Soft Drinks in India

Soft Drinks in India
Euromonitor International
December 2019
SOFT DRINKS IN INDIA Passport i
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Rising Health-awareness Reshaping Demand ......................................................................... 1
Increasing Adoption of “hyperlocal” Strategies ......................................................................... 1
Considerable Activity As Players Work To Adapt Offers To Evolving Demand Trends ............ 1
Npd Targeting Health and Wellness, and Local Preferences ................................................... 2
Health and Wellness Set To Be A Key Influence on Forecast Period Performance ................. 2
Market Data .................................................................................................................................. 2
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume
2014-2019 .................................................................................................... 2
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: %
Volume Growth 2014-2019 .......................................................................... 3
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-
2019 ............................................................................................................. 3
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value
Growth 2014-2019 ....................................................................................... 3
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category:
Volume 2019 ................................................................................................ 3
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: %
Volume 2019 ................................................................................................ 4
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 ........... 4
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019....... 4
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019........ 5
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth
2014-2019 .................................................................................................... 5
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019 ..................... 5
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-
2019 ............................................................................................................. 6
Table 13 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2015-
2019 ............................................................................................................. 6
Table 14 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2016-2019 ......... 7
Table 15 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume
2015-2019 .................................................................................................... 8
Table 16 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2016-
2019 ............................................................................................................. 8
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume
2015-2019 .................................................................................................... 9
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-
2019 ........................................................................................................... 10
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019 ........ 11
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019 .............. 11
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume
2014-2019 .................................................................................................. 12
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category:
% Volume 2019 .......................................................................................... 13
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by
Channel: Volume 2019-2024 ..................................................................... 14
© Euromonitor International
SOFT DRINKS IN INDIA Passport ii
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by

Channel: % Volume Growth 2019-2024 ..................................................... 14
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
Value 2019-2024 ........................................................................................ 14
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: %
Value Growth 2019-2024 ........................................................................... 15
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume
2019-2024 .................................................................................................. 15
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume
Growth 2019-2024 ..................................................................................... 15
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-
2024 ........................................................................................................... 16
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth
2019-2024 .................................................................................................. 16
Appendix .................................................................................................................................... 16
Fountain Sales in India ........................................................................................................... 16
Sources ...................................................................................................................................... 17
Summary 1 Research Sources ...................................................................................... 17
SOFT DRINKS IN INDIA Passport 1
SOFT DRINKS IN INDIA

EXECUTIVE SUMMARY
Rising Health-awareness Reshaping Demand

The Indian soft drinks market is a site of considerable activity, influenced by rising health-
consciousness and the changing lifestyles of young urban consumers. No category is left
untouched by the health and wellness trend, from the addition of real fruit juice to products in
carbonates and concentrates to an emphasis on the naturalness of ingredients in juice, bottled
water and RTD tea. The growing emphasis on regular exercise, underpinned by increasing
health-awareness and bolstered by the launch of the Fit India campaign in 2019, is also playing
a part, increasing interest in hydration and boosting demand for sports drinks. The impact of the
health and wellness trend has not been entirely positive, however, with the most obvious
downward pressure on soft drinks coming from increasing concerns about the role of sugar in
the increasing prevalence of obesity and the development of conditions such as heart disease,
cancer and type 2 diabetes. This is having a marked influence on the development of categories
such as carbonates and energy drinks, with concerns about artificial additives and caffeine also
undermining demand in some categories.
Increasing Adoption of “hyperlocal” Strategies

The end of the review period witnessed a notable trend towards the development of local soft
drinks products, with companies such as market-leader, Coca-Cola India, and Parle Agro
adopting “hyperlocal” strategies in product innovation and marketing. Coca-Cola, for example,
launched Colour, a juice-based carbonated extension of its Minute Maid brand made with
grapes grown in South India, in Tamil Nadu, where soft drinks used to be known as “colour”, in
2019. The company plans to launch a similarly locally-focused product in Andhra Pradesh, while
it also intends to launch bottled water products specific to particular regions in India. Similarly,
Dabur India has introduced an ethnic range under its Réal brand, which includes products such
as Masala Guava, Masala Pomegranate and Alphonso Mango. Parle Agro, meanwhile, employs
Allu Arjun, a star of Telugu cinema, which is made in the Telugu language widely spoken in
Andhra Pradesh and Telangana, in its marketing activity.
The motivation behind this increasingly local emphasis is manifold, but particularly strongly
influenced by the health-focused trend towards natural products, with products often utilising
locally sourced fruit, and a focus on tradition. Both these elements can be seen in the
emergence of products based on the Ayurvedic tradition of medicine in concentrates. The
increasing focus on tradition and locally familiar ingredients is, in part, aimed at expanding sales
beyond major urban centres to rural areas, where demand tends to be more conservative than
in cities. This is underlined by players often introducing products at prices that are affordable in
rural areas with relatively low levels of disposable income. The focus on local traditions may
also be influenced by developments in travel and tourism, in which there is a growing emphasis
on short breaks amongst busy but relatively affluent young urban consumers. This is leading to
the increasing promotion of the character and traditions of particular states and regions.
Considerable Activity As Players Work To Adapt Offers To Evolving

