Tamil Nadu, West Bengal make up 40 per cent demand for health beverage major

As part of its growth, the brand has plans to introduce a new range of health drinks for toddlers, female adolescents and active adults in the next few years. 

According to reports, Complan has around 8 per cent share in the Rs 5,500 crore nutritional drink market in India. Apart from Horlicks and Complan, the category is marked by the presence of brands such as by GSK’s Boost and Cadbury’s Bournvita. Vikramjeet Singh, Chief Marketing Officer, Kraft Heinz India, the parent company of Complan tells us, “Owing to its past as a milk-deficient state more than half a century ago, consumers in both TN and WB developed and retained their affinity for milk/malt-based beverages. The two states make up 1/3rd of the market when it comes to the category of health beverages – all brands put together. For Complan, the share is even greater, and the two states make up about 40 per cent of the demand. In terms of category penetration, 40 to 45 per cent homes in urban markets consume health beverages, while it’s about to 20-25 per cent in rural markets.”

The Kraft Heinz Company is the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. Its Indian arm has home grown brands like Complan, Glucon-D and Nycil under it.

The brand is growing at a health rate of 20 per cent, as against the average category growth which hovers around 5-8 per cent. As per Singh, the growth rate expected in this fiscal is also double digit, which the brand is confident of achieving.