Although traditional and home-made drinks remain popular, the market for non-carbonated packaged drinks is gaining huge popularity from the past two years, with a year-on-year growth of 35% from 2015 to the next three years. Hence, various factors, like increasing disposable incomes and rising health consciousness, are leading to the growth in the demand for non-carbonated drinks. This growth enables industry players to concentrate more on health and energy drinks, thereby driving the energy drink market. In the recent years, consumers have increasingly opted for naturally healthy, packaged foods and beverages, associated with fortified/functional, organic, or better-for-you products, as these are perceived to offer the essential natural nourishment. 

Convenience stores have low capital requirements when compared to the supermarket/hypermarkets. Owing to the low capital required, the number of convenience stores in India is higher. Since Energy drinks are priced on a higher end compared to other soft drinks and carbonated drinks, and though consumers are aware of the benefits associated with the consumption, the sales by volume are not huge.