Demand Trends
The shifting character of consumer demand and the significant growth potential being
displayed by some categories are encouraging established manufacturers to extend their
product ranges into new categories and persuading new players to enter soft drinks. As a result,
the review period saw the introduction of a number of new brands and products. Several major
companies, including PepsiCo, Narang, Tata Global Beverages, Coca-Cola, Jeevika, Beltek
Canadian, Volvic and Danone, have introduced new brands into the rapidly expanding bottled
water category, for example. These were joined in 2019 by AV Organics, which launched
Evocus, the first natural black alkaline water in the Indian market. PepsiCo has also extended
the Slice mango juice brand into carbonates to target increasingly health-conscious demand,
and launched Sting in energy drinks. In addition, 2019 saw Coca-Cola look to challenge
PepsiCo’s dominance in sports drinks with a second attempt to launch Powerade in sports
drinks in India. As well as such activity from major multinationals, smaller local players have also
been active in the development of new products and brands. Ayurvedic players are looking to
tap into the growing interest in traditional Indian medicine through the launch of soft drinks in
categories such as concentrates, for example.
Npd Targeting Health and Wellness, and Local Preferences

Health and wellness, and the adoption of increasingly locally-focused strategies were the key
influences on new product development in 2019. Coca-Cola’s launch of Colour illustrated both
trends by introducing a grape juice-based product to carbonates that targets health-conscious
consumers in the southern Indian state of Tamil Nadu. The company aims to adopt a similar
approach in bottled water, which is seeing strong growth driven by rising consumer concerns
about health and hygiene, by launching products specific to particular Indian regions. Both juice-
based drinks and bottled water are tapping into increasing consumer interest in products with a
natural positioning, underpinned by concerns about the impact of artificial ingredients and
additives on health. RTD tea manufacturers are also targeting this demand, with the high-end
brand, Brewhouse, amongst those expected to introduce products made from natural
ingredients that are low in sugar and do not contain artificial additives during the forecast period.
Health and Wellness Set To Be A Key Influence on Forecast Period

Performance
The Indian soft drinks market is expected to see continued significant growth over the 2019-
2024 period in both volume and current value terms. The market’s expansion will be driven and
shaped by rising consumer health-awareness, with the most dynamic performances forecast to
come from categories with a strong health-orientated positioning. Bottled water and juice are set
to benefit from their compatibility with health-conscious demand and the growing consumer
interest in products with a natural positioning, while sports drinks is expected to grow strongly on
the back of increasing consumer participation in regular exercise and sporting activity. Other
categories are expected to see growth driven by manufacturers’ efforts to adapt the product
offer to the health and wellness trend, with carbonates set to see the growing range of products
containing real fruit juice and non/low sugar variants play a key role in category expansion.
Meanwhile, concerns about sugar, artificial additives and caffeine are set to dampen demand,
constraining growth in concentrates and energy drinks. Demand for concentrates is also set to
be undermined by the increasing emphasis on convenience amongst busy consumers
demanding ready-to-drink products for on-the-go consumption.
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-
2019
million litres
2014 2015 2016 2017 2018 2019
Off-trade 8,626.0 9,761.4 11,034.4 12,419.5 14,270.2 16,381.2

On-trade 5,087.9 5,813.8 6,640.9 7,644.4 8,851.0 10,262.0
Total 13,714.0 15,575.3 17,675.3 20,063.9 23,121.2 26,643.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth
2014-2019
% volume growth
2018/19 2014-19 CAGR 2014/19 Total
Off-trade 14.8 13.7 89.9

On-trade 15.9 15.1 101.7
Total 15.2 14.2 94.3
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
INR million
2014 2015 2016 2017 2018 2019
Off-trade 263,743.8 300,956.2 339,089.6 378,419.2 436,634.4 500,190.8

On-trade 225,239.5 255,407.0 285,790.4 318,584.6 361,419.2 410,708.0
Total 488,983.3 556,363.2 624,880.0 697,003.8 798,053.6 910,898.7
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-
2019
% constant value growth

2018/19 2014-19 CAGR 2014/19 Total
Off-trade 14.6 13.7 89.7

On-trade 13.6 12.8 82.3
Total 14.1 13.2 86.3
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
million litres
Off-trade On-trade Total
Bottled Water 9,882.9 7,488.8 17,371.7

