India Milkshake Market, By Flavor (Vanilla, Strawberry, Chocolate, Banana, Others), By Distribution Channel (Supermarkets and Hypermarkets, Convenience Stores, Milk Parlours, Online Stores, Others), By Packaging (Bottles, Pouches, Cartons, Others), By Region, Competition, Forecast & Opportunities, 2021-2031F

Market Overview

India milkshake market was valued at USD 7.56 Billion in 2025 and is expected to reach USD 18.23 Billion by 2031 with a CAGR of 15.8% during the forecast period. The Indian milkshake market is experiencing significant growth, driven by evolving consumer preferences, urbanization, and a shift towards healthier, convenient beverage options. As disposable incomes rise, particularly among millennials and Gen Z, there is an increasing demand for ready-to-drink (RTD) milkshakes that offer both taste and nutritional benefits. Consumers are becoming more health-conscious, leading to a preference for milkshakes made with natural, organic ingredients and free from preservatives and artificial sugars. This trend is further supported by the growing popularity of protein-enriched products, as approximately 73% of India's population is estimated to be protein-deficient, prompting companies to innovate with protein-infused milkshake offerings. The expansion of organized retail and e-commerce platforms has enhanced product accessibility, allowing consumers to explore a variety of flavors and packaging options.

Additionally, the influence of social media and celebrity endorsements has played a pivotal role in promoting milkshake consumption, particularly among urban youth. This convergence of health trends, digital influence, and evolving consumer lifestyles positions the Indian milkshake market for sustained growth in the coming years.

Key Market Drivers

Rising Health Awareness and Demand for Nutritional Beverages

The increasing focus on health and wellness among Indian consumers is a primary driver fueling the growth of the milkshake market. With the surge in lifestyle-related health concerns such as obesity, diabetes, and protein deficiency, consumers are seeking beverages that not only satisfy taste preferences but also provide nutritional benefits. According to the National Family Health Survey (NFHS-5) conducted between 2019 and 2021, approximately 24% of Indian women and 23% of men are classified as overweight or obese. Specifically, 6.4% of women and 4.0% of men aged 15-49 years fall into the obese category. Milkshakes, being rich in proteins, calcium, and essential vitamins, have positioned themselves as a convenient option for families, fitness enthusiasts, and young professionals alike. The growing popularity of functional foods, including protein-enriched and low-sugar milkshakes, reflects the market’s response to this trend. Additionally, urban consumers are increasingly looking for natural and organic ingredients in their beverages, favoring products free from artificial flavors, colors, and preservatives. Protein deficiency remains a significant issue in India, particularly in urban areas. A report by the Directorate of Pulses Development highlights that 73% of urban residents are protein deficient. This deficiency is attributed to dietary patterns lacking in adequate protein-rich foods, leading to health complications and increased demand for protein-enriched products, including milkshakes. This shift towards health-conscious consumption is encouraging manufacturers to innovate with fortified milkshake options, such as those containing added fiber, probiotics, or plant-based milk alternatives. These innovations not only cater to dietary preferences but also create a perception of milkshakes as a health-oriented choice, expanding the market beyond traditional indulgence to a nutritionally relevant beverage. As awareness about nutritional balance grows across all age groups, the demand for milkshakes that combine taste with functional benefits is expected to continue driving market growth over the forecast period.

Expansion of Organized Retail and E-commerce Channels

The rapid growth of organized retail and e-commerce platforms in India has significantly contributed to the accessibility and visibility of milkshake products. Supermarkets, hypermarkets, and convenience stores have expanded in both urban and semi-urban areas, providing consumers with a wide variety of flavors, brands, and packaging formats in a single location. This has not only increased product availability but also enhanced the consumer experience by enabling informed choices through in-store promotions, sampling, and product demonstrations. Parallelly, the proliferation of online grocery platforms and direct-to-consumer e-commerce channels has facilitated convenient home delivery of milkshake products, catering especially to time-constrained urban households and tech-savvy millennials. These digital platforms also allow for personalized marketing, subscription services, and targeted promotions based on consumer preferences, thereby increasing brand engagement and loyalty. The omnichannel presence ensures that consumers can access milkshakes anytime, anywhere, which is particularly important for ready-to-drink (RTD) variants. Furthermore, the integration of digital payment solutions, promotional offers, and app-based loyalty programs incentivizes repeat purchases and encourages experimentation with premium or niche products. Collectively, the expansion of retail infrastructure and online channels is accelerating market penetration and supporting consistent growth across diverse demographic segments in India.

