Ready-to-drink (RTD) milk based beverages are popular in India, where consumers choose to have them as a snack between meals, as a meal replacer at breakfast/lunch, or as a nutritional supplement with a main meal. Over the last few years, there has been an increased number of new launches in the value added milk category. Ice cream manufacturers and non-dairy companies are recognizing the growing opportunity in the flavored milk category and have subsequently launched many new products. The DuPont Nutrition & Health survey found that consumers in India have a high association of health and nutrition with milk products and therefore, pick up RTD milk beverage over a carbonated drink or a juice.

1. DUPONT NUTRITION & HEALTH CONSUMER SURVEY
UNDERSTANDING READY-TO-DRINK MILK
BEVERAGES IN INDIA
INTRODUCTION
Ready-to-drink (RTD) milk based beverages are popular in India, where consumers choose to have them as a snack
between meals, as a meal replacer at breakfast/lunch, or as a nutritional supplement with a main meal. Over the last few
years, there has been an increased number of new launches in the value added milk category. Ice cream manufacturers
and non-dairy companies are recognizing the growing opportunity in the flavored milk category and have subsequently
launched many new products. The DuPont Nutrition & Health survey found that consumers in India have a high
association of health and nutrition with milk products and therefore, pick up RTD milk beverage over a carbonated
drink or a juice.
In this category, teens and young adults are the on-the-go consumers. Mothers are the primary buyers, with the
kids often influencing her choice for daily household consumption. Health for the family is also primarily a female
concern among Indian consumers, but there are currently few healthier options on the market. The survey points to an
opportunity for new milk based RTD beverages that are improved in nutrition, offer innovative flavors and inclusions,
higher thickness associated to better milk quality and consistent taste.
The research tells us what are the key drivers to purchase for this category, or simply put, why does a consumer buy a
dairy based RTD beverage. Many internationally well-known and traditional milk beverages are available in the market
today; several types stand out as the most popular and are consumed throughout the day.

2. ABOUT THE SURVEY
DuPont Nutrition & Health conducted the survey in January 2017 with the following objectives in mind:
• Explore the RTD milk beverage category
• Understand consumer behaviours, attitudes and acceptance towards flavored milk, milk shakes and smoothies
• Comprehend the sensorial experience of products in RTD milk beverage categories vis-à-vis consumer preference
As part of the survey a total of 9137 interviews were conducted in 12 cities across India. This sample size includes 24
focused group discussions in six cities. The survey included 24 focus group discussions in selected six cities. The survey
included participants across all ages divided into the following six groups:
Kids
1-12 years
Teens
13-19 years
Young Adults
20-29 years
Adults
30-60 years
Seniors
60 years & above
This brochure summarizes the findings of the RTD milk beverages consumer survey, which gathered interesting regional
insights and trends in the industry across Indian cities including Delhi, Meerut, Chandigarh, Mumbai, Pune, Baroda,
Kolkata, Bhubaneshwar, Patna, Chennai, Hyderabad and Mysore centers. The survey was carried out in collaboration
with Nielsen India, a market research company.
MOST POPULAR RTD MILK BEVERAGES
CONSUMER CLASSIFICATIONS AND PERCEPTIONS
The survey found that consumers have mixed perceptions relating to the three product categories that exist in India today
– flavored milk, milk shake and smoothie.
There is visible clarity when it comes to flavored milk but between milk shake and smoothie, there are mixed definitions.
This is because there are few products in the market that are classified as a smoothie. The survey finds that, despite
unclear definitions there is a clear sensory differentiation between the three beverages.
Flavored Milk (FM)
May contain ice cream
Contains milk
Has inclusions (fruits/nuts)
Thicker than FM
Can be prepared at home
Natural (Ingredients)
Contains fruits/vegetables
Thicker than MS/FM
Contains natural sugar
from fruits (no separate
sugar is added)
Milk Shake (MS) Smoothies
Contains milk
Artificial
Affordable
Less thickness
Unhealthy (more
sugar/color)

