malt based beverages market survey

MARKET SURVEY OF MALT BASED

HEALTH BEVERAGESMOKSHA CHIB

13FET1003

STRONG, STRONGER, STRONGEST..

HEALTH DRINKS

1500 crores

in 2006

3500 crores

in 2013

8000 crores

in 2016

India is world’s largest malt-based drinks market with a share of almost 22% in the world’s total retail volume.

Health drink powders are consumed as milk substitute & nutrient boosters and can be divided into two categories: White Powders (65%- Horlicks, Complan) & Brown Powders (35%- Bournvita, Boost)

1-3 yrs4-6 yrs5-15 yrsMore than 15 yrsMore than 25 yrs

Share of products in each age group

16% 15% 39% 15% 15%

MAJOR PLAYERS

12% Boost

51% Horlicks

13.9% Complan

16.2% Bournvita

Brand Trust Ratings by Trust Research Advisory

MALTED HEALTH BEVEREAGES

MALTED MILK FOOD means the product obtained by mixing whole milk, partly skimmed milk or milk powder with the wort separately from a mash of ground barley malt, any other malted cereal grain and wheat flour or any other cereal flour or malt extract with or without addition of flavouring agents and spices, emulsifying agents, eggs, protein isolates, edible common salt, sodium or potassium bicarbonate, minerals and vitamins and without added sugar in such a manner as to secure complete hydrolysis of starchy material and prepared in a powder or granule or flake form by roller drying, spray drying, vacuum drying or by any other process. It may contain cocoa powder. It shall be free from dirt and other extraneous matter. It shall not contain any added starch (except starch natural to cocoa powder) and added non-milk fat. It shall not contain any preservative or added color. Malted milk food containing cocoa powder may contain added sugar. Malted milk food shall also conform to the following standards, namely:—

Total Protein: Not less than 12.5 % w/w (malted milk food without cocoa powder) & Not less than 11.25 % w/w (malted milk food with cocoa powder)

Total fat: Not less than 7.5 % w/w (malted milk food without cocoa powder) & Not less than 6% w/w (malted milk food with cocoa powder)

HORLICKS INGREDIENTSMalted Barley (Extracted Solids) (39%), Wheat Flour (27%), Milk Solids (14%), Sugar, Minerals, Emulsifier (Mono & di glycerides), Salt, Protein Isolate, Acidity Regulators (Potassium hydrogen carbonate, Sodium hydrogen carbonate), vitamins

223/- for 500 g

Target Group: 5-15 years & mothers (for communication)

USP: Huge emphasis on the ‘proven’ efficacy for child’s mental & physical growth on the basis of results from researches

NUTRIENTS QUANTITY/ 100g

%DV KNOWN FUNCTIONS OF NUTRIENTS

CalciumVitamin D

PhosphorusMagnesium

741 mg4.6 mcg280 mg65 mg

74.19228

18.5

Healthy bones

ProteinPotassium

11.0 g450 mg

21.112.9

Healthy muscles and their function

IodineVitamin B6

Vitamin B12Folic Acid

CarbohydrateSugar (Sucrose)

139 mcg3.7 mg1.9 mcg370 mcg

79.0 g13.5 g

92.718531.792.560.7

Brain development and its function

IronVitamin CVitamin A

26.0 mg148 mg741 mcg

173197

123.5Healthy blood

FatVitamin B1Vitamin B2

NiacinBiotin

Pantothenic AcidEnergy

2.0 g1.3 mg3.0 mg

17.0 mg9.0 mcg1.4 mg

376. 9 Kcal

92.8187.594.430

23.3

Energy and its metabolism

Vitamin ESeleniumCopper

Zinc

2.5 mg37 mcg0.65 mg4.3 mg

25105.732.528.6

Normal function of immune system

Sodium Chloride

400 mg565 mg

16.616.6

Fluid & electrolyte balance

Verification of Claims

• Good source of most of the vitamins & minerals• Exceeds the RDI value for Vitamin B6, C, A, iron & Selenium• Doesn’t satisfy the minimum fat & protein content required in the Malted Milk food category as per FSSAI• Energy value was found to be marginally above the declared value, 378 Kcal (found) as against 376.9 Kcal (declared)• 5 benefits as mentioned are verified on the basis of the amount of nutrients

CLAIMS IN A NUTSHELL• Clinically proven to improve 5 signs of growth• Clinically proven to make kids Taller, Stronger & Sharper• Scientifically proven to improve Power of Milk

BOURNVITA

INGREDIENTSMalt Extract, Sugar, Cocoa solids, Milk solids (6%), Caramel (150c), Liquid Glucose, Permitted Emulsifiers ( Lecithin, Mono & di glycerides) Vitamins, Minerals, Raising Agent (Sodium hydrogen carbonate), Salt


