What’s your beverage leverage?
By Jaya Verma
My parents tell me, they grew up mainly on home-made soft beverages apart from some very old Indian off-the-shelf brands like Kissan squashes and Roohafza (made from natural extracts) by Hamdard. That was three decades ago! These brands are doing very well even now even as we have multitude of ready-to-drink and finely packaged brands, sodas, energy drinks et al. Not too suprising is the fact that some indeginous brands like Rim Zim (digestive beverage) have been bought over by beverages behemoth Coca-Cola company.
There are many shades in the soft beverages spectrum today and with summer at its peak it’s a good idea to try some of these drinks. As soon as the summer season kicks in and the weather heats up, people slake their thirst with a variety of fizzy, sweet and enticing beverages. The soft drink industry is an expansive one and people get attracted to soft drinks, juices, squash, cold coffee etc. like a bull to a red rag. Soda. Pop. Soft drinks. Anyway you say it, these are non alcoholic, carbonated drinks containing flavorings, sweeteners and other ingredients making us soothe and relaxed all the way to our insides. No matter what your taste, these sparkly beverages are available in all forms including regular, low-calorie, no-calorie, caffeinated and caffeine free drinks.
According to MarketLine, the group of 8 countries (Canada, France, Italy, Germany, Japan, Russia, UK and US) generated an estimate of $291 billion in soft drink sales in 2010. They are expecting revenues to be more than $209 billion for carbonated drinks in 2014. Also, the group's global sales are predicted to hit almost $310 billion in 2015.
All Photos by the author;Copyright: Right Impact Media Inc.
The carbonates category in India led the soft drinks market, accounting for a share of 52.6%. In 2012, the Indian soft drinks market had total revenues of $4.1 billion representing a compound annual growth rate of 12.3% between 2008 and 2012. The performance of the market is forecast to decelerate for the five year period 2012-1017 which is expected to drive the market to a value of $7.2 billion by the end of 2017. The majority of volume and value growth is recorded to be coming from bottled water and juices which are embraced by consumers in urban and rural areas as well.
When people walk out of their houses, traveling to some place on a sunny day and they feel the heat blazing, all they think about is to sit in a comfortable place and have a cold drink. The question of which company holds the more valuable brand is ageless. With the battle lines drawn, The Coca-Cola Company, leading the market with 42% stake and PepsiCo shoots on the top of the list. Coca-Cola popularly known as ‘COKE’ introduced by The Coca-Cola Company and ‘PEPSI’ by PepsiCo are the two most selling brands of the companies. Pepsi and Coke have distinct flavors. Pepsi is much sweeter and is a bit more fluid and fruity while Coke has more of a sharp cola flavor and is fizzier. Apart from Coke, The Coca-Cola Company offers more than 3000 brands including Thumps Up, Sprite, Fanta, and Diet Coke. To compete with that, PepsiCo has its 7-Up, Mountain Dew, Mirinda, Diet Pepsi and many more.
If you want to count on good nutrition, juices can be your jewel of health. According to a report by MarketLine, the global juice market is expected to exceed $92 billion by 2015. There are a variety of refreshing flavors of packaged juices available in the market. Minute Maid, a juice squeezed purely from oranges which tastes like fresh, ripe orange is owned by The Coca-Cola Company. For summers, Minute Maid introduced new five sunny flavors including raspberry, mango and lemonade. Tropicana, a PepsiCo brand, offers 13 types of chilled juices made from fruits like grapes, watermelon, apples and peaches.
Beating the sales of Minute Maid and Tropicana, Dabur’s REAL juice provides 12 promising variants of fruits covering pomegranate, litchi, guava, cranberry and tomato. REAL has introduced its new flavors for the mango season adding Aam Panna, made from raw mangoes, to their list of products. Also, Real is extended with a sub-brand called ‘Activ’, serving a range that has no added sugar, has fibre added, and comes in vegetable plus fruit combos like orange carrot and mixed fruit cucumber spinach. There is another brand called Appy Fizz, product of Parle Agro, which is a fizzy apple juice very popular with the youth. Parle also launched its sequel product as Grappo Fizz, a grape juice.
If you don’t want to have packed juices then having instant juice drinks is the best solution. Squash is fruit flavored syrup which just needs to be mixed with a certain amount of chilled water and you are good to go. It tastes exactly like fruit juices and is available in different fruit piquancy. Also, there are flavored powders which come in drink mix packets like Rasna by the Rasna International and Tang by Mondelez International. These products have a better natural taste, more nutritional value, are available at very competitive prices and available in a variety of flavor assortments and pack sizes.
Some lovers of coffee instead of going out to cafes, prefer to enjoy having it at their homes. Instant coffees are a way for them to revel in the taste of coffee beans. Bru, a Hindustan Unilever Limited product is a fine brewed coffee which is available in different savour- Instant, gold, cappuccino, roast & ground, select and exotic. Also, Nescafe by Nestle offers a wide range of coffees - Mocha, Latte, cappuccino, blend, classic, espresso etc. Bru is the volume leader in the two player instant coffee market by a slender margin.
These beverages are a part of the lives of millions of people each day - be it special occasions to personal moments. It is increasingly becoming impossible to live without soft drinks especially in the summer season in any part of the country. There are enough choices in the market to satisfy everyone’s taste and with increasing health concerns, manufacturers are pushed to develop a healthier portfolio of soft beverages. So grab your favorite drink and make your taste buds happy as you quench your thirst.