3. PERCEIVED DEFINITIONS FROM CATEGORY OPINION LEADERS2
KEY DRINKING OCCASIONS - WHO BUYS THEM
Consumption peaks across age groups observed in-between meals for FM, MS and smoothie. This is possibly associated
to the value of milk in any given form as an instant, tasty and healthy hunger fix in between meals.
FM is made with milk, sugar, colorings and artificial or
natural flavorings. THE BASE IS OF MADE OF MILK.
MS is primarily a composition of milk or ice cream, and may
include partial amounts of fruit for flavor. THE BASE IS MADE
OF MILK OR ICE CREAM.
For smoothies, the main body of the drink is fruits that
have been blended with some limited quantity of liquid
or ice. THE BASE IS MADE OF FRUITS OR IN SOME CASES
VEGETABLES.
2
Culinary experts, food critics/blogs
MORNING
Breakfast replacement - while commuting,
especially young adults who leave home early
Morning coffee break
Breakfast meal supplement - for kids
and teens
BUYING ATTRIBUTES AND TRENDS
FM, MS and smoothies are consumed
throughout the day.
MS and FM are perceived very close
to each other and are considered to
be a hunger fix, available in exciting
flavors with good taste. Smoothies
are perceived to be premium and
expensive.
Women typically plan their purchases,
for their whole household and guests.
Kids and teens often influence their
mother’s buying decisions.
Young adults are more spontaneous
and buy RTD milk beverages more
frequently, often on their way to or
from work.
Increasingly the MS and smoothies
have become an out of home
consumption, due to the popularity
of coffee chains and quick service
delivery restaurants that are spread
across urban India.
Appetizing RTD milk beverage
flavors and appealing packaging can
encourage spontaneous purchases
across the board.
EVENING
After dinner refreshment - while
watching TV across age groups
Weekends - after midnight snack
AFTERNOON
Mid afternoon snacks - to suppress hunger,
when entertaining guests, when in the park
or shopping

4. WHERE DO INDIAN CONSUMERS SHOP – AND WHAT DO THEY LOOK FOR?
Indian consumers buy packaged and unpackaged RTD milk beverages at many retail outlets, including super/
hypermarkets, mom and pop stores, coffee chains, quick service delivery restaurants and online stores. They choose the
product based on a variety of characteristics, occasions and consumption needs.
Youths, attractive packaging, fun connotation and fruits are the primary drivers of the category.
DEEP DIVE CATEGORIES OF INTEREST
• Drinking packaged milk based products is considered a pleasurable experience because of great taste and mouthfeel.
• Consumers enter the category because of exotic taste and flavor experience from milk based products
• Consumption is aided by the health factor – due to presence of milk
• While milk is readily available in the house, it is not possible to make an exotic flavored drink at home
• Flavors like badam/pista/kesar are easily available in the market, hence nobody tries to make them at home
• Today’s consumers aim for a healthy drink – which is otherwise boring - but the dimension of flavor makes their
choices easy
• The taste of a milk based drink is the primary influencer of the frequency of its consumption
Drivers of RTD beverage category
CATEGORY DRIVERS
These are the attributes that
significantly impact the choice of
brands in this category.
CATEGORY CONTRIBUTORS
Other attributes with a lower
impact on choice.
“I think the vitamins in milk
will help prevent tooth decay –
especially because my son eats
chocolate every day”
Mother, Ahmedabad
CONSUMERS SEEM TO
MEASURE THE NUTRITIONAL
VALUE OF A DRINK THROUGH
ITS THICKNESS
THICKNESS OF MILK
BASED DRINKS IS DIRECTLY
PROPORTIONAL TO INVISIBLE
HEALTH PERCEPTION
CONSISTENCY IS THE MEASURE
OF A GOOD QUALITY MILK
BASED DRINK
Young men and women are more
focused on maintaining a healthy
and fat-free body today.
“I will build bigger and leaner
muscle to stay active and flexible.”
Male, Delhi
Mothers prefer milk/milk
based products for their
children’s overall body
development
Young people
like it
It has
goodness of
fruits in it
Can be
consumed in
summers
It is available
in attractive
packaging
It is a fun product
to consume
It is premium
product
It is a value for
money product
It satisfies my
hunger
It quenches
my thirst
Gives me
instant energy
It comes in
exciting flavors
It is an Indian
recipe
It has good
taste
It is an
expensive
product
It is suitable for
people of all
age group