USP: Helps kids to grow faster & enhances goodness of milk

193/- for 500 g



Energy 382 Kcal

ProteinCarbohydrate

Of which sugarsTotal fat

7 g84 g71 g2 g

13.564.6

Source of energy to keep the body active

Vitamin B1Vitamin B2Vitamin B3Vitamin B5Vitamin B6

Biotin

1.35 mg1.35 mg18 mg5 mg

2.5 mg25 mcg

96.484.310083.3125

83.33

Aids metabolism and helps release energy from foods

Folic Acid 450 mcg 112.5 Necessary for cell growth & replication

Vitamin A 750 mcg 125 Necessary for normal vision

Vitamin CManganese

135 mg0.75 mg

180 Helps to protect body’s cells from damage

Copper Selenium

Zinc

0.7 mg31.5 mcg

4.5 mg

359030

For healthy functioning of the immune system

Vitamin DCalcium

Phosphorus

6.25 mcg100 mg205 mg

12510

20.5

Aids development of strong bones & teeth

Potassium 160 mg 4.5 Controls the balance of fluids in the body

Vitamin B12 2.7 mcg 45 For healthy functioning of the nervous system


• Good source of most of the vitamins & minerals• Exceeds the RDI value for Vitamin B6, Folic Acid, C, A & D• Doesn’t satisfy the minimum fat & protein (extremely less) content required in the Malted Milk food category as per FSSAI• Contains a lot of added sugar, which can be a potential concern• Energy value was found to confer with the declared value, 382 Kcal

CLAIMS IN A NUTSHELL• Contains Vitamin D and calcium• Has increased levels of Vit C, which aids in better delivery of iron• Multiplies the Power of Milk

COMPLAN

INGREDIENTSMilk Solids (50.1%), Sugar, Maltodextrin, Peanut Oil, Minerals, Caramel, Beetroot juice powder, Vitamins, Inositol, Taurine, L-Carnitine


Claims: 2X milk protein, all essential amino acids, absorbs better in body

355/- for 750 g

NUTRIENTS QUANTITY/ 100g %DV KNOWN FUNCTIONS OF NUTRIENTS

EnergyMilk Protein

399 Kcal16 g 30.7

Growth & development

FatSaturated Fat

InositolCarnitine

7 g1.6 g

30 mg7 mg

Activeness & alertness

CarbohydrateSugar

68 g29 g

52.3 Source of energy

CalciumPhosphorusVitamin DVitamin K

Magnesium/ManganeseTaurine

800 mg780 mg

3.75 mcg37.8 mcg

70 mg/1.5 mg15 mg

807875

31.520

Strong & healthy bones and teeth

Sodium/ PotassiumChloride

400 mg/ 920 mg500 mg

16.6/ 26.314.7

Maintain fluid balance in body

IodineIron


110 mcg13.5 mg0.76 mcg75 mcg

73.390

12.618.75

Mental sharpness & alertness

Vitamin AVitamin EVitamin C

CopperZinc

318 mcg3 mg

30 mg540 mcg4.5 mg

5330402730

Support immune functions

Vitamin B1Vitamin B2Vitamin B6

NiacinPantothenic Acid

Biotin

0.45 mg0.57 mg0.76 mg

6 mg3 mg

12 mcg

32.135.738

33.35040

Help release energy from food


• Good source of 34 vitamins & minerals• Doesn’t satisfy the minimum fat content required in the Malted Milk food category as per FSSAI• Contains a lot of added sugar, which can be a potential concern• Energy value was found to confer with the declared value, 399 Kcal• Seems to be a good source of protein even though the claim “ 2X milk protein” is ambiguous ( 2X milk protein compared to leading malt based beverage)

CLAIMS IN A NUTSHELL

• 2X Milk Protein • Provides all 9 essential amino acids• Has vital 34 Vital Nutrients that further improve the nutrition of milk• Absorbs better in body

BOOSTINGREDIENTSMalted barley (extracted solids, 63%), Wheat Flour, Sugar, Milk solids, Minerals, Glucose, Salt, Acidity Regulator(Sodium hydrogen carbonate), Cocoa powder, Vitamins, Protein Isolate, Edible Fiber (Guar gum)

Target Group: Children & adults looking for an energy drink

USP: Promoted as the only health drink proven to increase stamina by 3 times

230/- for 450 g



IronVitamin C

8.9 mg37.6 mg

59.350.1

Important for healthy blood


Vitamin B2Vitamin B6

1.13 mcg112.5 mcg

0.56 mg0.63 mg

18.828.135

31.5

Helps in optimal utilization of oxygen by the body important for stamina

Vitamin B1NiacinBiotin

Pantothenic AcidIodine

Magnesium

0.56 mg6.0 mg5.0 mcg1.0 mg

39.6 mcg16.5 mg

4033.316.616.626.44.7

Helps in energy release from food essential for

efficient working of body cells

Vitamin ACopper

Zinc

125.0 mcg175.0 mcg

0.92 mg

20.887.56.1

Helps protect from excessive cell damage due

to oxidative stressVitamin DCalciumProtein

0.63 mcg115.5 mg

1.5 g

12.611.55

2.9

Helps in maintenance of optimal bone & muscle

health for strength


• The claim that it supplies 3X stamina is questionable• Doesn’t satisfy the minimum protein requirement as per the FSSAI rules• A good source of iron• A fairly good source of vitamins & minerals