Carbonates 3,982.0 2,532.8 6,514.9
Concentrates 45.5 - 45.5
Juice 2,113.5 233.6 2,347.1
RTD Coffee - - -
RTD Tea 22.3 2.0 24.2
Energy Drinks 15.6 4.8 20.4
Sports Drinks 33.9 - 33.9
Asian Speciality Drinks - - -
Soft Drinks 16,095.7 10,262.0 26,357.8
Note: Excludes powder concentrates
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume
2019
% volume analysis
Bottled Water 56.9 43.1 100.0

Carbonates 61.1 38.9 100.0
Juice 90.0 10.0 100.0
RTD Coffee - - -
RTD Tea 91.9 8.1 100.0
Soft Drinks 61.1 38.9 100.0
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
INR million
Bottled Water 127,996.5 141,000.7 268,997.2

Carbonates 181,943.9 228,066.4 410,010.3
Concentrates 11,851.0 - 11,851.0
Juice 166,024.7 37,121.2 203,145.9
RTD Coffee - - -
RTD Tea 1,666.3 329.9 1,996.2
Energy Drinks 6,871.3 4,189.7 11,061.1
Sports Drinks 3,837.1 - 3,837.1
Soft Drinks 500,190.8 410,708.0 910,898.7
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
% value analysis

Carbonates 44.4 55.6 100.0

Juice 81.7 18.3 100.0
RTD Coffee - - -
RTD Tea 83.5 16.5 100.0
Soft Drinks 54.9 45.1 100.0
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
million litres
2014 2015 2016 2017 2018 2019
Bottled Water 4,195.2 4,957.9 5,884.5 6,955.6 8,305.9 9,882.9

Carbonates 2,809.8 3,003.8 3,213.7 3,386.3 3,674.0 3,982.0
Concentrates 251.1 266.3 279.5 297.1 313.7 330.9
Juice 1,326.4 1,483.0 1,602.0 1,721.0 1,911.2 2,113.5
RTD Coffee - - - - - -
RTD Tea 14.0 15.5 17.1 18.6 20.4 22.3
Energy Drinks 14.0 15.3 15.0 15.2 15.4 15.6
Sports Drinks 15.5 19.6 22.6 25.8 29.6 33.9
Asian Speciality Drinks - - - - - -
Soft Drinks 8,626.0 9,761.4 11,034.4 12,419.5 14,270.2 16,381.2
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
% volume growth
2018/19 2014-19 CAGR 2014/19 Total

Carbonates 8.4 7.2 41.7
Concentrates 5.5 5.7 31.8
Juice 10.6 9.8 59.3
RTD Coffee - - -
RTD Tea 9.3 9.7 58.9
Sports Drinks 14.6 17.0 119.2
Soft Drinks 14.8 13.7 89.9
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
INR million
2014 2015 2016 2017 2018 2019
Bottled Water 51,008.9 61,104.8 73,463.3 87,954.4 106,685.4 127,996.5

Carbonates 117,513.4 128,347.4 139,218.4 149,369.8 165,210.4 181,943.9
Concentrates 7,662.7 8,503.1 9,398.2 10,169.3 11,050.2 11,851.0
Juice 80,140.8 94,380.1 107,943.0 120,939.9 142,518.6 166,024.7

RTD Tea 987.3 1,110.1 1,237.9 1,375.9 1,522.3 1,666.3
Energy Drinks 5,161.7 5,872.4 5,787.7 6,109.3 6,520.4 6,871.3
Sports Drinks 1,268.9 1,638.3 2,041.1 2,500.7 3,127.1 3,837.1
Soft Drinks 263,743.8 300,956.2 339,089.6 378,419.2 436,634.4 500,190.8
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
% current value growth

2018/19 2014-19 CAGR 2014/19 Total

Juice 16.5 15.7 107.2
RTD Coffee - - -
RTD Tea 9.5 11.0 68.8
Soft Drinks 14.6 13.7 89.7
Table 13 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2015-2019
% total rtd volume

Company 2015 2016 2017 2018 2019
Coca-Cola India Pvt Ltd 26.5 24.7 23.1 22.8 22.1

