1.2 Market Share
Horlicks is the most successful malted drinks company in the UK, with a market share of 52%, it dominates the market, with its main competitor Ovaltine holding a 37% market share (Mintel 2017). Being the market leader enables a longer product life cycle and increased loyalty from consumers as they are leading the malted drinks market, however the malted drinks market has seen a decline in recent years with sales volumes falling to just 16 million kg, charting a decline of 14% since 2012 (Mintel 2017). A reason for this decline and the forecasted continued decline can be linked to the growing health concerns and the lack of new product developments keeping the market competitive (Mintel 2017). Horlicks was purchased by GlaxoSmithKline
Horlicks is the most successful malted drinks company in the UK, with a market share of 52%, it dominates the market, with its main competitor Ovaltine holding a 37% market share (Mintel 2017). Being the market leader enables a longer product life cycle and increased loyalty from consumers as they are leading the malted drinks market, however the malted drinks market has seen a decline in recent years with sales volumes falling to just 16 million kg, charting a decline of 14% since 2012 (Mintel 2017). A reason for this decline and the forecasted continued decline can be linked to the growing health concerns and the lack of new product developments keeping the market competitive (Mintel 2017). Horlicks was purchased by GlaxoSmithKline