Shubhra Misra, Business Head – FMCG, Otipy, talks about developments, initiatives, and innovations that ignited consumer interest and excitement and catalyzed sales traction within the beverage category.
Though leading supermarket chains and store retailers say there is a steady demand and growth for beverages, the category also stands out for being highly elastic and sensitive to fluctuations in pricing, consumer preferences, and market forces.
There is a surge in demand for healthier beverages, accompanied by a decrease in consumption of sugary drinks. Functional beverages, infused with ingredients like vitamins or adaptogens, cater to the rising wellness trend. Plant-based alternatives, including dairy-free milk and kombucha, resonate with health-conscious consumers and those seeking environmental sustainability. Premiumization is another trend, with consumers willing to pay more for crafted artificial beverages or specialty drinks.
Let’s look at some of the developments, initiatives, and innovations within the beverage category:
E-Commerce Driving Sales of Coconut Water: E-commerce companies have been instrumental in driving the surge in fresh coconut water sales. They are helping sales to grow by offering widened distribution channels, convenience, subscription services, promotional campaigns, customer engagement initiatives, and streamlined logistical operations. By leveraging the strengths of their digital platforms and customer-centric approach, e-commerce companies are supporting the growth and sustainability of the fresh coconut water category in the online marketplace.
Tata Tea Gold Packaging: Tata Tea Gold, a premium offering from Tata Global Beverages, has redefined packaging standards in the tea category with its elegant and sophisticated design. Featuring sleek metallic accents, premium finishes, and distinctive branding elements, Tata Tea Gold’s packaging exudes luxury and refinement, positioning the brand as a symbol of quality and Prestige.
Paper Boat Packaging: Paper Boat, a leading brand of traditional Indian beverages, gained widespread acclaim for its innovative packaging designs, which evoke nostalgia and cultural heritage. From vibrant illustrations depicting iconic Indian motifs to eco-friendly materials and distinctive shapes, Paper Boat’s packaging stands out on the shelves and resonates with consumers on an emotional level. This unique packaging identity has helped Paper Boat differentiate its brand and create a strong connection with its target audience, driving brand loyalty and repeat purchases.
Lahori Jeera Price Points: Lahori Jeera, a popular brand of jeera drink, has successfully implemented innovative pricing strategies to appeal to a broader consumer base. By offering affordable price points for its range of jeera drinks, Lahori Jeera has made its products accessible to a wider segment of consumers, including price-sensitive demographics. This pricing strategy has contributed to the brand’s popularity and market penetration in the competitive beverage landscape.
Catch Soda, CSD & Juices Price Points: Catch Juices, known for its diverse range of fruit juices and nectars, has introduced innovative pricing tiers to cater to different consumer preferences and budgets. By offering a variety of pack sizes and price points, ranging from single-serve Tetra Packs to family-sized bottles, Catch Juices provides options for consumers with varying consumption needs. This pricing flexibility allows Catch Juices to target multiple market segments effectively and drive sales volume across its product portfolio.
Starbucks RTD Cold Brew: Starbucks’ Launch of RTD Cold Brew Coffee in convenient grab-and-go bottles capitalizes on the growing demand for premium coffee beverages outside of cafes.
Tata Water Plus: Tata Global Beverages has introduced Tata Water Plus, India’s first water enhanced with zinc to support health. The packaging for Tata Water Plus is both portable and sleek, designed to cater to the needs of health-conscious consumers who value both style and functionality.
Raw Pressery’s Natural Juices: Raw Pressery offers a range of cold-pressed juices that are made without any added sugars or chemicals. These juices are packaged in clear bottles, which showcase the pure and fresh juice inside, appealing to consumers looking for healthy beverage options. Raw Pressery positions its products as premium due to their quality and health benefits, targeting a market segment that values natural ingredients and is willing to pay a higher price for healthier choices.
This is how beverage companies are revamping their approach to meet key consumer needs. Health-focused options, customization, and convenience are high in demand and are evolving the dynamics of the beverage category.
