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Perception of consumers towards WINE is taking a 360 degree turn in India: Bonafide Research
With wines manufactured in India gaining
more strength and new establishments catering to wine lovers, India now looks
at a growing wine culture similar to that of many foreign countries. The
industry is specifically growing due to the changing lifestyle of urban population
and more manufacturing of country-made wines.
According
to recently published report of Bonafide Research, "India
Wine Market Outlook, 2021", the wine market in India is forecasted
to cross the mark of INR 1500 crore by 2021. The exposure to new culture,
growth in foreign tourists and changing demography are the major factors responsible
for the higher consumption of wine in India. Wine is becoming a part of urban
Indian life style and also more acceptable to women and youth. Indian youths
are already craving an alternative to hard liquors and developing a more
refined taste.
WINE ARE WOMEN’S DRINK
Wine
is seen as a healthier and classier drink by Indians and also it is popular as
a gifting option. Not only metros, but smaller cities with a younger crowd are also
promising segments for the manufacturers. However, wine has now become more of
a choice to Indian women's rather than men and they enjoy wine more than anything.
Even the women's who are complete teetotalers chose to drink wine at home or when
they go out on special occasions. A factor that contributes to a larger
consumer base among women is that wines are seen as a healthy drink that
contain antioxidants and are good for the skin apart from being less potent. Women
represent an increasingly important market segment for the wine industry now. Urban women's in
India view wine as a classy, empowering and healthy beverage. Also, they are
experiencing fewer cultural inhibitions when drinking wine in the presence of
their family members or in society at large.
Women
are purchasing wine as often as men across all the occasions with a propensity
to spend marginally more than men on a bottle of wine. The health benefits of
drinking wine might also be converting men into wine drinkers. Most Indian men's
started drinking with beer or rum in their early ages, then graduated to gin
and vodka and then eventually to single malts in their 40s. But now, many are
switching to wine on doctor's recommendations and also because drinking wines don't
get them wasted as they can go for their morning jog the next day.
COUNTRY MADE WINES GAINING
MORE POPULARITY
The
Indian wine market is dominated by domestic wine, favoured by lower prices and
wider availability. However, there is a perception that a high-priced foreign
brand is superior to an Indian brand at the same price point. The superior
wines by Indian companies are priced upwards of Rs
1,000 as are the foreign brands in the market. However, what most people don’t
realise is that the high priced foreign brand is probably the most basic
category of wine that they offer, but if they buy the Indian offerings of the
same price, they are getting a premium wine. Consumers question the high price of
Indian brands simply because it is an Indian brand for which they are not
willing to pay more than Rs 500 to Rs 600.
Indian
wines are growing in their quality, are very drinkable, good value for money
and rank with the new world wines. Even international tourists prefer to try
Indian wines. So, when the wine menu has a quarter of its collection dedicated
to Indian labels, it's an affirmation that home grown wines are catching up in
quality and popularity with imported labels. With the creation of wines of
European and other varietals, Indian brands are establishing their name. Most
of the wine consumed in India may be manufactured by Indian companies, as the
cost of imported wines is extremely high. With high import taxes, levies charged at multiple
points and long drawn processes of registration and other such formalities,
bringing in wines from outside still remains a problem. Sula Vineyards, based
in Nasik in the western state of Maharashtra, remains a leading Indian wine-making
company. Maharashtra and the southern state of Karnataka are the popular production
centres for wine making in the country. Within a decade of its launch, Fratelli
- India’s home-grown wine brand, has scripted a success story in the Indian
wine market. They are the second most distributed wine brand in India with a presence in
16 states and have invested close to $10 million till date. The company was
started by Sekhri along with Andrea and Alesio Secci from Italy; Gaurav Sekhri
from Delhi; Ranjit and Arjunsinh Mohite Patil from Akluj; and Piero Masi in
2007.
STYLE STATEMENT
Wine,
mostly associated with upscale parties and special celebrations in India, is
yet to establish itself as a common drink. It is still associated with a tag of
‘fashionable drink’ rather than a ‘healthy drink’. Even though things are
moving in the right direction, the progress is quite slow in country like India.
Many people argue about its health benefits and dispute the status of hard
liquor that wine has been placed into. Unfortunately, wine is still lumped with
liquor by the government generally with a few exceptions. The westernisation of
the urban people has thus made wine drinking a style statement for them. Generally
a red wine brand, with its eye-catching
labels, attracts Indian consumers. Also, different packaging sizes tailored to
meet the varying needs of customers are helping in popularising the red wine
brands.
MAJOR
COMPANIES
Major companies operating in the wine market
of India are Pernod Ricard India Private Limited, Sula Vineyards, Grover Zampa
Wines, Chateau Indage Limited, Terroir India Wineries Private Limited, N.D.
Wines Private Limited, Chateau D’Ori Winery Private Limited, Heritage Grape
Winery Private Limited, Sankalp Winery Private Limited and Fratelli Wines
Private Limited.
Base Year: 2014
Estimated Year: 2015
Forecast Year: 2021
Pages: 118, Figures:
35, Tables: 18
Contact
Us:
Bonafide
Research & Marketing Pvt. Ltd.
Steven
Thomas – Sales & Marketing Manager
Telephone:
+91-265-6551309/ +91-7878231309
Sunday, 7 January 2018
PepsiCo and Coca-Cola moving their product portfolio in India towards healthy drinks after facing challenges from local & regional players: Bonafide Research
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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