Consumer Preference towards Malted Food in India: A Study Based on Secondary Data
Author : Sowmya and Dr. V Basil Hans
Abstract :
The Indian malted food market has witnessed significant growth over the past decade, driven by increasing health awareness, urbanization, and changing consumer lifestyles. Malted food drinks, traditionally marketed as nutritional supplements for children, have evolved into versatile health beverages catering to a wide demographic. This research paper explores consumer preferences towards malted food products in India, using secondary data from government reports, market research publications, and academic studies. The study identifies and analyzes key factors influencing consumer choices, including health and nutritional awareness, taste preferences, brand loyalty, socio-economic factors, and advertising effectiveness. The findings indicate that while health benefits and brand trust are critical motivators, price sensitivity and taste remain central to consumer decisions. Challenges such as high sugar content, misleading health claims, and competition from protein-based supplements pose threats to market stability. However, the market also offers numerous opportunities, including the development of sugar-free variants, rural market expansion, digital retail channels, and sustainable packaging innovations. The paper concludes that consumer behavior in this segment is dynamic and multi-dimensional, influenced by both emotional and functional needs. A better understanding of these preferences can help manufacturers develop targeted strategies that enhance product appeal, foster loyalty, and drive sustained market growth in India.
Keywords :
Malted food, consumer preference, India, nutritional awareness, market trends.