PepsiCo India Holdings 16.8 16.0 15.2 15.3 15.1
Pvt Ltd
Parle Bisleri Ltd 6.4 6.7 7.1 7.5 7.9
Parle Agro Pvt Ltd 2.4 2.2 2.1 2.0 1.9
Dhariwal Industries Ltd 1.1 1.1 1.2 1.2 1.2
UB Group 1.0 1.0 1.1 1.1 1.1
Dabur India Ltd 0.8 0.8 0.7 0.7 0.7
Pioma Industries Ltd 0.8 0.8 0.7 0.7 0.6
Mount Everest Mineral 0.3 0.3 0.3 0.5 0.5
Water Ltd
Narangs Hospitality 0.2 0.2 0.2 0.2 0.2
Services Pvt Ltd
Hindustan Unilever Ltd 0.4 0.3 0.2 0.2 0.2
Manpasand Beverages Ltd 0.2 0.2 0.2 0.2 0.2
Dharmapal Satyapal Ltd 0.2 0.1 0.1 0.1 0.1
Hamdard Wakf 0.2 0.1 0.1 0.1 0.1
Laboratories Ltd
Mondelez India Foods 0.1 0.1 0.1 0.1 0.1
Pvt Ltd
Red Bull GmbH 0.1 0.1 0.1 0.1 0.1
Kraft Jacobs Suchard - - - - -
India Pvt Ltd
Others 42.5 45.1 47.3 47.2 47.9
Total 100.0 100.0 100.0 100.0 100.0

Table 14 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2016-2019
% total rtd volume

Brand (GBO) Company (NBO) 2016 2017 2018 2019
Bisleri Parle Bisleri Ltd 6.7 7.1 7.5 7.9

Kinley (Coca-Cola Coca-Cola India Pvt Ltd 4.6 4.8 5.3 5.5
Co, The)
Aquafina (PepsiCo PepsiCo India Holdings 3.8 4.0 4.6 5.0
Inc) Pvt Ltd
Sprite (Coca-Cola Coca-Cola India Pvt Ltd 5.4 5.0 5.0 5.0
Co, The)
Thums Up (Coca-Cola Coca-Cola India Pvt Ltd 5.0 4.4 4.1 3.8
Co, The)
Mountain Dew PepsiCo India Holdings 3.4 3.1 2.9 2.7
(PepsiCo Inc) Pvt Ltd
Maaza (Coca-Cola Coca-Cola India Pvt Ltd 2.9 2.7 2.6 2.4
Co, The)
7-Up (PepsiCo Inc) PepsiCo India Holdings 2.1 1.9 2.0 2.0
Pvt Ltd
Limca (Coca-Cola Coca-Cola India Pvt Ltd 2.2 2.0 2.0 2.0
Co, The)
Coca-Cola (Coca- Coca-Cola India Pvt Ltd 2.5 2.2 2.1 1.9
Cola Co, The)
Frooti Parle Agro Pvt Ltd 2.2 2.0 1.9 1.8
Pepsi (PepsiCo Inc) PepsiCo India Holdings 2.4 2.2 2.0 1.8
Pvt Ltd
Mirinda (PepsiCo Inc) PepsiCo India Holdings 1.9 1.7 1.6 1.5
Pvt Ltd
Fanta (Coca-Cola Coca-Cola India Pvt Ltd 1.8 1.7 1.6 1.4
Co, The)
Oxyrich (Manikchand Dhariwal Industries Ltd 1.1 1.2 1.2 1.2
Group)
Kingfisher UB Group 1.0 1.1 1.1 1.1
Slice (PepsiCo Inc) PepsiCo India Holdings 1.3 1.2 1.1 1.1
Pvt Ltd
Réal Dabur India Ltd 0.8 0.7 0.7 0.7
Rasna Pioma Industries Ltd 0.8 0.7 0.7 0.6
Himalayan (Tata Mount Everest Mineral 0.3 0.3 0.5 0.5
Global Beverages Ltd) Water Ltd
Tropicana (PepsiCo PepsiCo India Holdings 0.4 0.4 0.4 0.4
Inc) Pvt Ltd
Evervess (PepsiCo PepsiCo India Holdings 0.3 0.3 0.3 0.2
Inc) Pvt Ltd
Qua (Narang group, Narangs Hospitality 0.2 0.2 0.2 0.2
The) Services Pvt Ltd
Minute Maid (Coca- Coca-Cola India Pvt Ltd 0.2 0.2 0.2 0.2
Cola Co, The)
Manpasand Mango Sip Manpasand Beverages Ltd 0.2 0.2 0.2 0.2
Kissan (Unilever Hindustan Unilever Ltd 0.2 0.2 0.2 0.1
Group)
Catch Natural Dharmapal Satyapal Ltd 0.1 0.1 0.1 0.1
Mineral Water
Rooh Afza Hamdard Wakf 0.1 0.1 0.1 0.1
Laboratories Ltd
Gatorade (PepsiCo PepsiCo India Holdings 0.1 0.1 0.1 0.1

Inc) Pvt Ltd
Duke's (PepsiCo Inc) PepsiCo India Holdings 0.2 0.1 0.1 0.1
Pvt Ltd
Others Others 45.6 47.7 47.6 48.3
Total Total 100.0 100.0 100.0 100.0
Table 15 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2015-2019
% on-trade rtd volume

