Chapter1

ExecutiveSummary

MarketOverviewandDefinitions1-1

Introduction1-1

ScopeoftheResearchService1-2

SummaryofFindings1-2

MajorResearchFindings1-2

StrategicConclusion1-3

Chapter2

TotalFunctionalFoodsandBeveragesMarket

OverviewandDefinition2-1

Introduction2-1

FunctionalBeverages2-1

FunctionalFoods2-2

MarketEngineeringMeasurmentAnalysis2-2

MarketOpportunitiesandForecasts2-2

IndustryChallenges2-4

MarketDrivers2-4

RisingStandardofLivingandIncreasedSpendingAbilitytoBenefitHigh-endProducts2-5

IncreasedExposuretoImportedBrandsandFoodstuffsbyLargeUpcomingRetail

OutletsandSupermarkets2-5

UrbanizationoftheMassPopulation2-5

MarketRestraints2-6

ConventionalIndianConsumersareSkepticalaboutAcceptingInnovativeFoodsandBeverages2-6

ThereisNoDetailandClarityRegardingFoodSafetyRegulationsandHealthClaimsinNutraceuticals2-6

WithTooManyChoices，thereisNoClarityabouttheSpecificProductsandtheirClaims2-7

SomeFunctionalBeveragesandFoodstuffsareNotSuitablefortheIndianPalate2-7

Chapter3

FunctionalBeveragesMarket

OverviewandIntroduction3-1

MarketOverviewandDefinitions3-1

MarketEngineeringMeasurementAnalysis3-2

MarketEngineeringMeasurements3-2

MarketAge3-4

MarketRevenues3-4

AveragePrice3-4

MarketSaturation3-4

Competitors3-4

DegreeofCompetition3-4

DegreeofTechnicalChange3-5

CurrentDistributionChannel3-5

MarketConcentration3-5

IndustryChallenges3-5

ProductSafetyIssuesRequireConstantVigilance3-6

NegativeMediaPerceptionAffectstheIndustry3-6

LowConsumerAwarenessLeadstoLackofProductDifferentiation3-6

TheNegativePerceptionaboutBeverageMajorsAffectstheMarket3-7

NoClearRegulationsLeadstoConfusioninthePromotionofSpecificHealthClaims3-7

ExcessiveProductIntroductionsLimitProductDifferentiation3-7

MarketDominanceofEstablishedBeverageCompaniesThreatensSmallCompetitors3-8

CompetitorAnalysis3-8

ProductDifferentiationandBrandEquity3-9

InnovationsandValueAddition3-9

ABroadDistributionNetwork3-9

ProductAnalysis3-9

Vitamins，Minerals，Herbs，andProtein-EnhancedFruitDrinks3-9

SportsDrinks3-10

EnergyDrinks3-10

Trends3-10

RegulatoryFramework3-10

GlobalMarketandKeyTechnologyTrends3-12

Chapter4

SportsDrinksandPerformanceBeveragesMarket

OverviewandIntroduction4-1

MarketOverviewandDefinitions4-1

MarketEngineeringMeasurementAnalysis4-3

MarketEngineeringMeasurements4-3

MarketAge4-3

Revenues4-4

MarketVolumes4-4

MarketGrowthRate4-4

AveragePriceandPriceRange4-4

Competitors4-4

MarketConcentration4-5

RevenuesandMarketVolumes4-5

MarketDrivers4-5

SportsPersonEndorsingAttractsTargetConsumers4-6

EndorsementsfromGovernmentBodiesandPrivatelyRunHospitalsBoostHealthClaims4-6

InternationalTournamentsandOtherRelevantSportingEventParticipationProvidesEasyBrandPublicity4-7

MarketRestraints4-7

ConventionalIndianConsumersareSkepticalAboutAcceptingInnovativeFoodsandBeverages4-8

NewAgeWellnessDrinksHaveBeen'MediaShy'，withMarketingBeingMerelyThrough

PrintAdCampaigns4-8

PresenceofPesticidesinBottledCarbonatedBeveragesStirredFaithintheBeverageGiants4-8

TooManyChoicesResultsinLackofClarityAbouttheSpecificDrinksandtheirClaims4-8

SportsandPerformanceBeveragesHaveaMedicinalTaste4-9

CompetitorAnalysis4-9

MajorAcquisitionsintheGlobalSportsDrinksMarket4-9

ProductAnalysis4-10

MarketShareAnalysis4-11

Trends4-11

PricingTrends4-11

Chapter5

EnergyDrinksMarket

OverviewandDefinition5-1

MarketOverviewandDefinitions5-1

TheIndianScenario5-1

MarketEngineeringMeasurementAnalysis5-2

MarketEngineeringMeasurements5-2

MarketAge5-3

Revenues5-3

MarketVolumes5-3

PriceRange5-3

PriceOutlook5-3

Competitors5-3

MarketConcentration5-4

RevenuesandMarketVolumes5-4

MarketDrivers5-4

NewAgeBeveragesTargetThoseConsumersThatAreReadytoExperimentwithNewProducts5-5

SomeEnergyDrinksTargetStudents5-5

RisingLivingStandardsandIncreasedSpendingAbilityBenefitsHigh-endProducts5-5

LargeUpcomingRetailOutletsandSupermarketsIncreaseExposuretoImportedBrandsandFoodstuffs5-6

