Indian Isotonic drinks Market
In India the isotonic drinks market occupying very small portion of total non-traditional drinks and that is 0.03%. Total value of isotonic sport drinks in India is around 32.25 million USD and expected to grow with 11% CAGR from 2015 to 2020.
Isotonic sports drinks are basically those drinks, which contain carbohydrates 4 to 8 gm per 100 ml, and its osmotic balance is equal to human body. Many of consumers confused between energy drinks and sport drinks, however it differentiates on the basis the caffeine content. Energy drinks are highly caffeinated drinks where sport drinks are non caffeinated. In place of caffeine sport drinks having electrolytes such as chlorine, calcium, magnesium, sodium, and potassium along with other body fluids, salts and sugar.
There are mainly four drivers for isotonic sport drinks market in India, and these drivers are, growing convenience beverage market, rising consumer demand, demand coming from largest youth population and alternatives to the traditional supplements. Among all of them largest youth population is the major driving force for such isotonic drink. All types of isotonic drinks companies are targeting young population of age group 15 to 35 year old, which is 64% (436 million) of total Indian population. Around 43% of young population of India is regular consumers of energy and sport drinks in various farms. Collective demand from such a huge young population is very high, but lack of proper approach, convenience, scattered brand reorganization and presence of local drink manufacturers are fading it.
There are some potential constrains of isotonic drinks in India such as, allegation of potential health hazards to human body because of high caffeine containing products, and lack of proper accessibility in small cities of India. Among all allegations for health hazard is biggest constrain to the isotonic drink market.
Isotonic drinks can be customize on the basis of needs of any person, like long exercise session ,heavy muscle work needs hypertonic drinks with high carbohydrates. Average and indoor practice needs isotonic drink with medium carbohydrate content. When a person needs fluid replacement because of long sweating he/she needs hypotonic drinks. If any company customize their sport drinks in such way, it will easy for them targeting specific segment of customers, where others are targeting in very generalize way.
Isotonic sport drinks is the sub segment of the sport drinks so its further classification based on nontraditional drinks is not possible. Isotonic drinks itself is a highly specific segment of sport drinks market. But based of carbohydrates concentration it can be segmented into moderately hypo isotonic, isotonic and moderately hyper isotonic. Most of the sport drinks belong to moderately isotonic group, which may contain slightly low or high carbohydrate content.
Isotonic drinks can be further classified on the basis of its packaging, like glass bottled, cans, paper carton packaging and PET/plastic packaging. Out of all these sub segments isotonic drinks mostly served in plastic packages. Another classification is on the basis of sales channels, like super market, hyper market, wine shops and others. Generally supermarket is most preferred place for isotonic drinks purchase.
Coca Cola, PepsiCo, Amul, Bisleri, energy are some major players of isotonic sport drinks market in India.