Malted Health Food Drinks: The Ultimate Substitute of Food Supplements in Indian Market

Abstract

Dietary Supplements are defined as any product that can be taken by mouth that contains a dietary ingredient intended to supplement a diet. Dietary ingredients in these products may include vitamins, minerals, herbs, or other botanicals, amino acids, and substances such as enzymes, organ tissues, glandulars, and metabolites. Malted health food drink in India comes under FMCG-nutraceutical market. All marketing companies aim to satisfy consumer and then earn profit and it is also true with malted health food drink market. So, consumer plays a vital role in the health of economy local, national and international. Experiential and emotional approaches of marketing are key strategies for the firms. These are new approaches where companies offer their products to consumers as per their emotional and experiential appetite. Malted health food drinks are very much linked with health related issues and emotional and experiential marketing is core approach for selling these products to the consumers. This paper tries to explain these concepts of marketing with special reference to malted health food drink.