Report Overview

The people’s rising participation in sports and fitness activities and increasing health consciousness across the country are projected to propel the expansion of the India sports and energy drinks market during the forecast period between 2023 and 2029.

India Sports and Energy Drinks Market - Industry Trends & Forecast Report, 2029

The India sports and energy drinks market size was estimated at USD 2.56 billion in 2022. During the forecast period between 2023 and 2029, the size of the India sports and energy drinks market is projected to grow at a CAGR of 8.15% reaching a value of USD 4.096 billion by 2029. Major growth drivers for the India sports and energy drinks market include the rising occurrence of lifestyle diseases and the growing interest in sports-related activities for maintaining a healthy lifestyle. Increased consumer spending on well-being contributes to the demand for sports and energy drinks, further fueled by aggressive promotions on social media platforms by leading brands. Manufacturers are responding to health-conscious trends by producing sugar-free variants with natural ingredients and partnering with sports personalities and celebrities for endorsements. Also, factors such as the preference for ready-to-drink beverages and the burgeoning gym culture are expected to contribute to the market's expansion.

India Sports and Energy Drinks Market – Overview

The India sports and energy drinks market encompasses beverages designed to swiftly supply energy, hydration, and electrolyte replenishment for individuals involved in sports or physical activities. These drinks typically include a blend of carbohydrates, minerals, electrolytes, and occasionally caffeine to enhance energy levels and performance. The market offers a diverse range of products, spanning from traditional sports drinks to energy drinks, catering to consumers engaged in sports, fitness activities, or those seeking a rapid energy boost. Innovations in formulations, flavors, and marketing strategies address evolving consumer preferences and health trends. These beverages, consumed for both physical and mental stimulation during sports and fitness endeavors, are fortified with essential nutrients like carbohydrates, vitamins, minerals, and caffeine for an immediate energy boost, electrolyte replenishment, and hydration. Available in carbonated and non-carbonated variants, along with an array of flavors such as strawberry, cranberry, lime, apple, and pineapple, sports and energy drinks cater to a broad spectrum of consumer preferences.

India Sports and Energy Drinks Market

Growth Drivers

Increasing Health Consciousness

The surge in obesity and health concerns has driven people to fitness centers, boosting sports drink consumption for electrolyte balance and hydration. With over 27 million predicted obese children in India by 2022, sports drinks, containing sugar, electrolytes, vitamins, and crucially, minerals, gain attention for replenishing lost electrolytes during workouts. Hypertonic drinks aid post-workout carbohydrate intake and muscle glycogen enhancement. Hypotonic options, with lower salt and sugar concentrations, rapidly replace lost fluids, catering to athletes with lower carbohydrate needs. Major brands, like Powerade, respond with natural-flavored, zero-sugar innovations, meeting consumer demands and attracting fitness enthusiasts seeking low-sugar alternatives.

Rising Participation in Sports and Fitness Activities

The escalating popularity of fitness-related activities stems from a collective effort to combat the increasing prevalence of lifestyle-related diseases. Individuals, spanning various age groups, actively participate in a spectrum of physical pursuits, ranging from everyday activities like walking to more intense workouts such as HIIT and CrossFit. This surge in physical engagement is a significant driving force behind the thriving market for sports and energy drinks. The market's growth is further propelled by vigorous promotional campaigns across diverse media platforms, strategic collaborations with celebrities and sports personalities, the development of consumer-centric products like sugar-free and customizable drinks, broad product accessibility, and active sponsorship of various sporting events and teams. The convergence of these factors underscores the robust expansion of the sports and energy drinks industry, reflecting a societal commitment to overall health and well-being.

Restraints

High Cost of Sports and Energy Drinks

The high cost of sports and energy drinks serves as a constraint to the India Sports and Energy Drinks Market. The elevated pricing poses a barrier for a considerable segment of the population, limiting accessibility and affordability. This restriction hinders widespread adoption and consumption of these beverages, particularly among consumers with budget constraints. As a result, despite the growing interest in sports and fitness activities, the prohibitive costs of these drinks impede their market penetration, influencing purchasing decisions and consumption patterns.

Impact of COVID-19 on India Sports and Energy Drinks Market

COVID-19 pandemic adversely affected the India sports and energy drinks market. Lockdowns, economic uncertainties, and disrupted supply chains led to a temporary decline in consumer spending and production. Gyms and sports facilities closure further affected demand. However, post-pandemic, the market is gradually recovering with increased emphasis on health and fitness. The demand for sports and energy drinks is expected to rebound as consumers prioritize wellness. Manufacturers are likely to focus on product innovations and marketing strategies to cater to evolving consumer preferences, emphasizing the role of these beverages in maintaining an active and healthy lifestyle.

India Sports and Energy Drinks Market

Segmental Coverage

India Sports and Energy Drinks Market – By Product Type

By product type, the India sports and energy drinks market is bifurcated into Sports Drinks and Energy Drinks segments. The energy drinks segment holds a higher share in the India sports and energy drinks market by product type due to the growing popularity and demand for such beverages. The introduction of energy drinks like Burn by Coca-Cola and SoBe Adrenaline Rush by Pepsi reflects the industry's response to the rising consumer interest in products that provide a quick energy boost. Also, the presence of established players like Red Bull and Cloud 9 further contributes to the dominance of energy drinks. PepsiCo's strategic focus on Indianized drinks, such as nimbu-paani, and the entry into the health powder category with Gatorade Sports Mix, showcase efforts to diversify product offerings and cater to varied consumer preferences. This diversification contributes to the segment's higher market share, reflecting a dynamic and evolving market landscape in India. The energy drinks segment include alcoholic and non-alcoholic.

