Rising health concerns,
growing popularity of energy & sports drinks and rise in the number of
athletes & sport persons in the country are boosting this market. People normally take energy and sports drinks after having intense
workouts in the gyms. Extensive and irregular working hours and the increasing
occurrence of social gatherings have also been one of the reasons for the
adoption of energy & sports drinks in day-to-day life.
According
to the recently published report of Bonafide Research "India
Energy & Sports Drinks Market Outlook, 2021", the total size of energy
& sports drinks market is anticipated to cross a mark of Rs. 2500 crore by
2021. The market has huge potential in the coming years and the increasing
number of players interested to enter this segment is one of the major reasons
for the same. Sports and energy drinks contain essential nutrients which work
towards rejuvenating the body and boosting the energy. Hence, sports drinks
seem to have become a norm into the fitness world. With so many varieties and
flavours available, each brand claims that they just want sportsperson and
athletes to stay at the top of their game.
NEW PRODUCT LAUNCHES BY GIANT
PLAYERS
The
American food and beverages company PepsiCo Inc. has launched energy drink called
Sting, one of its global brands, across organized retail outlets in India. This
is the second attempt by PepsiCo to crack the energy drink market in India. It
had earlier launched SoBe in 2008, which was withdrawn from the market soon
after. In India, Sting is available in 250ml cans and will have less than 100
calories. At Rs. 50, Sting is priced much lower than the most-selling energy
drink - Red Bull, which is priced at Rs. 110 for a 250ml can. The decision made
by PepsiCo to re-enter the energy drinks market in India came 10 months after the
country's food regulator Food Safety and Standards Authority of India (FSSAI) set
limits for caffeine content in energy drinks at a maximum of 300 mg per litre.
In
2017, Coffee Day Enterprises Limited (CDEL) also forayed into the energy
drinks market in India. The company, which owns and operates around 1,700 Cafe
Coffee Day (CCD) outlets across India and a few international markets, has
introduced energy drink beverage under the brand 'Storm'. In the next two to
three years, they are expecting to acquire a decent share in this space by
banking on the brand power. Having sold a lakh cans in one month period just
after the launch, the company is now targeting bigger volumes this fiscal and
beyond. It will also look to increase production capacity. Leveraging their
brand distribution learning from this launch, they expect to introduce similar
products in the coming quarters. The beverage priced at Rs. 100 per can is
being sold primarily through CCD outlets across Lounge, Square, Express and
Coffee Point formats. The company's cafe network stands at 1,694 outlets across
243 cities in India as of June 2017. It added gross 32 cafes in the first
quarter of fiscal 2018 and plans to add 135 stores annually over the next two
to three years. CDEL also enjoys leadership position in the vending-machines
space and currently has 42,788 machines installed (as of June 2017). Of these,
over 1500 machines were added in the first quarter itself.
Moto,
the made in UAE energy drink, has also been launched
across India last year, enrooted to a committed growth strategy of completing
the availability of the product across 33 countries. Moto is a unique beverage
product that combines all the elements that creates an energy drink which delivers
great taste and a simple yet astonishing look and feel. In order to reach to
the consumers of India, Moto has partnered with Aish Adventures Pvt. Ltd. of
Delhi. Moto is poised to reach out to the pan-India consumers with its widest
distribution channel consisting of 20 expert and professional super stockists
and 200 experienced distributors. The brand's ambition is to represent the
UAE’s heritage, lifestyle and values to the Indian consumer.
The
next player in the line is Fashion TV, better known as FTV. It is the global
authority in fashion domain and is equally popular for fashion merchandise and
consumable products sold through its brand licensing globally. Its brand F88 –
a new alcoholic luxury energy drink which is popular in over 55 markets
worldwide, is now moving ahead to penetrate into the Indian market. F88
contains no artificial colours, flavours or preservatives and it can be enjoyed
straight as a mixer.
THREAT OF A LIMITED
POPULATION BASE
Even
though existing players are expanding their product
portfolios and new players are entering into this segment, these drinks pose a
high risk of health for some set of consumers. With increasing rates of
childhood obesity, having kids chug sports drinks loaded with extra sugar is
considered to be dangerous. For children and adolescents, energy drinks can also
be downright dangerous. Moreover, young people who sip on sports drinks as a
regular drink without doing much physical activity run the risk of weight gain
and tooth decay from added sugar. Then there are energy drinks, which some
professional athletes use to boost performance and gain a competitive edge in
the game, by mixing them with caffeine and other stimulants to increase focus
and prolong their attention span. News of such incidents generally come in the
season of national and world championships and is hyped a lot on televisions,
which has a negative impact on the minds of consumers. All these factors still
act as a roadblock for energy and sports drink to reach to a larger set of
consumers.
MAJOR COMPANIES
Major
companies operating in energy & sports drinks market of India are Red Bull
India Private Limited, PepsiCo India Holdings Private Limited, Coca-Cola India
Private Limited, Hector Beverages Private Limited, Monster Beverages Private
Limited, Goldwin Healthcare Private Limited, GlaxoSmithKline Consumer
Healthcare Limited, Heinz India Private Limited, Gujarat Co-operative Milk
Marketing Federation (Amul), Bisleri International Private Limited and XXX
Energy Drinks Private Limited.
Base Year: 2015
Estimated Year:
2016
Forecast Year: 2021
Pages: 100, Figures: 28, Tables: 14
CONTACT US
Bonafide Research & Marketing Pvt. Ltd.
Steven Thomas – Sales & Marketing Manager
Telephone: +91-265-6551309/ +91-7878231309
Website: https://bonafideresearch.com/
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