For Muskan Singh, a 24-year-old MBA student from Delhi, soda was once her best friend. Downing an entire 500ml bottle of Coca-Cola with dinner was something she always did without question. But ever since she started her weight loss regime, soft drinks are no longer even on her radar.
“I can’t remember the last time I had a soft drink,” Muskan said.
Like her, many Indians, especially the younger generation, are making healthier choices. They are shunning sugary drinks such as fizzy drinks, which can pack 54-60 grams (13.5-14 teaspoons) of sugar in a 500ml bottle.
What do the laws of economics say?
Over the past few years, we have all seen food prices rise in India due to inflation; coriander that was once given free at your local kirana store is no longer free (it costs Rs 165 for 100 grams if you buy it online); and your favourite bag of chips now contains more air than the chips themselves.
But one thing that has come down in price is carbonated drinks: brands like Mirinda, Limca, Mountain Dew and Sprite have slashed prices of a two-litre bottle to around Rs 90-100, which was not the case earlier.
Additionally, you must have noticed that eateries like McDonald’s, Pizza Hut, and Burger King essentially give you a soft drink for free when you order food online.
Experts attribute this price drop to falling demand (basic economics), especially among Gen Z who have become more fussy about their dietary choices. While there are no concrete studies confirming the decline in soft drink consumption in India, anecdotal evidence suggests that demand is indeed on the decline.
For example, Brij Kumar, a kirana store owner in Noida, Delhi, points out that soft drink consumption among young people has fallen significantly in recent years.
He also said sales depend on the weather and soft drinks sell mostly in summer, while young people prefer tea during monsoon and winter.
But why is Gen Z shying away from soft drinks? Let’s take a closer look at some of the reasons why.
Gen Z is making healthier lifestyle choices
According to several surveys, Gen Z is making healthier lifestyle choices than other generations. A recent Mintel survey found that 33% of Gen Z in India would choose lifestyle changes such as a healthy diet and proper sleep over skin care products to address skin concerns. The focus on healthy eating may also lead to people avoiding soft drinks, experts suggest.
Dr Paparao Nadakudul, a physician and general practitioner at Citizens Speciality Hospital in Hyderabad, says he has noticed that younger consumers are becoming more cautious about their beverage choices due to “growing awareness about the health risks associated with soft drinks”.
“Soft drinks are often high in added sugar and are associated with a variety of health problems, including insulin resistance, metabolic syndrome and increased risk of heart disease. As a result, many young people are avoiding these sugary drinks in favor of healthier options,” he added.
This sugar is not sweet
Dr Prasad Khwalekar, Consultant Physician, DPU Super Speciality Hospital, Pimpri, Pune, explains that Gen Z prefers natural ingredients, especially those with less or no added sugar while purchasing beverages. Now, as we have said, soft drinks are mainly composed of sugar, which further reduces the demand for soft drinks.
“This is due to growing awareness of the negative effects that excessive sugar consumption can have on health complications such as obesity, insulin resistance and cardiovascular disease,” he explains.
The impact of social media
Remember when Cristiano Ronaldo took the Coca-Cola bottle out of the camera frame during a press conference in 2019, held up a bottle of water instead and said “Water!” in Portuguese?
After the moment went viral on social media, Coca-Cola’s shares fell 1.6% and its market capitalization dropped by $4 billion, due in part to social media and celebrity athletes promoting a “healthy lifestyle.”
Similarly, social media has had a huge impact on Gen Z when it comes to spreading awareness about the dangers of sugar and soft drinks.
Soft drinks often contain a lot of added sugar
Riddhima Kamertha, nutritionist and founder of Riddhima Kamertha Diet Clinic, says social media and health influencers are playing a key role in promoting these lifestyle changes, making sugar-free or low-sugar diets more appealing to young people.
Pooja Shah Bhave, a consultant nutritionist and certified diabetes educator in Mumbai, agrees, noting that trends such as 30- or 40-day no-sugar challenges initiated by social media influencers have shown their audience the benefits of cutting sugar out of their diets, which has further reduced consumption of sugar-rich soft drinks.
The existence of better alternatives
There is no doubt that the beverage market in India is booming. Today, the Indian market is flooded with alternatives to soft drinks that contain little or no sugar. Even in restaurants, you can find a variety of alternatives like ginger ale and tonic water apart from the standard cold drinks.
Dr Kwalekar said in response to this change in demand, flavoured waters, kombucha and sugar-free or low-sugar drinks have been introduced in the market as healthier drinking options, allowing young people to adjust their preferences accordingly.
Curious Gen Z
How do you make a delicious cocktail? Well, besides the alcohol, it’s the mixer that determines the taste. In India, alcohol is traditionally mixed with soft drinks.
However, demand for soft drinks is declining as more of the “sober curious” Gen Z members avoid alcohol wherever possible and opt for non-alcoholic experiences.
Energy drinks: a much worse alternative
While declining demand for soft drinks may seem like a positive trend, many Gen Zers in India are instead opting for energy drinks, which can be just as, if not more, harmful to their health.
Dr Veena Pai, a nutritionist at Mumbai’s Lilavati Hospital, warns that people who choose energy drinks over soft drinks face serious health risks.
“Young people who choose energy drinks, which are high in caffeine, sugar and additives, are putting themselves at risk of serious health problems including heart disease and high blood pressure. Other complications include dehydration, anxiety, insomnia, irregular heartbeat, obesity, irritability, nervousness, panic attacks and hallucinations,” she warns.
