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MARKET SURVEY ON MILK BASED PRODUCTS

MOKSHA CHIB13FET1003

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Milk Product Market in IndiaIndia is the largest producer of milk

Annual prod.: 140-145 million ton & accounts for 35-36% of total prod.

Avg. growth rate is 7%

Consumer demand growth has been 25%

SOURCE: Foods Navigator Asia

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CHEESE

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Cheese Market in India• India is not a traditionally structured ‘Cheese nation’, adapted to softer

Indian variant of cheese i.e. paneer• Indian cheese market is worth around USD 237mn & is experienced to

grow at roughly 15-20%• Global market deals with 3,000 varieties of cheese whereas in India only

about 40-45 variants of cheese are marketed• Traditional soft cheese accounts for 55% of total market share

60% 30%

10%

Processed cheese Cheese spreads

Flavored & specialty cheese

SOURCE: Euromonitor International Apr 2015

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Cheese Market in India• Per capita consumption of cheese in Indian

households is mere 2.4 kg per annum as compared to 20kg per annum.

• 60% of the total cheese is sold in metropolitan cities

MumbaiDelhiKolkataChennai

20%

7% 6%Type of Cheese

% Total consumption

Processed 50Cheese spread 30Mozarella 10Flavored/ Spiced 5Others 5

30%

SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan

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Competitive Landscape• Many entrepreneurs

are entering this market with cheese variants like Mozzarella, Cheddar, Churpee, Bandel, ricotta, Gouda, La Ferme etc

Amul (GCMMF)

Britannia

LeBon, regional brands - Gowardhan, Mother Dairy, Vijaya Foods

Imported brands like Kraft, Dabon Interna-tional, Laughing Cow

60%

5%10

%

25%

SOURCE: Analysis of cheese & cheese product market in India by G.R.Jayadevan

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Cheese brands surveyed

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Amul Cheese Slices

Amul Cheese Slices available in 100g, 200g, 400g & 750gCost: 200g for 108/-Shelf Life: 6 monthsStorage condition: Refrigerated at 4°C or below. Do not deep freeze

Cheese is coated with wax to protect it from mold contamination and to reduce the rate of moisture loss

Packaging material used : Plastic: Polyvinylidene Chloride (PVdC)

Has low gas, water vapor, O2 & CO2 permeability

Has resistance to fats and chemicals

Light weight Good strength Glossy and transparent High printability High level lamination

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Gowardhan Nacho Cheese Sauce

Won the ‘Asia Star 2012’ for packaging excellence

Bottle is a five stage multi-layer PP bottle with EVOH as a barrier layer which keeps the product inside it fresh

Shape is child-friendly as it allows only the required amount to be squeezed out

Low water transmission, medium gas permeability, resistance to greases, high temp stability, good gloss

EVOH- barrier to gases, odors, fragrances and solvents

Go Nachos CheesePack: 180g & 500g bottleCost: 99 /- for 180gShelf life : 6 monthsStorage conditions: In room temperature and not in cold. Should be heated before serving

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Britannia Cheese Cubes

Each cube is wrapped in aluminum foil which comes with an easy-to-tear tape

These cubes collectively are packed in sliding carton which is made up of paperboard

Britannia Cheese Cubes Net Wt.: 200gCost: 118/-Shelf Life: 6 monthsStorage condition: Keep refrigerated below 4°C or below. Do not deep freeze

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Gowardhan Cheezo CreamyGo Cheezo CreamyPack: 100gCost: 55 /-Shelf life: 6 monthsStorage conditions: Keep refrigerated below 4°C. Consume within 7 days of opening the pack

Winner of ‘Dairy Innovation Awards 2012’ at Norway Plastic squeezable tubes filled with creamy cheeseEasy to use and acts as a barrier against moisture, air, light & temp

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Gowardhan Cheese Wedges

Pack: 8 * 20 = 160 gmCost: 105 /-Shelf life: 6 monthsStorage conditions: Keep refrigerated below 4°C

8 triangular wedges of cheese are packed in a two piece tin box

Each wedge is wrapped using a aluminum foil & a layer of paperboard

A small red ribbon helps in unwrapping the whole foil

Provides multi-layer protection against moisture, air, light and temp.

