ENERGY DRINKS

MARKET SCENARIO INDIA

Prepared by Shoumitro Gupta

Indian Market
1.5 million cases consumption per annum 250 ml cans priced between Rs. 7070Rs.85/Rs.85/-per can Energy value = 112.5 kilo calories Growth potential - 50% year on year

Indian Market Drivers

New energy drinks entering Indian market regularly - imported or domestic produced. Imported brands entering market are establishing themselves as a safe & healthy alternative to cola drinks. Teenagers who are below 18 years prefer energy drinks to get kick rather than consuming hard liquor.

Target Groups
School going teenagers below 18 years affordability and parental approval factors; College students alternative to hard liquor and price factor. Also some religions prohibit liquor consumption; Young working adults prefer non alcoholic beverages to boost stamina, get over high work stress and cope with fast paced lifestyle.

Target Markets
Social and Sports clubs Health Centers Spas Gyms Youth Events, College annual festivals; Music concerts, Rock shows; Lounge Bars, Discotheques, Restaurants; School and College canteens; Sports events like Bike races, Car races etc. Department stores, hypermarkets, supermarkets

Market realities
Positive response from trade partners and consumers and market witnessing growth; Energy drinks new buzzword for party-goers, partyalso used as a mixer; 70% of crowd coming into bars orders energy drinks making alcohol a second choice; People lead hectic lifestyle, packing in 25 hours a day, limit to what body can take, which is the reason for growing demand for energy drinks in India.

Market scenario
Market for energy drinks growing fast for last 5 years; Incredible rise in products being launched with innovative new ingredients, claims and consumer targets; Events and right kind of promotions most vital aspect in this business; Celebrity endorsements makes the drinks all the more appealing for the younger generation; Cans and bottles designed to identify with consumers to make them buy and come back for more; Some manufacturers creating niche customers like targeting high performing adults rather than teenagers; Others formulating their product with NPR which lessens urge to smoke and provides long term health benefits.

Product details
Most drinks prepared with composition of methylxanthines, caffeine, natural flavors, herbal components or specific vitamins like vitamin B. May also contain addictive ingredients like taurine, guarana, maltodextrin, ginseng, carnitine, inositol, glucuronolactone and ginkgobiloba. Most also include artificial sugar; Primary active component is generally caffeine. Product differentiated from sports drinks, like Gatorade which replenishes body fluids, by aiming to boost energy

Current Players
Power Horse- Free your energy targets high Horseperforming adults instead of teenagers; Pepsis AMP under the Mountain Dew brand; Arizona Beverages Extreme Energy launched earlier; XXX Energy drink launched during IPL 2 through Kolkata Knight Riders cricket team ;imported from Dubai Icecool Energy imported from Hamburg, Germany, marketed from Kolkata. Red Bull imported from Dubai, launched 2003.

Market Players
Austrias Red Bull market leader in India today since launch in 2003; Has captured 70% market share; Price leader with 335 ml can priced at Rs.110 per serving; 250 ml can @ Rs.85/- & 250ml x 4 Rs.85/pack @ Rs. 299/299/Major marketing event lined up in 2011 is the Formula One Indian Grand Prix to be held on 30th October, 2011 near New Delhi; Leverage focusing on own Red Bull Racing Team which will give huge visibility after June.2011.

Market Players
SJ XXX launched by Rs.1000 cr JMJ Group, based in Mumbai recently with 2 variants Rejuve and Nicofix (formulated with NPR which lessens the urge for nicotine); priced @ Rs. 75/- per 250 ml can. 75/Xperience Xtreme Xcitement doing more than providing instantaneous energy, also serving to cater to long term health benefits; Aims at reaching sales target of 750,000 cans per month from current sales of 250,000 cans per month; Manufactured at Jebel Ali Zone, Dubai Looking to garner annual sales of Rs. 100 crores by 2015.

Market Players
Imported & exclusively marketed by Kolkata based Company EKO VIT has launched ICE COOL Energy drink priced at Rs. 69/- per 250 ml can; 69/Manufactured and exported by IndoIndoJapan Aussenhandel, Hamburg, Germany; This product is giving Red Bull and SJ XXX good competition in the market.

New Launches
Luxembourg based Calidris 28 has announced launch of premium energy drink in 2 flavors 28 Black & 28 White with investment of Euros 5 million in India; Shall initially launch in Delhi, Mumbai, Kolkata, Bangalore & Hyderabad; Spread to Tier II & III cities within 2-3 2years with further investment of Euros 3 million.

New Launches
Gurgaon based Hector Beverages energy drink maker selling a lemon flavored energy drink Tzinga launched with Rs. 6 crores investment; Tzinga is selling at an affordable price point of Rs. 20 for a 200 ml pack in this nonnon- alcoholic, ready- to- drink category ready- towhere most beverages cost Rs.80 per can.

Other Players
Amul India has launched Indias first domestically produced energy sports drink Stamina; Rasna Beverages, soft drink concentrate maker has launched Rasna Glucose D fortified with glucose and vitamins at four price points Rs. 3/-, 5/-, 10/- and Rs. 30/3/- 5/- 10/30/per pack size.

Opportunities
The Energy drinks segment is projected to lead in the beverages sector in growth in per capita purchases, volume consumption and total value sales over the next decade; The recent announcements by the Delhi and Maharashtra Governments to raise the permissible age of drinking to 25 years minimum will boost sales of energy drinks.