Company 2015 2016 2017 2018 2019

Pvt Ltd
UB Group 1.3 1.4 1.3 1.4 1.5
Mount Everest Mineral 0.8 0.9 0.9 1.1 1.2
Water Ltd
Narangs Hospitality 0.6 0.6 0.6 0.6 0.6
Services Pvt Ltd
Dharmapal Satyapal Ltd 0.5 0.3 0.3 0.3 0.3
Dabur India Ltd 0.2 0.2 0.2 0.1 0.1
Danone, Groupe 0.1 0.1 0.1 0.1 0.1
Others 46.6 47.3 50.8 50.3 51.1
Total 100.0 100.0 100.0 100.0 100.0
Table 16 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2016-2019
% on-trade rtd volume


Inc) Pvt Ltd
Co, The)
Co, The)
Co, The)
Cola Co, The)
Pvt Ltd
Co, The)
Pvt Ltd
Pvt Ltd
Co, The)
Himalayan (Tata Mount Everest Mineral 0.9 0.9 1.1 1.2
Global Beverages Ltd) Water Ltd
Co, The)
Qua (Narang group, Narangs Hospitality 0.6 0.6 0.6 0.6
The) Services Pvt Ltd
Group)
Catch Natural Dharmapal Satyapal Ltd 0.3 0.3 0.3 0.3
Mineral Water
Pvt Ltd
Evian Danone, Groupe 0.1 0.1 0.1 0.1
Pvt Ltd
Inc) Pvt Ltd
Appy Parle Agro Pvt Ltd 0.1 0.1 0.1 0.1
Bailley Parle Agro Pvt Ltd 0.0 0.0 0.0 0.0
Others Others 47.4 50.8 50.3 51.2
Total Total 100.0 100.0 100.0 100.0
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
% off-trade volume
Company 2015 2016 2017 2018 2019

Pvt Ltd
Dabur India Ltd 1.1 1.1 1.1 1.1 1.0
UB Group 0.8 0.9 1.0 0.9 0.9
Hamdard Wakf 0.3 0.2 0.2 0.2 0.2
Laboratories Ltd
Pvt Ltd
ITC Foods Ltd 0.1 0.1 0.1 0.1 0.1
Red Bull GmbH 0.1 0.1 0.1 0.1 0.1
Tunip Agro Pvt Ltd 0.1 0.0 0.0 0.0 0.0
Rakyan Beverages Pvt Ltd 0.0 0.0 0.0 0.0 0.0
India Pvt Ltd
Tata Global Beverages Ltd - - - - -
Others 39.9 43.7 45.0 45.2 45.7
Total 100.0 100.0 100.0 100.0 100.0

Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
% off-trade volume
Co, The)
Co, The)
Inc) Pvt Ltd
Co, The)
Co, The)
Pvt Ltd
Co, The)
Cola Co, The)
Group)
Pvt Ltd
Pvt Ltd
Pvt Ltd
Co, The)
Inc) Pvt Ltd
Inc) Pvt Ltd
Cola Co, The)
Group)
Laboratories Ltd
Inc) Pvt Ltd
Tang (Mondelez Mondelez India Foods 0.2 0.2 0.2 0.2
International Inc) Pvt Ltd
Nimbooz by 7-Up PepsiCo India Holdings 0.2 0.2 0.2 0.2
Pvt Ltd
B Natural ITC Foods Ltd 0.1 0.1 0.1 0.1
Others Others 44.1 45.3 45.5 46.0
Total Total 100.0 100.0 100.0 100.0
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
% off-trade value rsp

Company 2015 2016 2017 2018 2019

Pvt Ltd
Dabur India Ltd 3.7 3.7 3.8 3.7 3.8
Red Bull GmbH 1.6 1.5 1.4 1.3 1.2
ITC Foods Ltd 0.3 0.3 0.3 0.3 0.3
UB Group 0.3 0.3 0.3 0.3 0.3
Hamdard Wakf 0.4 0.4 0.4 0.3 0.3
Laboratories Ltd
Rakyan Beverages Pvt Ltd 0.0 0.1 0.1 0.2 0.3
Pvt Ltd
Tunip Agro Pvt Ltd 0.3 0.1 0.1 0.1 0.1
India Pvt Ltd
Tata Global Beverages Ltd - - - - -
Others 30.6 32.5 34.3 34.3 34.4
Total 100.0 100.0 100.0 100.0 100.0
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
% off-trade value rsp

