Sales of Coca-Cola and Pepsi declined 15-17% in April-May compared to the previous year due to increasing demand for non-carbonated drinks. While carbonated drinks currently have the largest market share in India, there is a shift in consumer preferences towards non-carbonated drinks due to growing health awareness. However, carbonated drinks may still dominate the market due to factors like poverty and illiteracy that slow the shift towards non-carbonated drinks.

1. For cola majors Coca-Cola and Pepsi, it was the worst summer in five years. Sales of the two companies' flagship brands declined 15-17% in April-May over the corresponding period last year Source: Fnbnews.com

2. Increasing Demand Of Non-Carbonated Soft Drinks By: Mohit Thakkar

3. Objective To understand the changes in the market of Soft Drink. To understand why there is a new evolving concept of health drinks and to predict its future of Non-carbonated soft drinks.

4. Hypothesis “ Future would be the market of non-carbonated drinks and not Cola drinks.”

5. Definition of Soft Drink Soft drinks are non-alcoholic water-based flavoured drinks that are optionally sweetened, acidulated and carbonated. Some carbonated soft drinks also contain caffeine; mainly the brown-coloured cola drinks.

6. Global Scenario Globally, carbonated soft drinks are third most consumed beverages. Per capita annual consumption of carbonated soft drinks is nearly four times the per capita consumption of fruit beverages. Soft drink consumption is growing by around 5% a year. Total volume reached 412,000 million litres in 2001, giving a global per capita consumption of around 67.5 litres per year.

8. Share Of Packaged Beverages Globally.

9. Growing Share of Non-Carbonated Drinks in US Market

10. Indian Scenario Estimates soft drinks marketed in India were 6540 million bottles in March 2001. The market growth rate, which was around 2-3% in ‘80s, increased to 5-6% in the early ‘90s and is presently 7-8% per annum . Cola drinks account for nearly 61-62% of the total soft drinks market in India. Non-Cola products account for 36% the total soft drink market (Source: India Infoline Sector Report, 2002).

11. Disadvantages Of Carbonated Soft Drinks Increased acid levels . Caffeine Artificial low-calorie sweeteners Sugar Acids and Carbon Dioxide

12. Reasons For growth in Non-Carbonated Drinks market Increasing health awareness among Indians Growing GDP Increasing Per Capita Income.(PCI) Increasing literacy rate

13. Reasons why still carbonated drinks have major market share Growing number of illiterate people Poverty Literacy Rate Growing Unemployment

14. Research Design Exploratory Descriptive

15. Data Collection Primary Research . Secondary Research

16. Scope & Limitations of Research Scope: The research aims at the changing preference of consumers. Changes in Companies strategies Limitations: The primary research highly depends on consumer preference which keeps on changing. Whole universe cannot be taken into account . Conclusions of the research is applicable only to the regions covered under the primary survey

17. Tentative Conclusion Though there is a shift of consumer preference from carbonated to non-carbonated soft drinks but it would take time to shift the majority towards non-carbonated soft drinks because there is also an increase in poverty and illiteracy level.

18. THANK YOU

19. Questionnaire-Consumer Survey Q1. Do you consume Soft-drink? Yes No Q2. How often you consume Soft-drink? a. Once a day. b. Once a week. c. Twice a week d. ………………. Q3. How much you spent on cold drinks in one shot? (a) Rs 10 ( b) Rs 10 to 25 (c) More than Rs 25 Q4. What taste you like? a. Sweet b. Cola c. Fruit Pulp (2-3% fruit) d. Nector (8-10% fruit)

20. Cont…. Q5. Where do you usually go out with your friends & family? a. Cinema Hall b. Multiplex c. Retail Mall d. …………… Q6. Rank the following attributes in the scale of 1 to 5 (where 1=most important, 5=least important) Availability Brand Loyalty Health Conscious Price Rank 5 Rank 4 Rank 3 Rank 2 Rank 1 Particulars

21. Cont… Q7. Do you know the difference between Carbonated and Non-Carbonated soft- drink? 􀀂 Yes 􀀂 No Q8. According to you what harm does a Carbonated drink does to human being? ……………………………………………………………………………… .. ………………………………………………………………………………… BACK