A new bridgehead in the battle among RTD brand owners appears to have opened up in India, with recent research from the country claiming the market has rich potential for the category in the coming months and years.
Citing a recent survey of “1000+ alcoholic beverage consumers ” in the country, Indian research firm Benori Knowledge has claimed this week that a compound annual growth rate for RTDs of 10.3% is occurring despite 65% of consumers highlighting low availability. Just under 80% of those surveyed by Benori said they have partaken of premixed alcoholic drinks, suggesting awareness is high even if availability – and variety – is unimpressive.
The largest RTD brand in recognition terms is Bacardi Breezer, according to the survey results.
Other findings of note include the 79%-to-21% skew towards male consumers in India, with price being the lowest choice influence.
The wider health & wellness consumer trend has reached India, with Benori noting that “among young drinkers, there are those who are just beginning to consume alcohol and prefer the lower alcohol content and the variety in flavours of RTDs over beer”.
The RTD category has been the most active in NPD terms across alcohol in recent months. In the US, trade association the Distilled Spirits Council of the US said earlier this month that RTDs were strongly positioned to have enjoyed a sales boom over the ‘Fourth of July’ weekend.
Rebrands should focus on emerging trends, not established ones – Consumer Intel
