Malted Health Drinks Market is expected to grow at a CAGR of more than 17% in the next five years: Bonafide Research

Steep rise in standard of living, increasing purchasing power, changing lifestyle, growing knowledge among the people, health benefits from the malted health drink are some of the factors responsible for the dominance. Indian health drinks market is the fastest growing markets in the world. India has the second largest population in the world, with diversified food habits. Malted health drinks are malt-based foods manufactured by mixing malt with other cereal and legume flour with or without whole milk or milk powder and/or cocoa powder. Malted drinks positioned as nutritious beverages in the market. They often marketed as containing various nutrients, such as carbohydrate, protein, fats, vitamin A, B, C and E, calcium, iron, phosphorus and potassium. According to recently published report of Bonafide Research "India Malted Health Drink Market Overview" the malted drink market in India is majorly governed by GSKCH, Mondel?z international, Kraft Heinz with their flagship brands Horlicks, Bournvita, and Complain. With market rivalries becoming an intense affair, brand strategists and marketers are eager to refresh their brand’s positioning and image. Companies are focusing on modification for age group, and option for essentials through variants, like mothers, women, diabetes products etc. by which consumption is gaining popularity. As of now, the demand is more from urban India with a market of more than 70%. Seeing to this, companies like GSKCH, Kraft Heinz, Mondel?z international has initiated rural program like Horlicks Swasthya Abhiyan (HSA) and Village Level Entrepreneurs (VLE) etc. The increased proliferation of modern trade channels into rural areas will help increase product penetration and drive gigantic growth. Furthermore, brands choose media industry to show case, variety of flavors and packing strategy. In addition to increase of consumers demand, multinationals diversifying into these categories will heat up the competition along with the sales revenue.