Indian Isotonic Drinks Market – Growth, Trends, and Forecast (2018 - 2023)
The Indian isotonic drinks market is expected to record a CAGR of 11% during the forecast period. In India, the isotonic drinks market occupies a very small portion of 0.03% of the total non-traditional drinks market. The market is still at a very nascent stage when compared at the global front.
Growing Popularity of Functional Beverage
Extensive and irregular working hours and the increasing occurrence of social gatherings have been one of the major reasons for the adoption of consumers towards the consumption of isotonic drinks. Isotonic drinks contains similar concentrations of salt and sugar as in the human body, so it quickly replaces fluids lost through sweating and supplies a boost of carbohydrate. This is preferred by most athletes, including middle and long-distance running, and those involved in team sports. People also consume isotonic drinks after intense workouts in the gyms. Rising health concerns and growing popularity of functional beverage in the country are expected to boost the market over the forecast period. Affordability and visibility are likely to encourage impulse purchases and increase the frequency of consumption.
Companies are targeting young population within the age group of fifteen to thirty-five, which consists of about 64% of the total Indian population. Around 43% of the young population of India is regular consumer of energy and sports drinks in various forms. The collective demand from such a huge population is very high, but the lack of proper approach, convenience, scattered brand reorganization and presence of local drink manufacturers are fading it.
The potential constraint of isotonic drinks in India is the lack of proper accessibility to small cities. Need-based customization of isotonic drinks shall enable companies to target a wider segment of customers in a specified manner.
Isotonic drinks are a highly specific segment of the sports drinks. Based on carbohydrate concentration it can be segmented into moderately hypo isotonic, isotonic, and moderately hyper isotonic. Most of the sports drinks belong to the moderately isotonic group. Isotonic drinks is classified on the basis of its packaging, like glass bottled, cans, PET/plastic packaging etc. PET bottles of isotonic drinks are the fastest selling product in India. Out of the sales channels, like supermarket, hypermarket, convenience stores, foodservice, and others, generally, supermarkets are the most preferred place for the purchase of isotonic drinks.
Major players - AMUL, BISLERI, COCA-COLA, DABUR, DR. PEPPER SNAPPLE GROUP, EXTREME DRINKS CO., GLAXO SMITH KLINE, JK ANSELL, KRAFT HEINZ, LIVING ESSENTIALS, OTSUKA HOLDINGS, PEPSICO, TC PHARMACEUTICAL INDUSTRIES, XXX ENERGY DRINK, among others.
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