Market opportunities as Indians trend away from milk

By Ankush Chibber

- Last updated on GMT

Milk no longer the favoured Indian drink, opening up market opportunities
Milk no longer the favoured Indian drink, opening up market opportunities
Indians are slowly weaning themselves away from milk, which has long been the favoured drink of both urban and rural customers, a new survey has revealed.

The ‘Share of Wallet’ report from India’s National Sample Survey office revealed that the current generations of Indians are losing their personal and cultural preference for milk and milk products.

According to the report, Indians are consequently spending less and less money on milk and milk products from their grocery budget and this is true across the urban and rural divide.

The report revealed that the expenditure share on milk in rural areas has slipped from 8.8% in 1999-2000 to 8.6% during 2009-2010, while urban Indian also cut their spend on milk from 8.7% in 1999-2000 to 7.8% during 2009-2010.

Mumbai-based nutritionist Mrinalini Manral told FoodNavigator-Asia that this decreasing affinity for milks could have a major effect of food and beverage brands in the country.

Non-milk

“I suspect this is very good news for the makers of packaged fruit juices, energy drinks, and other non-aerated drinks which can be associated with good health,”​ Manral said, adding that milk dairies would not welcome this report.

She pointed out that the spending drop was higher in the urban areas than the rural areas, where a booming economy and penetration of western lifestyles have led citizens to other options than milk.

“It is a matter of exposure. Young Indians, those in the 20s, have been brought up with milk, which they have been told is healthy. But now they see other healthy beverage options and would question why they should drink milk,”​ she said.

Manral’s claim is backed up by other data from the NSSO, which reveals that urban Indians increased the spending on beverages from 6.2% in 2004-2005 to 6.3% during 2009-2010. 

Rural India observed a sharp growth in spend on beverages from 4.5% in 20004-05 to 5.6% during 2009-2010, which Mrinalini claimed was indicative of how deeply food and beverage brands have penetrated.

R. Jannardhan, a Mumbai-based dairy and food products distributor gave a field level endorsement to the report’s findings. “Retailers prefer health drinks and juices over milk drinks in Mumbai. They are easily consumable and are clearer with their health benefits,”​ he said.

Related news

Show more

Related products

show more

Elevate your snacks with novel cheese flavours

Elevate your snacks with novel cheese flavours

Content provided by Givaudan | 23-Feb-2024 | Product Brochure

Aside from conducting desk research to understand snacking preferences and taste profiles among consumers in the Asia Pacific, Givaudan also embarked on...

Analyzing the unknown threat from Microplastics

Analyzing the unknown threat from Microplastics

Content provided by Agilent Technologies | 06-Nov-2023 | Infographic

Microplastics are any plastic-derived synthetic solid particle or polymeric matrix, ranging in size from 1 µm to 5 mm and insoluble in water.

Functional Beverage Market Insights in ASPAC

Functional Beverage Market Insights in ASPAC

Content provided by Glanbia Nutritionals | 06-Jul-2023 | Product Brochure

High growth ahead for protein beverages makes Asia Pacific (ASPAC) the market to watch. Consumer research shows new usage occasions, key consumption barriers,...

Related suppliers

Follow us

Products

View more

Webinars

Food & Beverage Trailblazers