The Evolution of Energy Drinks: From Niche Beverage to Mainstream Beverage
Over the years, they have experienced a significant transition, emerging as a mainstream beverage option enjoyed by a wide range of consumers. India, in particular, has witnessed a remarkable surge in the popularity of energy drinks - thanks in no small part to the forays made by beverage giants like PepsiCo and Coca-Cola into the space.
Let’s explore the range of energy drinks available in India, how the market has evolved, and the emerging flavour categories that are gaining popularity.
The Era Of Energy Drinks
The Indian energy drink market was valued at around INR 2,400 Crores in 2022, and is expected to grow at about 40% to 50% annually. What is truly incredible, however, is the remarkable growth of the affordable segment of energy drinks, which clocks in at a whopping 140% annual growth rate . As recently as 2019, premium energy drinks held 95% of the market share in terms of value, whereas now, the pie is split almost evenly between the premium and affordable offerings.
In India, energy drinks are now available across price points, catering to different consumer preferences and budgets. Premium energy drinks claim higher-quality ingredients, unique formulations, and sophisticated packaging. Brands like Red Bull and Monster Energy fall into this category, commanding a premium price point while targeting a more discerning consumer base.
This story is from the August 2023 edition of Food & Beverages Processing.
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This story is from the August 2023 edition of Food & Beverages Processing.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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