UrbanizationoftheMassPopulationExpandsMarket5-6

MarketRestraints5-6

SkepticismAboutTryingNewFoodstuffsandBeverages5-6

DebatesandConfusionaboutRelatedHealthHazardsofIngredients5-7

TheHighPricesofImportedEnergyDrinksintheIndianMarket5-7

LackofAwarenessabouttheSpecificClaimsforSportsandEnergyDrinks5-7

CompetitorAnalysis5-7

MajorWorldAcquisitions5-8

ProductAnalysis5-10

MarketShareAnalysis5-11

Trends5-12

PricingTrends5-12

Chapter6

EnhancedJuicesandSoyBeveragesMarket

OverviewandDefinition6-1

MarketOverviewandDefinitions6-1

MarketEngineeringMeasurementAnalysis6-2

MarketEngineeringMeasurements6-2

MarketAge6-3

MarketRevenues6-3

PotentialRevenues6-3

AveragePrice6-3

PriceRange6-3

PriceSensitivity6-3

NumberofCompetitors6-3

MarketConcentration6-3

DegreeofCompetition6-4

DegreeofTechnicalChange6-4

CurrentDistributionChannel6-4

RevenuesandMarketVolumes6-4

MarketDrivers6-5

FruitJuicesaretheMostPalatableBeverages6-5

WidespreadRetailOutletsandProliferatedConvenienceStoresandSupermarkets

AddtotheMarketGrowth6-6

TheIncomeFactorandtheGrowingEconomyPlaysaDistinctRole6-6

MarketRestraint6-6

AlltheFMCGandBeverageCompaniesintheFruitJuiceBusinessareExperimenting

withtheSameFruitsandDevelopingtheSameConcoctions6-6

ProductAnalysis6-7

NewProductLaunch6-8

MarketShareAnalysis6-8

Trends6-9

PricingTrends6-9

Chapter7

FunctionalFoodsMarket

OverviewandIntroduction7-1

MarketOverviewandDefinitions7-1

MarketEngineeringMeasurementAnalysis7-1

MarketEngineeringMeasurements7-1

MarketAge7-3

Revenues7-3

AveragePricesandPriceOutlook7-3

MarketSaturation7-3

Competitors7-3

DegreeofCompetition7-3

DegreeofTechnicalChange7-4

MarketConcentration7-4

IndustryChallenges7-4

NoRegulatorySystemDemarcatingFunctionalFoods，Nutraceuticals，andDietary

SupplementsCausingConfusion7-5

LackofInvestmentsinFoodResearchSectorsStuntingGrowth7-5

NoProperScientificValidationforProductsReducingTrust7-5

NeedforEducationaboutProductLegitimacytoSustainCategoryGrowth7-5

LackofWell-definedIntellectualPropertyRightsPosesaKeyBarriertoMarketEntry7-6

ProductsareBeingRelatedtoGeneticallyModifiedCropsandFoodstuffs7-6

CompetitorAnalysis7-6

TheIndianParticipants7-7

ProductAnalysis7-7

Trends7-9

RegulatoryFramework7-9

IndianFoodRegulatoryFramework7-10

GlobalMarketandKeyTechnologyTrends7-11

Chapter8

ProbioticDairyMarket

OverviewandDefinition8-1

IntroductiontotheMarket8-1

TheIndianDairyIndustry8-2

DairyFunctionalFoods8-3

MarketEngineeringMeasurementAnalysis8-3

MarketEngineeringMeasurements8-3

MarketAge8-4

MarketRevenues8-5

MarketVolumes8-5

AveragePriceandPriceSensitivity8-5

Competitors8-5

DegreeofCompetition8-5

DegreeofTechnicalChange8-5

CurrentDistributionChannels8-5

RevenuesandMarketVolumes8-6

MarketDrivers8-6

YoghurtisaComponentoftheStapleIndianDietandPosesaPotentialMarket

DriverfortheProbioticYoghurtMarket8-7

ASedentaryLifestyleandMassConsumptionofJunkFoodIncreasestheDiabeticand

OverweightPopulation8-8

TheGrowingIndianEconomyandChangeinCustomerRequirementsAcceleratestheDemand8-8

ThePresenceofalltheMajorFoodCompaniesinthisMarketInstillsTrust8-8

WithRisingCostsofMedications，PreventionRatherThanCureistheNewMantra8-9

IntroductionofNewProbioticStrainsCreatesNovelty8-9

MarketRestraints8-9

LimitedKnowledgeAboutProbioticsAmongConsumers8-10

