Soft Drinks in India
Euromonitor International's Soft Drinks in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 160 | Publication date: Apr 2009
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Executive summary
Robust growth continues
The soft drinks industry continued on its path to recovery from the low growth seen between 2005 and 2006, with higher volume growth in 2008 than that seen in 2007. The mature sectors of bottled water, fruit/vegetable juice and carbonates saw a dynamic year, with companies refreshing their products’ brand image and packaging to attract new consumers. Emerging product categories, such as energy drinks and reconstituted 100% juice, saw high double-digit growth rates, as companies increased their products’ penetration in India. Off-trade volume growth was slightly higher than on-trade volume growth, as convenient on-the-go packaging, company sponsored chillers in kiranas and attractive supermarket displays fuelled off-trade sales across the market.
Companies reposition their brands and update product portfolios
With the industry back on the upward growth curve, companies refreshed their brands by introducing new and more premium packaging designs, pack sizes and communication campaigns. In 2008, bottled water was especially dynamic, with all the major national brands following the cue of Bisleri’s rebranding in late 2007. Carbonates and juice drinks were also reinvigorated with new pack sizes that targeted on-the-go consumption by young adults. With “naturally healthy” becoming a key focus for consumers and manufacturers, fruit/vegetable drinks companies focused their efforts on highlighting their products’ fresh fruit content and health attributes. Companies put in motion plans to extend their product portfolios to emerging categories such as 100% juice, energy drinks and flavoured water.
Domestic players thrive
The multinationals Coca-Cola India and PepsiCo India Holdings saw their off-trade value shares of soft drinks in India decline over the review period, as other national and regional players updated their brand portfolios and increased the penetration of their brands in India. Bottled water players, such as Parle Bisleri and Dhariwal Industries, were particularly successful in expanding their consumer base through a concerted effort to increase their manufacturing capacity and move to newer regions within India. Dabur India and Parle Agro benefited from their first mover advantage in being present in high-growth emerging product categories, such as 100% juice and other non-cola carbonates.
Modern retailing thrives alongside kiranas
With companies increasing their spend on below-the-line marketing activities, the ubiquitous kiranas were the beneficiaries of efforts such as branded glass door refrigerators, regional language banners and displays, and the roll-out of on-the-go packaging for carbonates and juice drinks. Supermarkets, which are still something of a novelty in many small cities, continued to attract a combination of regular grocery shoppers and young impulse buyers. Bundling and discount promotions for fruit/vegetable juice and concentrates drove product sampling in supermarkets. Emerging categories, such as energy drinks and RTD tea, received a boost from impulse buyers in supermarkets, while attractive displays and imported products in upmarket shopping centres introduced consumers to new products, such as sports drinks and flavoured water.
Double-digit growth expected
With rising consumer affluence and companies tailoring their product designs and marketing specifically to target the young adult population group, the trend of robust double-digit annual volume growth is expected to continue over the forecast period. The foray of leading national players into emerging categories, such as energy drinks and 100% juice, will help sustain high growth rates in the future. Competition from the unorganised sector is expected to decline over the forecast period, as the national players make a concerted effort to educate consumers about the health benefits of packaged drinks, and move into markets such as bulk bottled water, which are currently dominated by the unorganised sector.
