Viral social media content is significantly reshaping India's packaged food and beverage industry, compelling global brands such as PepsiCo and Mondelez to adapt their strategies in response to changing consumer preferences and heightened awareness around food safety and mislabeling [1]. Social media influencers are urging consumers to scrutinize product labels, which has led to increased demand for healthier products and forced established companies to reformulate their offerings or risk losing market share to new entrants [1].
PepsiCo, one of the world's largest packaged food and beverage companies, has responded to these shifts by increasing the proportion of low- to no-sugar beverages in its Indian portfolio. According to Nitin Bhandari, vice president and general manager of beverages at PepsiCo India, more than 50% of PepsiCo’s beverages in India are now low- to no-sugar, with plans to scale this to 90% over time [1]. The company gathers consumer insights through engagement forums, social media, and its WhatsApp-based engine, PepGenie [1].
The Indian market is a key focus for global consumer companies due to its rising incomes and large population base. Bain & Company projects that India's income per capita will grow at the highest rate among the top five emerging markets for consumer products over the next five years, making it a priority for multinational brands [1]. However, the market also presents challenges, as companies must quickly pivot strategies in response to consumer advocacy and viral social media campaigns [1].
Celebrity endorsement-driven brand trust is being replaced by 'community-verified trust,' according to food safety expert Shamik Kumar, as social media influencers like Revant Himatsingka (Food Pharmer) encourage consumers to read labels and demand better quality products [1]. Several brands, including Mondelez-owned Bournvita and Dabur's Real fruit juice, have faced criticism for high sugar content following viral social media videos [1].
CONCLUSION
Social media is fundamentally altering the competitive landscape for global food and beverage brands in India, driving a shift toward healthier products and greater transparency. Companies like PepsiCo are responding with significant portfolio changes, highlighting the growing influence of consumer advocacy and digital platforms on market strategies.