ImpedimenttoMakingHealthClaims8-10

SomeProbioticProductsareNotSuitablefortheIndianPalate8-10

ShortShelfLifeforTheseProducts8-10

CompetitorAnalysis8-11

ProductAnalysis8-13

ProboticYoghurt8-14

GeneralHealthBenefitsfromTraditionalandProbioticYoghurt8-14

ProbioticIce-creams8-15

Trends8-16

PricingTrends8-16

Chapter9

OtherFunctionalFoodsMarket

OmegaFattyAcidEnrichedFoods9-1

OverviewandIntroduction9-1

ChiefSourcesofPUFAs9-2

Omega-3PUFA9-2

HealthBenefitsofOmega-3-PUFA9-2

Omega-6PUFA9-4

TheOmegaFattyAcidFortifiedFoodandSupplementMarketinIndia9-4

Introduction9-4

OmegaFattyAcidIngredients9-6

TheMajorShortcomingsfortheOmegaMarketinIndia9-7

NeedtoProduceGoodQualityProductsatAffordablePrices9-7

GettingtheIndianConsumerstoUnderstandtheProduct9-8

ContendingwiththeAbsenceofRecommendedDietaryIntake(RDI)andUnclearRegulations9-8

CulturalIssuesAmongIndiansRelatedtoOmegaFortifiedFoodsandDietarySupplements9-8

MarketDrivers9-9

MediaCoverageHighlightstheNumerousHealthBenefits9-9

PeopleareBecomingIncreasinglyHealthConscious9-9

MarketRestraints9-9

ManyIndianManufacturingPlantsDoNotComplywiththeBestStandards9-10

PricesareHighDuetotheTechnicalitiesoftheProductionProcess9-10

TheDietarySupplementMarketisFlourishing9-10

TheIndianIodinatedBrandedSaltMarket9-11

Introduction9-11

KeyParticipantsintheIndianIodizedSaltMarket9-12

MarketShareAnalysis9-12

ProductionofIodizedSaltandRevenuesEarned9-13

MajorShortcomingsintheIndianIodizedSaltMarket9-15

InadequateDemandforIodizedSaltLeadingtoLimitedProduction9-15

ExistenceofLargeNumberofSmallSaltProducers9-15

PublicityAdverselyEffectsIodizedSalt9-16

MarketOpportunitiesfortheIndianIodizedSaltManufacturers9-16

CentralBanonSaleofNon-iodizedSaltReinstated9-16

ImplementationoftheRuralHealthStrategy9-16

IncreasedAwarenessAmongConsumersabouttheIDD’s9-16

TheIndianBrandedWheatFlourMarket9-17

Introduction9-17

TheWheatMarketingSystem9-18

KeyParticipantsintheBrandedWheatFlourMarket9-20

MarketShareAnalysis9-20

RevenuesfortheWheatMarket9-21

PricingAnalysis9-22

ITCe-Choupals—AnInitiativebyITC.9-22

Chapter10

StrategicRecommendations

GeneralRecommendations10-1

OpportunitiesbyMarketSectors10-1

SportsandPerformanceBeverages10-1

EnergyDrinks10-1

FortifiedJuicesandEnhancedSoyaBeverages10-1

ProbioticDairyMarket10-2

OmegaFortifiedMarket10-2

DepartmentSpecificRecommendations10-2

RecommendationsfortheFunctionalFoodandBeveragesProduct

DevelopmentandResearchDepartment10-2

StudyConsumerPreference10-2

DevelopNewFlavors10-3

ComplywithCurrentRegulations10-3

DedicateMoreResearchtoAnalyzeNewProductProfile10-3

MonitoringofCompetitorResearchandDevelopment10-3

FocusonIndustryTrends10-4

RecommendationsfortheFunctionalFoodandBeveragesSalesDepartment10-4

ImprovedDistributionSystem10-4

ExpandDistributionChannels10-4

IdentifyBetterShelfLocations10-5

RecommendationsfortheFunctionalFoodandBeveragesMarketingDepartment10-5

AttractWiderConsumerBase10-5

FormulateaCompetitivePricingStrategy10-6

DevelopProductDifferentiationandBrandEquity10-6

RecommendationsfortheFunctionalFoodandBeveragesBusiness

DevelopmentandCorporateManagement10-7

DevelopJointResearch10-7

BuildStrategicAlliances10-7

Strategic Analysis of the Indian Functional Foods and Beverage Markets