Horlicks SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 11155

SWOT analysis of Horlicks analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Horlicks SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Horlicks to benchmark its business & performance as compared to the competitors and industry. Horlicks is one of the leading brands in the food & beverages sector. The table below also lists the top Horlicks competitors and elaborates Horlicks market segmentation, target group, positioning & Unique Selling Proposition (USP).

Horlicks SWOT, Competitors, Marketing STP & Brand analysis Table
Horlicks Brand Analysis
Parent Company

GlaxoSmithKline Consumer Healthcare


Energy Drink


Food & Beverages

Tagline/ Slogan

Taller, stronger, sharper; Everyday growth everyday Horlicks; The Great Family Nourisher


Horlicks is available for toddlers, growing kids, women and mothers

Horlicks STP

People looking for a healthy drink with milk

Target Group

Urban kids and families from the middle & upper class


Malted milk hot drink

Horlicks SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Horlicks. Strengths are:

1. Horlicks has got a strong backing of parent company GSK Consumer

2. UK, India, Hong Kong, Australia etc are some places where Horlicks is supplied

3. Horlicks has many variants i.e. class malt, chocolate, kesar badam, elaichi etc

4. Strong branding & promotion have increased brand awareness of Horlicks

5. Excellent distribution network means Horlicks can be purchased from supermarkets, grocery stores etc.

6. Online presence has encouraged people to buy it

7. Horlicks has products for growing kids, mothers & women


Here are the weaknesses in the Horlicks SWOT Analysis:

1. Limited market share owing to strong competition in the sector

2. Horlicks is not as widely available globally as compared to its global competitors


Following are the Opportunities in Horlicks SWOT Analysis:

1. Horlicks can increase its presence in Europe & Americas

2. Different packaging styles can help increase sales of Horlicks

3. Diversifying into health snacks can also help the brand catch the market


The threats in the SWOT Analysis of Horlicks are as mentioned:

1. Intense competition can reduce market share of the brand

2. Alternate health drinks can decrease the sales of Horlicks in the future

Horlicks Competition

Below are the top 5 Horlicks competitors:

1. Complan

2. Cadbury's Bournvita

3. Maltova

4. Boost

5. Milo

The brandguide table above concludes the Horlicks SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Horlicks. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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