From dahi dominance to late evening ice cream cravings, Instamart decodes India’s summer spending trends

India’s summer consumption story is increasingly being shaped by habit-driven purchases, regional preferences, and the growing influence of quick commerce, according to Instamart’s Summer Trends 2026 report. From dahi emerging as the most-ordered summer product to ice cream demand peaking sharply at 9 pm, the data offers a window into how seasonal demand is evolving — and how platforms are using these signals to decode consumer behaviour.

Why are traditional staples outperforming impulse categories?

One of the biggest takeaways from the report is the dominance of traditional cooling staples over impulse-led modern categories. Dahi topped summer baskets, ahead of cold drinks and ice cream, with six of the top ten most-ordered products being curd-based. The trend underlines how legacy food habits continue to anchor demand even as digital grocery shopping expands. 

At the same time, indulgence categories are emerging as strong growth drivers. Ice cream has become a distinctly evening-led category, with orders peaking at 9 pm and demand in the 6 pm to 9 pm window more than doubling. Bengaluru accounted for 14% of national ice cream demand, making it the country’s ice cream capital, while chocolate retained its lead as the most ordered flavour, accounting for 28% of all ice cream orders.

For quick commerce players, these repeatable consumption patterns matter. High-frequency categories such as dahi, buttermilk, mangoes and beverages improve order stickiness, while indulgence-led categories raise basket values.

How are non-metros shaping the next phase of quick commerce growth?

The report also highlights how growth is broadening beyond metros. Kozhikode and Madurai emerged as the fastest-growing tier II mango markets, recording growth of 358% and 231%, respectively, while smaller cities such as Thrissur, Thiruvalla and Nagercoil ranked among the highest in ice cream loyalty per user. The trend reinforces the growing role of non-metros in driving the next phase of quick commerce adoption.

Summer beverages are also showing changing preferences. Jeera masala soda posted 900% month-on-month growth, while cold coffee surged nearly 700%, pointing to a shift from mainstream fizzy drinks to flavour-led and functional alternatives. Categories such as coconut water, lassi and buttermilk also saw strong traction.

High-value seasonal baskets offer another signal. Guntur recorded a summer basket worth ₹15,005, driven by cooling essentials and energy drinks, while users in Central Goa and Bengaluru also posted spends above ₹11,000, suggesting summer-led consumption can significantly lift transaction sizes.

Taken together, the data suggests quick commerce platforms are moving beyond convenience-led grocery fulfilment to becoming real-time indicators of consumer behaviour. For the sector, that has implications not just for inventory planning and category bets, but for understanding how India shops, snacks, and spends through the summer.