'Health Conscious Consumer Essay\r'

'â€Å"Health means riches”, once an ad m has now move a motto of the major fare processing companies in India. And this motto is not a far-fetched perception of the current natescel outr needs in the Indian fares and beverages merchandise. The Tata Strategic counselling Group (TSMG), a management consulting impregnable has estimated the current worth of the wellness and wellness foods market in India at INR101.5bn and sees it potenti whollyy rising at a heighten annual growth rate of 23% to INR550bn, by 2015.\r\nThis trend of consumer buying deportment started with the weight- aware consumer who looked for products that could aid him in losing weight, which was perceived as the easiest route to healthy living. One of the products star(p) this trend was the artificial sweetener with Sugarfree and live being the major players. But with time, the Indian consumer has evolved from weight-consciousness to health-consciousness and we do seen an uptrend in the sales o f products that turn more holistic health benefits. The past times decade has seen a plethora of products in this form from all major players in the Indian Foods & Beverages perseverance. According to the TSMG report, curd or yoghurt, flour, savoury snacks, juices and edible oils are probably to be the top five fastest- outgrowth food categories in India by 2015.\r\nAmong the savoury snacks market, the biscuits industry is poised for a in truth douse growth path with companies trying to call down biscuits as a healthy snack. Britannia Industries has belatedly re score itself and used the tagline ‘Swasth Khao, Tan Man Jagao’ or ‘Eat healthy, rejuvenate mind and individual’ to gain NutriChoice, a range of high-fibre, five-grain and of course spiced biscuits earlier this year. Anuradha Narasimhan, category director, health and wellness, at Britannia Industries says: â€Å"We believe the health and wellness category in India is poised for an exp losion.”\r\nIndian brand Breakfast market is worth near Rs 300 crore. In volume equipment casualty it is 140000 tonnes. Oats market is worth around 4000 tonnes. after the Kellogg’s foray in to the eat market in 1990, Quaker is the merely high profile product launch in this segment that might aim major upheavals in this category. With Pepsi’s Tropicana as well rebranding itself as a breakfast juice, the breakfast foods market in India has emerged as an alone impudently use trend for these products. The branded fruit juice market in India is estimated to be worth Rs 750 crore (nectars, drinks and juices combined) and the segment is growing at about 30 per centime per annum. Big players like Dabur, Pepsi, Godrej and Parle Agro are already in the market and in shot of the swift growth in the market, a newcomer like Coca-Cola Minute maiden over conduct come into the market with new products in the recent years.\r\nThe current Indian market is young †the median age is 25 years †net understanding and health conscious. It seeks an easy route to health rather than a lifestyle change. eat healthier food is one such(prenominal) easy route. According to a perspective conducted, nearly 64% of the consumers were consciously on the job(p) to eat/drink healthy products. This statistic not nevertheless indicates the magnanimity of current market for health conscious products but similarly depicts the yet untapped potential of 36 % of consumers and the scope of making them health conscious for driving future growth.\r\nHealth cognizance\r\nHealth awareness is something which the FMCG companies have been pickings very seriously. They have been reemphasizing their category arrest of parity again and again to make the customer aware of the product. According to the written report majority i.e. 48% of the consumers came to know of the brand from the TV advertisements. A surprising statistic which came with it was that the gage b est method of awareness was Friends and Family which shows tidings of mouth marketing holds a oversize chunk in the brand awareness drive of brands.\r\nConsumption Pattern\r\nMarketers of all major FMCG houses have been taking consumption patterns really seriously. The consumption pattern of consumer determines what mentality does the consumer have with the meal at that time and to a fault at times what gustation he might take. The consumers were asked what time did they consume their favourite health-related product. A huge equaliser of 76 % in ‘No crabbed Schedule’ shows the disorganized behaviour secure now in the sector. Now, it is how well brands who have already entered the category differentiate itself from the separate brands and organize the category well to arrive maximum benefits out of it.\r\nReasons to Buy\r\nThe consumers were also asked what are the major criteria they judge a health-related products on. The results shown depict how different rea sons lead to orientation course of one product over other. It can also be considered as parameters which movement the consumers the most in this category. Firstly, a very important insight visible is that only 24 % of the people surveyed pointed out damage as their parameter to decide the preferent product. Two-Thirds of the consumers use the specified nutritional judge to be the deciding criterion.\r\nAfter establishing a strong footprint in the urban markets, the trend of health-conscious consumers is now moving to tier-II and tier-III cities and to catch ones breath competitive in these markets the companies might have to focus on creating competitive hurt points for their products for sustainable long-term growth in India.\r\n'