companies have invested
huge amounts on innovation
and research to develop
new drinks, which are
relatively healthy as
compared to the high
sugar-based carbonated
traditional beverages. The
beverage companies are also
working on the innovation of
drinks with unique flavour,
and sustainability which is
an important aspect to
consider in current times.
While launching new
products in the market the
companies need to consider
the age group and focus
group of consumers, this, in
turn, governs the business
and profits of the company.
The soft drinks companies
are following the trends
and developing products to
meet the consumer ’s
expectations and demands.
Examples of similar trends
are mentioned below:
Healthier Alternatives
for Soft Drinks: The major
reason for consumers to look
for a healthier alternative for
soft drinks is to rejuvenate
and gain energy after or
during long hours of work.
Ready-to-drink beverages
are an on-the-go option,
convenient source of energy
in their busy lifestyles.
With the inclusion of
smoothie-based beverages,
consumers are offered a
nutritious snack and a better
breakfast option. In India,
Epigamia the famous Greek
The soft drinks
companies
are following
the trends and
developing
products to meet
the consumer’s
expectations and
demands
yoghurt-producing company
launched Greek yoghurt
smoothies in July 2018.
They offer smoothies in four
different flavours – Mango,
Strawberry, Mulberry, and
Vanilla Bean. Their products
are claimed to be lactose-
free and high in protein
content. Similarly, Coca-
Cola has launched Minute
Maid Smoothie available in
two variants – Mango and
Banana. The company aims
at strengthening the local
and regional value chain
and drive demand for
locally grown fruits across
India.
Beverages with Sugar
Alternatives: The
beverage companies actively
considered replacing sugars
with popular alternatives
such as: stevia; sucralose;
and aspartame which
have considerably zero
calorie content. Another
alternative to sugar is monk
fruit sweetener prepared
from monk fruit extract
and claimed to be 150 to
Drink Asia
23
200 times sweeter than
sugar. However, the debate
between the best sugar
replacer is still in question,
as these sugar alternatives
produce a certain amount
of after-taste which is usually
unappealing to consumers.
Sustainable Beverages
with Health Benefits:
Small companies and start-
ups are currently focusing on
sustainable beverages with
health claims, for instance,
functional beverages with
claims of high vitamin and
mineral content.
Beverages with Cultural
Connect: Many start-ups
are focusing upon production
of beverages linked to the
cultural aspect of a region.
Hector beverages an Indian
beverage company has
launched their brand Paper
Boat in August 2013, they
use nostalgia as their USP
and produce beverages
such as: Thandie; Panakam;
Neer More; and Aamras
to cater Indian consumers.
March-April 2019
The strategies to touch the
hearts of consumers are
another factor the soft drink
industry focuses upon.
Conclusion
Shelves of supermarkets
are always filled with soft
drinks with enormous
options available for
consumers based on
flavour, sustainability, and
health claims. The market
offers consumers a range of
products from the traditional
high sugar content cola and
sodas to fruit-based drinks,
smoothies, sparkling water;
and carbonated water to
functional drinks to cater
the needs of all age groups.
With the dynamic changes in
the perception of consumers
the soft drinks companies
need to continually monitor
the pattern of consumer
needs and work towards
innovative solutions to
meet the demands of the
consumers.
Email: debomitra.dey@
gmail.com