Soft drinks records further growth in value sales
Soft drinks off-trade value sales continued to record further growth in 2013 in India mainly due to growth in juices, and bottled water. Categories such as carbonates, and sports and energy drinks faced significant pressure due to growing health concerns but the strong grip of brands especially for carbonated drinks helped soft drinks to continue growth momentum during the review period.
Launch of new flavours maintain consumers’ interest amidst slowdown
2013 recorded many new launches in flavours across categories including juices, powder concentrates, and carbonates. Leading companies such as Coca-Cola India Pvt Ltd and PepsiCo India Holdings Pvt Ltd introduced various new flavours across the year. Smaller domestic companies including Hector Beverages Pvt Ltd and Pioma Industries Ltd also followed the suit by introducing new flavours such as Guava. The new flavours attracted consumers to buy these new variants at least once and helped to sustain growth amidst slowdown.
Competition between Coca-Cola and PepsiCo becomes more aggressive
The competition between Coca-Cola and PepsiCo grew fiercely, especially in juices in 2013. The companies compete with each other very closely in carbonates, bottled water and juices. Both the companies expanded their juice portfolios by introducing new flavours to capture a larger share. PepsiCo introduced Tropicana Coconut Blends and Coca-Cola launched Minute Maid Guava flavour to attract consumers in 2013.
Modern retailers gain further popularity
Independent small grocers remained the leading distribution channel for soft drinks in terms of off-trade volume sales in 2013. Convenient location and easy to buy products were the two factors which helped traditional channels to continue their dominance of soft drinks in 2013. However, independent small grocers’ volume share declined steadily throughout the review period due to increasing competition from modern formats such as hypermarkets. Modern trade continued to gain grounds on the account of their ability to offer wider soft drinks assortments and more competitive prices than other retailers.
Sustained sales likely to record steady growth in sales
Soft drinks is predicted to record further growth in off-trade volume sales over the forecast period. The majority of volume and value growth would come from bottled water and juice which are being embraced by consumers in urban and rural areas as well. In addition, increased focus on marketing and communication from leading soft drinks manufacturers would also support growth over the forecast period. Additionally, increasing health concerns would push manufacturers to develop a healthier portfolio of soft drinks.
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The Soft Drinks in India market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Soft Drinks in India?
- What are the major brands in India?
- What potential exists for multinational vs. local soft drinks companies looking to increase market share?
- How have changing social attitudes affected soft drink sales?
- How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?
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This industry report originates from Passport, our Soft Drinks market research database.