Digital Desk: According to the NFHS, which was conducted in two waves from 2019 to 2021, the alcohol consumption rate among men and women over the age of 15 was 18.8 percent, down from 29.2 percent in the 2015-16 survey.
As in the previous study, the north-eastern and eastern states dominated in terms of alcohol consumption, however the percentage of consumption declined. The poll was carried out in 28 states and eight union territories.
The alcohol intake may have come down in proportion to other areas of consumption compared to the level five years ago, said Deepak Roy, director of Allied Blenders & Distillers. "Alcohol consumption is rising. But people are spending more on food and other necessities of life these days. Maybe that is showing up in the survey," he said.
Another explanation could be a growing preference for premium beverages. The frequency or volume of intake of premium drinks may be decreased.
"Indians are becoming more quality-conscious rather than price-sensitive as a result of rapid urbanisation and rising income levels. People prefer to consume IMFL brands over local spirits due to the affordability and availability of premium brands. According to industry data, sales of normal, medium, and low-cost IMFL products are either declining or not expanding at all in various Indian marketplaces. Premium-priced IMFL products, on the other hand, are growing by double digits," said Amar Sinha, CEO of Radico Khaitan Ltd.
For Radico, the last five years have been a game-changer. “We have been outperforming the industry. The slowdown caused by COVID-19 had less impact on premium brand demand. In the last 15 years, Radico Khaitan has launched 14 brands. Except one, all of them have been in the premium space,” Sinha said.
Surprisingly, consumption is strong in states where prohibition is in place, such as Mizoram, Nagaland, and Bihar. Gujarat, another state where prohibition is in effect, had the lowest consumption rate among the 28 states.
Arunachal Pradesh remains first among states in terms of liquor use, with 52.7 percent, down from 59 percent five years ago. Telangana comes in second with a consumption rate of 43.3 percent, followed by Sikkim (39.8 percent), Manipur (37.5 percent), and Goa (36.9 percent ). In fact, Goa is the only western state to be ranked among the top ten. All of these states' consumption rates are lower than they were in 2015-16.
The majority of these states were among the top ten in the 2015-16 poll, but their rankings have shifted. Five years ago, Tripura was placed second while Telangana was ranked third in the survey.
Tamil Nadu, which ranked ninth in the previous survey with a consumption rate of 46.7 percent, currently ranks 13th with a consumption rate of 25.4 percent, a considerable decrease. Kerala's consumption rate has also fallen from 37 percent to 19.9 percent.
The following states have a prohibition on consumption: Nagaland (24%), Mizoram (23.8%), Bihar (15.5%), and Gujarat (15.5%). (5.8 percent ). Andaman and Nicobar is the most populous union territory, accounting for 39.1 percent of the total. Manipur and Arunachal Pradesh likewise had the highest rates of female liquor drinking, with 26.09 percent and 24.2 percent, respectively.
Liquor consumption, according to Roy, has been increasing at an annual rate of 8-9 percent. "Consumption is increasing across the country." Arunachal Pradesh and Sikkim are small states with a low population. However, states like as Telangana are heavy consumers. "Across the country, there is an upsurge in booze use."
According to Sinha, Indian customers are more aspirational than ever before. "They are now travelling over the world and are exposed to global drinking patterns." Furthermore, the stigma associated with alcohol has faded, leading in greater use among both men and women throughout regions and cities. Consumption and appreciation for higher-quality and better-packaged items are increasing in rural markets as well as Tier 2 and Tier 3 cities.
The pandemic seems to have altered the mode of liquor consumption. “Since the movement is restricted, people are consuming and stocking up premium branded alcohol at home to enjoy with their family and friends. At-home consumption is cost-effective, which paves the way to upgrade and experiment for the consumers. We also witnessed a shift of consumer preference to hard liquor over beers as the former is easier to store and has a longer shelf life,” Sinha stated.
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