On social media, the conversation around fermented drinks highlights key themes that shape consumer preferences. The most dominant theme is the Health and Wellness Trend (50%), showcasing a strong inclination towards fermented drinks as holistic health advocates. These beverages, especially non-alcoholic options, are perceived as functional wellness solutions promoting gut health and immunity. Young consumers prefer drinks with probiotic benefits over sugary alternatives, reinforcing their commitment to self-care and mindful consumption.

Google search trends reveal how young Indians are actively seeking information about fermented beverages, indicating a growing interest in their health and cultural relevance. The most searched theme is Health Benefits & Nutritional Awareness (28%), where users look for probiotic advantages, gut health benefits, and general nutritional insights about these drinks. This surge aligns with the broader wellness movement influencing dietary choices among the youth.

News articles and blog content provide a broader industry perspective, revealing how fermented drinks are gaining momentum. The most discussed theme is Health & Functional Benefits (62%), reinforcing the idea that these beverages are more than just refreshments; they are functional drinks offering immunity and gut health support. The growing preference for probiotic-rich drinks highlights a major shift towards mindful and health-conscious consumption among Indian youth.