Co, The)
Co, The)
Co, The)
Pvt Ltd
Co, The)
Co, The)
Pvt Ltd
Cola Co, The)
Pvt Ltd
Inc) Pvt Ltd
Pvt Ltd
Co, The)
Inc) Pvt Ltd
Red Bull Red Bull GmbH 1.5 1.4 1.3 1.2
Inc) Pvt Ltd
Cola Co, The)
Group)
Group)
B Natural ITC Foods Ltd 0.3 0.3 0.3 0.3
Laboratories Ltd
Inc) Pvt Ltd
Raw Pressery Rakyan Beverages Pvt Ltd 0.1 0.1 0.2 0.3
Lipton (Unilever Hindustan Unilever Ltd 0.3 0.2 0.2 0.2
Group)
Others Others 33.3 35.1 35.1 35.2
Total Total 100.0 100.0 100.0 100.0
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
% off-trade
2014 2015 2016 2017 2018 2019
Store-Based Retailing 100.0 100.0 100.0 99.7 99.5 99.3

- Grocery Retailers 100.0 100.0 100.0 99.7 99.5 99.3
-- Modern Grocery 19.0 19.7 19.9 19.5 19.8 19.9
Retailers
--- Convenience Stores 3.2 3.3 3.5 3.7 3.8 3.8
--- Discounters - - - - - -
--- Forecourt Retailers 0.1 0.1 0.1 0.1 0.1 0.1
--- Hypermarkets 9.1 9.6 10.0 10.2 10.1 10.1
--- Supermarkets 6.6 6.7 6.3 5.5 5.9 5.8
-- Traditional Grocery 81.0 80.3 80.1 80.2 79.7 79.4
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 78.3 78.0 77.6 77.7 76.9 76.5
Grocers
--- Other Grocery 2.6 2.3 2.5 2.5 2.8 2.9
Retailers
- Mixed Retailers - - - - - -
- Non-Grocery Specialists - - - - - -
Non-Store Retailing 0.0 0.0 - 0.3 0.5 0.7
- Vending 0.0 0.0 - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - 0.3 0.5 0.7
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: %
Volume 2019
% off-trade
BW CB CN JU RC RT
Store-Based Retailing 99.3 99.3 99.3 99.4 0.0 100.0

- Grocery Retailers 99.3 99.3 99.3 99.4 0.0 100.0
-- Modern Grocery 19.2 12.9 19.7 35.6 0.0 81.8
Retailers
--- Convenience Stores 5.0 1.6 0.7 2.7 0.0 0.2
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.1 0.2 0.0 0.2 0.0 0.2
--- Hypermarkets 9.6 6.0 10.4 19.9 0.0 46.8
--- Supermarkets 4.5 5.1 8.6 12.8 0.0 34.5
-- Traditional Grocery 80.1 86.4 79.6 63.8 0.0 18.2
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
--- Independent Small 80.1 76.2 78.4 61.3 0.0 2.1
Grocers
--- Other Grocery 0.0 10.2 1.2 2.4 0.0 16.2
Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Specialists 0.0 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 0.7 0.7 0.7 0.6 0.0 0.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 0.7 0.7 0.7 0.6 0.0 0.0
- Direct Selling 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 0.0 100.0
ED SPD ASD
Store-Based Retailing 99.6 99.6 0.0

- Grocery Retailers 99.6 99.6 0.0
-- Modern Grocery 30.9 30.9 0.0
Retailers
--- Convenience Stores 3.2 3.2 0.0
--- Discounters 0.0 0.0 0.0
--- Forecourt Retailers 0.3 0.3 0.0
--- Hypermarkets 12.8 12.8 0.0

--- Supermarkets 14.5 14.5 0.0
-- Traditional Grocery 68.7 68.7 0.0
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0
specialists
--- Independent Small 65.6 65.8 0.0
Grocers
--- Other Grocery 3.1 2.9 0.0
Retailers
- Mixed Retailers 0.0 0.0 0.0
- Non-Grocery Specialists 0.0 0.0 0.0
Non-Store Retailing 0.4 0.4 0.0
- Vending 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0
- Internet Retailing 0.4 0.4 0.0
- Direct Selling 0.0 0.0 0.0
Total 100.0 100.0 0.0
Key: BW = bottled water; CB = carbonates; CN = concentrates; JU = juice; RC = RTD coffee; RT = RTD tea;
ED = energy drinks; SPD = sports drinks; ASD = Asian speciality drinks
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume
2019-2024
million litres
2019 2020 2021 2022 2023 2024
Off-trade 16,381.2 18,818.8 21,602.0 24,874.7 28,644.9 32,984.4

On-trade 10,262.0 11,874.2 13,743.4 15,956.2 17,536.4 19,264.7
Total 26,643.2 30,693.1 35,345.4 40,830.9 46,181.3 52,249.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: %

Volume Growth 2019-2024
% volume growth
2019/20 2019-24 CAGR 2019/24 Total
Off-trade 14.9 15.0 101.4

