For Muskan Singh, a 24-year-old MBA student from Delhi, carbonated soft drinks were once her best friend. Gulping down a 500 ml bottle of Coke with dinner was something she did regularly and without a second thought. However, since taking health measures to ‘lose weight’, soft drinks are now the last thing on her mind.

Muskaan says, “I don’t remember the last time I had a soft drink.”

Like him, many Indians, especially the younger generation, are making healthier choices. They are avoiding sweetened beverages, especially carbonated beverages, which contain 54-60 grams (13.5-14 teaspoons) of sugar per 500 ml bottle.

What do the laws of economics say?

Over the last few years, thanks to inflation, we have all seen the prices of groceries in India rise. The free coriander from our local grocery store is no longer free (it costs Rs 165 for 100 grams if you buy it online), and your favourite packet of chips now contains more air than actual chips.

However, one thing that has seen a drop in price is carbonated drinks. Brands like Mirinda, Limca, Mountain Dew and even Sprite have reduced the price of their 2-litre bottles to around Rs 90-100, which was not the case earlier.

Additionally, if you order food online, you’ve probably noticed that restaurants like McDonald’s, Pizza Hut or Burger King give away free soft drinks.

Experts believe this reduction in prices is due to a drop in demand (basic economics), especially among Gen Z, who are becoming more selective about their dietary choices. Although there are no specific studies to confirm a drop in soft drink consumption in India, anecdotal evidence suggests that demand is indeed falling.

For example, Brij Kumar, owner of a grocery store in Noida, Delhi NCR, says that the youth have reduced the consumption of soft drinks significantly in the last few years.

He also said that sales depend on the season, with cold drinks being sold mostly in summers. He said that during monsoon and winters, young people prefer to drink a cup of tea.

But why is Generation Z avoiding soft drinks? Let us look at some reasons.

Generation Z is adopting a healthier lifestyle

Several studies show that Generation Z is adopting a healthier lifestyle than other generations. A recent study conducted by Mintel shows that 33% of Generation Z in India are preferring lifestyle changes like healthy diet and proper sleep over skincare products to address their skin problems. Experts suggest that along with focusing on a healthy diet, it is also important to avoid soft drinks.

Dr Paparao Nadakuduru, internal and general medicine physician at Citizens Speciality Hospital, Hyderabad, says he has observed that younger consumers are becoming more discerning about their beverage choices due to the “growing awareness about the health risks associated with soft drinks”.

“Soft drinks often contain high amounts of added sugar, which is linked to an increased risk of a number of health problems including insulin resistance, metabolic syndrome and heart disease. As a result, many young people are turning away from these sugary beverages and opting for healthier alternatives,” he said.

this sugar is not sweet

Dr Prasad Kuvalekar, Consultant Physician, DPU Super Speciality Hospital, Pimpri, Pune explains that Gen Z prefers natural ingredients when buying beverages, especially beverages with limited or no sugar. Now, as we told you, soft drinks mainly contain sugar, which has further reduced the demand for soft drinks.

“This is due to growing awareness about the adverse effects of high sugar consumption, which can lead to health complications including obesity, insulin resistance and cardiovascular diseases,” he explained.

Influence of social media

Remember when Cristiano Ronaldo removed Coke bottles from the camera frame during a press conference in 2019, and instead picked up a bottle of water and said in Portuguese: “Water!”?

After the moment went viral on social media, Coca-Cola’s stock price dropped by 1.6%, reducing its market value by $4 billion. Such is the effect of social media and high-profile athletes promoting ‘healthy lifestyles’.

Similarly, when it comes to spreading awareness about the dangers of sugar and soft drinks, social media has done a remarkable job in influencing Gen Z.
Soft drinks are often high in added sugar

Dietitian Ridhima Khamersa, founder of the Ridhima Khamersa Diet Clinic, says social media and health influencers play a key role in promoting these lifestyle changes, making sugar-free or low-sugar diets more attractive to young people.

Pooja Shah Bhave, a Mumbai-based consultant dietitian and certified diabetes educator, agrees. She points out that trends such as the 30-day or 40-day no-sugar challenge started by social media influencers have shown audiences the benefits of reducing sugar from their diet. This has further reduced the consumption of soft drinks, in which sugar is a primary ingredient.

Availability of better options

There is no doubt that India’s beverage market is growing rapidly. Today, instead of soft drinks, the Indian market is full of beverages that contain little or no sugar. Even in restaurants, you will find many options like ginger ale or tonic water along with the classic cold drinks.

Dr. Kuvalekar says that in response to this shift in demand, flavored waters, kombucha, and sugar-free or low-sugar beverages have been marketed as healthier beverage options, giving young people the opportunity to adjust their preferences accordingly.

The cool and curious Generation Z

What makes a great cocktail? Well, apart from the alcohol, the taste is determined by the mixer. In India, alcohol is traditionally mixed with soft drinks.

However, with more and more Generation Z becoming ‘sober curious’ – trying to avoid alcohol as much as possible and opting for alcohol-free experiences – demand for soft drinks has fallen.

Energy Drinks: The Worst Choice

While the drop in demand for soft drinks may seem like a positive development, many Generation Z people in India are instead opting for energy drinks, which are equally or even more harmful to health.

Dr Veena Pai, a dietitian at Mumbai’s Lilavati Hospital, warns that people who choose energy drinks over soft drinks face serious health risks.

“Young people who opt for energy drinks, which contain large amounts of caffeine, sugar and additives, are at risk of serious health problems, including heart problems and high blood pressure. Other complications can include dehydration, anxiety, insomnia, irregular heartbeat, obesity, irritability, nervousness, panic attacks and hallucinations,” she warns.