Real Juice Analysis
Market
With an annual consumption of more than 300 million litres (Source: Tetrapak India Study), fruit juice is not an alien concept for the Indian market. However, a very large part of the Indian consumer today feels alienated when fruit juice is packaged. Perhaps, that is why packaged juice accounts for only between 15% and 20% of the total juice consumption in India. Compared to the West, packaged fruit juice penetration, at just 4%, is still very low (Source: NRS 2005). Symbolised by the orange fruit, packaged juices and nectars are driven by fresh juice made at home and popularised by the street-side juice vendor. Dabur Foods Limited (DFL) has always taken an uncompromising stand on these consumer barriers and has consistently been thinking out of the box for the last nine years, with a resolve to innovate and evolve new products.
The Réal concept of sweetened juices grew from the insight that Indian consumers preferred juice sweetened – not bitter as is commonly available in the West. It innovated variants like Litchi and Guava and also introduced the latest packaging technologies in the Indian market. These innovations, driven through Réal and its sub-brands, have become accepted paradigms for the industry. Innovations, coupled with rising affluence and the justarrived consuming class have injected new life into this Rs. 300 crore (US$ 66.7 million) market – today growing at 40% per annum.
Achievements
With an innovative range, Réal has driven the growth of the packaged fruit juice market in India. Along with its sub-brands, Réal commands a market share of more than 50% in the packaged juices and nectars market (Source: ACNielsen, December 2005), achieving for itself a position of an undoubted category leader. The most important achievement of Réal has been introducing the taste dimension into a category traditionally driven by health and dogood properties. With Réal, DFL was also able to segment the market early, thus effectively creating a
With an annual consumption of more than 300 million litres (Source: Tetrapak India Study), fruit juice is not an alien concept for the Indian market. However, a very large part of the Indian consumer today feels alienated when fruit juice is packaged. Perhaps, that is why packaged juice accounts for only between 15% and 20% of the total juice consumption in India. Compared to the West, packaged fruit juice penetration, at just 4%, is still very low (Source: NRS 2005). Symbolised by the orange fruit, packaged juices and nectars are driven by fresh juice made at home and popularised by the street-side juice vendor. Dabur Foods Limited (DFL) has always taken an uncompromising stand on these consumer barriers and has consistently been thinking out of the box for the last nine years, with a resolve to innovate and evolve new products.
The Réal concept of sweetened juices grew from the insight that Indian consumers preferred juice sweetened – not bitter as is commonly available in the West. It innovated variants like Litchi and Guava and also introduced the latest packaging technologies in the Indian market. These innovations, driven through Réal and its sub-brands, have become accepted paradigms for the industry. Innovations, coupled with rising affluence and the justarrived consuming class have injected new life into this Rs. 300 crore (US$ 66.7 million) market – today growing at 40% per annum.
Achievements
With an innovative range, Réal has driven the growth of the packaged fruit juice market in India. Along with its sub-brands, Réal commands a market share of more than 50% in the packaged juices and nectars market (Source: ACNielsen, December 2005), achieving for itself a position of an undoubted category leader. The most important achievement of Réal has been introducing the taste dimension into a category traditionally driven by health and dogood properties. With Réal, DFL was also able to segment the market early, thus effectively creating a