![]() ![]() Social media has become very influential in purchasing behavior of Chinese consumers. Additionally, increasing advertisement and promotional activities influence the demand for energy drinks from different consumer groups. Canned and bottled energy drinks are now sold in all retail outlets in China, from supermarkets and hypermarkets to convenience stores and online, thereby boosting the sales of the products in the country. The rising income and disposable income levels and constant improvement of living standards of people in the country have resulted in modernized, busier lifestyles, which is one of the primary drivers of the increase in demand. This is due to factors such as rapid urbanization that have been in the process of converting a large population into urban dwellers. However, especially energy drinks, which already make up most of the functional beverages, are growing rapidly. The demand for functional beverages is gradually increasing in China. For instance, in July 2022, Coca-Cola India introduced low, zero-sugar variants of its sparkling brands. A similar approach was followed by energy drinks companies like Red Bull, which expanded its product portfolio to cater to the demands of health-conscious consumers. These manufacturers are developing a range of novel products to meet the accelerating demand for such products, as consumers are actively trying to avoid consuming sugary drinks to prevent the harmful effects of excessive sugar intake. Moreover, changes in consumer preferences for reduced or no-sugar products directed beverage manufacturers toward product innovation. and Coca-Cola are committed to removing artificial ingredients and reducing the sugar content in their products. Consumers prefer natural sweeteners, such as stevia, in their beverages. Owing to the rising health concerns and the increasing measures to prevent the occurrence of lifestyle diseases, consumers are opting for low-calorie, low-sugar, or sugar-free dietary patterns in foods and beverages. ![]() For instance, according to GOQii, 13.2% Indian population was diabetic last year. Due to the high prevalence of diabetes in the region, consumers are becoming more aware of the importance of a healthy diet and an active lifestyle. The high sugar content in traditional energy drinks has been linked to several health issues, including obesity, diabetes, and heart disease. The growing demand for low-sugar energy drinks is an increasing health concern among consumers. However, strict regulations set by governments in various countries in the region may hinder the growth of the market studied. The energy drinks market is also projected to grow due to an increase in the promotional and advertisement strategies by various manufacturers operating in the market. For example, brands containing natural ingredients extracted from products such as coffee beans are expected to propel in the region. Moreover, energy drinks with lower sugar content and natural ingredients are set to boom and continue to attract a greater number of health and wellness concentric consumers' attention. At the same time, long and erratic working hours and the increasing occurrence of social gatherings are driving consumers toward the consumption of energy drinks. Adolescents widely consume energy drinks due to their claims to improve performance, endurance, and alertness. ![]() Increased urbanization, rising disposable income, and growing health consciousness among consumers contribute to the rising demand for non-carbonated drinks across the Asia-Pacific market. The e-commerce platform Snapdeal claimed that a third of its users were buying safety and immunity-focused food and products. Wunderman Thompson South Asia found that 94% of respondents from 32 cities in 15 states claimed that everyone in their home needed an immunity boost. Thus, the market witnessed a surge in demand for products that provide immunity. This factor has rescued the energy drinks market from a huge crash. The governments in the region have proactively responded to the situation to control the spread of COVID-19 through proper awareness, and efforts have been made to provide staples to all sections of the society in these disturbing times. The Asia-Pacific Energy Drink Market size is estimated at USD 16.23 billion in 2023, and is expected to reach USD 24.35 billion by 2028, growing at a CAGR of 8.46% during the forecast period (2023-2028). Asia-Pacific Energy Drink Market Analysis
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