Progressive Grocer|November 2019
Oats have become a popular breakfast in India with savoury oats, in particular, seeing significant growth. These products are meant to be consumed hot—in line with the Indian preference for hot, savoury breakfasts—and require cooking. This can make them seem time-consuming for people in a hurry. In light of this, ready-to-drink breakfast beverages are likely to appeal to consumers who are on the move and may be pressed for time to prepare breakfast. Highlighting the time-saving aspect of these drinks is as important as their nutritional benefits.
The Indian retail milk market is projected to be one of the fastest-growing globally, according to Mintel research. Dairy plays a very important role in the Indian diet and milk is strongly associated with health in the minds of consumers. In 2017, PepsiCo marked its entry into the dairy space in India with the launch of its range of grain-dairy beverages under the Quaker brand, aimed at the breakfast market. The range Quaker Oats + Milk is available in two flavors and is said to have been created in collaboration with former cricketer Sachin Tendulkar, who features prominently on the packaging. The Quaker Oats + Milk range claims to provide 10% of the recommended daily fiber requirement and 15% of the daily calcium requirement.
PepsiCo’s Quaker Oats + Milk range
This range of drinks is positioned as grain-dairy beverages with the goodness of milk and fiber. These vegetarian products are said to be a source of calcium, contain real milk and fiber that helps digestion.
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