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In 2017, Nestlé and GCMMF retained a combined share of over 83% of value sales. However, this represents a 7% drop from their peak share in 2014.

With a total of 79 million under-threes, low current levels of per capita consumption and GDP rising by over 7% per annum since 2014, the Indian market holds much promise. As a result, the last few years have seen multinational rivals turn their attention to this market.

The most significant of these is Nutricia (Danone), which acquired local company Wockhardt in 2011. Danone has also begun marketing some of its international brands and now manufactures a number of these locally, as well as those it acquired from Wockhardt.

Meanwhile, another local player, Raptakos Brett, has lost significant share and has now been demoted to fourth place, having been overtaken by two multinationals.
These are Mead Johnson and Abbott India, the latter of which has increased its share significantly over recent years, particularly in more affluent urban areas. In 2012, Abbott established its first nutrition research & development centre in India, aiming to develop affordable science-based nutrition products specifically for the Indian market. In 2014, it opened a plant in Gujarat that now manufactures the Similac brand locally.

GlobalData forecasts that the market for baby milks will expand by 35% in volume terms between 2017 and 2021, and the battle for market share is likely to intensify as manufacturers seek to establish their formulae as the brand of choice for India’s increasingly affluent families.

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