Amidst a scorching summer, packaged dairy-based beverages like buttermilk, lassi, haldi doodh, and flavoured milk are witnessing high double-digit growth. This surge in demand comes as health-conscious Indian consumers increasingly prioritise wellness and look for functional ways to boost their daily protein intake.
Jayen Mehta, MD, GCMMF (Amul), told businessline: “We have a large portfolio of nearly 120 SKUs ranging from Haldi Doodh to Single Origin Coffee. The beverage portfolio has seen a growth of 40-45 per cent in this summer season. Category growths have been higher.
Sales soar
For instance: buttermilk sales grew by 60 per cent month-on-month in June, while the Amul protein range has been growing at 100 per cent.” Mehta said the company’s strategic focus on expanding distribution and ramping up marketing investments through associations with nine IPL teams built up a positive momentum for the brand during the summer season.
Jayatheertha Chary, Managing Director, Mother Dairy, pointed out that factors such as rising temperatures, increasing preference for hygienic and healthier packaged products and better access through online and offline channels have been supporting the growing demand for dairy-based beverages.
“Our dairy beverages portfolio witnessed strong double-digit growth this summer, led by robust demand across categories. For instance, flavoured milk registered growth of over 50 per cent, while our Probiotic Chaach category grew by upwards of 40 per cent, reflecting strong consumer preference for refreshing, value-added dairy beverages,” he added.
For Parle Agro, its dairy beverage brand Smoodh registered a “high double-digit” growth. Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, said, “ Smoodh has delivered another strong year of growth. While the extended summer has certainly provided a favourable consumption environment, the brand’s momentum has been driven by far more fundamental factors.” She added that the brand’s focus on the ₹10 price point has been instrumental in accelerating its growth by making it more accessible.
Akshali Shah, ED, Parag Milk Foods, said the momentum for dairy-based beverages is being driven by a broader structural shift in consumer preferences towards beverages that offer a combination of taste, convenience and nutrition. “Consumers today are increasingly seeking healthier alternatives to sugary soft drinks, and dairy-based beverages are well positioned to meet that need,” she added.