On-trade 15.7 13.4 87.7
Total 15.2 14.4 96.1
trade sources
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-
2024
INR million
2019 2020 2021 2022 2023 2024
Off-trade 500,190.8 551,361.3 608,601.8 673,219.7 744,645.6 824,480.1

On-trade 410,708.0 448,975.4 491,199.0 538,788.4 591,631.1 650,327.7
Total 910,898.7 1,000,33 1,099,80 1,212,00 1,336,27 1,474,80

6.7 0.8 8.1 6.7 7.8
trade sources
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value

Growth 2019-2024

2019/20 2019-24 CAGR 2019/24 Total
Off-trade 10.2 10.5 64.8

On-trade 9.3 9.6 58.3
Total 9.8 10.1 61.9
trade sources
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
million litres
2019 2020 2021 2022 2023 2024
Bottled Water 9,882.9 11,746.6 13,915.7 16,523.7 19,571.3 23,138.6

Carbonates 3,982.0 4,313.0 4,665.4 5,047.0 5,460.0 5,897.0
Concentrates 330.9 346.8 362.8 379.4 396.9 415.2
Juice 2,113.5 2,333.7 2,571.6 2,829.5 3,112.4 3,418.9
RTD Tea 22.3 24.3 26.5 28.8 31.3 34.0
Energy Drinks 15.6 15.8 15.9 16.1 16.2 16.4
Sports Drinks 33.9 38.8 44.2 50.1 56.7 64.4
Soft Drinks 16,381.2 18,818.8 21,602.0 24,874.7 28,644.9 32,984.4
trade sources
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth
2019-2024
% volume growth
2019/20 2019-24 CAGR 2019/24 Total

Juice 10.4 10.1 61.8
RTD Coffee - - -
RTD Tea 9.2 8.8 52.6
Soft Drinks 14.9 15.0 101.4
trade sources
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
INR million
2019 2020 2021 2022 2023 2024
Bottled Water 127,996.5 147,101.3 168,786.3 194,119.3 222,616.5 254,929.5

Carbonates 181,943.9 192,649.3 204,027.7 216,003.6 228,181.9 241,199.2
Concentrates 11,851.0 12,206.5 12,573.6 12,951.8 13,341.0 13,748.9
Juice 166,024.7 186,214.5 209,109.4 235,017.7 264,237.2 297,071.7
RTD Tea 1,666.3 1,744.4 1,829.8 1,916.8 2,006.2 2,096.7
Energy Drinks 6,871.3 6,955.6 7,042.5 7,132.0 7,219.7 7,312.1
Sports Drinks 3,837.1 4,489.8 5,232.4 6,078.4 7,043.1 8,122.1
Soft Drinks 500,190.8 551,361.3 608,601.8 673,219.7 744,645.6 824,480.1
trade sources
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-
2024

2019/2020 2019-24 CAGR 2019/24 Total

Juice 12.2 12.3 78.9
RTD Coffee - - -
RTD Tea 4.7 4.7 25.8
Soft Drinks 10.2 10.5 64.8
trade sources
APPENDIX
Fountain Sales in India
Trends
▪ The presence of fountain on-trade sales of soft drinks is negligible in India. The availability of
fountain soft drinks in the on-trade channel is restricted to first-tier cities such as Delhi,
Mumbai, Bengaluru and Chennai, and nearly always to captive environments such as
multiplex cinemas, railway stations and airports. Carbonates is the major soft drinks category
sold through fountains in India, followed by RTD tea. Pepsi, Coca-Cola, Sprite, Fanta,
Mirinda, Mountain Dew and Thums Up remain the most common brands sold through
fountain. In addition, Hindustan Unilever’s Lipton Ice Tea, Nestlé India’s Nestea Ice Tea and
Georgia Gold’s RTD Ice Tea are also sold through fountains.
▪ Fountain sales of soft drinks through convenience stores remained negligible at the end of the
review period and consumer foodservice channels remained the major contributors to fountain
sales in 2019. Over the forecast period, fountain sales of soft drinks are expected to grow in
direct correlation with the increases expected in the number of consumer foodservice outlets,
shopping centre food courts and office complexes, amongst other possible locations for
fountain soft drinks sales. It is, therefore, expected that carbonates and RTD tea will remain
the most popular categories for fountain sales of soft drinks in the future as other types of soft
drinks have yet to be introduced.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Agricultural & Processed Food Products
Export Development Authority (APEDA)
Agriculture & Agri-Food Canada
Federation of Indian Chambers of Commerce

& Industry
Ministry of Food Processing Industries
United States Department of Agriculture

(USDA) Foreign Agricultural Service (FAS)
Trade Associations Asian Bottled Water Association (ABWA)
Associated Chambers Of Commerce &

