The three most popular brands of mango drinks are engaged in a tussle to grab the number 1 slot in India. Slice, Frooti and Maaza are all struggling to dominate the mango drink market and improve their market share.
According to The Economic Times: Parle Agro’s Frooti has emerged the country’s second most popular mango drink, outselling PepsiCo’s Slice in the last quarter, nearly a decade after losing the spot to the multinational rival.
According to a Nielson’s researcher’s data, Frooti had a share of 25.6 per cent in India’s Rs 6,300-crore mango drink category against Slice’s 23.4 per cent in the quarter ended March. Frooti improved its market share by 160 basis points in one year, entirely from Slice.
Coca-Cola’s Maaza firmly remained entrenched in the top spot with 48 per cent share.
Frooti underwent a complete makeover to dethrone Slice. It appointed Shah Rukh Khan as its brand ambassador, changed its logo and even started bottling the drink in PET bottles – all in a bid to attract an adult consumer base, while maintaining their hold over child consumers.
They even introduced Frooti in returnable glass bottles to counter Maaza’s dominance in that segment.
Frooti grew its sales 12 per cent last year even as the category growth rate was just 1 per cent.
With a large segment of Indian consumers shifting to non-cola carbonates from regular cola drinks, companies plan to grab a share of the changing market fuelled by consumer habits.