Brands get quick-comm boost in summer sales

NEW DELHI: Peak temperatures and the sweltering heat this year have delivered a windfall for consumer brands, with quick-commerce platforms driving robust growth in heat-linked categories.As temperatures climbed across the country, demand for products ranging from ice creams and beverages to sunscreens more than doubled year-on-year in May as consumers sought relief from the relentless heat, data culled by TOI from 1DigitalStack, a market intelligence platform, showed.Ice cream emerged as the standout performer this summer, with gross merchandise value (GMV) on quick-commerce platforms touching nearly Rs 560 crore in May, up 18% from April and 140% from a year earlier.

The scorching summer fuelled demand across the country, with premium tubs and impulse cones driving much of the growth as consumers traded up on seasonal treats, the analysis said.Beverages followed closely with a GMV of Rs 460 crore in May, a jump of 114% year-on-year, driven by the summer heat, premiumisation and a wider assortment on quick-commerce platforms."We are seeing strong summer-led demand across immediate consumption and on-the-go occasions," said Nitin Bhandari, VP & GM, beverages, PepsiCo India and South Asia.

"Our portfolio spans multiple price points, with a clear focus on making refreshment more accessible. At the same time, value and affordability continue to drive on-the-go, out-of home hydration choices."Further, face-care products, including sunscreens and face washes, also saw robust momentum, with sales climbing 96% to Rs 380 crore from a year earlier, fuelled by a push by direct-to-consumer beauty brands and influencer-led content on skincare routines, the data revealed.Industry executives attributed the sharp uptick to the rapid expansion by Blinkit, Zepto and Swiggy Instamart into Tier-2 and Tier-3 cities, where consumers are increasingly shifting routine purchases from neighbourhood kirana stores to instant-delivery platforms. The multi-city rollout of services, such as Amazon Now and Flipkart Minutes, has further intensified competition beyond metros."Seasonal categories such as ice creams, cold beverages, fresh fruits and everyday essentials are witnessing a surge in demand," an Amazon India spokesperson said. "Strong customer response reinforces focus on combining wide selection with great value and ultra-fast delivery. We've expanded our selection, introducing a wider range of ice creams, early-season mango varieties and summer essentials, including swimming gear, ceiling and smart fans," the spokesperson added.