Social media is increasingly shaping India’s beverage consumption trends, influencing where consumers choose to go out and what they order. According to findings from market research company NielsenIQ (NIQ), 82% of respondents visited a bar, restaurant or other venue after discovering it on social media, while 66% tried a drink they had come across online. The findings highlight the growing influence of digital platforms on consumer behaviour and marketing strategies across India’s alcoholic and non-alcoholic beverage industries.
The report draws on multiple NIQ consumer studies involving sample sizes ranging from 1,002 to 1,009 respondents and a larger study of 2,504 participants. The research includes India-specific findings as well as Asia-Pacific studies covering different beverage categories.
According to Sujoy Das, Commercial Director for India at NielsenIQ, consumers are increasingly exploring different beverage categories, formats and drinking occasions, with social media playing an important role in shaping their preferences. The findings indicate that the average consumer surveyed engages with approximately five beverage categories, reflecting increasingly diverse consumption habits.
Soft drinks featured among the regular choices of 68% of respondents, while beer and whisky were each cited by 43%. Cocktails were included in the preferences of 33% of participants. These figures represent overlapping consumer choices rather than individual market shares, suggesting that people frequently switch between beverage categories depending on the occasion.
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The report also highlights the influence of bartenders and hospitality professionals on purchasing decisions. While social media helps consumers discover new venues and beverages before going out, recommendations from bartenders can influence their final drink selection once they reach a bar or restaurant.
Quality and value are also becoming important considerations. When asked what mattered more compared with the previous 12 months, 41% of respondents each identified good value and high quality as increasingly important, while 35% said premium positioning had gained importance.
The findings underline the growing role of digital discovery, hospitality experiences and changing consumer expectations in shaping India’s evolving beverage market.
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