Indian energy drink market is flourishing at a notable pace. It is pretty evident that Indians prefer different types of energy drinks over other beverages or soft drinks.
What we desire to understand is the reason behind this paradigm shift. We are more interested in knowing the factors contributing to this shift.
We hope to find an answer in this article. But, first, let's get our basics clear for energy drinks.
What are energy drinks?
Energy drinks are beverages that help with quick energy rejuvenation. The beverages are made up of energy boosters that effectively enhance mental alertness. The drinks have caffeine, sugar, supplements, and other energy-boosting components. Some drinks are carbonated and contain quick energy boosters. However, according to stats, unlike other countries where consumers plump for caffeine-based drinks, Indian consumers preferably go for energy drinks, mostly glucose-based or protein-based.
What's the difference?
As mentioned in the above section, there are different types of energy drinks. Some are caffeinated; some are carbonated, some are herbal, and so on. All of them work with a single aim, “To boost energy.” But, over-consumption of caffeinated or carbonated drinks may harm your health, which is why some manufacturers came up with energy products that were non-caffeinated non-carbonated. These drinks are made up of energy boosters like glucose in coordination with nutritional elements like electrolytes, vitamins, and fruit extracts. These elements neither harm your health nor do they affect the sole purpose of an energy drink of boosting energy. Indian food mainly contains staple, natural ingredients that are easy to digest and nutritious.
Health-conscious Indian consumers mostly prefer the healthy energy drink options. Let us understand why?
Why Indians prefer energy drinks?
India's demography is such that the average age of an Indian is 25 to 30 years, compared to other countries.
Almost 68% of the Indian population forms the working age-group according to the census of India.
This group is the one engaged in different physical activities and mental stresses. The working professionals are stuck in finishing the targets, working on deadlines, and working at odd hours. These are the individuals who need to stay active and presentably fresh for a longer time of the day.
Long working hours and a growing awareness of food products have led to an increase in energy drink consumption in the country.
India is an active country, with most of its population engaged in physical activities like sports. Almost 60 lakhs of Indians are officially active in sports(excluding our gully cricket champs), which is a considerable number for a country like India.
These sports people need energy drinks to keep up with their performance, and energy.
In addition to nutritional elements like electrolytes, glucose energy drinks are the perfect solution for them.
Nowadays, you will find Indians stuffed in the gyms. At least 40% of the Indian population is engaged in fitness and workout.
Energy drinks are most helpful for these individuals to stay active throughout their exercise
Though the traditional home-made drinks remain popular in the country, we can see a cult growing for energy drinks in India. The majority of the working age-group of the Indian population prefers energy drinks over traditional beverages. Different variants of energy drinks have been added to the market, and health-conscious Indians show a keen interest in functional beverages rather than caffeinated ones. Energy drinks containing glucose, electrolytes, and vitamins are trending among India's energy drink lovers.