Industry Of India, The
Association of Bottled Water
Coffee Board of India
Confederation of Indian Food Trade & Industry

(CII)
Federation of Indian Chambers & Commerce

of Industry
Indian Soft Drinks Manufacturers Association
International Bottled Water Association
International Council of Bottled Water

Associations (ICBWA)
International Federation of Fruit Juice

Producers
MOFPI
PHD Chamber of Commerce & Industry
UNESDA & CISDA
Trade Press 2point6billion.com
Beverage Digest
Beverage Net
Beverage World
BeverAsia
Business India
Business Standard
Business Today
Business World
Capital Market
Catalyst (Business Standard supplement)
Commodity India
Domain-b
Economic Times, The
Economics time
Equity Master
Express Hotelier & Caterer
Financial Express, The
Food & Beverage News
Food Industry India
Foodandbeverages.in
Foodbev.com
Free Press Journal
Hindu Business Line, The
Hindu, The
Hindustan Times
India Brand Equity Foundation
India Buzz info
India Earnings
India Infoline
India Retailing
India Times
India Today
Indian Express
Indian Industry Tracker
IndianTelevision.com
Live Mint
MAG India
Money Control
NDTV
Outlook Money
Retail Asia
Reuters
Soft Drinks International
The Financial Express
The Hindu
This week Bangalore
Times Food Processing Journal
Times of India
Tribune, The
Source: Euromonitor International

Soft Drinks in India

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LIST OF CONTENTS AND TABLES

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by

SOFT DRINKS IN INDIA

Rising Health-awareness Reshaping Demand

Increasing Adoption of “hyperlocal” Strategies

Considerable Activity As Players Work To Adapt Offers To Evolving

Npd Targeting Health and Wellness, and Local Preferences

Health and Wellness Set To Be A Key Influence on Forecast Period

Off-trade 8,626.0 9,761.4 11,034.4 12,419.5 14,270.2 16,381.2

Off-trade 14.8 13.7 89.9

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019

Off-trade 263,743.8 300,956.2 339,089.6 378,419.2 436,634.4 500,190.8

% constant value growth

Off-trade 14.6 13.7 89.7

Bottled Water 9,882.9 7,488.8 17,371.7

Bottled Water 56.9 43.1 100.0

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019

Bottled Water 127,996.5 141,000.7 268,997.2

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019

Bottled Water 47.6 52.4 100.0

Concentrates 100.0 - 100.0

Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019

Bottled Water 4,195.2 4,957.9 5,884.5 6,955.6 8,305.9 9,882.9

Bottled Water 19.0 18.7 135.6

Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019

Bottled Water 51,008.9 61,104.8 73,463.3 87,954.4 106,685.4 127,996.5

Juice 80,140.8 94,380.1 107,943.0 120,939.9 142,518.6 166,024.7

Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019

% current value growth

Bottled Water 20.0 20.2 150.9

% total rtd volume

Coca-Cola India Pvt Ltd 26.5 24.7 23.1 22.8 22.1

Total 100.0 100.0 100.0 100.0 100.0

% total rtd volume

Bisleri Parle Bisleri Ltd 6.7 7.1 7.5 7.9

Gatorade (PepsiCo PepsiCo India Holdings 0.1 0.1 0.1 0.1

% on-trade rtd volume

Coca-Cola India Pvt Ltd 22.5 21.7 19.7 19.8 18.9

% on-trade rtd volume

Bisleri Parle Bisleri Ltd 9.7 9.6 10.0 10.4

Coca-Cola India Pvt Ltd 28.8 26.4 25.2 24.7 24.1

Total 100.0 100.0 100.0 100.0 100.0

Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019

% off-trade value rsp

Coca-Cola India Pvt Ltd 32.0 30.8 29.3 29.2 28.8

Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019

% off-trade value rsp

Store-Based Retailing 100.0 100.0 100.0 99.7 99.5 99.3

Store-Based Retailing 99.3 99.3 99.3 99.4 0.0 100.0

Store-Based Retailing 99.6 99.6 0.0

--- Hypermarkets 12.8 12.8 0.0

Off-trade 16,381.2 18,818.8 21,602.0 24,874.7 28,644.9 32,984.4

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: %

Off-trade 14.9 15.0 101.4

Off-trade 500,190.8 551,361.3 608,601.8 673,219.7 744,645.6 824,480.1

Total 910,898.7 1,000,33 1,099,80 1,212,00 1,336,27 1,474,80

Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value

% constant value growth

Off-trade 10.2 10.5 64.8

Bottled Water 9,882.9 11,746.6 13,915.7 16,523.7 19,571.3 23,138.6

Bottled Water 18.9 18.5 134.1

Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024

Bottled Water 127,996.5 147,101.3 168,786.3 194,119.3 222,616.5 254,929.5