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In 2015, the value of the health and energy drinks retail market in India was around ** billion Indian rupees. It was expected that this niche segment would burgeon to over ** billion rupees by 2020, indicating the wave of change sweeping the country’s food market. The average Indian consumer has been increasingly turning to healthier food options over the past years. In fact, according to a 2018 survey on health-conscious behavior among Indians, over ** percent of the respondents said they were careful to eat healthily.

Preference for milk-based health drinks

Long and erratic working hours coupled with a growing awareness of functional food products have led to a spurring of the health and energy drink market in the country. However, unlike many other countries where consumers opt for caffeine-based energy drinks, Indian consumers prefer protein-based drinks. This is evident by the fact that in 2017, the children’s nutritional drink manufacturer, Horlicks, had ** percent of the health food drink market share, followed by Bournvita, trailing at ** percent.

A people powered by chai

However, chai and coffee still seem to trump any health or energy drink in India. As per a 2018 study on beverages preferably consumed by the average Indian, it was found that over ** percent of respondents regularly consume tea. On the other hand, only ** percent of respondents stated that they regularly consumed energy drinks.