Despite prolonged heatwave conditions across India and several parts of Europe, air conditioner (AC) sales have not grown as strongly as industry experts had anticipated this summer. While temperatures touched record levels in many regions, changing weather patterns, intermittent rainfall, and rising appliance prices have prompted many consumers to delay AC purchases and opt for more affordable cooling alternatives.

Industry executives say the June quarter delivered mixed results for seasonal products. While demand for air conditioners softened in several markets, sales of refrigerators, cold beverages, dairy products, ice creams, and traditional summer refreshments remained robust.

Heatwave Continued, But Buying Patterns Changed

Large parts of India experienced severe heat during the summer, with some cities recording exceptionally high temperatures. However, unexpected rainfall, thunderstorms, and cooler evenings in several regions reduced the need for continuous air conditioning during the latter part of the season.

This shift in weather conditions came at a time when inflation and higher household expenses were already influencing consumer spending decisions.

Instead of investing in expensive cooling appliances, many buyers preferred lower-cost alternatives such as air coolers and electric fans.

AC Demand Remained Below Expectations

According to industry representatives, air conditioner sales slowed noticeably during June, particularly across northern India.

Although demand remained healthy during the early part of the summer, the overall season did not meet expectations for many manufacturers.

Apart from weather-related factors, repeated price increases over the past few years have also affected buying decisions. Industry estimates suggest that air conditioner prices have increased by nearly 18–20% compared to previous years, making them less affordable for many households.

As a result, consumers increasingly chose products that offered cooling at a lower upfront cost.

Refrigerators and Washing Machines Performed Better

While AC sales remained subdued, other home appliances continued to witness encouraging demand.

Industry executives reported that refrigerators performed well across both standard and premium segments, supported by rising household demand during the summer months.

With the arrival of the monsoon, washing machine sales have also begun improving as consumers prepare for increased laundry requirements during the rainy season.

This indicates that consumer spending has shifted rather than weakened entirely.

Cold Beverages and Ice Cream Continue to See Strong Growth

Unlike air conditioners, companies selling beverages and frozen foods experienced a strong summer season.

Soft drink manufacturers reported healthy demand throughout the quarter, driven by:

• Small and affordable product packs.

• Growth in quick-commerce platforms.

• Rising on-the-go consumption.

• Expansion of cold storage and retail distribution networks.

Companies also increased investments in cooling infrastructure to improve product availability during peak summer demand.

Dairy Products Register Healthy Demand

The dairy sector also recorded strong seasonal growth.

Manufacturers reported rising demand for:

• Ice cream.

• Curd.

• Flavoured dairy products.

• Other chilled food items.

Industry executives noted that sales volumes in these categories grew significantly compared to the same period last year, reflecting continued consumer preference for refreshing food products during hot weather.

Traditional Summer Products Gain Popularity

Apart from packaged beverages, traditional Indian summer products also witnessed increased demand.

Manufacturers reported higher sales of products such as:

• Jaljeera.

• Buttermilk masala.

• Raita masala.

• Black salt-based refreshments.

According to industry experts, these products continue to remain popular across both urban and rural markets, highlighting the strong preference for traditional cooling foods and beverages alongside modern packaged products.

Consumer Priorities Are Evolving

The mixed performance across different product categories suggests that consumers are becoming more selective in their spending.

Rather than purchasing high-value appliances immediately, many households are prioritizing affordable cooling solutions while continuing to spend on everyday products that provide immediate relief from the heat.

As weather conditions continue to fluctuate and the monsoon advances across the country, manufacturers will closely monitor consumer demand during the remaining months of the financial year to assess whether cooling appliance sales recover or the shift toward economical alternatives continues.