Changing Lifestyles and Increasing Urbanization

India’s rapid urbanization and evolving lifestyle patterns are significant drivers of the milkshake market. Urban consumers, especially the younger demographic, are increasingly leading fast-paced lives with limited time for traditional meal preparation. This has created a demand for convenient, on-the-go beverage options such as ready-to-drink milkshakes. Additionally, exposure to global food trends, western eating habits, and social media influence has heightened awareness and desire for indulgent, flavorful beverages. Milkshakes serve as both a nutritional supplement and a treat, making them appealing to a broad audience including children, teenagers, working professionals, and fitness-conscious individuals. The rise of cafés, quick-service restaurants, and milk parlours in metropolitan and tier-2 cities further supports consumption by offering premium and innovative milkshake flavors, enhancing the overall consumer experience. Moreover, increasing disposable incomes in urban households have made indulgent beverages more affordable, driving frequent purchases. Festivals, social gatherings, and recreational activities have also contributed to milkshakes being perceived as a lifestyle beverage rather than just a dietary item. As urbanization continues and lifestyles become more convenience-driven, the consumption of milkshakes is expected to grow steadily, supported by both traditional retail and modern trade channels, ensuring the market maintains its growth momentum over the next decade.

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Key Market Challenges

Flavor Innovation and Premiumization

One of the most noticeable trends in the Indian milkshake market is the increasing focus on flavor innovation and product premiumization. Consumers are seeking unique, indulgent, and exotic flavors beyond traditional options such as vanilla, chocolate, and strawberry. Companies are experimenting with fusion flavors, seasonal fruits, nuts, coffee, and dessert-inspired variants to appeal to both younger audiences and health-conscious adults. This trend is particularly visible in ready-to-drink (RTD) milkshakes and milk parlour offerings, where limited-edition flavors and seasonal launches are used to create excitement and boost brand engagement. Premiumization is also reflected in the use of high-quality ingredients, organic or natural sweeteners, and enriched formulations that offer added nutritional benefits. By positioning milkshakes as both indulgent and aspirational, brands are able to capture higher price points while appealing to a growing segment of consumers who are willing to pay for superior taste, health benefits, and overall experience. This trend not only differentiates products in a competitive market but also encourages repeat purchases, fostering brand loyalty and higher consumption frequency.

Growing Popularity of Plant-Based and Dairy Alternatives

Another key trend shaping the milkshake market is the increasing adoption of plant-based and alternative dairy options. With rising awareness of lactose intolerance, veganism, and environmental sustainability, consumers are looking for milkshakes made from almond, soy, oat, and other plant-based milk alternatives. This shift is further supported by the global clean-label movement, where transparency in ingredient sourcing, non-GMO certification, and eco-friendly packaging are highly valued. Plant-based milkshakes also appeal to health-conscious consumers seeking lower-calorie and lower-fat alternatives without compromising on taste and texture. Brands are investing in research and development to ensure that these alternatives replicate the creaminess and flavor profile of traditional dairy milkshakes, thereby widening their consumer base. The growing availability of such options in supermarkets, online platforms, and cafés is accelerating adoption, particularly among millennials and Gen Z consumers who are early adopters of sustainable and ethical consumption practices. As this segment expands, it is expected to become a mainstream offering, influencing both product portfolios and marketing strategies of leading milkshake brands in India.

