Coca-Cola Has Launched Its Global Brand Barbican In India For Malt Ingredient Market

Malt Ingredient Market

 Increasing demand for functional food among consumers is expected to foster the growth of malt ingredient market. According to the report published by the Institute of Food Technologists in April 2018, sales of natural and organic foods reached $253 billion in 2017; functional/fortified foods totaled $247 billion. Hence, the rising demand for functional food is expected to accelerate the market growth of malt ingredients. Moreover, increasing the production of beer is also expected to augment the growth of the malt ingredients market. Barley malt is mainly used as a flavor in the production of beer. According to the National Beer Wholesalers Association, in 2018, the U.S. beer industry shipped (sold) 202.2 million barrels of beer – equivalent to more than 2.8 billion cases of 24-12 ounce servings. In addition, the industry shipped approximately 2.3 million barrels of cider, equivalent to more than 32.2 million cases

Malted milk is actually simple powdered milk made out of a combination of malt, wheat, and whole milk, all of which are ground to a fine powder with the use of a mill. The resulting powder is then used in baking, along with other ingredients to enhance the taste and texture of the baked goods, but also is used in brewing to help the dough to rise properly. The malt ingredients are also a key ingredient in beer brewing as well as many kinds of wine production, which sometimes use malt ingredients as well. Some of the malt ingredients that can be found in different food products include Maqui juice, caramel danish, maple syrup, vanilla extract, blueberries, raisins, sultanas, and cranberries.

North America is expected to dominate the global malt ingredients market and this is attributed to the growing production of grains such as wheat and barley is also expected to foster the growth of the malt ingredient market. According to the U.S. Department of Agriculture (USDA), the U.S. producers harvested 1.95 million acres of barley in 2017 with an average yield of 72.6 bushels/acre. Total production in 2017 was 141.9 million bushels. Therefore, the rising production of barley is expected to fuel market growth.


Key Developments:

  1. In August 2019, Coca-Cola has launched its global brand Barbican in India, a high-volume non-alcoholic malt drinks market. A non-alcoholic malt drink is a high energy beverage, brewed in the same fashion as beer or ale

  2. In November 2018, Ulrick & Short launches a gluten-free sugar replacer for bakery goods. Avanté 9 is the latest in Ulrick & Short's sugar reduction range and promises to reduce more than 20% of sugar in gluten-free bakery formulations while maintaining the volume, texture, and crumb structure

  3. In September 2019, United Brands announced the launch of SWIRL Beverage Company, an invigorating new brand with a multi-tiered product line under the United Brands umbrella. It is a zero sugar and a low-carb, 8% ABV flavored malt beverage that is at the front of the trend line for consumers and retailers alike

  4. In October 2019, Puratos Group and Estonian Malt have announced the signature of a joint venture agreement launching ‘Puratos Malt’. 

Location: India

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