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Rise in mercury boosts sales of soft drinks

Sales of soft drinks in Goa have risen with the temperature. Local retailers and hotels are reporting brisk sales, finds out Bhiva P Parab

The summer is synonymous with soft drinks. During the summer season sales of soft drinks and bottled mineral water soars. The cold drinks business usually witnesses an enormous increase during this time of the year. Most of the people buy soft drinks to drink on the spot or to take home.

“Summer season at its peak the soft drinks and bottled mineral water sales have got a boost. From March the climate in Goa changes and the temperature increases. In warmer weather it is important for us to ensure that soft drinks, bottled mineral water are kept chilled as chilled availability is the key driver for soft drinks and water sales particularly between March and May,” said a trader.

The state recorded temperature above normal since beginning of March. Residents are feeling the heat and this have increased demand for soft drinks, and bottled mineral water. As the summer progresses and the weather becomes hotter it pushes more consumers towards soft drinks and bottled water.

According to local retailers around 50 percent of the total sales during of soft drinks in a year happen during the summer season.  Sales of soft drinks have risen with the temperature and retailers are reporting that their cash registers has been jingling non-stop.

The countdown begun in March and now it is at the peak for shop owners. For some it is business as usual but even they admit that, the sale presently is high as compared to the other normal days. The cost of the cold drinks differs in various markets according to the brand. The food industry does not work on market per se. So although purchases of clothing and housing may be cut down, people always have money for food especially soft drinks and bottled mineral water to quench their thirst.

In Goa, along with carbonated drinks like Coca-Cola and Pepsi, juices and energy drinks like Real, Frooti, Rio and Red Bull are also in high demand. Then there are imported soft drinks that come from various countries. The energy drinks usually come in 250 ml cans and prices start from Rs 25.

According to the information available from the sources, bottled water is a runaway success in the summer and traders should look to capitalise on it.  This being a wedding season soft drinks and bottled water is performing well and the two products remain a key focus area for some traders. Some consumers look for fast rehydration in warmer weather and during wedding the orders are in bulk. The popularity of flavoured drinks is also on increase. The summer days are overall good for the soft drinks and mineral bottled water industry.

A shop owner said that we have had steady business all over the year, however during the summer time the business increases and it is a floating market which ventures out with new taste of soft drinks. We face dearth of space to display various varieties during the summer.

According to the information available from the sources the sales of all kinds of carbonated and non-carbonated soft drinks has increased sharply of late. Demand for sugar-free drinks are also high due to a rising number of health conscious people. So keeping in mind the changing consumer requirements, manufacturers have been coming up with a wide variety of juices with no added sugar. Coke and Pepsi are carbonated drinks, and juices and powdered drinks like Tang are non- carbonated and the different types of chilled beverages and instant ready-to-drink items are available in tetra packs, pet bottles, small bottles and cans.

A roadside vendor along the coastal belt said, “The number of people visiting my stall for soft drinks, bottled mineral water varies daily, however, there is quite a good business during the summer, especially along the roadside kiosks in the coastal belt of the state where there are tourists especially the Indian tourists who visit the state also in the scorching summer.”

He added, “Sometimes the number of consumers cross 90 per day giving good business, while on the other days they are less than that. However overall if we go to see it is a good business during the warm days in Goa.”

Soft drinks still have a strong seasonality curve in the state and a warm climate boost business further. Big companies like Coca-Cola and PepsiCo India have been aggressively expanding their base in rural areas along with urban pockets to drive sales. Availability of the soft drinks could be seen almost everywhere in the state.

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