Dried Malted Beverage Food
Malt is made from malting grade cereals, usually barley or wheat, although occasionally other cereals such as rye may be used. Barley is usually the grain of choice for malting because it is bred specifically for the ability to process easily and generate a cascade of natural enzymes that are used in later processing to convert starch (flour) into sugars and proteins into amino acids, all of which are highly nutritious when used in brewing, distilling or food manufacture.
Malt beverages have gained broad consumer preferences over the years as the key stakeholders are offering the variety of products. The malt beverage products provide functional health benefits promote wellbeing and indulgence. Malt beverage market is projected to grow at a CAGR of more than 10% for next five years.
Increasingly health conscious consumers in India have increased the demand of the malt health drinks market. Malt extract has been used as a nutritional supplement, popularly known as malt health drinks. These are widely consumed as taste enhancers to encourage drinking of milk among growing children. Malt health drinks have mainly two types: white malt powder and brown malt powder. Brown malt powder is the dominant category in terms of value in the Indian malt health drinks market. It is expected that in forecast period market will grow with a CAGR of more than 10% from 2017-18 to 2022-23.
The three most popular health energy drink brands are horlicks, bournvita and complan. All of them claim to enhance growth, provide added nutrition and even promoted as meal replacement option as they carry sufficient nutrition to compensate for a single meal.