PUBLISHER’S NOTE
Gone are the days when tea was the holy beverage
of the commoners, coffee was the refined
beverage of the upper class, Cola was the cool
beverage of the youngsters and hard drinks were
the man’s thing. Nowadays, right from whiskey,
wine and cocktails to health drinks and powdered
juices, the Indian beverage market is swamped
with a plethora of variants and options for alcoholic
as well as non-alcoholic lovers.
Indian beverages are as diverse as its people,
infl uenced by the nation’s vast geography and the
weather that comes with it. Hot summers call
for thirst-quenching, energizing and refreshing
drinks, while chilly winters call for steaming hot
cups of goodness. Every region tends to have its
own extensive set of drinks appropriate for each
season. These most possibly contain a mix of spices
and herbs, with blends concocted with the health
benefi ts of sourcing local ingredients in mind.
India, regardless of being the second-highest
producer of beverage, is yet to evolve extensively
when it comes to the beverage industry. During
the last several years in production, the soft drink
and alcohol industry has made signifi cant progress.
The global beverage market seems good with
prospects for alcoholic and non-alcoholic
beverages. Emerging trends that have a direct
impact on the dynamics of the industry include
the use of natural fl avours and sweeteners to meet
consumer health concerns and increased interest
in exotic drinks.
With lifestyle diseases such as diabetes,
hypertension and experiencing an exponential
rise in the country, an increasing number of Indians
are choosing healthier options, such as naturally
healthy fruit and vegetable juice, and nectars. It
would be wise to say that Urban India is the key
growth driver for naturally healthy beverages.
Consumers, mainly millennials, are more health-
conscious, and they are keen to try new, healthier
options to conventional soft drinks. As soda
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Publisher
Linda Brady Hawke
Marketing & Events
Binoy Sahee
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consumption drops, we have seen more brands
develop sparkling water products. Healthy drinks
like plant-based waters and functional beverages
are also gaining popularity.
We are also seeing the rapid adoption of new
twists on traditional drinks as well as the greater
popularity of new concepts. As large beverage
companies align their portfolios to refl ect changing
consumer preferences, we would expect to see
further changes in the beverage landscape in the
future.
The bottled water industry has witnessed an
unprecedented boom in recent years, again
owing to the improvement in living standards
of the middle class and a signifi cant increase in
their disposable incomes. With the increase in
awareness about the health benefi ts of natural
mineral water, this segment of the bottled water
industry is also going to be promising.
In India, malt-based beverages are also named as
health drinks as they are packed with nutrition and
used to improve the taste of milk. For growing
children and the elderly, malt has always been
a part of their diet as a nutritious supplement.
These are also extensively consumed as taste
enhancers to boost the drinking of milk among
growing children.
It has been widely noted that more and more
tea manufacturers are adding green tea in their
collection as consumers in India are developing a
good taste for the beverage because of its many
health benefi ts.
To conclude, modern-day markets, changing
consumer expenditure, increasing prices due to
taxes, collective appetite, and modern technology
are anticipated to bring about general changes in
this sector in the next coming years. Despite the
ongoing challenges in the beverage industry, it is
predicted to show favourable gains in the near
future.
Editor
Kanchi Batra
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Desk Editor
Saurabh Dwivedi
Layout & Design
Atul Kumar
Subscription
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Neenu Choudhary
Website: www.lbassociates.com
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DISCLAIMER: The views and opinions expressed in Drink Asia, are solely those of the authors and do not necessarily refl ect those of the editors or the publisher. Although all efforts have been made to ensure the complete accuracy of
text, neither the editors nor the publisher can accept responsibility for consequences arising from errors or omissions or any opinions or advice given.
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