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Nutrient-rich Dairy Beverages an Emerging Market

with high fortification levels for children and sports drinks. However, not sufficient focus has been given to whey-based beverages, traditional fermented dairy drinks. Whey contains key proteins, carbohydrates, minerals, trace elements and vitamins and is virtually fat free. The utilisation of dairy by-products such as whey with the addition of fruits, cereals and active ingredients in carbonated beverage forms could revolutionise the existing beverage market.

The key to successfully marketing these products is excellent product delivery and customised packaging system (e.g. single serve shots) to maintain the freshness and naturalness. The key challenges therefore would be in creating an integrated supply chain with macro production and warehousing hubs with distribution systems.

According to a survey conducted by M/s Euromonitor International, though probiotic branded product manufacturing is, at present, at a nascent stage in India, a radical change is taking place. For instance, branded yoghurt/curd and cultured milk/lassi are growing at a rate of 14 percent and 33 percent respectively. Leading players in the Indian dairy industry like Amul, Nestle, Mother Dairy and Britannia are already in the probiotic milk and milk product market. An internationally reputed probiotic beverage brand, Yakult, is also entering the Indian beverage market soon.

Some of the recently conducted surveys projected a mammoth Indian consumer market growth. Among food products, value added milk products and especially probiotic products are expected to top the list. Thus, India is becoming an attractive destination for investments in this sector.


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