Digital Marketing and Social Media Influence

Digital marketing and social media engagement have emerged as critical trends driving the milkshake market in India. With the widespread penetration of smartphones and internet access, brands are increasingly leveraging platforms such as Instagram, YouTube, and TikTok to connect with urban youth and influencers. Social media campaigns featuring visually appealing content, interactive polls, challenges, and influencer endorsements have proven effective in shaping consumer perceptions and driving trial purchases. User-generated content and online reviews also play a crucial role in influencing purchasing decisions, particularly for premium and novel milkshake flavors. Additionally, digital marketing allows brands to promote personalized offerings, subscription models, and limited-edition launches, enhancing consumer engagement and loyalty. By creating a strong digital presence, companies can maintain visibility in a crowded market and encourage frequent consumption, especially among younger demographics who rely heavily on online platforms for discovering new products. This trend reflects a broader shift towards experience-driven marketing, where storytelling, aesthetics, and lifestyle positioning are as important as product quality in driving market growth.

Key Market Trends

Flavor Innovation and Premiumization

One of the most noticeable trends in the Indian milkshake market is the increasing focus on flavor innovation and product premiumization. Consumers are seeking unique, indulgent, and exotic flavors beyond traditional options such as vanilla, chocolate, and strawberry. Companies are experimenting with fusion flavors, seasonal fruits, nuts, coffee, and dessert-inspired variants to appeal to both younger audiences and health-conscious adults. This trend is particularly visible in ready-to-drink (RTD) milkshakes and milk parlour offerings, where limited-edition flavors and seasonal launches are used to create excitement and boost brand engagement. Premiumization is also reflected in the use of high-quality ingredients, organic or natural sweeteners, and enriched formulations that offer added nutritional benefits. By positioning milkshakes as both indulgent and aspirational, brands are able to capture higher price points while appealing to a growing segment of consumers who are willing to pay for superior taste, health benefits, and overall experience. This trend not only differentiates products in a competitive market but also encourages repeat purchases, fostering brand loyalty and higher consumption frequency.

Growing Popularity of Plant-Based and Dairy Alternatives

Another key trend shaping the milkshake market is the increasing adoption of plant-based and alternative dairy options. With rising awareness of lactose intolerance, veganism, and environmental sustainability, consumers are looking for milkshakes made from almond, soy, oat, and other plant-based milk alternatives. This shift is further supported by the global clean-label movement, where transparency in ingredient sourcing, non-GMO certification, and eco-friendly packaging are highly valued. Plant-based milkshakes also appeal to health-conscious consumers seeking lower-calorie and lower-fat alternatives without compromising on taste and texture. Brands are investing in research and development to ensure that these alternatives replicate the creaminess and flavor profile of traditional dairy milkshakes, thereby widening their consumer base. The growing availability of such options in supermarkets, online platforms, and cafés is accelerating adoption, particularly among millennials and Gen Z consumers who are early adopters of sustainable and ethical consumption practices. As this segment expands, it is expected to become a mainstream offering, influencing both product portfolios and marketing strategies of leading milkshake brands in India.

Digital Marketing and Social Media Influence

Digital marketing and social media engagement have emerged as critical trends driving the milkshake market in India. With the widespread penetration of smartphones and internet access, brands are increasingly leveraging platforms such as Instagram, YouTube, and TikTok to connect with urban youth and influencers. Social media campaigns featuring visually appealing content, interactive polls, challenges, and influencer endorsements have proven effective in shaping consumer perceptions and driving trial purchases. User-generated content and online reviews also play a crucial role in influencing purchasing decisions, particularly for premium and novel milkshake flavors. Additionally, digital marketing allows brands to promote personalized offerings, subscription models, and limited-edition launches, enhancing consumer engagement and loyalty. By creating a strong digital presence, companies can maintain visibility in a crowded market and encourage frequent consumption, especially among younger demographics who rely heavily on online platforms for discovering new products. This trend reflects a broader shift towards experience-driven marketing, where storytelling, aesthetics, and lifestyle positioning are as important as product quality in driving market growth.

