The Rise of Functional Beverages in India: Why Consumers Are Choosing Protein Shakes & Coconut Water
In recent years, India’s beverage landscape has undergone a dramatic shift. Once dominated by carbonated soft drinks and sugar-laden packaged juices, the market is now witnessing a surge in functional beverages — drinks designed not just to quench th...
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cookoutmenue
food drink
The shift away from sugary sodas makes sense, but I think the interesting split is between drinks bought for function and drinks bought for enjoyment. A protein shake or coconut water solves a need, while a classic milkshake is still chosen purely because it tastes good, which is why both trends can grow at the same time.