North India fast emerging market for health drinks

Vijay C Roy

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Tribune News Service

Chandigarh, November 25

The northern region is emerging as a fast-growing market for adult health food drinks. Around 75% of people living in the North are protein deficient despite high literacy rate as compared to national average of 73%.

“The northern and western regions have been predominantly milk-producing states. People were of the view that their protein requirement was met by milk intake. However, in the southern and eastern region, people were high on protein diet as they were not milk-producing states and not self- sufficient in milk production. As compared to the North and the West, the southern and eastern regions were much better placed in terms of protein intake,” said Himanshu Bakshi, managing director, Danone India.

A survey was conducted by Indian Market Research Bureau (IMRB) in 2017 to ascertain the levels of protein deficiency and awareness about it in urban India. The study revealed that 73% of urban rich India is protein-deficient with 93% of them unaware about their daily protein requirements.

The study concluded that people were not getting enough protein from their daily diet to maintain good muscle health.

“The prevalence of protein deficiency is across the country. However, in the North, it’s high because people here consume diets rich in carbohydrates. It’s very difficult to generalise people, but almost 95% of people coming to our clinic for dietetic consultancy are protein-deficient,” said Dr Mansi Chatrath, a tricity-based nutritionist.

As per the Recommended Dietary Allowance (RDA) given by Indian Council of Medical Research (ICMR) for Indians, 0.8 to 1 gm protein per kg body weight per day is the requirement of a normal person.

“However, the trend is changing now because of growing awareness. The young population is much aware and conscious about their diet, especially the fitness freaks and gym goers,” Bakshi said.

India’s health food drinks business is valued at Rs 6,500 crore, growing around 13% a year by value. Among the major players in the health food drink market are Danone, GSK Consumer, Abbott and Mondelez.

He said consumers have started reading about nutritional value of the food they purchase. “The young generation is very much clear that it is as much about eating right as it is about exercise,” he said.

According to the industry, every region of the country has its own nutritional needs and cultures, and manufacturers are concentrating on those needs to have a larger share of the market.

To improve awareness, health drink manufacturers, including Danone India, have started consumer engagement initiatives across the country by focusing on the importance of protein and its impact on health.

Health food drinks

Market size: Rs 6,500 crore

Major players: Danone, GSK, Abbott, Mondelez