• 3 times more stamina• Is enriched with EnVita nutrients, a combination of essential vitamins ( B2,6, 12, Folate, Iron)• Packed with Calcium & vitamin D

AMUL PRO

INGREDIENTSMalt Extract (42%), Sugar, Milk Solids (17%), Cocoa Solids (2%), Vitamins, Minerals, Permitted Emulsifiers (Lecithin, Glyceryl monostearate), Raising Agent (Sodium bicarbonate), DHA, Salt


USP: Whey protein: Muscle building & immunity, DHA: Brain development, 27 essential nutrients: Complete wellness

180/- for 500 g

NUTRIENTS QUANTITY/ 100g %DV KNOWN FUNCTIONS OF NUTRIENTS

Energy 392 Kcal

FatCarbohydrateAdded sugarDietary fiber

2.2 g85 g

32.7 g0.68 g

65.3Source of energy

Protein 8.0 g 15.3 For growth & maintenance of bodyVitamin B1Vitamin B2Vitamin B3Vitamin B5Vitamin B6

Vitamin B12Vitamin B7

Copper Selenium

Zinc

0.75 mg2.51 mg5.21 mg5.6 mg7.1 mg

9.73 mcg30 mcg0.44 mg32 mcg2.2 mg

53.6156.929.093.335516210022

91.514.6

Boost immune and nervous system function

Folic Acid 244 mcg 61 Production of red blood cellsVitamin A 935 mcg 155.8 For normal vision

IronIodine

8.02 mg137 mcg

53.591.3

Keeps you mentally sharp, alert & physically active

CalciumPhosphorusVitamin D

186 mg175 mg

6.89 mcg

18.617.5

137.8

Development of bones & teeth

Vitamin CVitamin E

Manganese

39.2 mg3.7 mg

0.49 mg

52.737

Fight infections and protects body cells from damage

SodiumPotassium

Magnesium

173 mg540 mg21 mg

7.215.46.0

Body fluid maintenance

DHA 3.0 mg Development of brain


• Good source of most of the vitamins & minerals• Exceeds the RDI value for Vitamin B2, B6, B12, B7, A & D• Doesn’t satisfy the minimum fat & protein content required in the Malted Milk food category as per FSSAI• Contains a lot of added sugar, which can be a potential concern• Energy value was found to confer with the declared value, 392 Kcal•Fortified with DHA


• Whey Protein: easy to digest, helps muscle building & nurturing growth, provides quick nourishment to muscles, strengthens immunity• DHA: Brain development, development of eyes & CNS• 27 Essential Nutrients: Complete wellness

NUTRIENT HORLICKS BOURNVITA COMPLAN BOOST AMUL PROEnergy 376.9 Kcal 382 Kcal 399 Kcal - 392 KcalProtein 11.0 g 7 g 16.0 g 7.5 g 8.0 gCarbohydrate 79.0 g 84 g 68 g - 85 gFat 2.0 g 2.0 g 7.0 g - 2.2 gVitamin A 741 mcg 750 mcg 318 mcg 625.0 mcg 935 mcgVitamin B1 1.3 mg 1.35 mg 0.45 mg 2.8 mg 0.75 mgVitamin B2 3.0 mg 1.35 mg 0.57 mg 2.8 mg 2.51 mgNiacin 17.0 mg 18 mg 6.0 mg 30.0 mg 5.21 mgVitamin B5 1.4 mg 5 mg 3 mg 5.0 mg 5.6 mgVitamin B6 3.7 mg 2.5 mg 0.76 mg 3.15 mg 7.1 mgBiotin 9.0 mcg 25 mcg 12 mcg 25.0 mcg 30 mcgFolic Acid 370 mcg 450 mcg 75 mcg 562.5 mcg 244 mcgVitamin B12 1.9 mcg 2.7 mcg 0.76 mcg 5.65 mcg 9.73 mcgVitamin C 148 mg 135 mg 30 mg 188 mg 39.2 mgVitamin D 4.6 mcg 6.25 mcg 3.75 mcg 3.15 mcg 6.89 mcgCalcium 741 mg 100 mg 800 mg 577.5 mg 186 mgIron 26.0 mg - 13.5 mg 45.5 mg 8.02 mgCopper 0.65 mg 0.7 mg 0.54 mg 0.875 mg 0.44 mgZinc 4.3 mg 4.5 mg 4.5 mg 4.6 mg 2.2 mgPrice/500g 223 193 236.6 255.5 180

malt based beverages market survey

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