Is Gen Z going to be the last generation to drink soda in India?

According to a Gen Z recent Mintel report, 33% of Gen Z in India is preferring healthy eating and enough sleep over skincare products to address their skin issues. Avoiding soft drinks goes hand in hand with this emphasis on a nutritious diet.

The 24-year-old Delhi MBA student Muskan Singh used to be great friends with carbonated soft beverages. She used to routinely and without thinking down down a whole 500 ml bottle of Coke with her meal. But now that she’s on a health kick to “lose weight,” soft drinks are the last thing she thinks about.

“I can’t remember the last time I had a soft drink,” Muskan admits.

Like her, a lot of Indians—particularly the younger ones—are choosing better options. They are avoiding sugar-filled beverages, especially those that are carbonated, as a 500 ml bottle has 54–60 grams (13.5–14 teaspoons) of sugar.

What is stated by the economic laws?

We’ve all noticed a rise in grocery costs in India over the last several years due to inflation. Your beloved packet of chips now includes more air than actual chips, and the free coriander we used to receive from our neighbourhood kirana store is no longer available (you have to pay Rs 165 for 100 gms if you purchase it online).

Still, carbonated beverages are one item whose price has decreased. The cost of 2-litre bottles from brands like Sprite, Limca, Mirinda, and Mountain Dew has dropped to around Rs 90–100, compared to earlier prices.

Furthermore, you’ve undoubtedly seen that restaurants like McDonald’s, Pizza Hut, and Burger King essentially give away soft drinks for free if you purchase meals online.

According to experts, this price decrease is the result of declining demand (basic economics), particularly among Gen Z consumers who are become more picky about what they eat. Anecdotal evidence indicates that there is a reduction in soft drink consumption in India, despite the lack of precise research to support this claim.

For example, Brij Kumar, who owns a kirana shop in Noida, Delhi NCR, observes that young people’s use of soft drinks has decreased dramatically over time.

ALSO READ : here’s how these fruits might be causing-you to become chilly and congested .

Additionally, he notes that sales are weather-dependent, with soft drink sales peaking in the summer. According to him, young people enjoy a cup of tea in the winter and monsoon.

But why is Gen Z staying away from sodas? Let’s examine a few of the causes.

Gen Z is choosing to lead a healthier lifestyle.

Compared to previous generations, Gen Z appears to be choosing a healthier lifestyle, according to several research. According to a recent Mintel report, 33% of Gen Z in India is preferring healthy eating and enough sleep over skincare products to address their skin issues. Avoiding fizzy drinks is advised along with this emphasis on a balanced diet, according to specialists.

According to Dr Paparao Nadakuduru, an internal medicine and general medicine specialist at Citizens Specialty Hospital in Hyderabad, ‘increasing knowledge of the health dangers connected with soft drinks’ has made younger consumers more discriminating when it comes to their beverage choices.

“Soft drinks frequently have a lot of added sugars, which have been connected to a number of health problems like metabolic syndrome, insulin resistance, and a higher risk of heart disease. Many young people are choosing healthier choices instead of these sugary beverages as a result,” he continues.

This sugar lacks sweetness.

According to Dr. Prasad Kuwalekar, a doctor at DPU Super Speciality Hospital in Pimpri, Pune, Gen Z consumers prefer beverages with natural components, particularly those that have little to no added sugar. As we previously mentioned, soft drinks are primarily made of sugar, which has further decreased consumer desire for them.

“This one is due to the increasing awareness of the adverse effects of high intake os sugar consumption, which leads to health complications including obesity, insulin resistance, and cardiovascular diseases .

The impact of social media.

During a press appearance in 2019, Cristiano Ronaldo pushed Coke bottles out of the frame and held out a bottle of water, exclaiming “Water!” in Portuguese. Do you recall that moment?

Coca-Cola’s share price fell by 1.6% and the company’s market worth was wiped out after this event became viral on social media. Social media and well-known athletes who advocate for a “healthy lifestyle” have this kind of effect.

Young people find sugar-free or reduced-sugar diets more enticing because of the impact of health gurus and social media, according to dietitian Ridhima Khamersa, founder of the Ridhima Khamersa Diet Clinic.

Pooja Shah Bhave, a Mumbai-based certified diabetes educator and consulting nutritionist, concurs. She points out that social media influencers have sparked trends like 30-day and 40-day no-sugar challenges, which have demonstrated to viewers the advantages of eliminating sugar from diets. As a result, the use of soft drinks—which mostly include sugar—has decreased even further.

The presence of superior substitutes.

Without a question, the beverage industry in India is flourishing. The Indian market now offers a wide variety of drinks with little to no added sugar in place of soft drinks. Even at restaurants, in addition to the traditional cold drinks, you’ll discover a variety of choices like ginger ale or tonic water.

According to Dr. Kuwalekar, in response to this shift in consumer demand, sugar-free or low-sugar beverages, kombucha, and flavoured water have been brought to market as healthier drink choices, enabling young people to modify their tastes accordingly.

The thoughtful, inquisitive Gen Z.

Why does a fantastic drink exist? Well, the mixer determines the taste aside from the alcohol. In India, it’s customary to combine liquor with a soft drink.

Nonetheless, there has been a drop in the demand for soft drinks as more and more members of Generation Z become “sober curious,” which refers to their attempt to abstain from alcohol as much as possible and choose experiences without it.

Energy drinks: A far worse option.

While the decline in soft drink consumption may seem like a good thing, many Indian Gen Zers are choosing energy drinks instead, which are just as unhealthy if not more so.

Energy drinks are heavy in sugar, caffeine, and chemicals, and young people who choose them run the risk of developing major health problems including high blood pressure and heart difficulties. She adds that dehydration, anxiety, sleeplessness, irregular heartbeats, obesity, agitation, anxiousness, panic attacks, and hallucinations are possible additional problems.