Table of contents
SOFT DRINKS IN INDIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Robust growth continues
Companies reposition their brands and update product portfolios
Domestic players thrive
Modern retailing thrives alongside kiranas
Double-digit growth expected
KEY TRENDS AND DEVELOPMENTS
New flavours drive product innovation in mature categories
Packaging innovation expands consumer base
Rise of new premium product segments
Focus on young adults sharpens
Regional players start to emerge in a market dominated by national players
TERRITORY KEY TRENDS AND DEVELOPMENTS
East and Northeast India
North India
South India
West India
Rural vs Urban Key Trends and Developments
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Off-trade Sales of Soft Drinks (as sold) by Region: Volume 2003-2008
Table 14 Off-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2003-2008
Table 15 Off-trade Sales of Soft Drinks (as sold) by Region: Value 2003-2008
Table 16 Off-trade Sales of Soft Drinks (as sold) by Region: % Value Growth 2003-2008
Table 17 On-trade Sales of Soft Drinks (as sold) by Region: Volume 2003-2008
Table 18 On-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2003-2008
Table 19 Company Shares of Soft Drinks (RTD) by Total Volume 2004-2008
Table 20 Brand Shares of Soft Drinks (RTD) by Total Volume 2005-2008
Table 21 Company Shares of On-trade Soft Drinks (RTD) by Volume 2004-2008
Table 22 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2005-2008
Table 23 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 24 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 25 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 26 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 27 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 28 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 29 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 30 Penetration of Private Label by Sector by Value 2003-2008
Table 31 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 32 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 36 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 37 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 38 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 39 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
Table 40 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: Volume 2008-2013
Table 41 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2008-2013
Table 42 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: Value 2008-2013
Table 43 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: % Value Growth 2008-2013
Table 44 Forecast On-trade Sales of Soft Drinks (as sold) by Region: Volume 2008-2013
Table 45 Forecast On-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2008-2013
APPENDIX
Fountain Sales in India
SECTOR DATA
Table 46 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 47 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 48 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 49 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 50 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 51 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 52 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 53 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 54 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 55 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDIA
BALAN NATURAL FOOD PVT LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Balan Natural Food Pvt Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
COCA-COLA INDIA PVT LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Coca-Cola India Pvt Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Coca-Cola India Pvt Ltd: Competitive Position 2008
DABUR INDIA LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Dabur India Ltd: Key Facts
Summary 6 Dabur India Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Dabur India Ltd: Competitive Position 2008
MOUNT EVEREST MINERAL WATERS LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mount Everest Mineral Water Ltd: Key Facts
Summary 9 Mount Everest Mineral Water Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PARLE AGRO PVT LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Parle Agro Pvt Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Parle Agro Pvt Ltd: Competitive Position 2008
PARLE BISLERI LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Parle Bisleri Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Parle Bisleri Ltd: Competitive Position 2008
PEPSICO INDIA HOLDINGS PVT LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 PepsiCo India Holdings Pvt Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 PepsiCo India Holdings Pvt Ltd: Competitive Position 2008
PIOMA INDUSTRIES LTD - SOFT DRINKS - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Pioma Industries Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Pioma Industries Ltd: Competitive Position 2008
CARBONATES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Low-calorie Carbonates by Subsector
Table 57 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 61 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 62 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 63 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 64 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 65 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2008
Table 66 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2008
Table 67 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 68 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 69 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 70 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 76 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 77 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 78 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 79 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 80 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 81 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 82 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 83 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 84 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 85 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 86 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 87 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 88 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 89 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 90 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 91 Sales of Bottled Water to Institutional Channel 2003-2008
Table 92 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 93 Off-trade Sales of Bottled Water: Value 2003-2008
Table 94 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 95 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 96 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 97 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 98 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 99 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 100 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 101 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 102 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 103 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 105 Off-trade Sales of Functional Drinks by Subsector: Volume 2004-2008
Table 106 Off-trade Sales of Functional Drinks by Subsector: Value 2004-2008
Table 107 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2004-2008
Table 108 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2004-2008
Table 109 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2008
Table 110 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 111 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 112 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 113 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 114 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 115 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 116 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 117 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 118 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format 2008
Table 119 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 120 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 121 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 122 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 123 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2008
Table 124 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2008
Table 125 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 126 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 127 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 128 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 129 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 130 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 Off-trade Sales of RTD Tea by Subsector: Volume 2004-2008
Table 132 Off-trade Sales of RTD Tea by Subsector: Value 2004-2008
Table 133 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2004-2008
Table 134 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2004-2008
Table 135 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 136 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 137 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 138 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 139 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 140 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 141 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 142 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 143 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
ASIAN SPECIALITY DRINKS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS