Liquids for Health

With rising health consciousness in the urban Indian society during the recent years, apparently it seems that the health drinks market in the country is likely to soar impressively. But it is not happening in reality. However, the future for health drinks in India is full of potential, which needs to be creatively explored.

One of the major types of health drinks in India is the malt-based milk drinks. Health food drinks (HFD) in India are primarily malt-based milk drinks that act as taste enhancer along with nutrition fortification of milk. Earlier known as malted food drinks (MFD), the category was introduced in India in 1950s through launch of Horlicks and started strengthening its position in 1960s with the successful launch of Operation Flood.

Besides the malt-based drinks, supplement nutrition drinks is another important category of health drinks.. Today, India's health drinks market is a matured one, with different health drinks catering to different age groups. There are certain products which are specially formulated with nutrients that are known to facilitate cognitive development. It claims to provide the right boost for children's brain, so that they can continue to satiate their curiosity and thirst for learning.

After the pandemic the consumption of immunity boosting food and beverages has been an added focus in our lifestyle. People are now not only adhering to hygiene norms in more numbers but are becoming much more health conscious in their eating habits.

Role of Foodservice industry

In institutional terms, the health drink giants can also tap food service industry more creatively by coming up with newage and high-end health drinks (such as protein shakes with organic ingredients, etc.), which could cater to the guests at the fine dining and casual dining restaurants across the country. They can be lapped up by a segment of the health conscious crowd visiting the restaurants, whose numbers are not that negligible, and are likely to increase in the years to come.