Segmental Insights

Distribution Channel Insights

Supermarkets and hypermarkets remain the leading distribution channel due to their extensive reach, ability to stock multiple brands and flavors, and attractive promotional campaigns. These organized retail outlets provide convenience, variety, and competitive pricing, making them the primary choice for family purchases and bulk buying. Convenience stores are emerging as a fast-growing channel, especially in urban and semi-urban areas, where consumers seek quick, on-the-go options. These outlets cater to impulse purchases and daily consumption needs, particularly for ready-to-drink milkshakes. Milk parlours, with their traditional presence and reputation for freshly prepared beverages, continue to attract loyal local customers and youth, especially in tier-2 and tier-3 cities.

Flavor Insights

In India, Chocolate remains the leading flavor, owing to its universal appeal, indulgent taste, and strong brand association. Chocolate-flavored milkshakes are often positioned as both a treat and a nutritional option, appealing to parents seeking a balance between taste and health for their children. Vanilla, while less indulgent than chocolate, is preferred for its mild taste and versatility, often used as a base for customized or mixed-flavor milkshakes. Strawberry appeals primarily to younger consumers and females due to its sweet and fruity profile. Alongside these traditional flavors, the market is witnessing rapid innovation with banana, mango, coffee, and dessert-inspired flavors gaining traction.

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Regional Insights

In India, North India represents a significant market for milkshake consumption due to its large urban population, high disposable incomes, and well-established retail infrastructure. Cities such as Delhi, Chandigarh, Jaipur, and Lucknow have a strong presence of supermarkets, hypermarkets, and organized convenience stores, which facilitate easy access to a variety of milkshake flavors and packaging options. Chocolate and vanilla flavors dominate in this region, while ready-to-drink milkshakes in bottled packaging remain the preferred choice for on-the-go urban consumers. North India is the leading region in terms of revenue contribution, driven by high consumption levels in metropolitan and tier-2 cities. The region also benefits from a strong café culture, where milkshakes are increasingly consumed as lifestyle beverages.

Recent Developments

• In 2024, CavinKare introduced India's first ready-to-serve fruit milkshake, marking a significant innovation in the dairy beverage sector. Available in mango, apple, and guava flavors, these milkshakes are priced at ₹25 for a 200 ml pack and boast a six-month shelf life without preservatives.
• In 2024, Epigamia launched India's first 25g protein milkshakes with zero added sugar, zero fat, and zero preservatives. Available in Vanilla Caramel and Cookies & Cream flavors, these ready-to-drink milkshakes cater to health-conscious consumers seeking high-protein, low-calorie options.
• In 2024, Britannia's Winkin’ Cow brand expanded its portfolio by launching a Bourbon-inspired milkshake, celebrating 70 years of the iconic Britannia Bourbon biscuit. This collaboration merges the classic Bourbon flavor with Winkin’ Cow's creamy milkshake base, offering a nostalgic yet innovative product to consumers.
• In 2024, Azelis received an award at the FI India 2024 Innovative Product Showcase for its ProFi Mocha Milkshake. This creamy, shelf-stable milk drink is enriched with fiber and protein, offering optimized stability and indulgent taste.

Key Market Players

• Gujarat Co-operative Milk Marketing Federation Ltd.
• Mother Dairy Fruit & Vegetable Pvt. Ltd.
• Super Milk Products Pvt. Ltd.
• Britannia Industries Ltd.
• CavinKare Pvt. Ltd.
• Karnataka Milk Federation (KMF)
• The ThickShake Factory Pvt. Ltd.
• Drunken Monkey Smoothies Pvt. Ltd.
• Frozen Bottle Pvt. Ltd.
• Makers of Milkshakes Pvt. Ltd.

Report Scope:

In this report, the India Milkshake market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• India Milkshake Market, By Flavor:

o   Vanilla

o   Strawberry

o   Chocolate

o   Banana

o   Others

• India Milkshake Market, By Distribution Channel:

o   Supermarkets and Hypermarkets

o   Convenience Stores

o   Milk Parlours

o   Online Stores

o   Others

• India Milkshake Market, By Packaging:

o   Bottles

o   Pouches

o   Cartons

o   Others

• India Milkshake Market, By Region:

o   North

o   East

o   West

o   South

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the India Milkshake market.

Available Customizations:

India Milkshake market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).