Mintel reveals popularity of flavoured milk in India

New research from Mintel’s Global New Products Database (GNPD) shows that flavoured milk products accounted for 43% of dairy drink introductions in India in 2016, up from 20% in 2012.

Both the number of product launches and sales of flavoured milk in India are growing. Mintel research also shows that retail volume sales for flavoured milk in India reached 72 million litres in 2015, up 31% from 55 million litres in 2012.

Ranjana Sundaresan, global food and drink analyst at Mintel, says, “Flavoured milk has gained ground in India over the past few years, and most dairy players in the country feature some form of the flavoured beverage in their product mix.

“Much of the category’s retail growth in India can be attributed to the fact that urban Indian consumers are opening up to value-added dairy, particularly for its convenience and health benefits. The popularity of packaged flavoured milk in India is also due to consumers’ preference for assurance of safety.”

Indeed, Mintel research reveals that 64% of pre-packaged ready-to-drink (RTD) dairy drink consumers in India agree that RTD dairy drinks are healthy and 48% say that dairy drinks provide them with energy. Over half (54%) of these consumers see them as convenient choices, while close to half (46%) agree this beverage type is hygienic.

Looking to the future, breakfast will grow as an occasion that dairy companies and manufacturers can tap into for opportunities. Mintel research has found that over one in four (28%) consumers of pre-packaged RTD dairy drinks consume dairy drinks for breakfast.

“Our research suggests that the breakfast occasion presents an opportunity for companies in the dairy industry, but currently very few launches highlight this positioning. In today’s fast-paced world, consumers don’t have the time for a sit-down breakfast, and are on the lookout for convenient food and drink options that keep them full and nourished while on the move.

“This opens up quite a few avenues for value-added, fortified, on-the-go dairy innovations that achieve satiety while providing consumers with their breakfast nutritional needs.” Ranjana concludes.

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