As an intense heat wave continues to grip various regions of India, there has been a notable surge in the demand for cold beverages and ice creams. The sweltering temperatures have driven consumers towards refreshing options like colas, fruit juices, and ice creams, causing a boom for manufacturers in these sectors.
Beverage Companies Respond to Skyrocketing Demand
Major beverage companies, including Coca-Cola India and PepsiCo India, have reported significant increases in sales. They attribute this rise to both in-home and out-of-home consumption as people seek respite from the heat. A Coca-Cola India spokesperson commented, “With a steady rise in demand, we expect to remain bullish in our sparkling, hydration, and juice segments, refreshing consumers with our carefully curated beverages for life portfolio.”
PepsiCo India, which markets popular brands such as 7UP, Nimbooz, Pepsi, Slice, Mountain Dew, Gatorade, and Sting, has ensured its products are widely available to meet the heightened demand. “With temperatures soaring across the country, consumers are looking for refreshing and hydrating beverages to beat the heat this summer,” said a spokesperson for the company. “We are ensuring that our products are available across all retail and e-commerce platforms, catering to both in-home and out-of-home demand, making it easier for everyone to stay cool and refreshed during the hottest months of the year.”
Coca-Cola India has also been actively ramping up distribution efforts. The company, known for brands such as Coke, Thums Up, Maaza, Sprite, and Minute Maid, has been witnessing consistent growth. “As the summer season reaches its peak, the Indian beverage market has gained significant momentum,” noted the spokesperson, emphasizing their focus on expanding distribution through traditional and emerging channels.
Ice Cream Sales Heat Up
Havmor Ice Cream, now a part of South Korean conglomerate LOTTE Wellfood Co., has seen an even greater rise in demand compared to the previous year. Komal Anand, Managing Director of Havmor Ice Cream, stated, “Last year, we witnessed one of the warmest summers, and this year, it has surpassed with the highest temperature recorded.” To meet the growing demand, Havmor has increased production capacity and is preparing to launch a new factory in Pune by July–August 2024.
FMCG Giants Adapt to Growing Market Needs
FMCG leader Dabur India has also experienced a surge in demand for its summer-centric products, particularly in the east, north, and central regions of the country. Anshul Gupta, Sales Head at Dabur India, shared, “With the heatwave conditions intensifying, we are witnessing growing demand for our glucose portfolio. We have already built inventory at the retail and stockist ends to meet this growing demand.” Dabur has expanded its glucose portfolio and entered the ready-to-drink glucose category to provide instant energy and hydration, crucial in the current climate.
As temperatures show no signs of abating, the market for cooling and hydrating products is expected to remain strong, providing companies with ample opportunities to grow and innovate to meet consumer needs.