory. . The strategy for the products can be changed by comparing the different factors that has obtained from the study. The price of Tropicana is affordable and has more number of customers whose profession is student and falls between the age group 20- 30. but the real has the price which does not attract all level of consumers so alternatively to get more share he has to reduce the profit margin with less margin. Real has obtained the highest market share by keeping in consideration the parameters like consumer feedback. It is also observed that flavour has great role for attracting consumers. they can change the packaging style more advance tetra pack models so that they can have huge market share.socillly it can be marketed by considering the social activities like festival.RECOMMENDATION This study gives a clear idea regarding consumer behavour while purchasing. Now day’s consumers are more attracted towards the modes of delivery so the modes of delivery can be changed by alternate modes of delivery like home delivery and delivery by automatic machines so that they can get fresh juices which change the psychology of customers a lot as analyzed from this study and questionnaire. The flavour of some fruit juices are artificial which really doesn’t attract customers during their second or third time purchase so without adding artificial flavours natural flavour will work more strongly for attracting consumers. The other three brands Leh-Berry. To allocate the target consumers is the important work for the producers so that they can match their product nature withy the preferences of the consumer who are more willing to buy fruit juices. Tropicana is very near in every aspect to real and by changing the strategy like availability and promotional activities it can cross the market share of Real very easily. Jumpin and N-joi has less market share because of the quality and the type of packaging they made for So. The urban areas mostly keen to adapt those sophisticated products due to the social perceptions. The number of consumers fall in the middle class level so it is very nessery retain those level of consumers who have dense population in India. Tropicana can do some promotional activities where they can capture other age group so that their market share will increase. packaging. The other brands have less market share because they don’t have the strategy like Real to capture the market. quantity and availability. As the price of Leh Berry. delivery mode.


From where you are getting idea about these fruit juices? 1) Television ! 2) News paper ! 3) Magazine ! 4) Websites ! 5) Others ! 6. QUESTIONNAIRE 1. Why do you like to drink fruit juice? Tick the appropriate one- a) For energy ! b) For relaxation ! 2. Which fruit juice adds you have seen recently? A) Tropicana ! B) Real ! C) Leh berry ! D) Jumpin ! E) N-Joi ! 7. Why do you prefer that? ______________________________________________ 4. According to you which fruit juice is natural? a) Tropicana ! b) Real ! c) Leh berry ! d) Jumpin ! e) N-Joi ! 5. Which fruit juice is mostly available in shops? A) Tropicana ! B) Real ! C) Leh berry ! D) Jumpin ! E) N-Joi ! . Which fruit juice do you like most? Tick the appropriate one- A) Tropicana ! B) Real ! C) Leh berry ! D) Jumpin ! E) N-Joi ! 3.

8. Do you think that hot summer is the appropriate time to drink fruit juice? If yes ! -then why__________________________________ If no ! -then why __________________________________ 13. Are you satisfied with the packaging that they are providing to you? A) Yes ! B) No ! 16. While purchasing fruit juices what are the things generally you consider? A) Brand ! B) Price ! c) Quantity ! D) Packaging ! e) Expiry date ! f) Flavor ! h) if any other please specify _______________________ 9. Branding is necessary for a fruit juices? ________________________ 15. Do you think that there should be a category of fruit juice on the basis of different age groups? Tick any one- A) Yes ! B) No ! 10. Do you like to drink fruit juices in cold season? A) Yes ! B) No ! 12. In a week how many times do you purchase it? Tick the appropriate one- A) 1 ! B) 2 ! C) 3 ! D) 4 ! E) 5 ! F) If more than five times then specify _____________ 11. What type of packaging would be good for fruit juice? 1) Tetra Pack 2) Plastic bottle . How much do you like to spend for fruit juice per litre? 1)30-40 ! 2)40-50 ! 3)50-60 ! 14.

Real and Leh berry according to the following table- Tropicana Real Leh berry Jumpin N-Joi Avaibility Quality 1. 3) Can 17. What are the improvements do you like to add for packaging? ______________________________________________ 18. In what pack size do you like to have it? Tick the appropriate one- 1)200 ml. 3-for THIRD RANK 23. which is best? Tick the appropriate one- A) Tropicana ! B) Real ! C) Leh berry ! D) Jumpin ! E) N-Joi ! 22. Do you like to drink mixed flavored or single flavored fruit juice and why? ______________________________________________________________________ 21. ! 3)500 ml. 2-for SECOND RANK. What should be the easiest way to purchase these fruit juices? Tick any one- A) From retail shops ! B) From automatic machines ! C) Home delivery ! 19.for FIRST RANK. ! 2)300 ml. In case of flavors. ! 5)1 liter ! 6)1.5 liters ! 20. ! 4)700 ml. In case of customer feed back which is good? A) Tropicana ! B) Real ! C) Leh berry ! D) Jumpin ! . How do you like to rank Tropicana.

What is your profession? i) Student ii) Businessmen iii) Employed iv) Housewife v) Retired 25. E) N-Joi ! 24. Please fill in your essential details for better understanding. b) Name ____________________________ b) Gender Male ! Female ! c) Age ____________ d) Income ____________ .