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Sip by Sip: Uncovering Motivations Behind HFD Consumption in India's Households
Research Objectives
HFD Regular Users
Understand the behaviors, motivations, preferences, and perceptions of moms who regularly give Health Food Drinks to their children.
HFD Irregular Users
Understand the behaviors, motivations, and perceptions of moms who irregularly give Horlicks to their children.
Explore reasons for inconsistent consumption, brand perceptions, and potential triggers for increased use.
HFD Non-Users
Understand the behaviors, motivations, and perceptions of moms who do not give Horlicks to their children.
Explore reasons for not using Horlicks, brand perceptions, and potential triggers for trial.
Target Group
Mothers of kids aged 6-12 years.
Working Professionals & Housewife
NCCS A & B
Approach and Methodology
Focus Group Discussion : 16
Virtual Group Discussion with 6 respondents
MARKET: Delhi, Mumbai, Kolkata & Chennai
Usership
HFD Regular Users
Moms who regularly give their children Horlicks, Bournvita, Boost, Complan, etc.
Must be consuming at least 5 times a week.
HFD Irregular Users
Moms who irregularly give their children Horlicks, Bournvita, Boost, Complan, etc.
Must be consuming at least 2 times a week.
HFD Non-Users
Moms who don’t give their children any HFD.
They give Milk, Other supplements (vitamins or gummies), Juices, Snack foods, Biscuits, Cereals
