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All That Fizz In Store ….

Fairy Dharawat, Point of Purchase Online Network
Mumbai, April 5, 2014

Retail consultants and shopper marketing experts share their take on the retail trends in the Indian beverages market and where it’s headed.

"The growth in the beverage market, both in-home and out-of-home consumption, is being driven by rising incomes as well as lifestyles changes. Packaged drinks in bottles or tetrapacks are boosted by the consumers’ desire to ensure hygiene and partly by convenience. The tipping point in consumption happens when these drinks become part of the lifestyle, as has happened for tea and coffee, and that is what most beverage companies aim to do, both by deepening penetration and availability and by way of their marketing campaigns." – Devangshu Dutta, Chief Executive, Third Eyesight

"The nutritional drinks are occupying far greater share of shelf now and the retail off-take ratio has also grown significantly even in non-pharma stores. It would be rewarding for the marketers, however, to expand the target segment definition to sustain the momentum. The current focus is primarily on young health conscious males." – Kamaljit Anand, MD, KiE Square Consulting Pvt Ltd

"The industry is seeing a transition as there is shift in the consumers’ preference for non-carbonated fruit beverages, thanks to obesity and other health related issues. There is huge potential and scope in the industry resulting in a lot of investment and growth at the point of purchase." – Harsh Nayak, Regional Director Posterscope Asia Pacific

"With the temperatures rising, the heat on branding and brand promotions has begun in the beverages category. We are seeing price wars, introduction of new SKUs and surely expect new variants. The shopper has multiple options to choose from, right from powdered, to concentrated, to non-fizz to fizz drinks and the list can go on. It would be interesting to see how the shopper behaves and how beverage players will woo the shoppers." – Bharat Virmani, Director, Saatchi & Saatchi X

(Sourced from Point of Purchase Online Network.)

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