“ Understanding Nutritional Beverages in Delhi/

NCR Markets ”
A Consumer Perspective
Presented By: Rishabh Hingar
09BS0001902
 Background
What are Nutritional Beverages?

Nutritional Beverages refer to malt based drinks which are made from oak/barley/wheat.
They represent health drinks ( non carbonated ) and are served as additional source of nutrition (supplements).

Major Players in the Industry

Glaxo Smithkline – Horlicks, Boost, Maltova, Viva

`
Cadbury - Bournvita
`
Nestle - Milo
`
Heinz India – Complan
`
Consumers

` Children (majorly)
` Mothers
` Elder People
 Research Objectives

To study consumer habits, preferences, attitudes, taste with respect to

nutritional beverages.

Effect of 4 Ps (Product, Price, Place, Promotions) of Nutritional Beverages

on Consumers.

Ascertain Consumer Knowledge level about Nutritional beverages

Role of Nutritional Beverages in the lives of consumers

Perception of different brands among Consumers, Medical Store Personnel.

 Methodology

Pilot Main Final

Survey Survey Analysis

The Survey was conducted in two phases

Pilot Survey (Sample Space: 90) Main Survey (Sample Space: 90)

Face to Face interviews using a structured questionnaire.

Target Respondents

Mothers (30)
Children (30)
Medical Store Personnel (30)

Region Covered : Delhi / NCR

 Summary
Horlicks, Bournvita, Boost & Complan are popular brands. Amongst them, Horlicks & Bournvita
are extremely popular & are preferred consumer brands
Horlicks is clearly a market leader with a market share of over 45%.

Although, Nutritional beverages have been positioned as a health drink, but majorly consumers
use it as a “ milk taste enhancer ”.

Consumers awareness level stands at 43%.

Chocolate is a predominant flavor as more than 90% consumers prefer it.

Proteinex and Pediasure is a preferred brand among health experts and medical store personnel.

Consumers are by and large satisfied with nutritional beverages .The major reason for switching
brand is “ need for a change ”: Just to try a new brand because of the monotony of existing
taste.

Advertisements are seen as a major purchase trigger.

At the time of sickness of a child, the consumption of nutritional beverage does not increase.
It remains the same as before the sickness.
Findings of the research
 Brand Awareness
Respondents considered: Mothers & Medical Store Personnel
No. of Respondents: 120

100%

90%

80%
Others
70%

60%
Boost
50%

40% Complan
30%

20% Bournvita
10%

0% Horlicks
Top of the mind Spontaneous Aided

Clearly, Horlicks is the most popular brand as more than 45%consumers say “horlicks” on spont
association.
Second to it is Bournvita with over 30% spont reaction.

Horlicks is among the most preferred brand among consumers.

 Consumer awareness level
PILOT SURVEY
Chart Title
Respondents considered: Mothers & Medical Store Personnel
No. of respondents: 120

Consumer awareness level stands at 43% .At the time

of pilot survey the awareness level stood at 53%,which
No drastically reduced to 33% during the main survey.
47% Yes
53%
COMBINED SURVEY
Chart
MAIN Title
SURVEY
Chart Title

Yes
33%
Yes
43%
No No
67% 57%

Consumer Awareness Level stands at 43%.

Change in the Intake of nutritional beverages at the time of
sickness
COMBINED SURVEY Respondents considered: Only Mothers
No. of respondents: 60

5%

Increases

Decreases

95% It remains as it is

The combined results of the surveys show that 95% respondents do not believe in increasing the

intake of nutritional beverage at the time of sickness.

Majority is in favor of keeping the intake of nutritional beverages

constant at the time of sickness.
 Brand Usage

Respondents considered: Only Mothers

No. of respondents: 60
Continuing
Not Continuing

41%

59%

The pie chart shows the percentage of people who prefer to continue/ discontinue
the same brand in a short span of time ( 6 months ).

Brand Loyalty is not very high. Consumers do not hesitate in trying out
different brands.
 Reasons for
Switching

Taste in not good Just for a Change

Influenced by TV commercials Not satifisfied with the brand
16
Respondents considered: Only Mothers
No. of respondents: 25

Reason for Switching

There is no genuine reason for changing a brand. Consumers prefer a change just to break the
monotony of the existing brand. The intention is to seek a change in taste or brand or simply
experimentation.

