Change in preference, consumer's
attraction towards local brands for being price sensitive and increasing
awareness of healthy drinks are forcing the leading companies to make more
healthy beverages in India.
According to recently published report of
Bonafide Research "India Carbonated
Drinks Market Overview",
the carbonated drinks market is expected to reach a market size of more than Rs.
60,000 crore by 2021. Among Indian consumers who always had carbonated soft
drinks as their default option, choices are proliferating even as per capita
consumption of beverages remains low. From past some years, consumers have
become more health conscious. They prefer healthy beverages over carbonating
drinks, and thus consumers are moving towards local players who offer fruit
drinks plus other healthy drinks. Players like Patanjali, Dabur, Parle, Hector
Beverages (Paper Boat), ITC, Manpasand Beverages and many others have managed to
push the companies like PepsiCo and Coca-Cola into a corner through some
innovative healthy beverages, smart positioning and deft moves in the market
place.
After facing some loss in the market, PepsiCo India
has launched more than a dozen healthy products under its existing brands. A
bulk of these were under the hydration, low-calorie, and dairy categories which
includes products like 7-Up Revive, Pepsi Black, Tropicana Essentials, Quaker
Oats + Milk dairy drinks, a stevia - based 7-Up and the latest low-calorie
vitamin water-Aquafina Vitamin Splash. This is in line with its global mandate
to reduce sugar content in sodas by 2025. Earlier this year, Atlanta-based
Coca-Cola and its rival PepsiCo have been boycotted by retailers in the
southern Indian state of Tamil Nadu, while traders in Kerala have followed suit
and decided to favour local beverages such as lime soda and coconut water. This
was due to accusations that the multinational companies are exploiting scarce
water resources in the drought-hit states.
A
debate over water usage, accusations over pesticide content & sweeteners,
as well as general concerns in India over the un-healthiness of fizzy drinks
had plagued these brands. Meanwhile, the food and drug administration in
Maharashtra asked McDonald’s to stop selling Coke Zero
across its outlets in the state because of concerns over artificial sweeteners
and a lack of warning displayed on the product. Coca-Cola and PepsiCo faced tough
competition from local brands, although such regional companies are largely
limited to their home states rather than having a pan India presence. According
to PepsiCo & Coca-Cola, the new global target is more ambitious than its
previous goal of reducing sugar by 25% in certain drinks in definite markets by
2025.
The
move which plans to achieve by introducing more zero & low-calorie drinks
and reformulating existing drinks, came as PepsiCo and Coca-Cola were under
increasing pressure from health experts and governments who blamed them for fuelling
epidemics of obesity and diabetes. Once the dominant category - carbonated or
fizzy beverages - now have been replaced by some healthy drinks. While rural India, which contributes between
25-50% to the total sales of beverages, continues to drink colas and sugary
sodas but it is the urban consumer’s preferences that are changing. At the same
time, innovations in sodas have mostly been driven by smaller-sized bottles.
Hence, top companies are now coming with more healthy stuffs to grab the market
share over local and regional players.
Major companies operating in the carbonated
drinks market of India are Coca-Cola India Private Limited, PepsiCo India
Holdings Private Limited, Parle Agro Private Limited, Manpasand Beverage
Limited and Campa Beverages Private Limited.
Base Year: 2015
Estimated Year: 2016
Forecast Year: 2021
Pages: 60, Figures: 16, Tables: 7
CONTACT US
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager
Telephone: +91-265-6551309/ +91- 8469530845
Website: http://bonafideresearch.com/
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