Packaged beverages get smaller and smaller

As the mercury soars, our first thought is to sip something cool and soothing. Hygiene concerns, however, compel many to skip the open stalls and look for clean alternatives. This summer, IndiFoodBev once again went out to discover the latest packaged summer coolers in the local marketplaces. Especially, trending new and eye-catching products flying off the shelves.

Small-sized beverages that fit the palm or a small purse are trending. Brands are launching products in Rs 10 packs of PET bottles, standup pouches, and aseptic cartons in quantities of 160 ml or less. We first noted the miniaturization of beverage packs two years ago — Shikanji, aam panna, and jaljeera in Rs 10 plastic bottles. That trend has grown as more brands are launching smaller packs of their popular products. Another strong theme is sugar-free or ‘sugarless’ products.

Parle Agro launched Dhishoom, a jeera masala-flavored carbonated drink, in 2023 — available in two sizes, PET bottles of 125ml and 250ml, and priced at Rs 10 and 20. It was originally launched in 2012 and was available in rural and small-town markets. Around the same time, it reinvented packaging for Appy Fizz 600-ml PET bottle, an apple-flavored drink. Both concepts merged and Appy Fizz, with the new design, is now available in Rs 10 and 20 PET bottles. The company also launched the drink in aseptic carton packs of Rs 10 and 15 giving more choice to the consumer.

Bisleri, India’s biggest bottled water brand, entered the beverage segment in 2016 with Limonata. It has since added more products to its portfolio — Rev (cola), Spyci Jeera drink, and now Bisleri Pop. While all have been available in 600-ml PET bottles, they are also available in 160-ml variants of PET containers for Rs 10. To tackle counterfeiting — Bisleri being one of the most affected — laser engraving has been done on all its bottles.

Paper Boat is another name known for indigenized juices in standup pouches with an interesting closure solution. With its new arm Swing+, it has launched common juices, some with a twist. The Swing+ juices are not limited to pouches and are available in PET bottles in varying sizes.

The brand has miniaturized its Swing+ pouches, now available in Rs 10 variants with a reclosable spout. It has added Nata De Coco (coconut jelly) to both bottled and pouched juices, which are available in orange and lychee flavors. Numerous Indian beverage providers are experimenting with this jelly, which has wide acceptance due to its texture and low sugar content. Low-sugar Anar is another addition to Paper Boat’s plain pomegranate juice. At several markets, the Low-sugar Anar has its own designated shelf.

According to Future Market Insights, Nata de coco jelly is gaining popularity in India because of its health benefits and its use in various food and beverage products. The Indian market is experiencing significant growth for this ingredient, with a projected CAGR of 6.7% from 2024 to 2030.

Rasna, an Indian concentrate manufacturer known for reinventing its packaging almost every season, has ventured into the ready-to-drink (RTD) beverage segment. By acquiring beverage brand Jumpin, which was independently valued at Rs 350 crore, Rasna is eyeing Rs 1,000-crore revenue in the RTD category with Jumpin. It is part of its move to diversify and consolidate its position in the non-carbonated beverages category.

Consumer preferences and acceptance pave the way for hydration trends. The miniaturization is in response to the preference for on-the-go consumption in smaller amounts. Similarly, low-sugar products are for the health-conscious consumer. The flip side of miniaturization, however, is that more non-recyclable plastic may be floating in the market – be it juices and beverages, sauces, condiments or personal care products. All the more need to look for sustainable alternatives.