Soft Drink Makers Double Down on Low-Calorie, Locally Inspired Fizz
India's Soft-Drinks Industry Shifts Focus to Functional Drinks
MUMBAI: The Indian soft-drinks market has undergone a significant transformation in the past year. Initially, PepsiCo and Coca-Cola, the two leading beverage makers, were at the forefront of the zero sugar trend, dominating advertising and shelf space with their respective 'Zero Sugar' and 'Diet Coke' variants. However, as the market becomes increasingly saturated with low-calorie options, beverage manufacturers are now shifting their focus to functional drinks.
Functional drinks, which include reduced or no-sugar products with added ingredients such as vitamins, minerals, probiotics, and prebiotics, are becoming increasingly popular in India. This move is a response to the evolving consumer preferences, where health and wellness are becoming top priorities. By incorporating functional ingredients into their products, beverage manufacturers are aiming to differentiate themselves in a crowded market and appeal to health-conscious consumers.
| Company | Zero Sugar Market Share (2022) | Functional Drink Market Share (2023) |
|---|---|---|
| PepsiCo | 30% | 25% |
| Coca-Cola | 25% | 20% |
| Other Players | 45% | 55% |
The shift towards functional drinks is a strategic move by beverage manufacturers to stay relevant in the market. As consumers become more health-aware, the demand for functional drinks is expected to increase, providing an opportunity for manufacturers to tap into this growing market.
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