Chart of the Month July 2025

In India, it is widely recognized that many people suffer from obesity and diabetes. According to the Institute for Health Metrics and Evaluation (IHME) at the University of Washington, diabetes is one of the leading causes of death in India. The number of deaths associated with high blood sugar is increasing within the broader category of non-communicable diseases (NCDs). Since diabetes also increases the risk of cardiovascular and kidney diseases, it is considered a significant indirect cause of mortality as well.

Lifestyle Shifts Driven by Economic Growth

As the Indian economy continues to grow, households enjoy greater disposable income and more lifestyle choices. Whereas eating habits once prioritized low cost and a sense of fullness, consumers are now increasingly considering whether food is healthy and promotes long-term well-being. This shift is not unique to India but reflects a broader pattern seen in many developing countries experiencing rapid economic advancement.

In fact, a previous survey conducted by INTAGE India revealed that a large number of consumers recognize the importance of diet in leading a healthy life.

Habit to follow maintain healthy lifestyle

INTAGE Monthly Tracking Survey (N=360, Nov 2025)

Urbanization, rising education levels, and greater internet access are also fueling growing awareness of health and nutrition. Through social media and influencers, knowledge such as "excess sugar intake increases the risk of obesity and diabetes" is spreading more widely among the general public.

Are Carbonated Beverages Unhealthy?

This shift in values is also evident in the beverage market. While carbonated drinks were once popular for their sweet taste and fizzy sensation, recent years have seen increasing demand for beverages that help reduce sugar intake, limit calorie consumption, or provide vitamins and minerals.

In a 2023 consumer survey on beverages by INTAGE India, when asked which beverage categories they had reduced their consumption of in the past year, many respondents listed "sweet drinks." Specifically, nearly 1 in 4 said they had decreased their intake of carbonated soft drinks with sugar.

Decreased packaged beverage category in the past one year TOP 5 (%)

Beverage drinking habit in India (N=1,000, September 2023)

When asked why, many cited health concerns. Among those who reduced their consumption of carbonated drinks, nearly 60% mentioned the negative health impact as their main reason.

Reasons for decreased Frequency (%)

Beverage drinking habit in India (Base: Those who have dcreased the consumption of RTD beverages, September 2023)

From Carbonated Drinks to Health & Functional Beverages

As consumers become more health-conscious, new product categories are emerging and gaining traction:

 -         Zero-sugar / Low-calorie Beverages: Popular carbonated drink brands are releasing "zero" versions of their existing products.

-         Functional Beverages (e.g., esports drinks): Increasingly chosen for purposes such as exercise support and daily health management.

-         Natural Beverages: Products made from natural ingredients, such as coconut water and herbal drinks, are drawing attention.

These health- and nature-oriented products are increasingly popular among urban youth in India. Both global and local brands are actively developing new offerings to meet this growing demand.

The Rise of a Health-Conscious Era of “Choice”

This market shift is not just a passing trend—it reflects a deeper transformation in social values. Choosing products that are "good for your body" is becoming a lifestyle choice in itself.

Going forward, consumers will not only evaluate beverages based on taste and price, but also on ingredients, nutritional value, and even environmental impact.

Economic growth shifts consumer priorities from "quantity" to "quality." This month, we focused on how this shift is manifesting in food and beverage choices. As people move away from indulgent, flavor-focused products toward those with health and functional benefits, this trend is expected to continue—not just in the soft drink category, but across a wider range of products that cater to increasingly diverse and personalized needs.

[Survey on Beverage]

Area: Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Kolkata, Ahmedabad and Pune

Target: Males and females aged 20-49

Methodology: Online survey

Sample size: 1,000

 

[INTAGE Monthly Tracking Survey]

Area: Delhi, Mumbai and Bangalore

Target: Male and Females aged 18-44 years old

Methodology: Online Survey

Sample size: 360 (Equally distributed by area, gender, and age)

Timing of survey: Last week of each month