Health food drinks are nutrient supplying drinks which are prepared by adding malt or wheat based powders to milk. There are some health food drinks which are prepared from other ingredients unlike malt or wheat. All the powders contain vitamins and minerals like B1,B2,B6,B12, vitamin D, calcium, iron, copper, niacin, magnesium etc which will help in building the body by acquiring energy . Different kinds of Health Food Drinks are available in the market with different flavours and types which target different kind of age groups. The major market share of these health food drinks belong to small age groups. The Health Food Drinks market is having two segments: White powder segment and brown segment divided based on the colour of the powder. Examples of Health food drinks: - Boost, Bourn vita, Complan etc.
MAJOR PLAYERS OF THIS MARKET:
BRANDS: - It manufactures and market the products like: - BOOST, HORLICKS, MALTOVA, and VIVA which occupy most of the market share.
Products/Properties| BOOST| HORLICKS|
Target market | 8-14 year old boys| Children between the age group of 8-14| Market positioning| A convenient way to increase your intake of protein, nutrients and calories.| pleasurable nourishment drink|
Kids who are in the age group of 7-15.
Bourn vita has made a niche for itself as a drink for children who are mentally and physically active.
Nutritional drink which acts as a dietary supplement providing nourishment along with good taste & flavours.
This product is segmented on both low end and high market.
Has undifferentiated marketing.
Is targeting all groups of buyers.
Is mainly concentrating during summer season.
Replenishes lost energy.
Complan mainly target...