Dahi Takes Center Stage
This summer, the humble Dahi has unexpectedly climbed to the top of the most-ordered items list, even rivaling the popularity of traditional cold drinks
and ice cream. Instamart's latest findings reveal a significant trend: six out of the top ten most frequently purchased products are dairy-based, specifically curd varieties. This underscores a powerful resurgence of preference for classic, cooling Indian foods as the weather heats up. Beyond dairy, there's also a noticeable uptick in demand for fresh, seasonal fruits like watermelon, muskmelon, and mangoes, indicating a growing inclination towards natural and wholesome food choices during the warmer months. This shift suggests a blend of tradition and health-consciousness influencing Indian summer diets.
Heat Fuels Mango & Fizzy Demand
With the mercury rising sharply in March and April, there has been a considerable surge in orders across various summer-specific categories. Several products have experienced remarkable week-on-week growth, with some even seeing increases of up to 300 percent. This surge is particularly evident in mangoes, cold coffees, fizzy beverages, and fruit popsicles, all of which have recorded substantial jumps in demand. This trend clearly illustrates a direct correlation between escalating temperatures and consumer purchasing behavior, highlighting how the heat directly influences what Indians reach for to cool down and refresh.
Ice Cream: A Nightly Indulgence
Across India, 9 PM has firmly established itself as the peak hour for ice cream consumption. The demand for this frozen treat more than doubles during the evening window between 6 PM and 9 PM, with weekends further amplifying these numbers. When it comes to preferred flavors, chocolate remains the undisputed champion, accounting for nearly a quarter of all ice cream orders. It significantly outpaces other popular choices such as vanilla, butterscotch, and mango ice cream. Bengaluru has earned the title of India's ice cream capital, followed closely by Mumbai, Hyderabad, Chennai, Pune, Delhi, Kolkata, Kochi, and Gurgaon. Notably, cities like Central Goa, Thrissur, Thiruvalla, Nagercoil, and Manipal report a higher per-user ordering frequency for ice cream, indicating concentrated local passion for the dessert.
Sodas and Coolers Rise
India's beverage choices are also undergoing a summer transformation, with a notable rise in popularity for jeera masala sodas, cold coffees, and other cafe-style coolers. The report highlights a dramatic increase in demand for these categories; jeera masala soda, in particular, saw an astonishing 900 percent growth in March, while cold coffee experienced an almost 700 percent surge. Alongside these modern preferences, traditional thirst-quenchers such as coconut water, buttermilk, lassi, and milkshakes have also recorded significant growth. Similar to ice cream, beverage consumption also peaks during the evening hours, specifically between 6 PM and 9 PM, indicating a shared desire for refreshing drinks as the day winds down.
Regional Tastes Diverge
While Dahi is a universally popular choice across the nation, regional preferences create unique food baskets in different cities. Ahmedabad and Rajkot show a preference for a blend of buttermilk, ice cream, and soft drinks. Bengaluru and Mumbai lean towards orders rich in fruits, featuring items like watermelon and muskmelon. In Chandigarh, lassi stands out as a primary staple. Chennai and Kochi demonstrate a strong demand for muskmelon and watermelon. Delhi and Lucknow exhibit a consumption pattern led by buttermilk, while Hyderabad and Pune present a more balanced selection of fruits, curd, and beverages. These variations highlight how local culinary habits adapt to seasonal availability and regional tastes.
Top Spenders Emerge
Insights into spending patterns reveal some interesting consumer behaviors. One individual in Guntur spent over Rs 15,000 on summer essentials, with their orders heavily featuring energy drinks and rechargeable mini fans, suggesting a focus on both personal comfort and active lifestyles during the heat. In Central Goa, another shopper invested over Rs 11,600 in coconut water, kulfi, mangoes, and cool drinks, prioritizing hydration and traditional summer treats. High spending was also observed from users in Bengaluru, Hyderabad, and Kolkata, with carts exceeding Rs 10,000. These purchases often combined items like cold coffee, buttermilk, mangoes, yogurt, and ice cream, reflecting a diverse approach to summer consumption that includes staying hydrated, indulging in treats, and enjoying everyday comforts.
Mango Season Arrives Early
No Indian summer is complete without the quintessential mango, and this year is no exception, with mangoes making an early appearance. While the renowned Alphonso season is just beginning, Sindhu mangoes have already emerged as the most frequently ordered variety. Banganapalli and raw mangoes are also experiencing robust demand, indicating a widespread craving for this beloved fruit. The most rapid growth in mango orders is originating from smaller cities such as Kozhikode, Madurai, Trichy, Visakhapatnam, and Nellore, showcasing a burgeoning demand beyond major metropolitan areas. Bengaluru leads in overall mango consumption, surpassing the combined orders from Hyderabad and Chennai. Other cities like Thanjavur, Pondicherry, and Mangaluru are also witnessing significant demand, with Delhi and Gurgaon rounding out the list of top mango-loving cities.
