The use of natural plant-based sweetener stevia in India was approved in 2015, offering a potential area for growth – with some consumers apprehensive about the use of artificial sweeteners (such as aspartame) due to their health-related impact on children. In 2017, PepsiCo sampled its stevia-based 7-Up in India, with plans to launch it in 2019.
Most Indian workers have stressful jobs and inadequate time for any physical activity, thereby leading to consumers shifting preferences towards healthier food and beverages. One in 10 Indians are classified as diabetic and therefore there is significant focus on the reduction of sugar and fat content in products consumed –leading to a rise in sales of better for you beverages.
In 2018, Coca-Cola’s value share of better for you beverages increased due to its Diet Coke. The company launched its One Brand strategy in India in 2018, which witnessed the transformation of Coca-Cola’s packaging to make it uniform across variants.
PepsiCo’s Diet Pepsi brand makes the company the only other significant player in better for you beverages in India. The company’s value share increased only marginally in 2018, despite the launch of its Pepsi Black range in May 2017.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in India with research from Euromonitor's team of in-country analysts.
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