According to ORG Marg figures, the Rs 916 crore malt beverage market has witnessed a 4.6 per cent decline in value for the year 2001-02, as compared with the previous year.
Sales of Horlicks, the flagship brand of GlaxoSmithKline Consumer Healthcare, declined to Rs 516 crore in 2001-02, from Rs 531 crore in 2000-01. Boost also witnessed lower sales at Rs 102 crore, from Rs 110 crore in the previous year. Similarly, sales of Cadbury India’s Bournvita fell to Rs 117 crore, from Rs 119 crore. Only Nestle’s Milo saw sales rising to Rs 34 crore, from Rs 32 crore in 2000-01.
GlaxoSmithKline Consumer Healthcare controls the malted beverages category with four brands — Horlicks, Boost, Viva and Maltova. Interestingly, while south India is basically a white drinks market, people in the northern and western regions of the country prefer brown drinks.
Horlicks leads the white beverages segment, with a 56 per cent share, while Bournvita leads the brown drinks segment, with a 12.8 per cent share. According to analysts, white drinks comprise 70 per cent of the total beverages market.
Meanwhile, the Gujarat Cooperative Milk Federation (Amul) is planning to relaunch Nutramul, its brown beverage brand, in the market. Sources at Amul admitted that Nutramul had not performed well. Nutramul is the cheapest (value for money) brand at Rs 70 for half kg (refill pack), while Complan is the most expensive brand at Rs 140.
Source: Business Standard