Professional Documents
Culture Documents
Recovery:
Refer numbers
Soft Drinks
Increase in Demand in Rural Areas- Reverse Migration/ Grameen E stores/ ensure last mile delivery
Coca-Cola has decided to scrap many drinks brands across soft drinks categories
Growth for off trade fuelled by in-home consumption, at least in the next few years.
Millennials will drive demand for categories such as 100% juice, functional bottled water, and
kombucha, which benefit from healthier attributes compared with alternative soft drinks
Next: need to focus on offering products with healthy attributes, such as low sugar content, and
which are offered in convenient packaging formats.
Consumers look for Greater value; likely to benefit e-commerce sales of bulk pack sizes, with
consumers appreciating the convenience of having larger presentations delivered direct to their
home.
Carbonated:
Off-trade value sales concentrated between Coca-Cola India Pvt Ltd and PepsiCo India Holdings Pvt
Ltd, holding steady value shares of 48% and 29% respectively in 2020
Company value shares remained largely unchanged in the carbonates category in 2020, although
smaller players did make some gains as consumers sought cheaper products
India is a vast country, with different consumer profiles and taste preferences in every state. There is
already evidence of hyper-localisation being implemented by these larger players + price sensitive
segment
Carbonates is the largest segment of the soft drinks market in India, accounting for 44.2% of the
market's total value
However, market niches can be exploited by new entrants. Some of the larger players have already
done this by catering for local tastes. Additionally, changing consumer preferences cause a shift
towards health-oriented wellness drinks.
Disposable income
India has a large young consumer base which presents significant growth opportunities over the
coming years.