CONSUMER PREFERENCE OF HEALTH DRINKS USERS AT PERAMBALUR TOWN - A STUDY

Healthy living is prime concern of today’s society. Many studies show that people are adopting health related changes in their eating habits. These changes create a new opportunity in food and drink industry. This is the reason health drink industry emerged as the most popular and growing segment of overall soft drinks industry in the world. As compared to the other food supplement health drinks stands the top in position, because these drinks have no side effects. There is enormous competition in between various international brands of health food drink companies. They are coming with new products and strategies. Malted health food drink is among best substitute of a complete food. India, the world’s largest malt bases drinks market accounts for 22% of the world’s retail volume sales. These drinks are traditionally consumed as milk substitutes and available in mixed with water and marketed as nutritious drinks mainly consumed by the old, the young and the sick persons. Malt is germinated cereal grains that have been dried in a process known as malting. The grains are made to germinate by soaking in water, and are then halted from germinating further by drying with hot air. This paper is designed is such a way where perception of consumers about malted health food drinks are not only explained in details but also tested through proper application of statistical tools