Consumers try a new brand to break away monotony of the existing

taste.
 Dominant
Flavor
Respondents considered: All Respondents
No. of respondents: 180

8%

8% Chocolate

Vanilla

Others

85%

Chocolate is the most preferred flavor among kids.

 Brand Preference
Pediasure & Proteinex Others
Respondents considered: Only Medical store personnel
No. of respondents:
20%
60

80%

Clearly, Pediasure and Proteinex are favourites among Medical Store Personnel. They are of the
opinion that these drinks offer good nutritional value to the consumers in particular kids as
Protein is a vital supplement for growth.

Pediasure and Proteinex tend to rule the prefernces of medical store

personnel in Delhi /NCR
 Brand
Association
Respondents considered: Only Mothers
No. of respondents: All those who are aware of the brand

Brand Verbatims Slogan

Complan Height Gain (30%) The child grows twice as
Complete Nutrition fast
Bournvita Great Taste (80%) Mental & Physical
Strong Bones Development
Pediasure Weight Gain For kids between 2 to 8
years old
Horlicks Great Taste (80%) The great Family
For all Ages nourisher
Boost High energy levels(40%) Boost is the secret of my
Sachin Tendulkar/Kapil Dev energy
Proteinex Good for child’s growth Perceived strongly as a
safe protein supplement
 Nutritional Beverages - Associations

“given kids picky eating habits,

the only way to make them
drink milk is through
nutritional beverages”
“good f
or over
develop al he alth”
d
ment “goo
of child
”
Nutritional
Beverages
“exce
a ncer ” llent
ta
ste enh (80% ste”
k ta )
“mil
“kids are
“helps in averse to
gaining drinking
are fun
y
height” plain “the ink”
milk” dr
(15%)

There are several associations to nutritional beverages, but majorly

consumers take it for granted as a “milk taste enhancer”.
 Conclusion
Effect of 4Ps on Consumers Price: the price range of various nutritional
beverages are almost same. So, it is difficult
to differentiate products on the basis of
prices.

Promotion: This is the most important

factor for differentiating products. Survey
has shown that brand positioning and
adverstisemnets is a crucial purchase trigger
and has strong impact on consumer psychie.

Product: The attributes associated with

products differentiate it with others
brands.For instance, Boost is seen as a
“energy booster” /”sporty” product, while
horlicks is seen as a “family nourisher”,
available for all ages.
Taste and Preferance
Most preferred flavor among consumers is
chocolate.
Although nutritional beverages are positioned
Role of Nutritional Beverages in the
as a health drink but people in general perceive
lives of consumers
it as “ milk taste enhancer ” and lay
more stress on the taste aspect of these drinks.
(many companies are now moving away from
the traditional image of ‘health drinks’ and are
repositioning as a ‘fun drink’. For instance,
Glucon D, Horlicks )
Ascertain Consumer Knowledge level
The consumer awareness level stands at
about Nutritional beverages
around 43%.
Most of the medical store personnel prefer
Perception of different brands among
‘ proteinex and pediasure ’.
Consumers, Health Experts,
Complan is a preferred consumer choice for
Medical Store Personnel
kids with “ height gaining ” issue.
Horlciks and bournvita are extremely popular
for their good taste.
 Suggestions
Certain respondents have expressed concern over “ Complan ” taste particularly the strawberry
flavor. They do not like its taste. In many cases, it has become a reason for the consumers to
switch to other brands as kids are not really fond of it.

Many respondents feel cheated with respect to packaging. The package is huge and looks very
catchy to the eyes ( 1 kg pack for brands like Horlicks, Complan ). But in actual the quantity inside
the pack is a source of disappointment among consumers. The visual pack appears to contain much
more than what in actual it has.

Complan brand promises a lot of benefits to its consumers particularly “ height gain ”.
Its ads promise “the child grows twice as fast”. Though, all the existing brands promise certain
benefits to the consumers, but they are not visible to the naked eyes ( intangible benefits ).
Like Bournvita focuses on mental and physical development, boost is positioned as an
“ energy booster ”. But complan by openly promising “height gain” among kids, has raised lot of
expectations among consumers as height is an important attribute. Although Heinz India claims
that it is a scientifically proven fact that complain aids in height growth and have also done lot of
sample tests and shown positive results. But most of the health experts completely disagree over
the issue .
When brands fail to live up to the expectations of consumers, it creates disappointment among them
and they stop trusting the brand. So, companies should prefer not to create unnecessary hype
about their products.