Urban (2013) source: the hindu business line, business standard, aranca analysis 33% 67% usd449 billion rural urban rural india accounts for one-third of the total fmcg market and grew at a faster pace (122%) than urban market (8%) in 2013 (% share) the urban sector constitutes 67% of the total fmcg market and had a market size of ~usd30 bn. The consumption of soft drink per capita in china is lower than that in developed countries that in rural residents is much lower perfect competition attracts a large amount of international soft drink giants into chinese market. Rural india buys brands with rural gdp growing faster than urban in india, the rural consumer is demanding more of branded products, an opportunity brands are scrambling to make the most of. The segment has made some significant achievements and penetration in the rural areas is definitely one of them the industry reports claim that rural areas account for 75 per cent sales of pet bottles based on the consumption patterns, the soft drink market in india is classified into two segments. The overall soft drink market in india saw aggregate sales of over 20,000 million litres, worth rs 65,330 crore, in 2014 the main segments constituting the soft drink market in india are carbonates, juices and bottled water, which together accounted for 99 per cent of the total volumes in 2014.
According to euromonitor, soft drinks are likely to record further growth in off-trade volume terms over the forecast period the majority of volume and value growth is likely to come from bottled water and juice, which are being embraced by consumers in urban and rural areas alike. The soft drinks packaging market in india has seen a remarkable change lately, from the ordinary multi-serve presentations found through all soft drink categories to smaller 'on the go' packs, and even larger 'family packs. According to mart, a new delhi-based research organization that offers rural solutions to the corporate world, rural india buys 46% of all soft drinks sold, 49% of motorcycles and 59% of cigarettes. Non-alcoholic beverages market has been segmented on the basis of type, and is segmented into probiotic drinks, alcohol-free drinks, energy drinks, rtd, juice, herbal & fruit teas, fortified water, dairy & non- dairy beverages and others.
Commodities like fruits and vegetables, milk, meat and egg due to increase in per capita income and changes in consumption trends for processed preferences of rural india and due to increased awareness foods in rural india about food nutrients. A comparative study on consumption patterns of soft drinks and fruit juices submitted in partial fulfillment of the requirements for the award of the degree of bachelors of business administration (2006-2009. India's soft drinks industry is expected to register steady growth over the forecast period key drivers include the large number of new launches that are focused on healthy beverage products files are delivered directly into your account within a few minutes of purchase. Gupta parul (2003), studied the coke & pepsi's rural drive to push sales soft drink giants coca- cola & pepsi have signed on thousands of new retailers in a drive into rural india that has pushed up sales steeply.
The consumption patterns of youths were studied using five different parameters: consumption frequency, place of purchase, consumption of soft drinks as an alternative, places and occasions of consumption, and when the individuals began to consume soft drinks. Big brands in india's food and beverage market are increasingly providing nutritional information on menus and packaging this is mandatory for processed snacks and drinks but remains voluntary for restaurants lawrence says the jury is still out when it comes to the success of such information in changing consumption patterns. Changing consumption pattern, rising pubbing culture, weight loss diet trend and rising disposable income in asia pacific region are anticipated to drive the demand for non-alcoholic beverages in. Regionally, the north america for non-alcoholic drinks market held the major revenue in 2013 and is predicted to lead the market in the next few years the dominance of the regional market is attributed to the rising health awareness of populations across all age groups in the region. China and india are the world's largest developing economies and also two of the most populous countries china, which now has more than 13 billion people, is expected to grow to more than 14 billion by 2050, and india with a population of 1 billion will overtake china to be the most populous country with about 16 billion population.
Low penetration of 30% and per capita annual consumption of soft drinks in india at 16 ltrs 166v/s ltrs in the us, providesignificant market opportunities r fo growth. This makes india's per capita soft drinks consumption large, but just 1/20th of that of the us, 1/10th of kuwait, 1/8th of thailand and philippines, and one-third of malaysia's. The changing patterns of soda drinking appear to come thanks, in part, to a loud campaign to eradicate sodas school cafeterias and vending machines no longer contain regular sodas.
Changing lifestyles, fast food and canned soft drinks what beverages displaced coffee consumption by 2009 in the us american were consuming more 45 gallons of soft drinks and 49 gallons of bottled water per person per year, compared with about 23 gallons of coffee. The changing phase of india in alcohol consumption production of liquor intended for human consumption is dependent on state excise liabilities and not on central excise liabilities nevertheless, state excise obligations will be replaced in the gst. India is a fast-growing and large emerging market although consumption patterns are changing, food and beverages still account for a substantial part of indian consumption (over 30%) compared to other emerging markets (brazil at 17% and china at 25%. The present paper is an attempt to understand changing consumption habits of rural consumers, sig- nificance of rural marketing, its problems and prospects and to make some possible suggestions rural marketing has certain problems.
The consumption of sugar-sweetened beverages (ssbs, soft drinks sweetened with cane sugar or other caloric sweeteners) is a major risk factor for overweight/obesity and, independent of total energy consumption and bmi, for type 2 diabetes (the commonest form of diabetes. Rural areas of soft drinks marketing is nothing but the extension of markets to rural areas these areas have tremendous marketing potential and under no circumstances will follow urban market but rather compete with them. In norway, personal preferences, ie taste, was the number one determinant of soft drink consumption, and attitude was the fourth most important determinant of soft drink consumption in adolescents, with the environmental factors.