Author(s):

Jagruti Das, Raju R, Smita Sirohi, BS Chandel, PN Raju, BS Meena

Abstract: The Indian Probiotic market is emerging as one of the most high growth potential markets worldwide due to multiple factors such as growing health concerns among consumers especially among the youth, changing food consumption patterns, increasing diabetic population, growing risk of stress/lifestyle related and cardiovascular diseases, and rising disposable income. Therefore, keeping in view the above facts, the present study had been undertaken in five locations of Metropolitan Delhi namely: Preet Vihar, Janakpuri, Kamla Nagar, Saket and Connaught Place representing East, West, North, South and Central locations respectively of the metropolitan Delhi. Out of the total respondents interviewed, 71 per cent were probiotic users while 29 per cent were non users. Amongst the non- users, 96 per cent were aware of the presence of probiotic brands while 4 per cent of the respondents were unaware. The study reveals that electronic media ads were the major sources of information for the respondents (22 per cent) about the probiotic products followed by internet and family and friends (21 per cent each). Among the probiotic drink users, 63 per cent of the respondents opined that they were the regular users and 37 per cent were occasional users. Majority of the respondents (53 per cent) preferred to purchase probiotic drink from local stores due to its easy availability. Most of the respondents (36 per cent) amongst probiotic dahi users opined that they purchase the product from milk parlours. Least number of respondents amongst probiotic drink (5 per cent) and probiotic dahi users (4 per cent) preferred to purchase the products from other retail stores like malls and mini outlets by the roadside. Most of the consumers of probiotic lassi (46 per cent), probiotic yoghurt (54 per cent) and probiotic buttermilk (65 per cent) were preferred to buy the product from Supermarkets due to their less availability in local stores and in turn their less popularity.

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