From fizzy colas to cold brews and fruit juices, India’s beverage market is undergoing a quiet but decisive shift. More consumers are choosing low- and no-sugar options — and what was once dismissed as an urban fad has now become a full-blown market movement. Sales of zero- and low-sugar drinks hit a five-year high in 2025, firmly establishing the category as a key growth driver in India’s Rs 60,000-crore-plus soft drinks industry. Coca-Cola’s zero-sugar portfolio, including Diet Coke, Coke Zero, Thums Up X Force (no sugar), Sprite Zero and select juice and energy drink variants, accounted for 30% of its total volumes in 2025. Diet Coke alone saw its sales double compared to the previous year, said an ET report.
Rival PepsiCo is seeing similar momentum. Its no-sugar and mid-sugar drinks made up 59% of total volumes in the October–December 2025 quarter, up from 53% a year earlier, according to bottling partner Varun Beverages. Brands such as Sting, Pepsi Black, 7 Up Zero Sugar, Tropicana no-sugar variants and Evervess Soda are driving this surge.
Executives say the shift reflects deeper structural changes in consumer behavior rather than a passing trend.
The overall share of zero- and low-sugar drinks has jumped to around 30% in 2025, compared to just 5% in 2020. Much of that acceleration has come in the past year, fueled by rising health awareness, Gen Z preferences and even seasonal influences like New Year fitness resolutions.
Companies point to multiple triggers: growing focus on calorie intake, rising diabetes concerns, the popularity of weight-loss drugs such as semaglutide and tirzepatide, and a younger demographic increasingly driven by wellness — both for health and aesthetics.
Industry insiders say Indian consumers who once “talked health” without changing habits are now actively scrutinizing ingredients and nutritional labels, without wanting to give up on taste.
Coca-Cola has been pushing smaller, affordable cans of its sugar-free brands at accessible price points and expanding into no-sugar flavoured water under the Schweppes label. Marketing campaigns — including social media trends blending Diet Coke with espresso — have further boosted visibility. The company held a 71% share of the diets-and-lights category in FY25, according to internal estimates.
PepsiCo’s India partner, Varun Beverages, says the company’s continued focus on healthier offerings is paying off, with its zero- and reduced-sugar portfolio recording its strongest year-on-year surge.
The shift is also spreading beyond soft drinks. Coffee chains are responding quickly. Tata Starbucks recently rolled out sugar-free flavour options across more than 500 stores, allowing customers to customise sweetness levels without compromising on taste.
“Consumers want more control over how their beverages are crafted,” said the company’s chief executive, noting that sweetness has become a deliberate choice rather than a default.
Source: India Latest News, Breaking News Today, Top News Headlines | Times Now
