Indian Dairy-Based Beverages Experience Significant Surge Amid Health Trends

This summer has witnessed a remarkable increase in the consumption of dairy-based beverages in India, with products like buttermilk, lassi, haldi doodh, and flavored milk experiencing significant growth. Jayen Mehta, Managing Director of GCMMF (Amul), highlighted that their beverage portfolio expanded by 40-45% as health-conscious consumers seek protein-rich options.

Breaking down the numbers, buttermilk sales alone grew by 60% month-on-month in June. Amul's protein range demonstrated an impressive 100% growth. This surge has been attributed to a strategic expansion in distribution and marketing, including partnerships with nine IPL teams, which enhanced brand visibility during the summer.

Mother Dairy's Managing Director, Jayatheertha Chary, pointed out that the increasing preference for healthier, hygienic packaged products coupled with access through online and offline channels has fueled this trend. Their flavored milk and Probiotic Chaach categories grew by over 50% and 40% respectively, indicating a robust consumer preference.

Parle Agro's dairy beverage brand, Smoodh, also registered high double-digit growth. Nadia Chauhan, Joint Managing Director and CMO, attributed this to the brand's focus on affordability with a key price point at ₹10, enhancing accessibility and driving the brand's momentum.

Akshali Shah, Executive Director at Parag Milk Foods, noted a structural shift in consumer preferences towards beverages that offer a blend of taste, convenience, and nutrition. She emphasized the growing demand for healthier alternatives to sugary soft drinks, with dairy-based beverages well-positioned to meet these needs.

The data suggests that as temperatures soar, the preference for refreshing and nutritious drinks is likely to persist, further solidifying the market for these beverages.