| HEALTH FOODS TARGET HEALTH AND FITNESS | | | | When it comes to energy drinks in india the market still |
| TREND | | | | its infancy, would be gulping it more at nightclubs than |
| New age health conscious consumers comprise a | | | | at the gym. So when a new energy drink like Effect |
| growing niche segment which marketers have been | | | | trries to make place for itself in the nascent market it |
| quick to tap into which customised health-food | | | | will have to look at these clubs though first, the |
| products. More and more supermarkets are, | | | | strategy would be to position it as a functional health |
| increasingly, boasting separate health food counters | | | | drink. Looking at the growing health consciousness as |
| that stock a wide range of products, rangeing from | | | | an opportunity to expand Coke is aiming to increase its |
| low-calorie biscuits to fibre-based cholesterol-free | | | | presence in the Indian health market and gain wider |
| breads, Cheese for Health to even sugar free rice. | | | | accept ability. It has decided to add a punch of health |
| The popularity of these counters can be gauged from | | | | to its India portfolio possibly by early next year. |
| the fact that the products are being lapped up quickly | | | | Scientists in India, SriLanka, UK the US, Japan and |
| by a growing breed of health conscious consumers. | | | | Germany have come out with findings on tea that |
| This segment of the health food market in India is now | | | | could have a positive health benefit to the consumers. |
| displaying almost all the characteristics of a niche | | | | But there has hardly been any campaign to promote |
| market. Marketers are, thus beginning to see immense | | | | tea as a health beverage. Barring the individual cases |
| potential in this growing niche. In fact, chances are that | | | | requring specific medical advice, by now there are |
| this niche segment may be transformed into a mass | | | | plenty of research results in both the tea gowing and |
| segment over a period of time, considering the fast | | | | consuming countries to hail tea generally as a safe |
| pace at which more and more Indians are falling prey | | | | health drink. More and more companies in India are |
| to hectic lifestyle. FritoLay, the leading foods major, | | | | seeing in health food products a major marketing |
| launched its new breakfast cereal Quarker Oats | | | | opportunity and from launching healthier options and |
| across India recently. Sucheta Govil, marketing director | | | | innovative variants to putting the product in the right |
| FritoLay India said, "Over the past few years the urban | | | | places with the promotions they have tried a variety of |
| Indian consumer has become more aware of an ideal | | | | strategies. Therefore it will not be surprising if there are |
| diet as well as an active lifestyle. It has been FritoLay's | | | | a slew of product launches aimed at this niche market. |
| endeavor to provide its consumers with a variety of | | | | So the next time you enter a supermarket, don't be |
| choices and that meets the needs of today's | | | | surprised if the health food counter too is decked with |
| consumer. The launch of Quaker Oats in India | | | | new offerings. |
| addresses thjis rapidly growing health trend". | | | | |