Local beverages gain traction as consumer look to quench their thirst

Not only major beverage brands, even smaller ones did well this summer.

Many regional brands were able to increase their penetration in existing markets and increase their market share.

Kantar Worldpanel told Business Standard while the summer data had not yet fully come in, one fact that “we can see is that the regional brands are growing well this summer in the soft drinks category”.

“In March-May 2023, regional brands collectively had a penetration of 5 per cent. This jumped to 7 per cent in 2024 (March-May). In urban areas, this jump is from 8 per cent