The number two health drinks brand nationally is looking to consolidate its advantageous position following difficulties for rival brands including Horlicks and Complan, according to Business Standard. It aims to capitalise on its 35.2% market share in the health-drink-consuming North and West markets, a strategy that should push up its overall market share of 15% and dent Horlicks’ 43.6% nationally.
“Bournvita for Women is a big leap. We are addressing nutritional needs of women, including calcium, iron, Vitamin D, and folic acid. This is also a product that has ‘no added sugar’, which is beneficial for the target group,” said Inderpreet Singh, associate director, marketing, gum, candy, beverages (India), Mondelez. “We are aware of the trend towards health and wellness and are paying attention to what consumers want,” he added.
Competitors, including Horlicks, have also signalled a broader trend towards specialist health products. Protein drinks for men and women, weight management drinks, heart health and diabetes are increasingly on consumers’ minds.
However, the market has become increasingly competitive as growth starts to slow. By 2022, Euromonitor predicts that the malt drink market growth will slow to 3.7%, down from 8.6% in 2017. According to some reports, the growth has been enough to coax rumours that Coca-Cola is looking to acquire GSK’s consumer health drinks portfolio, gaining exposure in a totally new market.
Sourced from Business Standard, MoneyControl