Following the Britannia Industries’ announcement that its three-year old dairy drinks brand Winkin’ Cow has crossed the milestone of INR100 crore ($12.9 million) sales in FY2022;

Bobby Verghese, Consumer Analyst at GlobalData, offers his view:

“The Indian CPG giant made the announcement on the occasion of the World Milk Day on 1 June 2022. Encouraged by the success of the Winkin’ Cow brand, Britannia plans to expand its product portfolio with more affordable and premium dairy drinks and expand its distribution base across India. Despite the setbacks due to COVID-19, Britannia’s Winkin’ Cow range of flavoured milk, milkshakes, and buttermilk have fared well over the last three years since its launch in 2018. This reflects the robust performance of the broader dairy drinks market in recent years, buoyed primarily by the strong affinity among youth for healthy food and beverages.

“GlobalData’s Consumer Market Analyzers reveal that the fermented milk category in India expanded by 10.4% CAGR over 2015-2021, with volumes rising from 784.5 million liters in 2015 to 1.4 billion liters by 2021. Winkin’ Cow tapped this trend by leveraging Britannia’s extensive distribution network, and strong brand awareness.

“With the relaxation of pandemic restrictions on public outdoor movement, the on-the-go consumption of healthy ready to drink (RTD) beverages such as dairy drinks is set to soar. Innovative new product launches, complemented by creative marketing campaigns will bolster the long-term growth of the dairy drinks market in India. Accordingly, GlobalData projects that volume sales of fermented milk to expand by 6.3%, and flavored milk by 5.1% CAGR over 2021-2027.”