The stats around ice cream sales on Quick Commerce are mind boggling.
As per a recent report: for ice creams alone, compared to Rs-40 to 50 crore in monthly sales last year, sales of Rs 180-200 crore per month is expected on quick commerce channels this summer.
There are many reasons for this-
Greater skew of consumers with higher discretionary incomes on these apps
Quick Commerce has also reduced one of the biggest barriers to entry in this segment of deploying cold chain infrastructure. All of them have their own cold-storage units for last-mile delivery
This has levelled the playing field between legacy firms and new entrants.
In fact, new players are leveraging the premiumisation trend by catering to evolving tastes and diets. You will see a lot more vegan, organic, low-sugar, high protein and other variations of ice creams 😅
These apps also offer the ideal delivery time for ice creams, which start to melt beyond 10 minutes 🛵
Add to this, rising temperatures and longer summers are providing perfect tailwinds for ice cream brands 📈
Net-net, when the friction to satisfying any impulse is minimised, the chances of it becoming a habit are maximised. So, be cautious 🫢