India Sports and Energy Drinks Market – By Nature

By nature, the India sports and energy drinks market is split into Organic and Non-organic segments. The organic segment holds a higher share in the India sports and energy drinks market by nature. This dominance is propelled by the increasing consumer preference for natural and organic products, reflecting a growing awareness of health and wellness. Consumers are seeking beverages free from artificial additives, preservatives, and chemicals, driving the demand for organic sports and energy drinks. With an emphasis on clean and natural ingredients, this segment resonates with health-conscious individuals, contributing to its elevated market share in the industry.

India Sports and Energy Drinks Market – By Packaging Type

By packaging type, the India sports and energy drinks market is bifurcated into Bottles (Pet/Glass) and Cans segments. The bottles segment holds a higher share in the India sports and energy drinks market. It can be attributed to convenience, portability, and hygiene considerations. Consumers prefer the ready-to-drink format offered by bottled beverages, facilitating on-the-go consumption during sports activities and fitness routines. This packaging type ensures easy handling, prevents spillage, and allows for convenient storage. The bottles also align with evolving consumer lifestyles, emphasizing portability and convenience. Also, the bottled format is well-suited for effective branding and marketing strategies. As a result, the bottles segment holds a higher market share, reflecting the strong consumer preference for this packaging option in the sports and energy drinks industry in India.

India Sports and Energy Drinks Market – By Distribution Channel

By distribution channel, the India sports and energy drinks market is segmented as Hypermarkets & Supermarkets, On-trade, Convenience Stores, and Independent Retailers segments. The convenience stores segment holds the highest share in the India sports and energy drinks market by distribution channel. Convenience stores have adapted to attract health-conscious consumers, dedicating specific aisles for health and wellness products like sports drinks, driving impulsive purchases. In India, these stores emerge as significant sales channels, particularly for millennials seeking new beverage products. Reliance retail's partnership with 7-Eleven exemplifies strategic moves to enhance market presence. Gatorade and Powerade dominate the sports drink sections and are anticipated to maintain their market share. Shifting consumer demographics and new product formulations are expanding the packaged beverages segment, influencing convenience store practices. The partnership between Reliance and 7-Eleven marks a notable development in the evolving landscape of India's sports drink market.

India Sports and Energy Drinks Market – By Region

Regionally, the India sports and energy drinks market is segmented as North India, South India, East India, and West India. Metro cities like Delhi, Mumbai, and Kolkata dominate the sports and energy drinks market in India. These urban centers exhibit high consumption rates due to heightened health consciousness, rising consumer purchasing power, and sophisticated lifestyles. Manufacturers of energy and sports drinks must understand the intricacies of the trade route operations in these regions to enhance consumer access. The market is witnessing rapid growth, especially among the health-conscious Indian youth interested in sports and fitness. With a burgeoning awareness of health issues, the functional food and drinks market is expected for substantial growth across the country.

Competitive Landscape

Major players operating in the India sports and energy drinks market include Red Bull India, Monster Energy India, Rockstar Energy India, Cloud 9 Energy, Tzinga Energy, Gatorade India, PowerAde India, and Glucon-D. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In September 2023 - PepsiCo appointed Indian cricketer Hardik Pandya as the brand ambassador for its sports drink Gatorade, marking the first cricket endorsement for the brand.

• In September 2023 - Tata Consumer Products' (TCP) division, NourishCo, introduces Say Never, a caffeine-based energy drink priced at INR 10 for a 200 ml cup, aiming to disrupt the energy drink market. Initially available in Karnataka and key northern markets, the brand targets the youth aged between 18 and 35.

• In May 2023 - Budweiser Beats, an energy drink by Anheuser-Busch InBev, aims to disrupt the Indian market with a creative-centric campaign. Diverging from traditional energy drink ads, it positions itself as the choice for young artists fostering creativity. Targeting the premium segment, alongside Red Bull and Monster, Budweiser Beats addresses the limited choices in the market. Leveraging India's rising aspirations, the brand anticipates consumers upgrading their preferences. E-commerce and modern trade channels, including quick-commerce platforms like Swiggy Instamart, play a vital role in the brand's distribution strategy. Budweiser Beats explores both on-trade and off-trade avenues, making appearances at live events to boost visibility.

• In February 2023 - A multi-year sponsorship agreement was signed between the UFC and PRIME. The official UFC beverage is currently available for purchase in India on the e-commerce platform.

Scope of the Report

By Product Type

• Sports Drinks

• Energy Drinks

By Nature

• Organic

• Non-organic

By Packaging Type

• Bottles (Pet/Glass)

• Cans

By Distribution channel

• Hypermarkets & Supermarkets

• On-trade

• Convenience Stores

• Independent Retailers

By Region

• North India

• South India

• East India

• West India