By: Vandana Tandan, Head of Market India and Bangladesh at SIG Combibloc
The beverage market that has been traditionally dominated by bottled water and carbonated drinks witnessed a shift in preferences during the pandemic with many consumers switching to healthier options to meet their daily nutritional needs. This phase led to the growth of healthier and nutritious fruit, vegetables and dairy-based beverages, underscoring the evolving consumer needs. Particulate based beverages, featuring bite-sized pieces and suspended particles like fruit chunks, seeds, and other solid ingredients, are another type of drink that gained traction during this time.
Rich in fiber and essential macro and micronutrients, particulate based drinks were a better option than juice beverage. It made them an equally healthier alternative for people watching their weight or striving to reduce their intake of processed foods. The same applies to dairy-based products like shakes and yoghurt drinks containing fruit chunks, nuts, spices, and other ingredients. Particulate drinks, further enhanced the taste and texture, improving the overall drinking experience. The bubble tea of Vietnam, the fruit tea of China, and the Aloe Vera drink of South Korea all underscore the evolving preferences of people, a similar shift that has also been observed among Indian consumers, who are gravitating towards beverages that offer both hydration and health benefits.
India is one of the largest beverage markets globally, presenting a unique opportunity for innovation and expansion. With a population of 1.4 billion, a growing middle class, and rapid urbanization, the country is a significant market for the industry.
Another factor that makes India crucial for the beverage industry is its extremely diverse and distinct beverage landscape. Every region of the country boasts its special drinks made with unique combinations of local ingredients. From thandai to aam panna, there are countless varieties of beverages, many of which contain pulp or chunks or nuts to enhance the taste. These traditional beverages are staples at festivals and afternoon treats, offering a refreshing and flavourful experience that enhances the joy of the season. Traditional alternatives are equally healthy, nutritious, and hydrating, fuelling the demand to blend classic flavours with modern innovations and bring the flavours of traditional drinks to every household.
The growth in the demand for particulate based drinks in India is also influenced by the emergence of aseptic packaging in India. Particulate based drinks are currently widely available in PET bottles and can. While these bottles are easy to store and transport, they do little to preserve the nutrition of the contents. Aseptic packaging is a much better solution to preserve the nutrient content, taste, flavour, and overall quality of beverages for an extended period without the need of preservatives and refrigeration. Market saw a flurry of new launches with functional claim on immunity and improved gut health. It provided the option to offer healthier drinking choices like chia seed beverages and smoothies, which are currently dominating the healthcare segment. Also, from a sustainability point of view, aseptic packages are better for the environment as they can be fully recycled and reused. Hence, moving forward, as health and environmental consciousness surges among people, particulate drinks are expected to be packaged in aseptic carton packs or spouted pouches.
In the aseptic packaging process, both the beverages and the carton packages are sterilized separately in a controlled environment before being placed on the filling line. Handling beverages without any added content is relatively straightforward, but when pulp, fiber, and particles are involved, sterilization requires a different approach. It’s because the heating temperatures for the liquid and the added particles differ. Heating the beverage for an extended period to achieve the right temperature for the added content may damage the drink. Therefore, the liquid and the particulate matter are often treated separately and combined later before filling. Another challenge is sealing the package, as the presence of particulate matter may interfere with the sealing process, leading to potential leaks or compromised product integrity. Hence the shift from conventional packaging to carton packaging may require advanced technology and strategic planning.
Given the challenges, as the market for drinks with particulate matter continues to expand, companies will need to be creative to cater to evolving consumer tastes and thrive in a competitive market. India’s geography and culture present a huge opportunity for innovation and diversity in flavours, catering to a wide range of regional preferences and traditions.