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英国食品和饮品健康的重要性留学论文

论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-07-16编辑:felicia点击率:6188

论文字数:10264论文编号:org201407151339137518语种:英语论文 English地区:中国价格:免费论文

关键词:代乳食品麦芽饮料malt-based drinks marketretail volume salesmilk substitutes

摘要:健康食品饮料分为白色饮料和褐色饮料。印度南部和东部为这些饮料销售提供了广阔的市场,白色饮料占市场份额近三分之二。本文以印度食品饮料销售业的发展特点和发展现状出发,分析食品饮料安全的重要性,探索加强食品健康管理的意义所在。

1.问题定义 I. Problem definition

1.1 背景 1.1 Background

印度,世界上最大的饮料产品市场,占全球零售销量的22%。这些饮料是传统意义上的代乳食品,作为健康饮品,主要的销售对象是老人,年轻人和病人。


健康食品饮料分为白色饮料和褐色饮料。印度南部和东部为这些饮料销售提供了广阔的市场,占印度总销量的比例最大。总体市场销售额约90000吨,以约4%的速度逐年增长。不过,这些麦芽饮料,仍然仅仅是一种城市现象。


白色的饮料占市场份额近三分之二。GSK 消费者保健部门在白色的麦芽饮料销售中是市场领头羊,占总体市场份额的60.7%。亨氏的Complan排在第二,所占市场份额为约12 - 13%。市场领导者GSK 还拥有其他品牌,如Boost, Maltova and Viva。

目前,布朗饮料(基于可可粉)继续以白色饮料Horlicks和Complan等为代价,保持自身的持续增长。在过去的五年里,布朗饮料市场的份额从32%左右上升到35%左右。吉百利的Bournvita是褐色饮料市场的领军人物,布朗饮料所占市场份额约为15%。


India, the world's largest malt-based drinks market, accounts for 22% of the world's retail volume sales. These drinks are traditionally consumed as milk substitutes and marketed as a nutritious drink, mainly consumed by the old, the young and the sick.


The Health food drinks category consists of white drinks and brown drinks. South and East India are large markets for these drinks, accounting for the largest proportion of all India sales. The total market is placed at about 90,000 ton and is estimated to be growing at about 4%. These Malt beverages, though, are still an urban phenomenon.


White drinks account for almost two-thirds of the market. GSK Consumer Healthcare is the market leader in the white malt beverages category with a 60.7% overall market share. Heinz's Complan comes in second (in this segment, third overall) with a market share of 12-13%. Market leader GSK also owns other brands such as Boost, Maltova and Viva.


Currently, brown drinks (which are cocoa-based) continue to grow at the expense of white drinks like Horlicks and Complan. The share of brown drinks has increased from about 32% to 35% over the last five years. Cadbury's Bournvita is the leader in the brown drink segment with a market share of around 15%.


Other significant players are Nestlé's Milo and GCMMF's Nutramul.


1.2 Problem Statement

The project had been undertaken with an objective to understand the customer behaviour in the “Health Food Drink (HFD)” product category. The objective of the study also included identifying the determinant purchase factors, the customer segments and the sources of information they rely on. The existing positioning of prominent brands and the perceptions among different segments were also covered under the study. The brand loyalty and switching were also studied. The brand personality was also studied as a part of the project.


II. Literature review

Nutrition In India

After 4 years of age, a child's energy needs per kilogram of bodyweight are decreasing but the actual amount of energy (calories) required increases, as the child gets older. From 5 years to adolescence, there is a period of slow but steady growth. Dietary intakes of some children may be less than recommended for iron, calcium, vitamins A and D and vitamin C, although in most cases -as long as the energy and protein intakes are adequate and a variety of foods, including fruit and vegetables, are eaten- deficiencies are unlikely.


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