India’s summer shopping behaviour is being shaped by a fixed daily habit, with ice cream orders peaking at exactly 9 PM across cities, according to Instamart’s Summer Trends 2026 report released on April 29. The data shows a consistent nationwide pattern where post-dinner hours drive the highest demand, with orders more than doubling between 6 PM and 9 PM and increasing further on weekends.

The report highlights that as temperatures rose in March and April, consumption across categories surged rapidly. Orders for key summer products such as mangoes, cold beverages and frozen desserts grew up to 300% week-on-week, indicating that buying behaviour closely tracks weather conditions.

Curd leads summer baskets

While ice cream dominates evenings, curd remains the most ordered item overall. It ranks ahead of soft drinks and ice cream, with six of the top ten products being curd-based. This points to a strong preference for traditional cooling foods during the day. Fresh produce such as watermelon and muskmelon is also seeing increased demand, reflecting a shift towards simple and routine consumption.

Ice cream peaks at 9 PM

The data shows that ice cream consumption follows a fixed daily pattern. Across regions, 9 PM is the single largest ordering hour. Family-sized tubs lead purchases, followed by cones, sticks, cups and kulfi, suggesting planned consumption. Chocolate remains the most preferred flavour, accounting for 28% of total orders.

Bengaluru leads national ice cream demand, contributing 14% of overall consumption. Other major markets include Mumbai, Hyderabad, Chennai, Pune, Delhi and Kolkata. Smaller cities such as Central Goa, Thrissur, Thiruvalla, Nagercoil and Manipal record higher orders per user, indicating strong demand beyond metros.

Mango demand spreads beyond metros

Mango consumption has increased with the start of the season. Sindhu mango is currently the most ordered variety, followed by Banganapalli and raw mangoes. While metros continue to drive volumes, growth is fastest in tier-2 cities. Kozhikode recorded a 358% increase, followed by Madurai at 231%, with Trichy, Visakhapatnam and Nellore also showing strong growth.

Beverage choices shift

The report shows a change in beverage preferences. Jeera masala soda recorded a 900% month-on-month increase in March, while cold coffee grew nearly 700%. Traditional drinks such as coconut water, buttermilk, lassi and milkshakes also saw higher demand. Similar to ice cream, beverage consumption peaks during the evening hours.

High-value summer spending

Consumers are also spending more on summer essentials. A user in Guntur placed an order worth ₹15,005, mainly on energy drinks and rechargeable mini fans. In Central Goa, a cart worth ₹11,672 included coconut water, mangoes, kulfi and cool drinks. Bengaluru, Hyderabad and Kolkata also recorded orders above ₹10,000, driven by a mix of cooling products.

Cooling appliances such as fans and air coolers saw growth of over 280%, while sunglasses recorded a 650% year-on-year increase, the highest among all categories.

Regional preferences remain

Despite common trends, regional differences continue. Buttermilk leads in Delhi and Lucknow, while lassi is prominent in Chandigarh. Bengaluru and Mumbai show higher demand for fruit-based baskets, while Chennai and Kochi prefer muskmelon and watermelon. Hyderabad and Pune show a balanced mix of fruits, curd and beverages.

The report shows that India’s summer consumption remains routine-driven, with the 9 PM ice cream spike emerging as the most consistent behaviour across regions.