In July 2017, the FSSAI (the Indian government’s food regulator) introduced new regulatory guidelines for companies to reduce the caffeine content in their beverages. According to the regulation, if a beverage has caffeine content greater than 145mg per litre, it must be labelled as a caffeinated beverage along with a warning not to consume more than 500ml per day.
In 2018, FF sports drinks continued to see a strong value sales performance. With increasing rates of obesity and diabetes, more consumers are taking up sports, especially younger consumers, which is benefiting FF sports drinks, as the products claim to be an effective way of rehydrating and replacing electrolytes.
In 2018, GlaxoSmithKline Consumer Healthcare remained the dominant player in fortified/functional beverages, primarily due to the high demand for its Horlicks and Boost brands. Horlicks’s first-mover advantage and long-standing presence in India has enabled it to develop a strong value share.
Despite witnessing a decrease in its value share in 2017 due to negative publicity and the impact of the new FSSAI regulations, Red Bull regained share in 2018. Following the FSSAI’s order to withdraw the brand’s range of energy drinks as it contained caffeine and ginseng, which is banned in these products, the company reformulated its range and relaunched it at the end of 2016.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in India with research from Euromonitor's team of in-country analysts.
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