As temperatures steadily climb and the onset of a heatwave looms, FMCG and dairy companies specializing in cola-based fizzy drinks, juices, mineral water, ice creams, and milk-based beverages are bracing for a surge in sales. They have significantly increased production and bolstered their inventories to cater to the expected uptick in consumer demand. Executives from beverage & ice cream companies mentioned that they are launching new products to keep up with changing consumer tastes. For the upcoming season, they are also heavily investing on distribution channel expansion and promotions.
PepsiCo, a leading player in the beverage industry, expressed that the summer months inherently present the most opportune season for its product category. The company remains “optimistic” that its array of brands will continue to captivate consumers throughout this period.
The corporation, which boasts a portfolio including brands like Pepsi, 7up, Mirinda, Mountain Dew, Slice, Gatorade, and Tropicana, has initiated campaigns featuring prominent personalities such as Ranbir Kapoor, Rashmika Mandanna, Hrithik Roshan, Mahesh Babu, Kiara Advani, and Nayanthara to attract consumers.
“We’re thrilled about our high-energy 2024 summer campaigns, launched throughout March and April. Our initial assessment indicates that consumers are responding extremely positively to all our initiatives,” shared a spokesperson from PepsiCo India.
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Dabur India, a leading FMCG company, anticipates that a more robust and extended summer season will benefit its summer-focused products, especially its range of beverages and glucose offerings.
“We’ve commenced stocking inventory for this purpose, both at the retail and stockist levels,” stated Anshul Gupta, Head of Sales at Dabur India Ltd.
In anticipation of summer demand, Dabur has increased capacity at its beverage plant located in Pantnagar, Uttarakhand.
“Additionally, we’ve set up a new facility in Indore for beverages & another one in Jammu for aerated fruit beverages to meet the growing demand during the summer,” he stated.
Coca-Cola India stated that it remains keenly attentive to market dynamics and evolving consumer preferences, and is accordingly increasing its production capacity.
“Ahead of the summer season, we’re implementing a segmented approach and strategically enhancing distribution to maintain strong connections with our consumers and fully embrace this seasonal period,” remarked a spokesperson from Coca-Cola India.
The India Meteorological Department (IMD) forecasts extended periods of heat waves this summer, particularly from April through June.
Havmor Ice Cream, now under the ownership of South Korean confectionery company LOTTE Wellfood Co, has noted forecasts indicating that this year is expected to be one of the warmest, similar to the previous year. The company anticipates the continued momentum in the category.
Komal Anand, Managing Director of Havmor Ice Cream, said, “We have increased production capacity at our current factories to meet the rising demand and will be prepared to fulfil additional demand with the launch of our new factory in Pune, planned for July-August 2024.”
The company intends to unveil 12 new flavors throughout the season.
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Furthermore, Anand stated, “Given the prevailing K-wave trend among consumers, we are also broadening the LOTTE range by introducing new Korean-inspired products in the forthcoming months.”
Meanwhile, a prominent milk supplier in Delhi-NCR is set to unveil 30 new products this summer, primarily focusing on the ice cream and yogurt segments, in anticipation of a 25-30 percent surge in consumer demand.
“Given the India Meteorological Department’s forecast of above-normal temperatures and a hot summer this year, we anticipate a significant increase in demand for these categories,” remarked Manish Bandlish, Managing Director of Mother Dairy Fruits and Vegetables Pvt Ltd, last month.
Meanwhile, Baskin Robbins India stated that amid increasing demand for premium and distinctive ice cream products and rising temperatures nationwide, the company is aptly positioned to fulfill consumer expectations throughout the season.
“Our strategic innovations, along with the addition of the new plant, have allowed us to elevate our position in customer preferences. This strategy will enable us to introduce not only new seasonal flavors but also unveil several exciting new formats that are perfect for snacking,” stated Mohit Khattar, CEO of Graviss Foods, the master franchise holder for Baskin Robbins in South Asia.
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