5. • Available easily
• Affordable
• Late Afternoon (3 PM – 5 PM)
• Afternoon (12 PM – 3 PM)
WHY ARE FM, MS AND SMOOTHIES PURCHASED?
TRIGGER TO
PURCHASE
SPONTANEOUS
REASON FOR
BUYING
MOTIVATORS
FOR PURCHASE
CONSUMER
PREFERENCE
FM: Availability and affordability are key trigger for purchase
MS: Availability is the primary cause for purchase across regions except East
India, where TV ads and peer/family recommendations trigger buying
Smoothie: Availability, attractive pack and advocacy from friends/family are
major triggers for smoothie
FM: Taste followed by health drives consumer purchase. Essential nutrients
and availability of numerous flavors additional drivers of buying
MS: Taste, health benefits and freshness are the key reasons
Smoothie: Taste, health benefits, nutritious value are the key reasons for
consumption
FM: Taste, thirst quenching and proteins are key motivators for purchase
MS: Taste, health benefits and freshness are the key motivators for
consumption
Smoothie: Taste, refreshing and gives energy are the key motivators for
consumption
FM: Consumers wants to have a ½ litre PET/tetra pack. Traditional flavors
like badam, chocolate, vanilla, kesar and inclusions like nuts and fruit pieces
have a higher preference. They are willing to pay a premium price for products
enriched with vitamins/fiber/protein
MS: Consumers wish to have a ½ litre PET/tetra pack. Traditional flavors like
badam, chocolate, vanilla and inclusions like nuts and fruit pieces have a
higher preference
Smoothie: Consumers wish to have a ½ litre PET/tetra pack. Traditional flavors
like badam, chocolate and inclusions like nuts, raisins and fruit pieces/pulp
have a higher preference
CONSUMER PROFILE
SEC A – 49% , SEC B – 51%
• Source – Milk outlets/super market
• Method of consumption – Using
straw/without straw
• Most purchased quantity is 200 ml
• Most purchased format is RGBs
• Average frequency of purchase per
month – 6 times
• Good taste
• Health benefits
• Quenches my thirst
• It contains protein
• Good for health
• Increases benefits of milk
• Quick boost of energy
• Refreshing
• Cooling and thirst
quenching
PURCHASE BEHAVIOR
TRIGGERS
MOTIVATORS
OCCASIONS
NEEDS
DEMOGRAPHICS

6. DUPONT NUTRITION & HEALTH CONSUMER INSIGHTS
As one of the world’s leading supplier of specialty ingredients to the global food industry, DuPont Nutrition & Health
turns valuable market insights into consumer trends to provide food manufacturers with the best possible inspiration and
solutions for the development of successful food and beverage products.
We obtain these insights from working closely with customers across many different industry segments and across regions
around the world, as well as from our own primary research and analysis.
But more than that – we know how to take those insights and apply them to help our customers address their challenges.
CONCLUSION AND OPPORTUNITIES
Milk based drinks are consumed across India for the nutritional value associated with dairy milk. Consumers from all age
groups and mothers are health conscious and hence they look for a variety of benefits from a ready-to-drink milk based
product.
A milk based packaged drink is based on five parameters of sensory gratification, which connote the overall health
benefits from the product.
ASK US FOR
Product information - Free samples - Formulations - Application Support
DuPont Nutrition & Health
Phone: + 91 124 4091818
Email: sagu@dupont.com
food.dupont.com | www.danisco.com
On sensory attributes,
• FM have a higher association with ‘refreshing’, ‘appealing colour’, ‘uniform consistency’ and ‘good aftertaste’
• MS are more about the ‘inclusions’, ‘milky/creams’, ‘natural’, ‘filling’ and ‘good mouthfeel’
• Smoothies are considered ‘being thicker’, ‘contains fruits’ and ‘pleasant aroma’
RTD milk beverage consumption is increasing in India with a growing preference for convenience, where a wide range
of products are consumed every day as a quick hunger fix, meal supplement or meal replacer. Teens, young adults and
mothers are the primary buyers and they are concerned about taste and health benefits of the product. These points to
opportunities for manufacturers to launch new healthier RTD milk beverage products on the market. However, any
healthier FM, SM or smoothie must deliver on taste, flavor and freshness in order to succeed.
Taste
Flavor
Consistency
Thickness
Sweetness
The information contained herein is based on data known to DuPont or its affiliates at the time of preparation of the information and believed by them to be reliable. This is business-to-business
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