Santosh Sreedhar, Partner at Avalon Consulting, shared his views on No-Sugar Soda Market Gets Fizzy as Regional Firms Latch on to Health Hook, which was published in Mint and Hindustan Times.
He highlighted that sugar alternatives are costlier than conventional sugar and typically sell in lower volumes, which is why sugar-free beverages often command a 30–50% price premium. The article notes that brands are strategically using this segment to target a niche, higher-paying consumer base seeking healthier beverage options.
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