All-round decoration on outside the can, more aesthetic appeal

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Innovative cheese packaging

CHEESE PAPER: Material made up of wax coated paper and a thin porous polyethylene plastic

PARMESAN CHEESE PENCILS

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FLAVORED MILK

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Market share of flavored milk in India

• The flavored milk market in India is expected to grow at a rate of 21-26% during 2012-2016 according to “Indian Dairy Market Report & Forecast: 2012-2016”

• The flavored milk market is estimated to be worth INR 500 million

• Flavored milk a convenient option for Indian middle class

• Increasing consumer shift due to health awareness, thus consumers prefer ready-to-drink flavored milk as compared to carbonated drinks

• Major players are Amul, Mother Dairy, Vadilal industries and Kwality Dairy

SOURCE: The Economic Times (2010)

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Competitive Landscape• Amul Kool market leader with 72% market share ( Rs.8 in Gujarat for 200ml and Rs 10 in other states for 200ml)

• Local Players- Amrit foods ( Gagan in glass bottles in Delhi), Param Dairy

• All companies use Aseptic Packaging for flavored milk ( TetraPak)

Company Brand NameAmul (GCMMF)

Amul Kool

Mother Dairy Chillz Nestle Milkmaid

FunshakesVadilal Power SipBritannia Actimind

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Chillz by Mother Dairy

Chillz Glass bottleNet Wt. : 180mlCost : 22/-Shelf Life: 20 daysStorage condition: Under refrigeration (below 8°C)Flavors : Chocolate, Coffee, Kesar elaichi

Packaged in narrow necked transparent glass bottle with crowned caps

Ultimate protection from O2, moisture and contamination from microorganisms

Prefabricated crowned seal is made up of aluminum

Glass bottle can withstand heat sterilization temp and subsequent cooling

Elegant look Recyclable & returnable Bottles are packed in cartons

wherein paperboard is kept between each bottle to prevent breakage

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Amul Kool

Amul Kool Plastic (PET) BottleNet Wt.: 200ml Cost: 20/-Shelf Life: 180 days when stored in cool and dry placeStorage condition: AmbientFlavors: Kesar and Elaichi

PET bottle with plastic cap Low gas permeability Lowe flavor scalping

properties as compared to other plastic material

Complete transparency Bottle is sleeved using

thermoshrinkable polpropylene labels (PP)

Wide necked with PP screw cap

Single use Recyclable Extended shelf life

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Danone’s Danette Choco Smoothie

Danone’s Danette Choco SmoothieNet Wt.: 200 ml TetraPakCost: 25/-Shelf life: 180 days Storage condition: Keep in cool conditions

Tetrapak packaging consisting of • 4 layers of Polyethylene• 1 layer of Aluminum• 1 layer of Paperboard Protection from outside moisture Aluminum foil protects against O2 and light to

maintain the nutritional value flavors of the drink in ambient temp

Provides strength, stability and smoothness to the printing surface

Portable and easy to handle Highest preference amongst all kinds of

packaging

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Sippah Straws (Patented by Unistraw) Multipack Sippah

Straws (25 pack)Net Wt.: 87.5 gCost: 300/-Storage conditions: Store in cool & dry place, away from direct sunlightClaims:• No preservatives • No artificial colors• No artificial

flavors• Only 2g of sugar

per straw• Flavors:

Chocolate, Banana, Caramel, Strawberry, Vanilla

The straws individually are packaged in laminated aluminum foil

Secondary packaging: Carton Has 3 parts: Recyclable, transparent straw Unique filters at each end of the straw Multiple UniBeads inside each straw

which delivers flavor to the milk when sipped through

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Conclusion • The demand for varieties of milk based products are on a rise in

India• Specifically, cheese and flavored milk are commodities which are

preferred majorly by the urban population • Packaging aspects of cheese majorly include materials which acts

as a barrier against O2, moisture, light and other gases• All cheese brands marketed in India cater to the packaging needs

& laws formulated by FSSAI• Flavored milk packaging is a growing sector which can involve

many more innovations but is primarily dominated by Aseptic packaging (TetraPak) & glass bottles