Summer Drinks Quenching FMCG Thirst

After two consecutive washed out seasons, companies such as Parle Agro, Amul, Hamdard Foods are anticipating a hike in demand for summer drinks

- Shrabona Ghosh

Summer has marched in early and after two consecutive washed out seasons, FMCG companies are anticipating a hike in demand for summer drinks such as lassi, sharbats, juices, fruit and dairy-based drinks, among others. The pandemic-induced lockdown and the subsequent restrictions led to a dip in the sale of beverages. Now, with the curbs gone, consumers have resumed daily commute and this has led to a spurt in out-of-home consumption.

“After two years of a pandemic mandated lockdown, markets have finally opened up and are operating in full capacity. Consumers have resumed their daily commute and a large part of our consumer base consists of people traveling to offices, schools and colleges. This has led to a huge growth in sales due to rise in out-of-home consumption. This, coupled with a good summer season, which is an extended season this year, we are expecting high growth for our beverage brands,” said Nadia Chauhan, joint managing director and CMO, Parle Agro.

The company is looking at over 30-35 per cent volume growth for its beverage portfolio in calendar year 2022 over last year. It recently launched a campaign for Frooti after two years. “The large-scale, creative branding for Frooti has generated considerable buzz and excitement among consumers across the country. For Appy Fizz and B Fizz, we have taken an aggressive distribution focused approach leading to higher reach and growth.”