Companies Experience Rapid Growth in Summer Sales
NEW DELHI: The soaring temperatures this summer have significantly boosted sales for consumer brands, particularly in heat-related categories. Quick-commerce platforms have reported a surge in demand for products such as ice creams, beverages, and sunscreens, with year-on-year growth more than doubling in May, according to data from market intelligence platform 1DigitalStack.
Ice cream sales have been particularly strong, with gross merchandise value (GMV) on quick-commerce platforms reaching nearly Rs 560 crore in May. This marks an 18% increase from April and a remarkable 140% rise compared to the same month last year. The analysis indicates that premium tubs and impulse cones have driven much of this growth, as consumers opt for higher-quality seasonal treats.
Beverages also experienced substantial growth, with a GMV of Rs 460 crore in May, reflecting a 114% year-on-year increase. This surge is attributed to the summer heat, a trend toward premium products, and a broader selection available on quick-commerce platforms. Nitin Bhandari, VP & GM of beverages at PepsiCo India and South Asia, noted strong demand for on-the-go hydration options, emphasizing the importance of value and affordability in their product offerings.
Face-care products, including sunscreens and face washes, saw a 96% increase in sales, reaching Rs 380 crore compared to the previous year. This growth has been fueled by direct-to-consumer beauty brands and influencer-driven content promoting skincare routines. Industry executives point to the rapid expansion of platforms like Blinkit, Zepto, and Swiggy Instamart into Tier-2 and Tier-3 cities as a key factor in shifting consumer behavior from traditional kirana stores to instant-delivery services.
Amazon India also reported a surge in demand for seasonal products, stating that the strong customer response has reinforced their focus on offering a wide selection, great value, and ultra-fast delivery. The company has expanded its offerings to include a variety of ice creams, early-season mangoes, and summer essentials such as swimming gear and fans.
