Resurfacing a June move: HUL repositioned Horlicks toward functional nutrition and Gen Z as share slipped to 40-42%
Resurfacing details from June 2026, Hindustan Unilever pushed Horlicks into RTD milkshakes, less-sugar formulations and younger audiences after market share fell from 50% to 40-42%. Experts cautioned the pivot risked eroding the brand's core mother-child nourishment identity amid a slowing malt-drink category.
HUL is repositioning Horlicks toward functional nutrition, RTD milkshakes, and Gen Z targeting as market share slipped from 50% to 40-42%. Experts warn the shifts risk alienating the brand's core mother-child nourishment DNA amid slowing malt-drink category growth.
Why this matters
HUL's June 2026 pivot marks a strategic shift for Horlicks as share erosion from 50% to 40-42% forces a move from traditional mother-child positioning toward functional nutrition and Gen Z-focused RTD formats.
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