Highlighting milk’s nutrients could boost sales in India

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Globally, India is one of the largest producers of milk, but there are a number of Indian consumers who are still not fully aware of milk’s nutritional advantages, according to global research firm Mintel.

In its recent study, Mintel says while seven in 10 (71%) Indians have used milk at least on one occasion in the last three months, only three in five (59%) Indian consumers associate milk with being healthy, and only 37% perceive milk to be a high source of calcium.

Moreover, Mintel research reveals that as many as three in five (61%) Indians are trying to eat more protein, but just 39% perceive milk to be a high source of protein, highlighting the potential which milk offers to protein-loving consumers.

Milk has been traditionally associated with health benefits; however, this may no longer be the case in India today, says Natasha Kumar, Mintel’s analyst for Food & Drink, India.

“Amidst reports on adulteration [such as the inclusion of ingredients with the likes of detergent and paint], consumers no longer see the value regular milk can provide them,” she reveals.

However, with many worrying lifestyle diseases cropping up in India, consumers are vowing to adopt healthier lifestyles and to actively look for added benefits in all that they eat or drink. Thus, this trend to eat healthy presents opportunities for milk product makers to stress milk’s nutritional advantages to attract more health-conscious consumers.

“Manufacturers of milk products can tap into this situation by communicating milk’s health credentials, such as its high calcium and protein content,” Kumar explains. “There is opportunity for dairy manufacturers to fortify milk in order to increase its association with ‘health’, particularly through providing benefits that target specific health concerns — enabling consumers to see value in the product.”

Mintel says Indian consumers may not fully recognise milk's health benefits, but it seems they are open to support their healthier lifestyles with added calcium, protein, vitamins), while 22% are seeking milk offerings that provide specific health benefits (e.g. heart and bone health).