A STUDY ON PREFERENCE TOWARDS HEALTH DRINKS

Presented by-

Sougata Mitra

Mohammad Waseem

Ratan Chettri

Abhinav Kumar Sharma

INTRODUCTION

• History of Juice• Juice is the liquid that is naturally contained in fruit or

vegetable tissue.• European were fermenting fruit juice into bjorr in 11th and

12th century in Scandinavia, Iceland, Greenland and England.

• The commercial modern juice industry dates from 1869, when the Welch company of Vineland, New Jersey commenced bottling of unfermented grape juice. It was said the Dr. Thomas B. Welch and his son Charles started fruit juice processing industry.

Fruit Juice Industry in India

Demand Of Fruit Juice in IndiaYear Rs(bn)

1990-91 0.22

1991-92 0.3

1992-93 0.42

1993-94 0.63

1994-95 1.03

1995-96 1.62

1996-97 1.68

1997-98 2.20

1998-99 3.30

1999-00 2.75

2000-01 2.48

2001-02 3.55

2002-03 3.95

2003-04 4.35

2004-05 4.80

2005-06 5.30

2006-07 5.80

2007-08 6.30

2008-09 6.85

2009-10 7.40

2014-15 10.90

Market Growth Rates of Fruit Juice in India

Year FJC(%) SS(%)

1990-91 - 1996-97 40.3 22.2

1996-97 - 2001-02 16.1 12.5

2001-02 - 2006-07 10.3 9.4

2004-05 - 2009-10 9.0 7.7

2009-10 - 2014-15 8.0 5.0

Product Variation Share in India

Type Share(%)

RTS beverages 47

Pulp/Concentrate 40

Fruit juices 6

Squashes 7

Market Segmentation

Segment Share(%)

North 8

East 7

West 20

South 65

OBJECTIVES

• Primary Objective• To find the preference of Individuals between the age of 22 to 26 yrs. towards health Drinks.

• Secondary Objective• To find out the relationship of the individuals priority towards health to that of the Consumption of health drink.

Research Methodology

•Sample Size - 50 Respondents

•Method of Data Collection – Questionnaire Form

•Type of Data - Primary data

ANALYSIS OF DATA• Consciousness of the adults towards their health

Yes No

40 10

Yes No0

5

10

15

20

25

30

35

40

45

Series1

Different activities done to keep oneself at the peak of fitness.

Exercise Regularly

Have health drink regularly

Have proper diet

10 25 15

Exercise Regularly Have health drink regularly

Have proper diet0

5

10

15

20

25

30

Series1

Health drink as a resource to better health

Yes No 35 15

Yes No0

5

10

15

20

25

30

35

40

Series1

The most preferred health drink

Tropicana Real fruit Juices

Appy Freze Zinga

15 25 5 5

Tropicana Real fruit Juices

Appy Freze Zinga0

5

10

15

20

25

30

Series1

Reasons behind preference towards such health drinks

Taste Energy Health Stimulator

Refreshment

5 20 10 15

Taste Energy Health Stimulator Refresment0

5

10

15

20

25

Series1

Price sensitiveness towards the purchase of health drinks

Yes No40 10

Yes

No

Availability of health Drink

Highly Available

Moderate Less Availability

Not Available

20 10 20 0

Preference of cold drink to that of health drink

Yes No10 40

Yes No0

5

10

15

20

25

30

35

40

45

Series1

Findings:-• 1. Through the research it has been found that among the

total respondents there is a high consciousness towards health drinks.

• 2. Individuals prefer more of health drink to keep them fit.• 3. Most of the respondents believe that health drinks is

useful for maintaining good health.• 4. The most preferred health drink is Real fruit Juices and

Tropicana.• 5. The key reason behind the purchase of a health drink is

it acts as an energiser.• 6. The Consumers are highly price sensitive.• 7. There is a lack of proper availability of such health drink.

SUGGESTIONS• First of all companies should provide all sort of promotion

equipment such as glow sign board, banner, rack, fridge etc. to retailers.

• Regular visit of technician is required to solve the problems of fridge in the market at the right time.

• There should be an improvement in supply during summer.

• There should be a display of products in the railway canteen, college canteen, airports, highway etc.

• There should be more focus on 100% availability.• More cost effective schemes should be provided for

youngsters.

Questions?