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From Simple Summer Joys To A $207+ Bn: How FMCG Businesses Evolved

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Summertime is no longer about simple essentials like light cotton clothing, the lingering aroma of talcum powder, aam panna bursting with flavors, or licking melting ice cream off our hands. The season is all about brands and businesses engaging in fierce battles for maximum sales. 

Amazon and Flipkart’s summer sales online or the popular Zara Summer Sale offline, you can bag innovative products in every category. So much so that summer sales in 2024 for beverages, soaps, ice creams, etc., will be 15-20% higher than in 2023.

When did lazy summers change so much? Let’s explore.

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The Golden Age of Simplicity

Dial back to endless cricket matches under the scorching sun, reading Tinkle or Champak, and watching Doordarshan serials with the whole family. Summer is a time for simple joys reflected in our choices. 

We wore unbranded cotton clothes from the local market and bathed with Margo soap to prevent acne, prickly heat, or Liril energizing with its zest.  If prickly heat still troubled you, Nycil talcum powder came to the rescue.

Vacations were for indulgences, with Gold Spot, Thums Up, Campa Cola, Rasna, Rooh Afza sharbat, Frooti, and Appy for fruity flavors. Kwality and Vadilal delighted us with their ice cream. 

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Entrants in the Market

We indulged in popsicles (Pepsi Cola) as the economy opened up. We welcomed the cable, MTV, and dial-up internet, expanding our cultural exposure. More disposable income brought a wave of new beverages and FMCG products to beat the heat.

The cola category added Citra, Fanta, and 7 Up. Baskin-Robbins joined the lineup in 1993.  Personal care innovations included Fair & Lovely Sunscreen with SPF and Axe for deodorants.

Pop culture brought new styles and leisurewear. While Fabindia and Cottonworld stocked the best summer wear, international players like Benetton and Levi’s entered the market, too. Sports giants Nike, Adidas, and Reebok joined the party to entice young consumers, and the summer collection grew.

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The Modern Bouquet

India became more modern, embracing globalization. The middle class continued to rise, leading to a boom in FMCG products. Summer welcomed some iconic summer products that defined the decade. 

Pepsi, Coke, Red Bull, and Sting helped during the energy-draining summer months, while the Italian Gelato offered decadent 99% fat-free flavors, making for guilt-free indulgence. 

People in the 2000s  became more health-conscious. And FMCG brands listened. Real Fruit Juices and Tropicana offered actual fruit options, and green tea gained popularity, with Lipton Ice Tea contributing too. 

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Mindful Skincare & Health

Specialized sunscreens for sensitive skin, deodorants with natural ingredients, sweat-activated formulas, body washes focused on cooling with anti-bacterial properties, and paraben-free products joined the melange.

Moisture-wicking clothing and antimicrobial finishes offered odor control and freshness. Athleisure wear made gym clothes good enough for casual outings and travel go-to products. 

The new decade was all about coconut water, cold-pressed juices, and fruit-infused waters. Artisanal ice cream, dairy-free alternatives like sorbet, and plant-based ice creams.

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Summer FMCG Market in 2024

Unseasonal showers and inadequate rainfall washed away some ice cream and beverage sales in the 2023 summer months. 

But things are looking up this year, and significant players are doubling on premium innovation in cities and expanding their reach to rural markets. Analysts expect double-digit growth, higher volumes, and market gains for the FMCG sector this year. 

The Indian FMCG market is expected to reach US$ 220 billion by 2025. Of the 60-80% of the annual sales of ice cream, beverages, and skin care range, around 20-30% is contributed during summers. 

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What Can You Expect?

The Ice Cream Market size, valued above $3 Bn in 2023, may grow at a CAGR of 13.49% during 2024-30. Beverages may reach $47.6 billion by 2026.

The skincare market could generate US$9.88 billion in 2024, with an annual rate of 2.60%. The fashion industry may expand at a CAGR of 11-12%, reaching a market size of US$ 115-125 billion by 2025

So, as we beat the heat in style and shower ourselves with TLC in 2024, the onset of summer promises to be a scorching season for businesses, too. 

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.

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